Community Voices Media University was an intense training session designed by IssueSphere, the University of Michigan School of Public Health, and W.K. Kellogg Foundation for recipients of the Community Voices grant. Community Voices participants are charged with working to strengthen the system that addresses the needs of medically underserved populations. This training, which was held at the University of Michigan in Ann Arbor, examined the cutting edge of health communications. Although the sessions were developed for Community Voices representatives, several Turning Point community partnership representatives were invited to attend the training. Below are some of the key issues addressed during the training (keep in mind these points may apply to radio, TV, newsprint, or the Internet).

A Description of Today's Media

• Today's news media is very analytical and competitive. Messages are shown as black or white despite the fact that our situations are increasingly gray.

• Stories are covered in much shorter times and spaces.

• Shock value is increasingly used to compete for the audience.

• The public's and media's short attention span results in no follow-up story.

• Stories tend to be cyclical, or "hot" for a period of time.

• The stories we are working on are rarely perceived as newsworthy - in the public eye it has all "been done before".

• In order to get your message across you need to repeat yourself in a variety of ways, through a variety of means.

Conducted a Media Analysis

• Know your media contact. What is their deadline, who is their audience, and what is their area of interest/expertise?

• Learn their style of writing and present your information or story in that style.

Getting the Media's Attention

Successful methods for contacting the media in each area differ greatly. Each community will have to experiment with what works best for them. Some reporters will prefer news releases, others a phone call, and so on.

• Approach your media contact with a helpful, informative attitude: ask "how can I make this easier for the reporter?" Looking for how the media can serve you will get you nowhere.

• Give your story a special slant (i.e., what is new or different about the story, is there a celebrity who is connected and willing to support it, why is this story meaningful to the local community, can the story be associated with a special event?).

Prepare the Reporter Prior to Personal Contact

• Answer questions before they are asked: what are the social challenges; what is the situation of the community; what are the financial implications; and, what is the impact you hope to see from this story.

• Provide visuals aids (graphs, maps etc.), background information, names of additional contacts, websites, or other resource materials, and when appropriate include the point of view and name of your opposition. Providing this information increases your credibility and allows you to remain in control of the story.

• When providing facts, check them twice. The media, in its rush for competition, may overlook this function.

• Give your story a headline, otherwise the media will create it for you and it may not be what you want.

• Provide the reporter with your name and every possible means by which to contact you for further information.

When the Reporter Calls—BE PREPARED

• Provide any additional background requested.

• Reporters will always ask for more information. Know your limits and provide only the information you had initially intended.

• Know the points you want to cover, keep a list nearby and refer to it often. Use this list to respond to questions from the reporter.

• Never say, "no comment;" instead say, "I'll get back to you," and do so—before the reporter's deadline!

• Have quick "soundbite" quotes ready.

• Look and sound calm and in control.

Brief Your Point of Contact

If the point of contact is someone other than yourself, be sure they are familiar with the content of your press release and the details of the situation.

Do a Self-Assessment

Occasionally walk through your community and ask those you come across on the street if they've ever heard of your partnership—what do you need to do to improve upon the answer? How are you developing programs that will reach and represent the diversity of your community?

Other Important Tips

• Six-second rule—if you don't catch people's attention in six seconds—you've lost them forever.

• Have lots of people review and proof your article or materials (we asked seven people to look at this article).

• Doing an outstanding job with your local media is the best way to get national recognition. National news agencies look to quality local stories for their material.

We would like to thank W.K. Kellogg Foundation for providing the opportunity to attend this training session. We found networking with such impressive media professionals, Community Voices representatives, and Turning Point partners to be extremely beneficial and uplifting. We look forward to future opportunities to learn and grow with the W.K. Kellogg Foundation family!

Christy Gaines and Carol Anne Vanecek are two of twenty Turning Point partnership members representing 18 community partnerships who attended the Community Voices Media University sponsored by the W.K. Kellogg Foundation. Ms. Gaines and Ms. Vanecek represent the Onslow Community Health Improvement Process of Onslow County, North Carolina.