ENHANCING YOUR MEDIA PACKAGE

Remember:

The news media have needs and goals, just as we do.
Meet their needs and goals -
work with them to create a compelling story -
and they will work with you.

When you distribute press releases, in addition to including a copy of the Five Recommendations you can enhance your package with:

  1. Black-and-white photos or color slides of activities from previous NCAAW events on your campus.
  2. Video of the same (for television media).
  3. A one-page fact sheet summarizing the NCAAW events/programs you will implement this year.
  4. Follow-up calls to campus and city desk reporters.

Don’t assume that editors will pay attention to your press release. They can receive hundreds of these a week, depending on the size of the paper. A follow-up call helps you make sure that your information stands out from the crowd.

The follow-up call also gives you a chance to:

  • Invite representatives from media organizations to attend some of your events, to see first-hand the efforts you are undertaking.
  • Ask if there’s anything else you can do to make the story more relevant and compelling for readers, viewers and listeners.

    Always take photos! They are great for future advertising, for group scrapbooks, for displays, and for your awards submissions. Have a committee member who is in charge of bringing a camera to every event!

    Remember that it is also important to market to your committee members! Why not take a group photo at one of your meetings, then make a copy for everyone. Send the print inside the thank-you card you send to each committee member after your week is complete! This helps to make sure that you get help from people for the next program.

    PUBLIC SERVICE ANNOUNCEMENTS

    Certain FCC regulations require radio and television stations to make public service announcements about programs and events in the community. PSA’s should be sent to radio stations at least two weeks prior to the time you want the announcement to be made. However, whether or not the announcements are made and the times they are made is at the station’s discretion. A cover letter should be included with the PSA’s giving a description and dates of the program and the name and number of someone to contact for more information. These should be:
  • Typed, double-spaced on letterhead paper
  • No longer than two or three sentences listing bare facts
  • Sent no later than two weeks prior to the day you wish the announcements to be made.

    The PSA’s in this packet are general awareness messages. You can follow this format for your own PSA’s to a radio station. An advance phone call to your local radio station inquiring to whom the PSA should be sent is also a good idea.


    30 Seconds

    (SCHOOL) will recognize National Collegiate Alcohol Awareness Week, October 19th through the 25th, and they are looking for support from the Anytown community! An exciting week’s worth of activities has been planned, culminating with a Health and Wellness Fair, Friday afternoon, October 24th, on the Campus Commons. And you’re invited! If you would like more information on this or any other (SCHOOL) event, call the Student Activities Office at 555- 1234.
    This public service message brought to you by (station name).

    20 Seconds

    National Collegiate Alcohol Awareness Week is upon us, and (SCHOOL) wants you to join them in making our community safer and healthier. This Friday, October 24th, join (station name) at the (SCHOOL) Health and Wellness Fair, all afternoon on the college commons.
    For more information, call 555-1234.

    10 Seconds

    You are invited to take part in (SCHOOL)’s Health and Wellness Fair... Friday, October 24th on the college commons.
    For more information, call 555-1234.

    SAMPLE EDITORIAL LETTER TO A CAMPUS NEIGHBOR

    October 1, 1997

    Letters Editor
    (Newspaper)
    (Address)

    Dear Editor:

    This month, students at (SCHOOL) will join hundreds of thousands of others across North America in observance of National Collegiate Alcohol Awareness Week (October 79-25). It’s a time for all of us to commend these students for the progress they are making, promoting responsible decision-making the best way possible - peer to peer.

    As a concerned citizen of the campus community, I often am confronted with the negative aspects of living in a heavily student-populated area. However, efforts like these constantly encourage me. It’s great to know that the majority of students at (SCHOOL) genuinely care about helping their friends and making safe and healthy decisions.

    I want to encourage all of my neighbors to join me in supporting the activities surrounding National Collegiate Alcohol Awareness Week through our active participation in the many events they have scheduled. People can call 555-1234 for more information on the week’s activities.

    Sincerely,

    SAMPLE PRESS RELEASE

    FOR IMMEDIATE RELEASE

    For more information, contact
    (Name), (Number)

    CORRECTING COLLEGIATE DRINKING NORMS

    (CITY),(STATE), October 1, 1997 - This month, at (SCHOOL), students will join with their peers on more than 3,000 other campuses across the country to celebrate National Collegiate Alcohol Awareness Week (NCAAW), October 19-25 - promoting personal responsibility and respect for the law when it comes to the consumption of alcohol beverages.

    NCAAW has grown to become the largest single event in all of academia because students take the ownership in designing and implementing this observance for their campus communities. This week gives campuses the opportunity to showcase healthy lifestyles free from the abuse or illegal use of alcohol and to combat negative stereotypes of college drinking behavior.

    “We need to do a better job of showing college students - particularly new students - that their peers are not all abusing alcohol and making bad decisions,” said (NAME), (TITLE), at (SCHOOL). “Students want to fit in and follow campus norms. If we incorrectly lead them to believe that everyone is getting drunk on a regular basis, then that’s what they will do. We have a responsibility to tell students that making healthy choices is the true norm. Then, we can begin changing public perception.” (NAME) said that among the signs of progress realized at (SCHOOL) are:ERROR[Unused arguments - too many, or wrong type] in:
    (Insert bullet-pointed list, customized to your campus, as available...)

    During NCAAW at (SCHOOL), students will have the opportunity to participate in several events, designed to reinforce responsible attitudes toward drinking and respect for current state laws and school policies. Those activities include:
    (Insert bullet-pointed list of NCAAW activities, customized to your campus.)

    Nationally, NCAAW is entering its second decade; it started with 25 schools in 1983. The program helps college administrators and students launch and/or strengthen year-round prevention efforts.

    “What has set this program apart and contributed to its growth is its approach,” said Dr. Edward Hammond, NCAAW’s chairman and president of Fort Hays State University in Kansas. “Ultimately, this isn’t about alcohol, but attitudes. We don’t preach, we educate, and we empower students to take responsibility for their own decisions and environment.”


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