If your community has local media outlets (television, radio, print), it may be useful to work with them to spread the word about your project and promote your key messages.
You might decide to form a partnership with your local media organisation to produce advertisements, programs and/or messages for your project. Or you might simply want to give them information so that they can let the community know about your project and any events you will be holding.
Getting the media involved in your project can be a useful and easy way to raise awareness of the issue, spread the messages, present positive images of Aboriginal and Torres Strait Islander health and tell people where to get further information or support. However, once you gain some media interest, you might find that they ask lots of questions and you might start receiving calls from other media outlets.
NOTE: Many organisations and agencies have their own protocols/rules about engaging with the media. Before you contact any media people be sure you know and follow the rules for your organisation.
If there are media enquiries about the Local Community Campaigns program, or matters that are outside your local event and community, you should refer them to the Department of Health and Ageing General Enquiries Hotline on (02) 6289 5448
Developing a media plan will help you organise how you work with media for your project. Working through this template will help you to think about how to handle enquiries from the media (and other people who might be interested in your project) and who will be the spokesperson for the event or activity.
Television
Television is very good for raising awareness of issues. Unfortunately it is also the most expensive form of media. However, Aboriginal and Torres Strait Islander television outlets or broadcasters (such as Imparja, Goolarri (GTV35), National Indigenous Television and Larrakia TV) are often willing to work with organisations and communities to develop social marketing materials to promote positive behaviour change. Forming a partnership with a television outlet could be the most cost-effective way for you to use this medium.
Advertisements that raise awareness of health issues and suggest behaviour change work well on television. Think of advertisements that you have seen in the past for a variety of health campaigns including quitting smoking, weight control, immunisation and breast screening.
Television relies on good images to tell the story. If you are going to get the television station to promote your project, think of the types of activities that would attract attention because they would look good as these activities will have lots of colour, interesting people and action.
Activities that are suited to television include:
- Community days
- Cultural events
- Cooking demonstrations
- Learning about and gathering bush tucker
- Sporting events
- Performances
Radio
Radio is a great way to get messages out to the community. Many people listen to the radio during some part of their day and the cost of running an advertisement or announcement on radio is much lower than on television.
There are a lot of Aboriginal and Torres Strait Islander radio stations and programs in Australia serving specific communities such as Top End Aboriginal Bush Broadcasting Association (TEABBA), the National Indigenous Radio Service (NIRS) and local broadcasters like Koori Radio in Sydney. These stations and programs have content specifically for Aboriginal and Torres Strait Islander people(s) which makes it easier to develop and broadcast messages and programs that directly target your particular audiences.
Another advantage of using local Aboriginal and Torres Strait Islander radio is that they are always looking for stories that are about the communities they serve and that are of benefit to these communities.
Think about how you could use radio in your project. You could work with a local station to:
- Develop short advertisements that are based on your key messages
- Promote your special events
- Give an interview about your project
- Sing a song that tells people your key messages
- Launch your project
- Provide regular updates to the community on your project
- Develop tips for listeners on how to get healthy
- Promote services and facilities that help people get healthy
You could also work with the local station to develop ideas for drama programs that are based on stories about people getting sick and the effect this has on them, their families and the community. You could develop dramas with positive or humorous stories about people getting healthy — by stopping smoking, eating healthy food, getting regular exercise and losing weight.
Your radio media partner can guide you in the development of your script or radio advertisement. Remember to put yourself in the listeners’ shoes when writing your script. You also need to help the listeners visualise what you are talking about through descriptive words which create a picture for them.
How to write a radio spot script
- Know your audience and write to their style.
- Know the length of your spot and ensure you time a read back to make sure you don’t go over that amount of time. Radio spots/commercials are generally programmed at 15 seconds, 30 seconds, 45 seconds or 60 seconds so be aware of the length of the one you are scripting. It doesn’t matter how good your script is – if it runs over your agreed time it won’t be broadcast.
- Have a list of all the essential details you need to be included in the spot. This could include information like where, when and what your project is about.
- Start your script in an attention grabbing way: your first sentence is often the one that will determine whether people listen to the rest of the spot.
- Keep both your language and the information in the script as simple as possible – a radio spot is not a book!
If you’re struggling to write your own script from scratch, you can adapt the scripts below for use in your community.
An example of a 30 second radio script promoting a Healthy Community day
Setting: Old lady addressing a bunch of kids in Aboriginal English. Sound of kids shushing and whispering in background
Female voice over:
“When I was small girl people lived long time.”
“We walked every day. We ate good tucker, plenty fish, wallaby, yam! No smokes and no grog!”
“Now too much fried food, too much soft drink, too much smoking, no walking about and we dying too early!”
Voice over (Aboriginal voice):
“Get healthy, come along to the Healthy Community Day for free cooking demos, free dance
classes and free health checks. 10am this Saturday, April 30, the Mapoon sports ground.”
“Get Active, Eat Good Tucker, Live Longer!”
Script for ‘Break the Chain’ radio advertisement 1
This is an Australian Government radio advertisement aimed at encouraging Aboriginal and Torres Strait Islander people(s) to quit smoking. Listen to the radio advertisement at www.quitnow.gov.au
Female voice over:
“I watched pop die… lung cancer from smoking. My sis and Uncle Barry have trouble breathing. Rosy next door had a stroke… and doctor said it was from smokes.
“I was smoking for years too. But I quit. Because I don’t want our kids growing up thinking disease and dying like that is normal.”
“If I can do it… I reckon we all can.”
Script for ‘Break the Chain’ radio advertisement 2
This is an Australian Government radio advertisement aimed at encouraging Aboriginal and Torres Strait Islander people(s) to quit smoking. Listen to the radio advertisement at www.quitnow.gov.au
Voice over:
“The day you stop smoking, your body starts to repair itself.”
“In five days, most nicotine has left your body. In three months, your lung function begins to improve. In a year, your risk of a heart attack has halved and your risk of lung cancer is lower too.”
“Every cigarette you don’t smoke is doing you good. Stop smoking today and help break the chain.”
Print Media
Local newspapers are always looking for local stories to write about. They like stories featuring local people and when possible, they like to include a photo.
They are often able to cover a story in more depth than TV or radio, and so they would be able to give your target audiences more information about your project, what you hope to achieve and your key messages. If they are willing to sponsor your project or partner with you, you could work with them to provide information and updates on a regular basis.
You could also run small advertisements based on your key messages or advertise for people to join your project or activity (for example, walking group, community garden project or art workshop).
Template 14 – Media relationships
Template 14 – Media relationships
Writing a media release
A media release (or press release) is a written statement or recorded communication prepared for distribution to members of the news media to announce something potentially newsworthy. They are usually faxed or emailed to a list of media outlets/contacts.
Before writing a media release, be clear about the key message you are trying to get across and who you are trying to communicate with. Every good media release should answer the questions: What? When? Who? Where? and Why?
Your first sentence should summarise what you are trying to communicate and make your message interesting and current. Your first sentence is selling your story to the journalist who might print, broadcast or post online what you have to say.
The media release template will help you write your media release. It uses a community weight loss campaign as an example. Because lots of people use media releases, and people in media don’t have lots of time, it’s best to keep your media release to around 8-12 sentences and limit it to one page.
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