Media Outreach

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Media outreach involves using the media to frame an important issue, such as childhood injury prevention, and informs the public of what to do about it. Media outreach can be used to encourage decision makers to support safety and injury prevention.

The following is a list of media outreach resources:

• Adding Power to Our Voices: Framing Guide for Communicating About Injury, CDC
  This guide incorporates framing theory, message development, techniques, and vehicles for explaining important public health statistics.   
• APHA Media Advocacy Manual, American Public Health Association
  This manual provides suggestions for ways to connect with the media to promote a public health issue.
• Berkeley Media Studies Group
  This organization works with community groups, journalists, and public health professionals to use the power of the media to advance healthy public policy.
• Glossary of Media Terms, McNally Temple Associates, Inc. [pdf, 60KB*]
  This reference tool provides a variety of commonly used media terms.
• Hands-On Social Marketing: A Step-by-Step Guide, Sage Publications
  This book provides a comprehensive guide to the social marketing process for professionals who wish to influence health or social behaviors using effective techniques of this emerging field.
• Media Advocacy and Public Health, Sage Publications
  This book explores the concept of media advocacy as a central strategy for the prevention of public health problems.
• Media Advocacy, The Community Tool Box
  This section of the Community Tool Box website describes how to work with the media, create news stories that the media wants, and change the media’s perspective on community issues.
• Media Planning Considerations Checklist, The Praxis Project
  This checklist can be used when developing media messages and organizing a media event.
• Meta Messaging: Framing Your Case and Reinforcing Your Allies, The Praxis Project
  This memo demonstrates how organizing, infrastructure, and strategy form the foundation from which power is built. It shows us how messaging helps us clarify and communicate so that we can help expand our base and affect the public conversation.
• News for a Change: An Advocate's Guide to Working with the Media, Sage Publications
  This guidebook details media advocacy as the strategic use of news media, advertising, and community organizing to advance a public policy initiative, and serves as a blueprint for those wanting to increase the power and effectiveness of their social change efforts.
• Social Marketing How To's and Training Materials, California Kids' Plates Program
  This section of the Kids' Plates website provides a program and social marketing presentation and supportive materials.
• Top Tips for Media Advocacy, Center for Civic Partnership
  This section of the Center for Civic Partnership website provides helpful tips and links to media advocacy resources.

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