samhsa.gov/prevention-week

In today’s digital information age, we rely on myriad resources to gather information about 

substance misuse prevention and what’s happening in our local communities. 

Despite the many ways we can consume news— in print, online, and in person—there are tried and true sources we 

turn to for credible information about our communities and our children’s health. In fact, media outlets continue to be 

critical sources of information for local communities nationwide. 

Media outreach can be one of the most cost-effective ways to educate people about substance misuse prevention and 

promote positive mental health. Investing your time in outreach will help you build relationships and become a reliable 

resource for reporters. This tip sheet provides guidance on how to engage media so that your National Prevention 

Week activities can have the greatest impact. 

Communicate Your Message Effectively 

When working with the media, be prepared to tell your 

story and respond to questions. All media outreach materials 

should be concise and persuasive. Media outlets and reporters 

receive numerous pitches for stories every day, so your 

materials need to convince reporters quickly and effectively 

that your event will be a worthwhile story for their paper, 

website, blog, or broadcast. 

Focus on the where, when, and why of your event when 

creating your outreach materials, and only highlight details 

that are relevant to current issues in your community. You will 

have time to share other important information with reporters 

during a follow-up call, during interviews, and when they 

attend your event. 

Another effective way to communicate your story to the 

media is to create a set of key messages or talking points and 

incorporate them into all of your media outreach materials. 

Consider creating two or three short messages that highlight the 

mission or purpose of your event, your event’s theme, and 

a call to action. It’s also helpful for your talking points to include 

important details, such as the event’s date, time, and location, 

TIPS FOR WORKING 

WITH THE MEDIA 

TELL US ABOUT YOUR EVENT 

Tell the Substance Abuse and Mental 

Health Services Administration 

(SAMHSA) about your event and share 

your media coverage! Submit your 

event details here and include: 

• Your organization’s name and 

website address 

• A brief description of your event 

• Topics addressed by the event 

• Target audiences 

• Date and time 

• Venue name and address 
as well as partners, sponsors, and other pertinent information. Don’t forget to include the National Prevention Week 

dates (May 12–18, 2024)! 

If you or someone you know has personal or professional experience with mental health and substance misuse 

prevention, you also can offer quotes along with the story or coordinate an interview with the journalist. Make sure to 

get permission before using a person’s quote or providing their contact information to a journalist for an interview. 

Researching and Developing Media Lists 

Promoting and publicizing your event may generate media interest organically, but the best way to receive coverage is 

to contact media outlets and reporters directly to let them know about your prevention activities. 

It’s also important to be strategic and create a media list that targets those most likely to cover your event. When 

drafting your media list, familiarize yourself with media outlets in your area and the reporters who are responsible for 

specific “beats,” or topics. Reporters who focus on your community’s or neighborhood’s news will likely cover your 

event, especially if it involves a large part of the community (such as a rally, sporting event, or community cleanup). 

Reporters who cover health or public safety may be interested in your event if it focuses on healthy living and 

educating the public (such as a community walk/run/bike ride, health fair, or field day). If your event involves elected 

officials or local leaders (such as a town hall or Mayor’s lunch), news and political reporters may be interested. You 

want to create a list of prospects—reporters, news anchors, producers, editors, and media outlets. This list can be as 

extensive or as limited as your resources permit. 

YOUR MEDIA LIST COULD INCLUDE SOME OR ALL OF THE FOLLOWING OUTLETS: 

• Citywide daily print newspapers 

• Community print newspapers (distributed weekly or monthly) 

• Local news websites, TV news stations, and radio stations 

• Community blogs and bloggers 

• Community print or online newsletters 

• Community or neighborhood online forums 

Once your media list is built, you will want to send your carefully tailored outreach materials via email to the reporters 

you have identified. If you don’t use a media database such as Cision or Meltwater, look for an online staff directory or 

pitching tips on the outlet’s “contact us” page, which might have valuable information on who to pitch. Most print and 

online newspapers provide reporters’ email addresses in their bylines or at the end of articles. If their email addresses 

aren’t listed, or you are trying to reach TV or radio reporters, search the “Staff,” “Contact Us,” or “Directory” 

sections of the outlets’ websites. Don’t be afraid to call and ask questions about who to pitch and how their decision 

process works, especially for television stations, which can be more complicated than print media when it comes to 

responsibilities and assignment processes. 

Writing a Solid Media Pitch 

Writing an effective media pitch that gets a reporter to respond is not difficult or complex, we promise! But wait: What 

is a media pitch, exactly? In its simplistic form, a media pitch is your “ask.” This is your way of asking the reporter if they 

would be interested in writing an article about your upcoming National Prevention Week event or mentioning it as part 

of a larger story. 

However, reporters receive dozens of pitches in a day and only look at those that are relevant, newsworthy, brief, 

structured, and timely. You need to make sure yours stands out! 

samhsa.gov/prevention-week
samhsa.gov/prevention-week

GENERALLY SPEAKING, REPORTERS LIKE THE FOLLOWING TYPES OF CONTENT: 

• Stories that matter to their local readers/viewers; 

• Visual assets and stories; 

• Exclusive studies and surveys; and 

• Data-backed stories and analysis. 

No matter what, you should personalize your pitch. The last thing any reporter wants to receive is an auto- generated 

message that is being pitched in the same manner to everyone on a media list. 

WHILE EVERY EMAIL WILL VARY, YOUR MEDIA PITCH NEEDS TO DO THE FOLLOWING: 

• Demonstrate that you regularly read and are familiar with the media outlet. 

• Show you have read articles written by the reporter (e.g., mention individual articles). 

• Connect your statistics, insight, or information with the reporter’s current topic area, interests, and most 

popular articles. Make it easy for them to see why you’re contacting them. 

• Provide all the details they need to make a decision about the information and you or your organization as a 

reputable source (e.g., your email or phone number and links to cited information, as well as any applicable 

references to your expertise). 

Once you have sent your pitch, wait for a reply, or schedule a follow-up several days later. Most reporters and 

professionals are busy people with a lot on their plates. If the journalist uses your information and its source, great! 

Thank them for using your content and continue the conversation. On the other hand, he or she may not be interested 

in that particular content or information at the moment; in that case, keep communication channels open and 

continue to build your rapport for future opportunities. 

Developing Media Outreach Materials 

Different types of outreach materials are used for different media outlets in different situations. Explanations and 

templates in the following table may help you create your own outreach communications. You can find sample media 

templates and tips for National Prevention Week in the Promote Your Event section of the National Prevention Week 

Planning Toolkit. 

Learn More 

SUBSTANCE ABUSE AND MENTAL HEALTH SERVICES ADMINISTRATION 

Provides data and resources about substance misuse prevention 

NEWS MEDIA ALLIANCE 

Shares information about working with reporters at print and online newspapers 

NATIONAL ASSOCIATION OF BROADCASTERS 

Provides information about working with reporters at radio and television outlets 

ASSOCIATION OF HEALTH CARE JOURNALISTS 

Shares tips on how to succeed in narrative journalism and more