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Advocacy and MediaAdvocacy and Media

Wylie Tene, AFSP’s Public Relations ManagerWylie Tene, AFSP’s Public Relations Manager

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Your Stories are AdvocacyYour Stories are Advocacy

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AFSP Public Policy PositionsAFSP Public Policy Positions

Utilize AFSP’s positions statements on common issues/trends:Utilize AFSP’s positions statements on common issues/trends:

Safe Media ReportingSafe Media Reporting

Bridge Barriers/Means RestrictionBridge Barriers/Means Restriction

Bullying/Cyberbullying – Safe Schools ImprovementBullying/Cyberbullying – Safe Schools Improvement

Mental Health ParityMental Health Parity

Military / Veteran Suicide PreventionMilitary / Veteran Suicide Prevention

www.afsp.org / www.spanusa.org www.afsp.org / www.spanusa.org

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Advocating Via the MediaAdvocating Via the Media

What Makes Something “Newsworthy”?What Makes Something “Newsworthy”?

LocalLocal – all news is “local” news. Media outlets are always looking for the – all news is “local” news. Media outlets are always looking for the local angle.local angle.

TimelinessTimeliness - - An event that is happening or just happened. Survivor Day, An event that is happening or just happened. Survivor Day,

Walks, Fundraisers are newsworthy because they are happening “now” or Walks, Fundraisers are newsworthy because they are happening “now” or “upcoming” or “yesterday”. “upcoming” or “yesterday”.

ImpactImpact – – Affecting lots of people. Suicide is newsworthy because of the Affecting lots of people. Suicide is newsworthy because of the impact on the community, county, nation, world etc. Suicide from a bridge impact on the community, county, nation, world etc. Suicide from a bridge becomes newsworthy, because it impacts commuters, traffic, bystanders, first becomes newsworthy, because it impacts commuters, traffic, bystanders, first responders etcresponders etc

ConflictsConflicts – – Or controversies – FDA’s Black Box warning, suicide prevention Or controversies – FDA’s Black Box warning, suicide prevention barriers, gun control etcbarriers, gun control etc

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Newsworthy cont’dNewsworthy cont’d

ProminenceProminence – – News that involves a politician, public servant, News that involves a politician, public servant, celebrity (or their family)celebrity (or their family)

NoveltyNovelty - - Events that are unique, strange or odd. A unique suicide Events that are unique, strange or odd. A unique suicide attempt or death becomes newsworthyattempt or death becomes newsworthy

TrendsTrends - - Along with timeliness, news outlets are always looking for Along with timeliness, news outlets are always looking for ways to connect stories to a trend – i.e. increasing suicide rates, ways to connect stories to a trend – i.e. increasing suicide rates, bullying & suicide, economy & suicidebullying & suicide, economy & suicide

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Advocating Via MediaAdvocating Via Media

Letters to the EditorLetters to the Editor

Opinion / EditorialsOpinion / Editorials

Social MediaSocial Media

Online Message Boards/CommentaryOnline Message Boards/Commentary

Events/Press ReleasesEvents/Press Releases

National Association Broadcasters & Teen PSAsNational Association Broadcasters & Teen PSAs

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Letters-To-The-EditorLetters-To-The-Editor

Submitting letters are an easy way to advocate via mediaSubmitting letters are an easy way to advocate via media

TIPS on letters:TIPS on letters: Letters have a better chance of being published if it is in Letters have a better chance of being published if it is in

response to a current article/event response to a current article/event (Timeliness)(Timeliness) Make your letter personal and Make your letter personal and LocalLocal Newspapers want exclusive letters, so avoid sending the Newspapers want exclusive letters, so avoid sending the

same letter, by the same author to multiple papers in your same letter, by the same author to multiple papers in your areaarea

Keep your letter brief. Most papers require letters be around Keep your letter brief. Most papers require letters be around 150 words. Some allow up to 250 words150 words. Some allow up to 250 words

Letters must include your name, address, and daytime phone Letters must include your name, address, and daytime phone number to be considerednumber to be considered

Email, fax or submit letters online. Do not send letters as Email, fax or submit letters online. Do not send letters as attachments.attachments.

Letters should be positive, not overly critical. Our goal is to Letters should be positive, not overly critical. Our goal is to inform and educateinform and educate

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Opinion / Editorials (Op-eds)Opinion / Editorials (Op-eds)

Op-eds, like Letters, are an easy way to advocate via the mediaOp-eds, like Letters, are an easy way to advocate via the media

TIPS on Op-Eds:TIPS on Op-Eds: Op-eds are longer then Letters, usually around 500 to 700 words. Op-eds are longer then Letters, usually around 500 to 700 words.

Each publication is differentEach publication is different Newspapers, generally, have less room for an op-ed making it a bit Newspapers, generally, have less room for an op-ed making it a bit

more difficult to get publishedmore difficult to get published Op-eds that are succinct, passionate, factual and persuasive Op-eds that are succinct, passionate, factual and persuasive

increase likelihood of being publishedincrease likelihood of being published Check online or call the paper to check on how best to submit an op-Check online or call the paper to check on how best to submit an op-

ed. Some have online forms or specific emails addresses. i.e. ed. Some have online forms or specific emails addresses. i.e. oped@nytimes.com oped@nytimes.com

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Social MediaSocial Media

Use your social media profiles to further advocacy, get “friends” Use your social media profiles to further advocacy, get “friends” involved, promote events, share news and statistics etc.involved, promote events, share news and statistics etc.

Visit AFSP website, every page is shareable, can be printed and Visit AFSP website, every page is shareable, can be printed and emailed. New “Recommend” button is simple way to share news emailed. New “Recommend” button is simple way to share news via Facebookvia Facebook

Join AFSP’s Facebook page and follow our Twitter feed Join AFSP’s Facebook page and follow our Twitter feed www.facebook.com/afspnationalwww.facebook.com/afspnational / / www.twitter.com/afspnationalwww.twitter.com/afspnational

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Online Message Boards/CommentaryOnline Message Boards/Commentary

Online Commentary/Community Forums:Online Commentary/Community Forums:

Nearly every news media site and blog allows for commentsNearly every news media site and blog allows for comments

These online message boards offer another avenue to educate and These online message boards offer another avenue to educate and inform the public as well as share your story and offer resourcesinform the public as well as share your story and offer resources

Message board comments tend to be uninformed, many times cruel Message board comments tend to be uninformed, many times cruel and insensitive. Positive comments could help decrease stigma and and insensitive. Positive comments could help decrease stigma and misconceptions, educatemisconceptions, educate

Share positive, informative and responsible media with friends via Share positive, informative and responsible media with friends via social media, send thank you notes to reporters, print articles to social media, send thank you notes to reporters, print articles to mail to elected officials with cover lettermail to elected officials with cover letter

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Events/Press ReleasesEvents/Press Releases

Events i.e. an organized legislative day, can generate mediaEvents i.e. an organized legislative day, can generate media

Press releases should be sent to the media at least 1 week prior to Press releases should be sent to the media at least 1 week prior to eventevent

Press releases should be 1 to 1 ½ pages and include: Who? What? Press releases should be 1 to 1 ½ pages and include: Who? What? Where? When? and Why? informationWhere? When? and Why? information

Send press releases to local newspapers, radio and TV news stationsSend press releases to local newspapers, radio and TV news stations

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Public Service AnnouncementsPublic Service Announcements

National Association of BroadcastersNational Association of Broadcasters

Suicide Shouldn’t Be a Secret – www.afsp.org/teen Suicide Shouldn’t Be a Secret – www.afsp.org/teen

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ConclusionConclusion

I am here to help:I am here to help:

Wylie TeneWylie Tene

Public Relations ManagerPublic Relations Manager

212-363-3500 ext. 24212-363-3500 ext. 24

wtene@afsp.orgwtene@afsp.org