8/2/2017

1

Louise Reid Ritchie, Ph.D.Director of Prevention,Florida Alcohol and Drug Abuse Association

This product is supported by Florida Department of Children and Families’ Office of Substance Abuse and Mental Health

Participants will learn:

1. How to effectively engage print media in publicizing substance abuse prevention efforts

2. How to effectively engage broadcast media professionals in publicizing substance abuse prevention efforts

3. How to effectively use social media in substance abuse prevention efforts.

2

8/2/2017

2

3

That should be your mission statement or based on your mission statement.

4

8/2/2017

3

“It is the primary purpose of The Highlands County Community Coalition for The Reduction of Substance Abuse, d/b/a Drug Free Highlands to organize, inform, educate and unite community in its efforts to reduce substance abuse.”

5

“FL SADD is dedicated to educating students, parents, and others in the community concerning the problems of underage drinking, impaired driving, seatbelt usage, driver training, speeding, and red light running.”

6

8/2/2017

4

“The mission of the Tobacco Free Partnership of Columbia County is to mobilize community partners to establish long-lasting system and policy changes that promote tobacco-free social norms in order to prevent usage of tobacco products by youth/young adults, encourage and support tobacco cessation, eliminate the hazards of secondhand smoke, and decrease the number of deaths due to tobacco products.”

7

The mission of the Lee County Coalition for a Drug Free Southwest Florida is to empower our children to live drug free lives.

8

8/2/2017

5

9

10

8/2/2017

6

11

12

8/2/2017

7

“It is the primary purpose of The Highlands County Community Coalition for The Reduction of Substance Abuse, d/b/a Drug Free Highlands to organize, inform, educate and unite community in its efforts to reduce substance abuse.”

13

“Drug Free Highlands is a local leader in reducing substance abuse.”

14

8/2/2017

8

15

And use that pithy sentence – “tag line” – on your social media “about” section, during media interviews, letters to the editors, etc.

16

8/2/2017

9

“Working together to fight substance abuse in Putnam County”

17

“Uniting citizens to create a clean, safe, drug and crime-free community.”

18

8/2/2017

10

“We strengthen children, youth, families and neighborhoods in their resolve to live in a drug free community.”

19

Media use should be a central part of implementing all aspects of your prevention organization’s mission. The more you effectively include the media in your prevention work, the greater your impact will be.

20

8/2/2017

11

Establish short-term and long-term goals. For instance, a short-term goal might be getting people to attend a specific prevention activity. A long-term goal could be becoming the area’s top resource for providing substance abuse prevention information.

*https://www.samhsa.gov/capt/tools-learning-resources/social-media-support-prevention-efforts

22

8/2/2017

12

Include people with varying expertise.

23

*https://www.samhsa.gov/capt/tools-learning-resources/social-media-support-prevention-efforts

People of various ages, races, ethnicities and educational levels, and professions

People who enjoy using social media

People who are news avid news followers

People with writing, editing, design, photography, and networking skills

24

8/2/2017

13

Include young people! Using their tech, social media, cultural and other knowledge can boost your program’s media footprint.

Empowering them to be productive in these ways also is part of a good substance abuse prevention program *

*https://www.ncemch.org/dcfps/pdf/02_1995.pdf

25

Develop an image by:

Creating a memorable, interesting online hashtag

Keeping It Short, Sweetie (KISS) by creating a phrase to describing your agency to the media or as part of your media

Including a captivating, simple visual

https://www.samhsa.gov/capt/tools-learning-resources/social-media-support-prevention-efforts

26

8/2/2017

14

Contests are fun, community-building ways to help develop these.

Use the support of your corporate partners. For instance, ask a local business to donate help from its advertising department.

27

28

8/2/2017

15

29

30

Photo credit: Lee County Coalition for a Drug-Free Southwest Florida

8/2/2017

16

31

What comes to mind when you think of Florida newspapers?

32

8/2/2017

17

Tampa Bay Times – 317,270 The Tampa Tribune – 198,543 Orlando Sentinel – 173,542 South Florida Sun Sentinel – 162,721 The Miami Herald – 141,188 The Palm Beach Post – 88,231 The Florida Times-Union – 84,321 Sarasota Herald-Tribune – 73,698 Naples Daily News – 71,901 The Daytona Beach News-Journal – 68,250

http://www.cision.com/us/2014/08/top-10-daily-newspapers-in-florida/

33

About 50 daily newspapers including the Chipley Bugle, Indian River County Times, and Miami Diario.*

About 75 weekly newspapers*

About 7 business newspapers*

About 10 campus newspapers*

About 35 magazines (not including college magazines and trade association magazines)**

*http://dos.myflorida.com/library-archives/research/florida-information/florida-newspapers-online/**https://www.w3newspapers.com/usa/florida-magazines/

34

8/2/2017

18

Newsletters, magazines, bulletins produced by:

◦ Trade associations◦ Schools◦ Corporations◦ Neighborhood organizations◦ Religious organizations

35

More than 100 TV stationsMore than 46 radio stations

36

8/2/2017

19

In 2016,

20% of US adults got news from print media

25 percent from radio

38% online

57% from TV

http://www.journalism.org/2016/07/07/pathways-to-news/

37

Age Percentage18-24 16%

25-34 17%

35-44 21%

45-54 28%

55-64 38%

65+ 50%

38

8/2/2017

20

1. CNN2. Local news channel / site / app3. Facebook4. Fox5. The New York Times6. Twitter7. NPR8. Google News9. BuzzFeed10. BBC11. Yahoo12. Reddit13. NBC14. ABC15. Last Week Tonight with John Oliver16. Apple news app17. Huffington Post18. The Daily Show with Trevor Noah19. News app20. Tumblr / The Washington Post

Media Post October 14, 2016

39

40

So, why can’t we skip this part and jump to the social

media info?

8/2/2017

21

41

Print and broadcast media are excellent ways of providing information to people 65 and older. About half of people in that age group read newspapers daily.

In addition, many people whose jobs require them to be informed about current events are daily consumers of print and broadcast media.

42

8/2/2017

22

Grandparents raising grandchildren, senior citizens, people who may be coping with chronic pain, and people whose jobs require knowledge of current events such as …

43

44

***Public Officials***

8/2/2017

23

Being mentioned or quoted in print and broadcast stories helps establish your agency’s credibility. That can impress donors, foundations, policy makers, and potential recipients of your services.

45

46

8/2/2017

24

Print and broadcast media have the staff and expertise to provide comprehensive coverage of issues.

47

48

8/2/2017

25

49

50

8/2/2017

26

51

52

8/2/2017

27

53

“Like most of the journalists I know, I spend about a third of my workday writing articles, another third making bad jokes on Twitter, and another third deleting press releases.

It's not that I’m unappreciative of the PR people who score me interviews and pass along stories—it’s just that there are so frighteningly many of them, and for every inbox blast that’s relevant to me, there are four or five more that may as well be from a Nigerian prince.”

Zach Schonfeld, Newsweek, 9/10/14

54

8/2/2017

28

55

56

8/2/2017

29

57

58

8/2/2017

30

Quickly review media outlets’ websites before contacting them. At least do a search to see if they’ve written on the subject recently. You will lose credibility if you contact them to do a story that they’ve already done.

59

60

8/2/2017

31

61

Notice the names of reporters who cover stories related to the prevention field.

When you read or see a well done story related to substance abuse, send a complimentary e-mail to the reporter, the letter to the editor section or post favorably on the outlet’s Facebook page.

And use that “tag line” about your organization to establish your credibility.

62

Your record as a supportive consumer of their media product may cause the journalists to pay more attention to your story idea.

8/2/2017

32

63

The reason why it’s important for a story to be covered and to be covered now.

64

8/2/2017

33

An excellent way to put a prevention story into context would be to quote data from the Florida Drug Trends reports on FADAA’s website.

65

66

8/2/2017

34

The Governor’s declaring a statewide opioid crisis was a hook for suggesting news stories on prevention topics.

Holidays, end of the school year, tragedies related to substance abuse, all are times that the media especially may be interested in covering stories relating to prevention.

67

Provide sources – contact information of people willing to be interviewed, and who can provide effective or good quotes.

Provide data (and links or other information about the data source) related to the story.

Avoid jargon and acronyms.

Assume the journalist is not an expert on substance abuse issues.

68

8/2/2017

35

69

70

Have a reason why your article would be important to people served by that media outlet.

Have demonstrated expertise

Write conversationally with short sentences and paragraphs

Suggested length 250-500 words

Demonstrate professionalism by making deadline and submitting copy that is free of grammatical, fact and spelling errors.

8/2/2017

36

Small community newspapers Neighborhood sections of larger newspapers Newspaper’s op-ed pages.

And consider blogging, which takes us to….

71

8/2/2017

37

79% of online adults (68% of all Americans) use Facebook, which is the most popular social media platform

24% of online adults (21% of all Americans) use Twitter

*http://www.pewinternet.org/2016/11/11/social-media-update-2016//

74

8/2/2017

38

50% of 18-24 year olds go on Facebook when they wake up

One in five page views in the US occurs on Facebook.

https://zephoria.com/top-15-valuable-facebook-statistics/

75

76

Is it a myth that teens don’t use Facebook any more?

8/2/2017

39

65% of teens surveyed in 2016 said they used Facebook daily, up from 59% in November, 2014.*

https://www.emarketer.com/Article/Survey-Finds-US-Teens-Upped-Daily-Facebook-Usage-2016/1015053

77

Facebook is the most popular and frequently used social media platform among teens aged 13 to 17. About 71 percent of those teens use Facebook.

About half of teens use Instagram, 41% use Snapchat and 33% use Twitter.

71% of teens use more than one social networking site.

http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/

78

8/2/2017

40

79

FACEBOOK

Joining is free and easy, just go to Facebook.com

Once you’ve joined, you can create webpages by using the pulldown menu at the top of your page. It’s the black triangle depicted in this rectangle.

80

8/2/2017

41

Drag the black triangle and you’ll get this menu. Then, click, “create page,” and Facebook will walk you through the steps.

81

82

Created by Ellen Snelling and Teresa Miller

8/2/2017

42

83

What makes this page a standout?

The colorful graphic including the colors used in the graphic

The LARGE, colorfulpictures

Frequently updated, relevant content

It includes videos

84

Created by Ellen Snelling and Teresa Miller

8/2/2017

43

85

86

8/2/2017

44

87

Note:

Big pictures and colors draw you in.

Note updates were made 54 minutes ago and 4 hours ago.

Info relevant to teens.

Drug Free Highlander’s page also had info about the prevention campaign of Shatterproof.org.

88

8/2/2017

45

89

Post at least once per day

◦ Social media moves fast◦ Make sure information is relevant

90

8/2/2017

46

Experts suggest the minimum to post is once per day. Also, quickly respond to comments and questions on your page.

Friday is the best day to post. Thursday is the next best day.

Best hours to post so your posts are seen are between 1 p.m. and 4 p.m. Worst times are weekends before 8 a.m. and after 8 p.m. https://www.fastcompany.com/3036184/the-best-and-worst-times-to-post-on-social-media-infograph

91

Post content that informs and appeals to the audience you wish to serve.

92

8/2/2017

47

You can Google or you can use Google alerts, a free service that will allow you to be notified about web content on subjects of your choice. You can find it by Googling “Google alerts”

93

I created an alert for “substance abuse prevention Florida” July 14, 2017. These articles published on the web that day were the results:

94

8/2/2017

48

Subscribe to e-mail alerts from organizations like CADCA, the Drug Enforcement Administration, and National Institute on Drug Abuse.

95

Google or establish Google alerts for subjects such as “celebrities and mental health” or“celebrities and substance abuse”.

96

8/2/2017

49

97

Use big, colorful pictures!

98

8/2/2017

50

Involve volunteers including teens, people who are in recovery and other people passionate about prevention. Encourage them to use their own social media to educate and inform about prevention issues. Also use some to administrate your organization’s social media.

99

Follow, “like” and promote other organizations in the substance abuse and behavioral health fields.

100

8/2/2017

51

“Like” or comment quickly when people message or post on your page.

101

Make sure that the pictures and content on your page represent the diversity of the people whom you are serving.

102

8/2/2017

52

103

104

8/2/2017

53

Twitter Help Center

The Beginner’s Guide to Twitter

105

Twitter users are more likely to tweet during school or work hours. For most retweets, tweet

during these times:

5 p.m.12 p.m.6 p.m.

106

http://www.huffingtonpost.com/catriona-pollard/the-best-times-to-post-on_b_6990376.html

8/2/2017

54

You can double your engagement by using one or two hashtags.

BUT

Use more than two hashtags and engagement drops by 17%.

http://www.takeflyte.com/hashtags-explained

107

Do

#Refuse

Don’t

#Susanalbumparty

108

8/2/2017

55

109

110

8/2/2017

56

111

112

Some results of a search for #drug and #prevention.

8/2/2017

57

Use pictures and hashtags

Retweet and respond to others’ posts

Follow people and organizations with similar missions to yours

Include quotes and numbers in your tweets. That results in up to 19% more retweets. *

*https://sproutsocial.com/insights/hashtag-analytics/

113

114

Media Campaign Example

8/2/2017

58

115

116

8/2/2017

59

117

Photo credit: Lee County Coalition for a Drug-Free Southwest Florida

Empower them to be ambassadors on your platform

Affirm them by liking, retweeting, sharing their posts

Pictures are essential

Keep texts short

118

8/2/2017

60

An excellent way of analyzing your content for social sharing before you post. You can plug in keywords to see what kind of content is most shared, and on which platforms it is shared.

Can filter content by date ranging from past 24 hours to past 5 years.

119

Search term was “substance abuse prevention” shares over the past year. Filtered for top 5 results.

120

8/2/2017

61

World ignores Iceland’s teen substance abuse prevention program’s success

Obituary for a prevention advocate

Proposed prevention cuts

Five ways to prevent your teens’ substance abuse

White House prevention grants for youth services

121

Iceland’s substance abuse programs got 313.8 shares

308.9 were via Facebook 2.1 k were via LinkedIn2.2 k were via Twitter298 were via Pinterest258 were via Google Shares

122

8/2/2017

62

Five ways to prevent your teens’ substance abuse got 520 shares

515 were via Facebook 1 was via LinkedIn4 were via Twitter0 were via Pinterest0 were via Google Shares

123

Opioid Orphans in Southwest Florida had 2.k shares, all but 2 via Facebook

Tampa officials criticize Legislature’s response to opioid crisis had 72 shares, about equally divided between Facebook and LinkedIn.

124

8/2/2017

63

Alayande, Aisha, Executive Director of Drug Free Highlands, Sebring, FL. (863) 382-2138

Beese, Jennifer, “Why Increased Visibility on Twitter is Just a Few Tweeks Away, Sprout Social, 2014.

Bliss, MaryLee, Millennials: and Teens: Top 20 News Sources, MediaPost, October 14, 2016

Buzzsumo.com

Comella, Deborah, Lee County Coalition for a Drug-Free Southwest Florida, Fort Myers, FL, (239) 931-9317

Duran, Andy, The Power of Social Media for Substance Abuse Prevention, 2015

eMarketer, Survey Finds US Teens Upped Daily Facebook Usage in 2016

125

Flyte New Media, Hashtags Explained: The Complete Guide to Hashtags in Social Media

Gillett, Rachel, The Best and Worst Times to Post on Social Media, Fast Company, September 25, 2014.

Huffington Post, The Best Times to Post on Social Media, 2015

Miller, Teresa and Ellen Snelling, No2Pot Facebook Page

Pew Research Center, Pathways to News, 2016.

Pew Research Center, State of the News Media 2016.

Pew Research Center, Social Media Update 2016

Pew Research Center, Teens, Social Media and Technology Overview, 2015

119

8/2/2017

64

Smith, Brandon, The Beginners Guide to Twitter, Mashable, 2012

Snelling, Ellen and Teresa Miller, No2Pot

Substance Abuse and Mental Health Services Administration, Developing a Social Media Plan to Support Substance Misuse Prevention Efforts, April, 2017

Substance Abuse and Mental Health Services Administration, Harnessing the Power of Social Media, 2015

Whitacre, Kerry, Rom, M., Scott, A, “Substance Abuse Prevention and Treatment Programs: A Family Approach,” 1995.

Zephoria Digital Marketing, The Top 20 Valuable Facebook Statistics, Updated July, 2017

127

128

Louise Reid Ritchie, Ph.D., Director of Prevention at Florida Alcohol and Drug Abuse Association (FADAA), holds a doctorate in clinical psychology from George Washington University and an undergraduate degree from Harvard University. She was founding director of a substance abuse prevention program, and has 20 years of experience as an educator and trainer. She served in the Navy five years as a psychologist, specializing in substance abuse treatment and education. A former Washington Post reporter and national award-winning Detroit Free Press columnist on addiction issues, she helped design Michigan’s substance abuse counselor certification program.She can be reached at:

FADAA2868 Mahan Dr.

Tallahassee, FL 32308Lritchie@fadaa.org(850)-878-2196