Your single biggest challenge when working with the media will be showing that your message contains important and timely information for the entire community. You also need to make your group's story stand out from the dozens of others that come into newsrooms, TV and radio stations, advertising firms, and other media offices every day.
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Getting Messages Across In addition to calling attention to your own projects, in some cases you also can help government agencies develop positive youth messages for the media. For the past 4 years, the Centers for Disease Control and Prevention (CDC) have staged a youth media contest to get youth involved in delivering its antitobacco message: "Tobacco—The Truth Unfiltered." Last year's contest entries were reviewed by a panel of celebrity judges (including cover model Christy Turlington) and media professionals. First-place winners had their entries promoted online and included in a national media campaign resource center. The contest also demonstrates that you can interest the media in publicizing your message by presenting it in unusual ways. For example, several students won first place for their claymation video illustrating CDC's antitobacco theme. Other contest winners designed Web sites and posters, drew cartoons, wrote stories and essays, and produced radio and TV public service announcements. Be creative—the media and your audience will pay more attention if you are. |
Another challenge is maintaining strong relationships with media contacts when personnel in media organizations and membership in your own group are constantly changing. Having new contact persons call to introduce themselves and outgoing contacts call to notify you of their departure and identify their successors is very helpful. By making sure you have a strong ongoing relationship with media contacts, you'll never be an unknown caller when a big event is being planned and you need coverage!
| Youth in Action Bulletin | March 2000
Number 14 |