Tuesday, 19 November 2002 - 11:15 AM
Hilton San Francisco Union Square 22 (110)

This presentation is part of MEDI-23. How To Leverage Media at the Local Level

How To Leverage the Media To Help Tell Your Stories

Tom M. Love, BS, Crowell/Love Partnership, Love Communications, tlove@lovecomm.net

Learning Objectives: Identify key methods to building partnerships with television and radio stations that will help them educate their publics about tobacco prevention and control

Abstract: Each of us is affected in some way by tobacco use, whether by direct consumption, indirect consumption, tax policy, public policy, regulations, or Big Tobacco advertising/marketing. Tobacco control programs face the challenge of reaching youth and adult tobacco users, non-users, health advocates, and public policy makers with relevant and tailored messages. At the same time, most TV and radio stations are directly involved in cause-related marketing, community-interest campaigns and other issues that are of specific interest to their viewers/listeners.

By developing a strategy that educates the decision-makers of these stations about tobacco-related issues and allows them to take ownership of the issues that are of keen interest to their target audience, the Utah Department of Health has found that these stations can become a tremendous resource to tobacco control programs in educating and informing different populations.

UDOH partners with local stations on a wide variety of issues, using the resources of the stations to create additional media value, including half-hour topic specials, new stories, call-in shows, station promotions, anchor talent and more. Through these partnerships our campaign has achieved increased credibility and recognition by generating more in-depth focus on specific tobacco-related issues and populations. Our session will identify key methods for building partnerships with television and radio stations that will help them educate their publics about tobacco prevention and control.

Our goal is to help you give media what they want so that you'll get what you want!


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