6. Marketing

When advocating for support for you program, there are a number of media channels to utilize. Analyze your audience’s preferences, and target those channels that would be most effective. For example, the web may be an effective approach for garneringsupport from the younger generation, but it may not be effective for reaching senior citizens. Examine the linguistic capabilities of your audience when designing the message: do not advertise in English when you population speaks largely Vietnamese, forexample. An easy way to reach the majority of your population is to advertise in as many channels as possible. Utilize print (newspaper ads, flyers, brochures, church bulletins, press releases, etc.), visual methods (public transportation ads, billboards,television, etc.), and aural methods (radio, community speakers, press releases, rallies, etc.). If you use enough methods, eventually all of your population will have had the chance to be exposed to your advertising. When publicizing your program,there are certain elements to include that the public expects. Show evidence of past success, be it statistics or otherwise. Show evidence of meeting your short- and medium- term goals. Give statistics as to why environmental smoke is detrimental, though the statistics must be easy to understand and should be made to seem relevant to the community at large. Target the ill effects of environmental smoke on youth, as this always seems to be a soft spot for obtaining support. Highlight local leaders thatareparticipating in the program, emphasizing the grassroots approach. Include upcoming and past successful events that you have sponsored or run. When designing media materials, have a common theme that people can associate with your program, but change the focus for particular audiences. Train you staff to design effective messages that incorporate local culture and are still interesting enough to grab attention. Be prepared to train your staff in the art of media relations to maximize your program’s awareness.

Skill Areas:
A Ability to share relevant, motivating statistics with the media to attract support for program objectives

B Ability to share with media evidence of progress in meeting program short- or medium-term objectives

C Ability to use press conferences and/or press releases to increase media coverage of issue or program

D Ability to use media to publicize program events and local community leaders

E Ability to train community members in effective media relations

F Ability to creatively reach a culturally and linguistically appropriate mix of media outlets (e.g., print, radio, TV)