Recorded presentation

Laurie Thomas, Dept. of Public Health, Maricopa County Tobacco Use Prevention Program, 3838 N. Central, # 1600, Phoenix, AZ 85012, 602 372-8418, lauriethomas@mail.maricopa.gov

Successfully disseminating tobacco control messages through the news media can be one of the most difficult challenges. But in a time of shrinking budgets, expertise in media strategy is more important than ever. Key points include: 1) Crafting messages through planning and preparation, 2) Cultivating key spokespersons; and, 3) Delivering messages in a way that resonates with reporters and increases the chances they will be used as intended. Information disseminated through earned or free media reaches the community without financial costs and is received as news and not paid media. Participants will learn how to use a local media guide for placement, how to get to know producers and editors, understand the importance of news shows and newspaper format, design media placement forms for follow up, follow local and national news to find your hook, develop creative news releases, cultivate lay spokespeople (smoker's who have quit and love your program) and being the one the media calls for comments. All attending will gain skills to reach more target audience with trusted news placement and no media budget.

Learning Objectives:

• Attendees will be able to identify four strategies for implementing no-cost media campaigns that promote tobacco prevention programs and increase utilization of tobacco treatment services. Attendees will be able to develop creative key messages to advance programs and services through local media and to know which methods are effective and which are not.

Keywords: Media, Tobacco

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

Recorded presentation