This kit includes a number of tools that can assist your media outreach efforts. Before you begin, you should have a thorough understanding of what each tool is and how it fits into your outreach efforts. The following section highlights the tools included in this kit, and how each piece can help you gain positive coverage of your efforts:

Media Advisory

Media advisories are used to “sell” your event to the media. The advisory tells media the who, what, when and where of your event in a concise manner. Nearly every media organization has an assignment editor whose job is to decide which events and stories will be covered. The advisory is your “pitch” to the media, explaining why your event is news-worthy. It should be released at least three days before the event and followed up by phone calls to assignment desks and reporters you think might be interested in covering your story to ensure they know about your event. There are always other stories competing for news coverage and it is crucial that you sell your event. Often, news organizations will be more likely to commit early on if you offer them exclusive opportunities such as observing law enforcement officers during sobriety checkpoints and saturation patrols.

News Release

News releases tell your story. A newspaper editor may run the release exactly as it is written, but will more likely assign a reporter to conduct interviews based on the information contained in the release and write an original story. News releases are typically released on the day of the event for publicity, or following an event to describe what took place. You should adapt the sample release provided in this kit to suit your organization’s event and send it out to all media you have identified in your research.

Letter to the Editor

A concise letter to the editor is an appeal to the public to join in supporting your enforcement period efforts. It is also helpful in raising advance awareness about your efforts and helps to create a deterrent effect. It is an opportunity to inform the community about this very serious problem and the steps you are taking to remedy it. You should send the letter approximately 10 days to two weeks before your enforcement period to ensure it is placed in daily newspapers.

Opinion-Editorial (op-ed)

The op-ed is a brief statement from an opinion leader in the community on the subject in which he/she is considered an authority. In this case, that authority is you. The op-ed provides you with an opportunity to get your messages out to your community, in your own words. You should send the op-ed to the editorial staff at the newspapers you have identified approximately seven to 10 days before your planned event. Every newspaper also has a section written by the editorial staff that reflects the news organization’s position on issues. Many television stations also air similar statements to voice their opinions and support of issues affecting their viewing audience. These statements have great influence on public opinion and are opportunities for the media to directly support your cause. The ideal time for your op-ed to appear is just before or during your enforcement period efforts.

Drop-in News Article

The drop-in article is a completely pre-written news story. The article provided can be used to inform your community about impaired driving and the need for greater enforcement. It can also be used in your community newspapers or on web pages. Many smaller news outlets may also use it as a basis for their own story.

Drop-in Newsletter Article

Similar to the drop-in news article, the newsletter article included in this kit is also a completely pre-written story. However, this article is provided for you to utilize in your or your partners‘ newsletters to inform and build support among your internal constituency about your mobilization activities.

Radio Scripts

Radio stations have an obligation to broadcast public service messages to the communities they serve. You can use this to your advantage by providing local stations with the pre-written scripts provided in this kit. You should accompany the scripts with a “pitch” letter explaining how impaired driving is a serious problem in your community and ask for the station’s support in your efforts to reduce the problem. A creative suggestion to “pitch” to radio stations is to request that their traffic reporters remind listeners You Drink & Drive. You Lose. and about increased enforcement activities. It is a good idea to place follow-up telephone calls to the station to ensure they received the scripts; this is also a good time to further encourage the station to use them.

Print Public Service Announcements (PSAs)