Key Points: How can you effectively harness media to motivate behavioral change, advance policy objectives and counter big tobacco's multimillion dollar marketing machine? What strategies work to grab news headlines that speak to your target audiences? How do you plan and implement an effective earned media campaign that maximizes available resources? These questions and more will be addressed in a 90-minute workshop designed to enable you to utilize earned media to advance tobacco prevention and policy goals.

Learning Objectives: This practical work session will use real world examples to reveal the key elements to implementing successful media campaigns on a limited budget.

Attendees will learn how to develop newsworthy and timely media outreach strategies and materials for rural, urban and suburban areas, as well as special populations. Tips for getting into the news mix time and again will also be explored. Additionally, the session will cover how to effectively develop and deliver counter-marketing messages and support policy change through media advocacy.

Benefits: Utilize earned media to advance tobacco prevention and policy goals.