This 1-day course is for staff, volunteers, and consultants of substance abuse prevention programs responsible for media relations. The training challenges participants to reflect on media practices in their communities. It outlines strategies that use the media for prevention purposes. Most of the training focuses on practical aspects of media relations, including creating media "hooks" for stories and special events, choosing spokespersons, and using alternative formats.
The objectives are: (1) identify at least three key media access points; (2) cite examples of how the media promote and glamorize alcohol, tobacco, and other drugs to youth and shape community attitudes about ATOD use; (3) apply the basic tools of media relations; and (4) list at least three ways to establish working relationships with staff of print and broadcast media.