Operation UNITE : Unlawful Narcotics Investigation Treatment and Education
Publicizing Your Efforts
It’s no secret that the media represents a crucial vehicle for conveying information and affecting attitudes. The media can also be a useful tool for raising awareness about, and acceptance of, the issue of substance abuse prevention, demonstrating the benefits of your coalition to the community, and motivating others to get involved. Without making full use of the media, you cannot achieve optimal effectiveness in approaching your mission.
What is news?
Any topic that is important to your coalition is newsworthy. This may include a project you are promoting, a change in leadership, receipt of grant funds, a need to thank supporters, or a desire to recruit volunteers to help your coalition efforts. Read your local newspaper or listen to a radio or television broadcast to get a feel for what types of stories are used. Generally anytime you can humanize an issue through personal examples or stage an activity that involves a large number of people you will grab an editor’s attention.
Who is responsible?
Always present your coalition as being an accessible, accurate source of interesting and succinct views. You may create a committee to handle the task of dealing with the media, or you can delegate responsibility to officers and committee chairs. Whoever is responsible should be thoroughly familiar with your coalition’s activities and develop a working relationship with media representatives in your area. Journalism experience is not required for a media contact. Writing releases is as easy as telling a friend about your activities.
Develop your message and target audience
Your message should be clear and concise. It should convey the urgency of your mission and the emotion driving it as well. In crafting your message consider the following:
What are the goals of your coalition for Operation UNITE?
Why is the problem you’ve set out to address really a problem?
Why should anyone care?
What should your community know about your mission and vision?
Why is your approach compelling, empowering and destined for success?
What specific action should someone take to get involved?
There are many vehicles for delivering your message, but you must first determine where to target your message. Developing a media list is a must. Know who covers your area and who to contact (it is not always the editor or news director). Identify television stations, newspapers, radio stations, and public access cable TV channels. Get to know what their deadlines are and in what format they prefer to receive releases. You should also utilize churches to spread information. UNITE’s Communications Director can assist in this process.
There are several ways to get your message out to the public.
Press releases. This is the best way to provide information about your coalition, to promote an upcoming event, or to report on a successful activity. Keep the content factual and to the point, answering: Who? What? When? Where? Why? and How?
Media advisories. This is a good way to notify the press about an upcoming event. Give them a reason to show up.
Letters to the editor. Letters offer an opportunity for you or a volunteer to respond favorably or negatively to a story. Remember to always be polite and stay with the message.
Op-Ed pieces. Generally longer than letters, this format allows you to disseminate your message on a particular subject directly to the readers.
Maintain your own website. UNITE will be happy to place links to your site and send news releases and other information about UNITE activities to the webmaster.
Press conferences. If you have a big announcement or major community project you may wish to call all the media together to explain the plans. Stick to the facts, keep the announcements short, and have representatives who are able to respond to questions. Press conferences should be used sparingly and UNITE should be notified of your plans before notification is made to the media.
Tips for working with the media
Do your homework. Know what you are talking about. Don’t feel that you have to answer reporters’ questions immediately. If you need time to gather information or prepare a response, take it. Respond back as quickly as possible remembering their deadlines.
Return all media calls or have them returned promptly. Any delay over-stimulates suspicious minds. (What are they trying to hide?) If your time is short, answer the most important questions and schedule a time for a follow-up.
Anticipate questions. A reporter will almost always cover the Who, What, When, Where, Why and How questions. Be ready to answer all questions to the best of your ability. If you don’t know, admit it. Never lie under any circumstances.
Get your message across. When you respond, have in mind a single overriding communications objective. Know the main point you want to make and emphasize that point with the reporter. The more you say, the greater the reporter’s freedom to choose which quotes to use.
You have the right to ask a reporter to read back any direct quotes that will be attributed to you in the story. Generally the reporter won’t mind allowing you to make changes in grammar or wording. Plus, this is a way for the reporter to be sure he or she understands what was told to them. You do not have the right to ask a reporter to allow you to read the entire story before it is published. If you want to be sure the information is correct or placed in the proper context, review the main points during the interview.
Don’t answer loaded questions. If a question is based on a faulty assumption, correct the assumption before addressing the question.
Don’t be afraid to avoid comment. “No comment” is preferable to “officials couldn’t be reached for comment.” If you cannot comment, explain why.
Generally the rule of thumb is if you don’t want to read it in print, don’t say it.
When making a point, always relate the response to the reader. TELL the details then SHOW them why they should care.
Operation UNITE : Unlawful Narcotics Investigation Treatment and Education
Official Site of Operation UNITE
2292 S. Highway 27, Somerset, KY 42501
606-677-6179 ● Toll Free 1-866-OP-UNITE ● Fax 606-677-6166
Operation UNITE : Unlawful Narcotics Investigation Treatment and Education
