MEDIA
Media can be used to provide health information to the public, gain community
recognition, announce special events, make position statements, or address
controversy
Media includes:


News or press releases
Letters to the editor
Place important elements early in the story.
1-2 page, double-spaced document
Source, person, contact information
One of the most read sections of a newspaper
Expressing an opinion, providing information,
Saying “thank you”.
Media includes:

Public Service Announcements (PSAs)
Federal Communications
Commission (FCC) reviews a
station’s public service…the
stations that provide free
airtime for public service
are more likely to receive a
license renewal.
One of the most common ways of communicating health
messages to the public
Short informational announcements on the radio and television to:
Educates the public
Promotes programs/services
Provides resources for behavior/community change
Radio: take < 60 seconds, typed double-spaced document
which includes source, contact person, and contact
information. Include release date and time.
Television: can be obtained from national campaigns or
agencies.
Media includes:


Conducting interviews via telephone, radio,
television
Press conferences
What did you just learn about how to use media in
health education?
Tips and Techniques for Working with Media

Become familiar with news personnel and what their views
are on the subjects you want to bring up

Increase chances of PSA, or news release, being aired or
published
Keep them < 30 seconds long
 Write concisely, create a document that is double spaced with
wide margins
 Avoid using jargon
 Provide documentation for any assertions you make
 Include your phone #, website, e-mail
 One week before the requested date of publication , send a
reminder to the person responsible for airing the PSA

Tips and Techniques for Working with Media

Enhance interviewing skills
 Research
your target audience
 Be prepared – consider speaking from a prepared
statement, make a list of major points
 Have access to well organized reference materials

Follow up after interview
Tips and Techniques for Working with Media

Use media fact sheets (you can send these to the media to urge
them to develop a story idea, …then, follow up with the news editor)

Use a press kit (an attractive pocket folder of prepared
information):
Fact sheets
 Your photo
 Prepared remarks
 Any published journal articles, organizational catalogs, and
other materials


Limit statements that could be taken out of context
QW: List tips you just learned about working with the
media.
MEDIA LITERACY
USE OF MEDIA IN HEALTH EDUCATION


The use of media materials in health education has become
extremely common (especially in the context of a society
where the average person spends 4 hours/day watching
television).
Media literacy advocates the critical analysis of mass media.


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Media selection should be based on sound instructional
principles.
Health educators should use materials that match commercial
quality, if possible.
Develop a basic operating knowledge of common media
equipment.
Major Types of Media Equipment

DVDs


Document cameras



Permits the overhead projection of almost any item
Presentation software (PowerPoint)
Audience response systems

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The dominant format for data storage and the distribution of
prerecorded content
Clickers permit audience members to “vote”
Personal computers
Video Rating Scale – used to objectively evaluate media
The Audiovisual Group of the Addiction Research Foundation provided
a rating of films based on the following criteria:
1. The scientific accuracy of information presented
2. Its merits as a teaching aid
3. Whether or not it was contemporary
4. The clarity of the message
5. Whether or not it could influence attitudes
6. Its believability
7. Its technical merits
8. Whether or not it maintained interest
9. Whether or not it was applicable to individuals from different
social strata
List the criteria used to evaluate the usefulness of a
video for health education.
SLIDE DESIGN
Use simple
font
~ 32 in size
Avoid using
ALL CAPS
More slides
with less
material on
each one…
If not, use
animation
Four “P”s of Marketing

Four fundamental elements that should be present
when marketing a procedure/behavioral change to
promote healthy behaviors:
 Product
– the benefit of the behavioral change,
procedure should be clearly communicated
 Price – Include non-monetary costs
 Place – Where and when the service can be obtained
 Promotion – how will the service be advertised
Product

The item being promoted and the benefits of the
item should be clearly communicated to the
targeted consumer.
 Products
 e.g.,
 Frame
may be intangible
better sleep or lower risk
the product in terms of the consumer
Price

Includes monetary and non-monetary costs of the
item
 Carefully
consider factors such as; time, energy, effort,
space, transportation, and discomfort.
 Nonmonetary costs often make or break a program.
Place

Where or how the product can be obtained
 Keep
it simple and familiar, if possible.
 Schedule
according to participants’ work, home and social
obligations.
 Consider
transportation issues such as public transportation
access and parking.
 Consider
accessibility issues such as wheelchair ramps,
seating, and adaptive technology.
Promotion

Promotion is the mechanism used to publicize and
advertise the product
 Advertisement
should follow your intended audience
 Ads must be seen several times before audiences
remember them
QW: Describe the four ‘P’s of Marketing
Preparing Promotional Materials

Consider a variety of venues to deliver your
message
 Consider
the use of PSAs in conjunction with other
promotional efforts.



Be consistent in your marketing message.
Develop an icon, logo or slogan: “simple is elegant.”
Use buzz words or phrases, but keep them based in
reality.
Preparing Promotional Materials



Promote the benefits of participation, tell them
“what’s in it for them.”
Make access easy! Provide all of the information
needed to obtain the product.
Have an outsider proofread your materials prior to
printing! This includes dialing the listed phone
numbers, connecting to the web pages using the
provided web address, and emailing the person listed
as the point of contact.