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Connecting with Local Radio and TV Outlets

Silent Treatment: Addiction in America offers you a great opportunity to partner with local radio and TV outlets. Local broadcasters are searching for ways to add rich, local content to the news stories and programs they produce. Often, the best place to start is by contacting the news director. She or he may refer you to a producer. The news director or producer, and not the program host, typically makes program decisions. Here are a few ways to work with them around your community outreach project.

Special Events Connected to Silent Treatment – Approach a local TV and/or radio station about partnering to produce special events and programming around the Silent Treatment series. The mini-media campaign should begin at the same time your local paper runs the five-part series. You and your partner stations might consider creating news stories on treatment access issues or the criminalization of addiction in your community, while simultaneously sponsoring recovery walks, health fairs and other outreach events. The goal of partnering with broadcasters is to extend the value of your outreach efforts and their programming.

Editorials – Many radio stations, especially public radio stations, will reserve spots in their news schedules for community comments on pressing issues. Call the news directors of stations that reach your audiences and request an opportunity to provide editorial comment. Focus on the local issues of your outreach campaign.

PSAs – All of us have seen or heard public service announcements (PSAs) on our local radio and TV stations. They often raise awareness of topics important to viewers and listeners through funny, emotional or compelling 30- to 90-second productions. Contact your local TV and radio stations about producing a PSA for your campaign. In some cases, stations will actually help you produce the pieces. 

Expert Guests – Make available eloquent members of your organization, especially active participants in your projects, available to appear on radio and TV news programs. Drive-time radio broadcasters and morning and evening TV news programs are always in need of local experts who can speak to important local issues. As you know, addiction and recovery are issues that impact many people, and that broad appeal is attractive to news producers and hosts. Contact program producers and reporters and let them know that you have experts who are ready to contribute.