Working with the Media to Promote Teen Pregnancy Prevention

Working with the news mediaMAKING IT HAPPEN112The most efficient way to reachthe general public is through thenews media: newspapers, radio,and television. Reporters andeditors—especially on the locallevel—are always looking forstories to fill their pages andnewscasts, and teen pregnancyprevention initiatives have importantstories to tell. Seeking newscoverage, however, should not bea one-shot deal; you should developrelationships with reportersand keep your initiatives prominentin their Rolodexes.What is news?To generate coverage, a programmust create a news“hook”—that is, a reason for areporter to tell a story.Reporters look for:• new information (statistics ortrends);• conflict (disagreement andcontroversy);• personal stories (reporterstell stories through the livesof individuals);• local angles to nationalstories;• counter-intuitive information(“teens want to hear fromtheir parents about sex”); and• quotable people.Creating a media listThe first step in creating successful,ongoing relationshipswith the news media is to identifyand develop the right mediacontacts. In some communities,the local library will stock amedia guide with detailed informationabout newspapers andbroadcast stations and theirpersonnel. Many United Wayorganizations publish mediaguides as well. Another way toidentify likely reporters is byreading local papers and magazinesand finding out who coversyouth, education, health,and social policy.Potential sources of names for amedia list:• newspapers (from majordailies to suburban weeklies)—city,health, and editorialpage editors; health,education, lifestyle, and politicalreporters;• television—news assignmenteditors; news directors;health, education, lifestyle,and political reporters; segmentand show producers;• radio—news directors,talk show producers, radiopersonalities;