Working with Media

Experiences to Share

Radio and TV
Counties appear on local talk shows (Hertford-Gates), send PSAs to their radio stations (Avery, Yancey, Mitchell, Scotland, Wake, Warren, Onslow, Granville, Madison, Orange) and TV stations (Granville), or send HC/NCHC information for local bulletin announcements on local cablevision stations (Robeson).

PSAs are sent to the media when HC will be participating or sponsoring an event.
-- Valair Jones-Oakley, Wake County

We have appeared on a Radio Talk Show with a local station.
--Angelia Bowman, Alexander County

Newspapers
Outreach workers in several counties work to get articles published in local newspapers (Avery, Pender, Cleveland, Orange, Jackson, Perquimans, Madison).

I ask every newspaper if I may list my programs free in their health/community services section. The same goes for TV public service ads.
-- Ann Bolen, Brunswick County

We send the enrollment figures to our local newspapers.
-- Debbie Clayton, Person County

[We put] quarterly news briefs in local papers for Health Check/Health Choice including name and phone number of Health Check Coordinator.
--Kay Bradshaw, Pender County

Buncombe's experience with media
Through the Covering Kids grant of 1999 - 2001, Buncombe county was able to try a variety of media strategies. Harriett Marlor writes about what they learned:

Both television and radio provide unique opportunities for outreach. Determine radio stations that do interviews regarding public services. Ask if Health Check/N.C. Health Choice can be presented.

You must sell your contact on the value of the coverage and how medical insurance is a newsworthy item. If you can find a personal need for someone on staff, it brings the need home. A good way to do this is to tell the receptionist about the program while you are waiting to the talk to that person who makes the decisions. Many times she will tell you that she or a co-worker would qualify and cannot afford family coverage offered by the station. That's your introduction!

Regarding television spot ads Buncombe County developed a 30-second spot that has been very effective. Usually there is a charge for this advertising; however, several counties in the area served by the local television station might share cost.

Remember an interview, as part of the local news, is free. You must find a family willing to be interviewed and arrange a time and place. A brief explanation of the program will be needed for introduction or some introductory remarks made by a staff contact prior to the family's interview.

See Campaign Materials for more Outreach toolkits!

Free PSAs from the North Carolina Healthy Start Foundation