How
to Implement a Community-Based Designated Driver Program
Program Planning
Operations
Partnerships
Program Marketing
Evaluation
Tips
for Specific Groups
Community
Organizations
Employers
Educators/College
Groups
Criminal Justice
Medical
and Health Care Community
Hospitality
Industry and Retailers
Armed Forces
Publicity
and Promotion
Working with
the Media
Calendar of
Year Round Ideas
Media Q&A
Resources
Partners and
Resources
Publications
OUTREACH
STRATEGIES
You know your local media best. Over time, you may develop a strong sense
of which stories various media outlets will find newsworthy. Use these
outreach strategies to publicize your local You Drink & Drive. You
Lose. campaign and Designated Driver program.
PLAN AHEAD
The earlier you begin, the easier it will be for you to generate positive
media results for your activities. Advance notice helps editors and producers
plan their schedules to include coverage of your story or event. You can
adapt the sample letter to the editor and sample news release to notify
the media of your planning, and the reasons such action is necessary.
Coordinate your outreach activities with local partners or other groups
in your community that are active in the fight against impaired driving.
After you have sent out your letters, PSAs and releases, telephone media
contacts to pitch your story.
BE PREPARED
Sometimes a story is directly based on a news release. But there are times
that a reporter may want to conduct an interview to add more detail or
flavor. When the time for an interview comes, it is important to understand
the procedure. Research the types
Reporters are interested only in information that constitutes real news, not self-promotion. It is important to stay current with local crash data, to ensure an informative and efficient interview. Provide prompt and accurate responses to an interviewer's questions. If you don't feel
comfortable answering a question or don't have the information to accurately answer, be honest with the reporter. Say you don't have the answer but you will get back to them right away. By doing so, the media is more likely to respect you and use your information, now and in future stories.
Finally, determine the
messages you want to communicate. Figure out the questions that you want to
be asked and know your answers ahead of time, and stick to your message regardless
of the questions. If you already know what you want to say, it will be easier
to work those points into the discussion. A media interview question and answer
is located on page 26 to help you prepare.
STAY AVAILABLE
Encourage the media to contact you with follow-up questions. Reporters may
call you back as they begin to write their stories. This is another opportunity
to pitch your message and ensure your views and statements are accurately
expressed.
FURTHER THE RELATIONSHIP
Don't consider the media merely a vehicle for conveying your messages. The
media can also play an active role by becoming a partner in your Designated
Driver program. Urge radio, TV, and cable stations to run public service announcements
urging people to designate a sober driver.
