Fact Sheet: Working with the Media
Newspapers, magazines, broadcast news and talk shows can all provide opportunities for you to make the public aware of your organization's activities and goals. Effective public relations entails developing a media strategy, keeping abreast of current events, establishing working relations with journalists, and providing quality news releases, interviews, news kits, op ed letters and media conferences:
Define your goals
What do you wish to make known to the public? You might wish to publicize a campaign on eating disorders, the opening of a new clinic, or a depression screening day.
Target your audience
To effectively publicize your campaign, story or event, you must know whom you are reaching. For a campaign on eating disorders, for example, your audience could be largely young women and their families.
Identify media outlets
Once you know your audience, this defines what where and how you should publicize. For our example of the eating disorders campaign, you might want to seek publicity with young people's magazines and talk shows.
Keep abreast of current events
One of the best ways to get into the news is by tying your organization's efforts to other newsworthy events. Whenever the legislature passes a mental health bill, a hospital opens or closes, or a stigmatizing portrayal of mental illness arises, make sure that your organization is available for comment through news releases, op ed pieces or interviews.
Make connections with journalists
Personal ties with journalists can only help your organization. Get to know the print and broadcast journalists in your area who cover mental health in their beats. Whenever you feel you have a newsworthy story, call these people personally.
Use the tools of the trade
At the minimum, someone in your organization must know how to write a news release and how to give an interview. News releases are one- or two-page informational essays that tell reporters the who, what, when, where and why of your story. They should be typed, double-spaced, with an informative title and with contact information. Interviews can be given in person or over the phone. Always be honest in interviews, and try to provide as much information as possible. If you do not know the answer to a question, simply say so and then get back to the reporter as soon as possible.