Working with the Media to Promote Teen Pregnancy Prevention

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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;
• wire services—bureau chiefs,daybook editors (the daybooklists events taking place eachday in the community),reporters; and• other news outlets—communityand faith-based publications,high school or collegenewspapers, and specialinterest and professionalnewsletters.You may also want to develop alist of nonmedia individuals andgroups whom it may be useful toinform or influence. These mightinclude funders, policymakers,community leaders, and collaboratingagencies and institutions.Making contact withlocal news mediaYour goal should be to becomethe first person a reporter oreditor thinks to call when doinga story on teen pregnancy. Someideas for becoming a crediblesource for local news media(National Campaign, 1997a):• introduce yourself, yourorganization, and your issueto the producer of a local talkradio or TV show;• send reports, updates, andnotice of upcoming events orpublications; always senditems to a specific person, notto a title (John Jones, not“News Editor”);• offer to do a briefing for theeditorial board of your localpaper;• get to know the communityaffairs liaisons for local newsmedia outlets whose job is tostay abreast of communityissues and concerns;• when national stories breakabout teen pregnancy, givereporters a local angle towork with—offer data, astatement, visuals, or accessto a successful local program,if possible;• when a local story runs thatis related to teen pregnancy,offer the reporter additionalinformation that wouldenhance or provide contextfor the story; and• develop a group of crediblespokespersons who can discussdifferent aspects of teenpregnancy with reporters,including school teachers,parents of teens, teens themselves,and health officials.USE THESE SOURCES TO PUTTOGETHER YOUR MEDIA LIST• newspapers• television• radio• wire services• other news outlets113MEDIA
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Page 6 and 7: MAKING IT HAPPEN104campaign to dela
Page 8 and 9: MAKING IT HAPPENkernel from which y
Page 10 and 11: Core message worksheetDesired Resul
Page 12 and 13: Selecting a media optionOPTIONCONSI
Page 16 and 17: MAKING IT HAPPEN114Using the tools
Page 18 and 19: FIELD NOTESMAKING IT HAPPEN116Getti
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Page 24 and 25: MAKING IT HAPPEN122• Create a buz
Page 26 and 27: ConclusionMedia campaigns designed
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Page 30 and 31: TABLE 1 (cont.)MAKING IT HAPPEN128I
Page 32 and 33: TABLE 2Sample media messages for a
Page 34 and 35: TABLE 4Sample facts and stats sheet
Page 36: TABLE 4 (cont.)BRING “BEST BETS T

Working with the Media to Promote Teen Pregnancy Prevention

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