1. Social Norms and the Media Koreen Johannessen, MSW At koreen@dakotacom.net 520-906-7741

2. “If it bleeds it leads”

3. Working with the Media Share appropriate information to the specific audience Honor media requests and build a good reputation Respond within the same day Respect the role of the reporter Be prepared

4. Before the Interview Develop a relationship with one or two reporters Become the spokesperson for your cause

5. The Interview Talk about the norms Choose two or three points to get across in the interview Reframe and redefine loaded words Stay in control Be prepared

6. Typical Media Questions About Social Norms Will the media campaign cause abstainers to drink? What about underage drinking? I’ve talked to students and they don’t believe it? Why does Harvard say social norms doesn’t work?

7. Abstainers do no begin drinking when exposed to the norms The media campaign is about safety and a civil learning environment. Good decisions are based on accurate information. We publish the norms so that students will have the information they need.

8. There are about 200 schools using the social norms approach. Journal articles, a book edited by Wes Perkins, case studies, and guide books are available (many through the US Department of Education’s Higher Education Center) that document the efficacy of the social norms approach.