1. Media Relations Pitching PSAs for the Campaign for Mental Health Recovery Bob Carolla National Alliance on Mental Illness

2. Public Service Announcements (PSAs) Site Kit

3. Contact Targets Television or Radio –Public Service Directors –Programming Directors –Station Managers Print –Editors in Chief –Publishers –Advertising Managers Roles vary based on size of newspaper or station Don’t forget weekly or college newspapers

4. Print PSAs

5. Access is directly on site kit (CD) Files are in PDF file format Save a copy on your computer Email to print media—but ask first Site kits can be presented in meetings or sent by regular mail. Print media know how to access and use the files

6. Print PSA

7. Radio PSAs

8. Access is available directly on site kit (CD) Listen using Windows Media Player or similar program Download to “My Documents” or your desktop Send file by email as an attachment Site Kits can be delivered to stations in meetings or by mail—they’ll know what to do. In communities, where there are many stations, email may be easier and faster, but ask first if it’s okay to send an audio file as an attachment.

9. PSA Central Even better, even simpler http://psacentral.adcouncil.org Search under: Campaigns; National Mental Health Anti-Stigma Campaign Print and radio media will find everything they need Most already know about the Ad Council and this site Send website address inside emails as direct links (cut and paste) Include website address on handouts

10. Television Public Service Announcements (PSAs) Require special BETA tapes Request directly from Campaign Liaisons Elizabeth Edgar or America Doria-Medina (see last slide) Mailed to you to deliver to television stations (meetings or mail)

11. Media Lists Research Directories and libraries –Bacon’s –www.newspapers.comwww.newspapers.com –www.radio-locator.comwww.radio-locator.com Local media Web sites Mastheads (print) Call switchboard

12. Media Lists Organization name Name & title Email address Telephone number Fax Postal address Set up email groups (list servs) Use single group name; e.g., psa@wxyz.compsa@wxyz.com Print copies; worksheets

13. Sample Media Lists LUBBOCK, TEXAS Population: 250,000 Print Lubbock Avalanche Journal Daily Toreador (Texas Tech University) El Editor (weekly) Southwest Digest (weekly) South Plains Catholic (monthly) Radio KZBO-AMKLLL-AM KCLR-AMKZIL-FM KTMX-FMKZLK-FM KFYO-AMKMMX-FM KJAK-FMKONE-FM KKAMKQBR-FM KKCL-FMKRFE-FM KFLB-AMKTXT-FM Television KCBD-TVKLBK-TV KGLR-TVKTXT-TV KVTVKUPT-TV

14. Media Lists

15. Web Site Search KONE-FM www.cr101.com Search: Contact Us If you feel the need to speak to us... Email us at info@rock101.fm orinfo@rock101.fm Call Sean Dillon at 806-762-3000 To: Your Name: Your E-Mail Address: City you live in: Your Comments:

16. Pitching Tools Letter Email Phone Meeting Thank You Keep them informed Advance notice: 1-3 months; plan a timeline

17. Coalitions Organize in advance Single point person—for each paper or station Use personal contacts List coalition organizations in letter or email Show diversity within your community Hospitals, doctors

18. Meetings Ask about other ways to work together Public affairs interview programs Special mental health series Story ideas—offer people to interview Sponsorship of events Make it a dialogue…how can you help them?

19. Sample Letter Dear Station Manager: I would like to request a meeting with you on behalf of the local community organizations below to discuss the Campaign for Mental Health Recovery’s public service announcements that have been developed by the U.S. Department of Health and Human Services and the Ad Council. One in four Americans are affected by mental disorders at some point in their lives. The Campaign PSAs are targeted particularly to high school and college-age youth—who can make a difference by reaching out to friends to get help when they need it. Suicide, the third largest cause of death for young people ages 18-24, usually involves mental illness. The PSA campaign would be especially timely because May is Mental Health Month, which include a walk on May XX and an educational forum on May YY sponsored by individual members of our coalition. A CD with copies of the PSAs is enclosed. They also are available on http://psacentral.adcouncil.orghttp://psacentral.adcouncil.org under “national mental health anti-stigma campaign.” Thank you for your consideration. Sincerely,Coalition Members: Allison LittleConsumer Council Executive DirectorCounty Department of Mental Health NAMI Little CountyMHA-Little County NAMI—Little County PTA, YMCA

20. Technical Assistance For more information, technical assistance, or to become involved with the Campaign for Mental Health Recovery, contact Campaign liaisons: America Doria-Medina 240-747-4955 America.Doria-Medina@macrointernational.com America.Doria-Medina@macrointernational.com Elizabeth Edgar 703-516-7973 cmhr-liaison@nami.org