Florida MAPP Field Guide
Engaging the Media
An open, public process is essential to broad participation and leads
to a truly community-driven process. The media newspapers, radio,
television, newsletters, Internet are especially useful tools for
issuing broad invitations to participate in MAPP activities, keeping the
community involved in the process, and sharing information gathered in the
assessments. Briefings or press releases can be effective tools for using
the media. In addition, interviews with the various community leaders
engaged in the MAPP process demonstrate community consensus and broad
ownership in the initiative. Open advocacy by such leaders may encourage
other community members to become involved in the MAPP process.
To the extent possible, contact with the media about the MAPP process
should be coordinated through a lead organization. Messages should be
short, to the point and supported by visual information wherever
practical. The use of scientific and statistical terminology is not
helpful if community participation and input is a goal. Health
departments are encouraged to be especially sensitive to the community's
need for clear, understandable messages. County health
department public information officers are skilled and experienced
at working with the media. Involving them in the MAPP process is
recommended.
Helpful Hints for Engaging the Media: If possible, solicit the
assistance of a media-savvy individual, perhaps a public information
officer or someone who works in public relations or the media. Use the
media wisely Newspapers offer an excellent medium for showing photos or
publishing vital findings, while television may be used to show brief
footage of MAPP activities, and radio may be best for communicating
simple, brief announcements. Craft your message so that it resonates with
community residents and target populations. Messages that include
individuals' needs and priorities are the most powerful way to appeal to
residents and will most likely be of interest to the media. A well-crafted
press release is the simplest way to gain support through the media. Be
considerate of media timelines Become familiar with deadlines for the
various media and let reporters know about potential stories in advance.
Develop feature stories that address issues from a human interest angle.
Identify why the information is relevant to the community (e.g., What is
the local impact? Why should our community be interested?). Determine why
the information is "news" (e.g., Why should the media use this information
NOW?). Send each release to all kinds of media, including electronic
billboards. Don't call reporters if a press release will suffice. Build
relationships with reporters. Ask what kind of information they are
interested in and provide it to them. Issue releases on every new program
or finding. Even a small mention is worth it, and it will help to identify
who is interested in what stories. Never give up. Getting the word out
there is worth the frustration of pitching the story. Involve high-profile
community leaders or local celebrities in disseminating the message.
Helpful Hints for Interviews: Anticipate the kinds of questions
that are likely to be asked. Prepare responses and try to make points that
support your position, even if no one asks. Make positive, important
points and speak in the active voice. Be prepared to twist negative
questions into something more positive. Respond in 20- to 30-second
segments that can stand alone. Speak in short, complete, uncomplicated
sentences. Use simple words and refrain from using public health jargon.
Never speak "off the record." Once reporters know the information, they
will seek out a source who will speak "on the record." Expect anything you
say even parts of what you say to be used. Avoid "No Comment"
responses. Say that you will get back to them or find someone else to
answer the question. Avoid sarcasm. Comments taken out of context can be
very damaging. Be polite to reporters and never lose your temper.
