THROUGH RADIO

Contact local radio stations that run shows on which you may wish to appear. Be sure that the station reaches your intended audience. Each station should be able to provide you with demographic information about their target audience.

Prepare and practice your pitch before making contact. Consider specific talking points, such as how and why the campaign was started, who started it, why you are participating, what your initiatives include and what your goals are. Gather national statistics on youth violence, information on prevention strategies, and contact information so listeners can get in touch with your local campaign coalition.

If you want to set up an interview, determine who will appear on the radio show and what they will discuss. Several of the campaign sponsors are providing national spokespersons who can offer their expertise on the campaign, the strategies it promotes, and ways that various sectors of the community can get involved.

If you want the station to air a PSA, have it prepared before contacting them. It should include your contact information, the start and end date of your event, the length of the announcement (it should run between 10-30 seconds), and should answer the key questions: who, what, when, where and why. Make sure the text for the PSA is capitalized, typed, and double-spaced.

Before making your "pitch," find out the names and contact numbers of your media representatives ahead of time. Also find out how they prefer to be contacted, via phone or email. You may want to send a press release and then follow up with an email or phone call. Contact the station far in advance so they can have time to fit you into their schedule. Also be sure to keep track of who you talk to and when.

Ask to speak with the news producer or, in smaller stations, the host of the specific program. Inquire about the format of the show, for example, how long it is and whether callers will be able to call in with questions. Form a list of questions the interviewer may ask. Send or fax questions to the host of the program.

Arrive 20-30 minutes before air time and be sure to bring any notes, statistics, phone numbers and quotes you want to use. Stay calm and have fun!