Getting Out The Getting Out The CD Coalition CD Coalition

MessageMessageAngelo M. Valente, Media

ChairPartnership for a Drug-Free

New Jersey

June 30, 2009

Agenda1. The Challenges We Face2. Branding:“Name of

the Game”3. www.starttalkingnj.com 4. Media Relations

Local Challenges…Local Challenges…

As kids interact with media they absorb knowledge about the world, themselves and others.

Media convey messages about values, power and authority.

Source: Ontario Media Literacy Resource Guide

Challenges in the Media…Challenges in the Media…

Toddler and Pre-School Age

Film

Minutes of Alcohol Depiction (% of Film)

Sleeping Beauty

2.9   (3.9%)

Dumbo  2.2   (3.5%)

Fantasia 2.1   (1.8%)

The Great Mouse Detective

2.0   (2.7%)

Beauty and the Beast

1.4   (1.7%)

Television

Bravo’s Summer 2009 Hit Series NYC Prep

Music

Top 20 Hit of the Summer 2009

Non-Traditional Media

Chat Rooms, Message Boards and Blogs

Yankee Stadium Circa 1939

Not a New Problem

They Are Watching.. Are You?

“Name of the Game” A Unified Approach

The ABC’s of Branding

www.starttalkingnj.com

Expert Articles

Media Relations

Public Service Announcements

What is a PSA?

Public service announcements are commonly defined as "advertising that serves the public interest." The majority of public service announcements (PSAs) run as a community service at no charge by the media. The objectives of these ads are education and awareness of significant social issues in an effort to change the public's attitudes and behaviors and stimulate positive social change.

PSAs: Who to Contact?

• Be sure to contact local community newspaper editors, many of which live within your community and care about your issues. The same is true for local cable television operators.

• Know the policies of individual publishers. Some do not accept PSAs, or have specific criteria.

• Ask what type of media is required? To who’s attention should it be sent?