Public support for the You Drink & Drive. You Lose. enforcement periods is crucial to their success. Support can only be gained if individuals in your community are aware of the need for enforcement periods and of the direct impact your actions have on their personal safety.

The most efficient method for creating greater community support for your enforcement and prevention efforts is through public education. And one of the best ways to reach your community is by partnering with the media. Most news organizations are committed to promoting worthwhile causes and improving community relations in their media markets. This guide shows you the process of how to effectively work with the media to increase support of your law enforcement activities and raise community awareness that impaired driving is no accident and a crime that kills.

BEFORE YOU BEGIN — Preparations

The first step in ensuring your success in a media outreach effort is research. In order to “sell” your story to the media, you must know which individuals are most likely to “buy” the information. It is essential to become familiar with community and police beat reporters and writers for your local print and broadcast media, and stay up-to-date on which reporters cover which issues. This will help prepare you for when you feel you have a story worth “pitching” to the media.

It is also important to consider the reporter’s viewpoint. In developing a story, reporters look for several things, including impact, drama and controversy. It is your responsibility to develop interesting and appealing storylines or events that tell your story and are likely to attract media attention. Media is less likely to get involved if you rely on them to create the “hook” and less likely to report your story.

Choosing Your Outlets

If you are located in a large city, you will have many more options available than you would if you were in a small town. But no matter where you are, you will always be able to find media outlets to convey the You Drink & Drive. You Lose. message to the public. Cast a wide net in your outreach, as impaired driving is an issue affecting everyone. The following is a list of media outlets you should contact:

• cable and local television stations;
• radio stations;
• daily newspapers (urban and/or community-based);
• weekly newspapers (urban and/or community-based);
• industry magazines; and
• diverse media outlets.