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Getting Media Attention for
Prevention Efforts
June 10, 2004
1 - 2 P.M. EST.
About the Event
This interactive learning event is an opportunity for participants to
learn why a communications strategy is important in the field of prevention
and what is involved in effective media relations. Featuring three experts
in the areas of communication, substance abuse, and the media, the broadcast
will provide strategies for publicizing and disseminating information
about prevention efforts with examples of effective media relations in
various formats.
Participants will learn:
• The importance of developing a communications
plan to guide your efforts
• How to select appropriate uses of different
media
• Ways to reach a target audience through
use of media
• Tips for constructing publishable stories
• How to write a press release
• How to build relationships with media
representatives
Handouts
For Power Presentation for this broadcast click
here.
For resources on the web click
here.
VTC Segments
How can your organization benefit from having a communications plan? How
can you sharpen your prevention goals by working with the media? What
are the most effective media relations strategies? Diane Barry
will address these and other questions from her experience as a health
communicator who has worked with substance abuse prevention coalitions
for many years.
Prevention campaigns can generate news, allowing
communities and coalitions to widen the scope of a prevention message.
As an experienced community organizer in substance abuse prevention, Nora
Drexler will give a comprehensive overview of how the media can
help your advocacy efforts.
Tiffani Sherman will then offer tips for successful media
relations. What makes news? How can you get the media to cover your story?
She will cover the differences between media channels, show you how to
pitch a story, and give you the tools you need to promote your prevention
efforts whether on newspaper, TV, or radio.
About the Presenters
Diane Barry, M.S.
Diane Barry is CSAP's Northeast CAPT's marketing director to develop and
oversee media and other communication strategies. Ms. Barry comes to EDC
with 20 years of communications experience working with human service
organizations, private foundations and government agencies. She was the
communications director for Join Together, a national resource center
for communities fighting substance abuse, located at the Boston University
School of Public Health. At Join Together, she developed and managed a
communication strategy to create awareness about the organizations' services,
helped local anti-drug coalitions improve their media relations and produced
and disseminated a wide variety of publications on policy and technical
assistance for national leaders and community organizations. For the last
three years, she has taught a graduate health communications course at
the BU School of Public Health.
Previously, Ms. Barry has worked as communications director for the Robert
Wood Johnson Program on Chronic Mental Illness, The Mass. Department of
Mental Health and The Fernald School for Mental Retardation. She has done
program development and community relations at the Mass. Department of
Social Services and The Justice Resource Institute. Ms. Barry is on the
Board of Mothers Against Drunk Driving, Rating the States Task Force,
and Family Services of Norfolk County. She can be contacted at dbarry@edc.org.
Nora L. Drexler, M.Ed
Nora L. Drexler, M.Ed, was a classroom teacher for 30 years before she
retired to work as a director for anti-drug coalitions and also act as
a trainer and consultant on a national level for drug prevention, media
literacy and coalition building. She is the founder, President and CEO
of the non-profit organization, Coalition Pathways, Inc, and the author
and program developer for the national award-winning drug prevention program,
"Teen Vision Coalitions." She is a Hub Site Coordinator for the "Enforcing
Liquor Laws Coalitions" with the Office of Juvenile Justice and Delinquency
Prevention and for the Robert Wood Johnson Foundation's "Reducing Underage
Drinking Coalitions." Ms. Drexler is the Vice Chair of the statewide coalition,
"Pennsylvanians Against Underage Drinking," and a facilitator for Pennsylvania's
youth "BUSTED!" coalitions for the Pennsylvania Department of Health to
eliminate the manipulation by big tobacco and to reduce tobacco sales
to minors.
She is also a National Lead Mentor for the National Institute for Coalitions.
Ms. Drexler is also President of Drexler Associates, Inc. and as a private
contractor, she is a national trainer and consultant for the Center for
Substance Abuse Preventions's Northeast CAPT,(Center for the Application
of Prevention Technologies), CADCA, (Community Anti-Drug Coalitions of
America), NCTC, (Northeast Counterdrug Training Center), NCAP, (National
Center for the Advancement of Prevention), the National Center for Violence
Prevention, the United States Department of Education and the "My Anti-Drug"
segment of the educational television program "ZOOM." Ms Drexler has received
numerous state and national awards and legislative citations. She can
be contacted at ADD via email at ndrexler@earthlink.net.
 Tiffani
Sherman
Tiffani Sherman has been an active media member for the past 12 years.
She has worked for three newspapers and four network affiliate television
stations. Ms. Sherman began her journalism career while studying public
policy at Duke University. During summers, she interned at two newspapers
in Western Kentucky. Then the television news bug bit. She interned as
an on-camera reporter at WPSD-TV in Paducah, Kentucky. After graduating
from Duke, she switched to newscast producing and worked at WNCN in Raleigh,
WKRC in Cincinnati, and WTSP in Tampa. During her time in news, she helped
develop two brand-new broadcasts. Ms. Sherman is currently a distance
learning coordinator for the Multijurisdictional Counterdrug Task Force
Training program at St. Petersburg College in Florida. She produces training
videos and satellite broadcasts about drug abuse and counter-drug training
operations and is also a freelance reporter for the St. Petersburg Times.
She can be contacted via email at shermant@spcollege.edu.
 Deborah
McLean Leow
Deborah McLean Leow is associate director of technical assistance and
training for CSAP’s Northeast Center for the Application of Prevention
Technologies (CAPT). She has worked with state and community providers
and leaders for the past six years to apply effective prevention approaches
that meet local needs. Ms McLean Leow is a social worker by profession
and has worked in the prevention field for over 10 conducting service
delivery, program development and coordination, training and technical
assistance, and workforce development in both substance abuse and HIV/AIDS
prevention.
Ms. McLean Leow earned her MSW from Syracuse University and her BA in
sociology from Hobart and William Smith Colleges. Previous to her work
with EDC, Ms. McLean Leow served as special assistant to the Vice President
of Student Affairs at Syracuse University coordinating a federally-funded
grant to reduce substance abuse among college students. She was instrumental
in developing a comprehensive program including a university-wide policy
on alcohol, other drugs and tobacco, a referral and intervention program
for students-at-risk, and a campus-community coalition. During her six
years at Syracuse, Ms. McLean Leow ran peer-based HIV/AIDS prevention
programs, conducted HIV/AIDS testing counseling, and coordinated a community-based
HIV/AIDS prevention research project for socially/economically disadvantaged
women. She is a Robert Wood Johnson Foundation Substance Abuse Leadership
Fellow. She can be contacted at dmclean@edc.org.
Registration Instructions
If you have access to a satellite dish location
and would like to broadcast this event at your site, you can do so by
registering with Distributive Learning Network at http://www.dlnets.com/MCTFT2nd.htm
If you would like to register and are
looking for a satellite location, please call Distributive Learning Network
at 877-820-0305. They will connect you to a satellite site near you.
If you have any questions or need additional information about this satellite
broadcast, please call Vera Churilov at vchurilov@edc.org
or dial 617-618-2949.
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