Week Two Discussion Answer the following discussion questions below IN ITS entirety. Including A and B
Working with the Media
Health Promotion Strategies & Tactics
National University
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* Bensley, R.J., & Brookins-Fisher, J. (2009). Community health education methods. Third edition. Boston: Jones and Bartlett Publishers, Inc.
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Chapter 10 Learning Objectives
1. Explain steps for utilizing media avenues.
2. Discuss tips and techniques for effectively working with media.
3. Summarize strategies to overcome challenges in working with the media.
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Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Media can be a powerful alley for furthering a cause
- Health educators work with the media
- Create allies to further a cause
- Encourage individuals to take action
- Educate the public
- Important health issues
- Publicize events
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Media can be a powerful alley for furthering a cause
- Organizations work with print media
- Address a controversial issue
- Announce a new board or staff member
- Promote a special activity
- Announce grant awards
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Media can be a powerful alley for furthering a cause
Media includes:
- News releases
- Letters to the editor
- Guest editorials
- Public Service Announcements (PSAs)
- Conducting interviews
- Press conferences
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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News Releases
- Small summary of activities
- Organization or community use
- Provide information about organization or community activities
- Important announcements
- Gain recognition for activities and its members
- Announce special events or health-related issues
- Educate
- Make position statements or to address controversy
- One to two pages in length
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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News Releases consist of:
- Headline
- Overall concept of information
- Should be typed in capital letters
- One or two lines in length
- Story
- Sources
- Contact information
- Web page information
- Email information
- Release date and time
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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News Releases
Story or a feature article
- Follows the basics of journalism
- Place important elements early in the story
- First paragraph
- Main attraction or headline
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
Who
What
When
Where
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News Releases
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Letters to the Editor
- Expressing an opinion
- Provide information
- Saying “thank you”
- Guidelines are listed in the newspaper
- One of the most read sections of a newspaper
- Community, organizational, individual audiences
- Figure 10-3 & 10-4 pps. 242-244
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Working with the Media
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Editorials (Guest)
- Opinion editorial on a specific topic
- Example: National Drunk/Drugged Driving
- Contact the editor to confirm interest
- Obtain guidelines and deadlines for submission
- Prepare the piece as directed
- Use the same techniques as with news releases
- Sample Op-Ed on next 2 slides: https://www.inquirer.com/philly/blogs/health-cents/Discriminatory-transgender-bathroom-bills-should-be-flushed-away.html
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Discriminatory transgender bathroom bills should be flushed away
by Rosie Mae Henson, MPH, guest blogger, Posted: February 28, 2017
There is a war being waged. And it's over… bathrooms? The context may seem comical, but the consequences are not.
The Departments of Justice and Education recently rescinded guidance to schools that protected transgender students from gender discrimination under a major federal nondiscrimination law, Title IX. The guidance had allowed students to use restrooms corresponding with their gender identity. The new guidance forces students to use facilities aligned with their sex assigned at birth.
Neither guidance is law. They are interpretations of the law without binding effect. The Supreme Court will decide later this year whether discrimination based on gender identity violates Title IX. The case is scheduled to be argued before the Court on March 28.
Supporters of laws that forbid transgender people from using bathrooms and other facilities aligned with their gender identity, commonly referred to as "bathroom bills", claim that the laws will "protect" people from "sexual predators". The thing is, there are exactly zero cases of transgender people harassing others in bathrooms. And there is no evidence that people are using non-discrimination laws to dress up as the opposite sex to commit assault either. Lawmakers are waging a war against a problem that doesn't exist, and the costs are high.
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Take North Carolina for example. After passing its bathroom bill in 2016, hundreds of businesses and cities responded, banning travel to the state, canceling planned business expansions, and urging repeal of the law. The NBA even pulled its All-Star Game from the state. A report from the UCLA Williams Institute calculated that the bill could cost North Carolina $5 billion a year from lost business investment, reduced tourism, and lost productivity. Texas, which is considering its own bathroom bill, is estimated to lose up to $8.5 billion and 185,000 jobs if the legislation passes. That's a lot of money to lose over a problem that doesn't exist.
A large majority of Americans recognize this. A recent poll by a nonpartisan organization found that 72% of people support LGBT protections against discrimination in jobs, public accommodations such as restrooms, and housing. This sentiment may be one of the reasons that the Republican governor who brought a bathroom bill to North Carolina was unseated in 2016, which was a Republican-leaning year.
Why does it even matter which bathroom a transgender person uses? Laws based on fear promote discrimination and fuel harassment and violence against transgender people. Seventy percent of transgender people report being denied entrance, assaulted or harassed while trying to use a restroom. And those who are denied access to facilities that match their gender identity report a higher number of lifetime suicide attempts. This is a problem that actually exists.
It's time for the idea of discriminatory bathroom bills to be flushed.
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Rosie Mae Henson, MPH, a 2016 graduate of the Dornsife School of Public Health at Drexel University, works for the School's Urban Health Collaborative.
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Public Service Announcements (PSAs)
- Short informational announcements
- Radio (can also be a podcast) and television
- Communicate at the community or societal level
- Used by nonprofits, community organizations, and charities Or larger public agencies
- Can use local or famous personalities
- Easy to produce and become a standard means to communicate messages
- Educate the public
- Promote programs/services
- Provide resources for behavior/community change
- CDC Public Service Announcements
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Working with the Media
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Conducting Interviews
- Radio, television, or telephone interview
- Television and radio interviews
- Initiated by a reporter
- Request for an interview or statement
- Specific news item
- Larger audience such as community or societal
- Contact health educator or topic expert to:
- Get more information
- Answer questions
- Controversial issue
- Correct misinformation
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Conducting Interviews
- Television interviews
- Created for a specific viewing audience
- Longer than broadcasts
- Many are requested at the last minute.
- Broadcasts, video clips and sound bites
- Measured in seconds
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Conducting a Press Conference
- Often held in conjunction with major announcements
- Reach community level audience
- If broadcast nationally, can reach societal level audience
- Such as Presidential press conference
- If locally, will reach community level audiences
- Such as local station
- A prepared statement typically used and also provided to the media
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Conducting a Press Conference
Assemblymember Hector De La Torre: https://youtu.be/vhDKafm7dN0
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Working with the Media
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Tips and Techniques
- Become familiar with news personnel
- Increase chances of PSA being aired
- Call stations and ask the best way to air PSAs
- Keep PSA 30 seconds or less
- Write in a concise manner
- Work with organizations that produce PSAs
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Tips and Techniques
- Increase chances of news release being published
- Keep news releases short
- Write clearly so a cover letter is not necessary
- Use wide margins and double-spacing
- Make phone call before appearance
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Tips and Techniques
- Enhance interviewing skills
- Prepare for the interview
- Provide background materials
- Know who will conduct interview
- Know the audience
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Tips and Techniques
- Follow up after interview
- Use media fact sheets
- Structured format
- Assists with story development
- Provides factual information
- Topic or situation
- Use a press kit
- Keep messages short
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Overcoming Challenges to Working with the Media
- Ensure media coverage
- Limit statements taken out of context
- Reduce time constraints
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Expected Outcomes
- Events/messages
- Receive airtime or print space
- Provide health information to the public
- Increase community interest
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Conclusion
- An effective news release or PSA
- May increase awareness
- Initiate a questioning process in individuals
- CDC-TV: Jamie Foxx
- CDC PSA’s
- CDC- What you Need to Know about Handwashing: https://www.youtube.com/watch?v=d914EnpU4Fo
- Legislators and the public can be influenced on health issues
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Working with the Media
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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