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Media Kit   Media Kit Fact Sheet Drugs in Iowa Talking Points Red Ribbon Week and Beyond Media Tips Working with the Media Arrange a Radio or TV Interview Ideas to Generate Media Coverage Sample Press Release Radio PSA Announcements Sample Pitch Letter

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Further Resources

2008 Red Ribbon Week Media Kit

Who to Contact at Print and Broadcast Media Outlets

Daily Newspapers: For media coverage, contact the city or metro editor, columnists who write about local news, or the calendar of events editor (Note: At small or weekly and monthly newspapers one editor may do most or all of these jobs). For sponsorship or free ad space to run a public service ad, contact the marketing director or the community development director.

Radio and Television: For media coverage, contact the assignments editor, public affairs director, public affairs show host or producer, and community calendar editor (Note: At some stations one person has several job titles). For sponsorship, contact the promotions or marketing director.

Ideas to Generate Media Coverage

Suggest several of the ideas below to a reporter, editor, or producer who you are “pitching” over the phone. Keep in mind that some ideas work better for print versus radio versus television. Small publications are more likely to print your news release word-for-word and may incorporate photos you provide. They have limited staff—your offer to adapt the story and add local information may be greatly appreciated. Offering a statement from a local spokesperson can also be helpful. Provide the following list of ideas to media with whom you have a good relationship. Remember Red Ribbon Week helps make a serious issue visible to the public and demonstrates ways the public can help prevent drug problems in society.

Feel free to incorporate any of the following ideas as part of covering Red Ribbon Week, October 23 to 31:

1. Use the enclosed drop-in article. Run the Public Service Announcements/ads. List a local Red Ribbon event in your community calendar.
2. Feature a local school, church, or community group that is participating in Red Ribbon Week 2008. A videotape of children planting bulbs can provide footage for a TV news story or a photo accompanied by a caption can complement a news story. Make it visible, fun, and interesting.
3. Provide a set of substance abuse prevention tips, including toll-free numbers and websites that offer educational information.
4. Interview local parents concerning their experiences talking with children about the dangers of drug and alcohol use.
5. Interview a local, state, or national Red Ribbon Week spokesperson.
6. Learn about prevention activities in your area and include them in your coverage.
7. Ask your media outlet to be a sponsor for a local Red Ribbon Week activity.
8. Invite a local media personality to emcee an event or serve as the honorary chairperson.
9. Use quotes from an independent expert to give a local angle to the story. Gather background from local civic or church leaders who work on other substance abuse prevention activities.
10. Tie local statistics from the Iowa Youth Survey to a story: Visit (Iowa Youth Survey website).
11. Coordinate with the advertising department of local businesses to sponsor a series of tips and facts to help educate readers on the prevalence of drug abuse and how to prevent it
12. Offer to cover local Red Ribbon activities for a publication’s advice or education columns instead of a general news story, or offer to run a letter to the editor or opinion column.