NCJ Number
189349
Date Published
March 2001
Length
46 pages
Annotation
This guide describes the basic principles of media relations, which can help organizations develop an effective media strategy for a plan to prevent underage drinking in a community.
Abstract
The tools that are necessary for this strategy--including news advisory, news release, letters to the editor, and "op-ed" articles--are described and samples provided in the appendix. The guide also describes the techniques for a successful interview and suggestions on how organizations can conduct effective news conferences. Additionally, there are examples of how other underage-drinking prevention organizations have effectively used the media to communicate their message. Because underage drinking can often lead to tragedy, this guide suggests coalitions and organizations develop a plan to address these incidents when they occur in their communities. A tragedy provides an opportunity for organizations that are fighting underage drinking to inform the public about how such tragedies can be prevented in the future. Advocates for health, including substance abuse prevention, are becoming increasingly sophisticated in using the media to achieve their goals, whether they are to change law and policies or to change behavior. Social marketing and media advocacy are increasingly popular strategies for using the media to improve health and well-being. This guide provides an overview of social marketing and media advocacy. Appended crash/crime clock, telephone "pitch," news advisory, news release, letter to the editor, op-ed piece, message development sheet, and pilot projects, and a 30-item resource list