Engaging the Media

Introduction

The media are important partners in any public awareness campaign. This section includes a detailed Media Relations Guide and several Media Relations Templates for your use in promoting public awareness campaigns with the media.

Our focus groups have shown that literacy learners are not likely to get the message directly from print media such as newspapers, magazines and the Internet. They get messages through radio and television. However, their friends and relatives will hear or read about the literacy programs and pass the information along with encouragement and support.

Good media relations will not only help you tell people about your programs. In our past awareness efforts, the media have been key partners in the success of our public awareness campaigns. When asked how they heard about public awareness campaigns, target audiences have mentioned television, newspaper and radio as well as the bookmarks and mall walks.

Here are some ideas used in previous public awareness campaigns:

  • A community partner paid for daily radio advertisements to promote events
  • A newspaper printed a daily schedule of events
  • An adult learner and his tutor were guests on a radio phone-in show
  • Coverage of the launch was extensive in all communities
  • A news website published pictures and stories before, during, and after the public awareness campaign
  • The media were very interested in stories of adult learners.