9Sharing the Message: Working with the Media 

and TB Stakeholders 

	 

The	media	are	highly	influential.	They	can	use	their	influence	to	enhance	your	public	 

image	while	building	support	for	your	TB	prevention	and	control	efforts.	The	media	can	 

also	be	sensationalistic,	circulate	inaccurate	and	incomplete	information,	and	use	their	 

influence	in	ways	that	may	damage	your	image	and	limit	your	outcomes.	This	chapter	 

provides	tips	and	strategies	designed	to	help	you	and	your	partnership	work	productively	 

with	the	media. 

During	the	process	of	updating	this	guide,	it	became	clear	that	there	are	conflicting	views	 

among	TB	controllers	and	program	staff	about	the	value	of	working	with	the	media.	 

Some	felt	that	media	coverage	is	always	negative	and	should	be	avoided	at	all	costs.	This	 

perception	has	caused	some	public	health	agencies	to	discourage	or	prohibit	their	TB	 

programs	from	working	with	the	media.	 

Yet,	other	TB	controllers	and	programs	stated	that	developing	positive	relationships	with	 

media	professionals	is	an	essential	component	of	effective	TB	prevention	and	control	 

efforts.	These	controllers	and	program	staff	noted	that	working	effectively	with	the	 

media	on	TB	issues	requires 

•	 Most	importantly,	being	proactive	and	consistently	working	with	respected	media	 

before	a	crisis	occurs	(for	recommendations	on	working	with	the	media	during	a	TB	 

outbreak,	see	Chapter	10:	Preparing Your Partnership to Communicate During a TB 

Outbreak) 

•	 Recognizing	that	the	media	are	 Things to Keep In Mind very	diverse,	and	include	both	good	 Even when you have excellent relationships journalists	and	sensationalistic	 with your media outlets, trying to involve them 

journalists	 as participants in your general TB partnership 

meetings may be counterproductive. Media

•	 Addressing	the	sensitive	nature	of	 presence may limit discussions of delicate 

working	with	public	media;	of	particular	 issues. 

importance	is	promoting	TB	awareness	
 

without	promoting	backlashes	and	prejudice	against	high-risk	populations
 

These	TB	controllers	and	program	staff	strongly	urge	their	colleagues	to	initiate	and	 

build	strong	working	relationships	with	good	journalists.	If	your	agency	currently	 

discourages	or	prohibits	working	with	the	media,	you	will	need	to	clarify	with	your	 

agency’s	key	decision	makers	how	this	position	will	impact	the	work	of	your	partnership.	 

You	may	wish	to	explore	with	these	decision	makers	the	potential	for	negative	 

Forging Partnerships to Eliminate Tuberculosis: A Guide and Toolkit  

Chapter : Sharing the Message: Working with the Media and TB Stakeholders 
consequences	(misinformation,	panic,	anger,	and	mistrust)	when	media	contact	is	 

limited	to	times	of	crisis. 

Common Formats for Accessing the Media 

This	section	covers	several	common	formats	for	accessing	the	media: 

•	 Meeting	with	editorial	boards	 

•	 Press	briefings	 

•	 Press	conferences	 

•	 Media	advisories 

•	 Press	releases 

•	 Public	service	announcements	(PSA) 

•	 Feature	stories 

•	 Op-Ed	pieces 

•	 Letters	to	the	editor 

•	 Public	access	TV	stations	 

•	 Media	interviews	(television,	radio,	and	print	media) 

Meetings with Editorial Boards 

Requesting	a	meeting	with	the	editorial	board	of	a	newspaper	or	magazine	is	
 

appropriate	when	you	are	trying	to:
 

•	 Have	the	newspaper	or	magazine	establish	or	change	its	position	on	a	public	 

policy	issue,	such	as	DOT	(directly	observed	therapy)	(see	Chapter	12:	Selling 

Your Success to Others) 

•	 Have	the	newspaper	or	magazine	increase	or	change	the	content	of	its	TB	
 

coverage	
 

Before	meeting	with	an	editorial	board,	it	is	important	to	do	your	homework: 

•	 Review	the	newspaper	or	magazine’s	previous	coverage	of	TB	and	its	perspective	 

on	public	health	issues.	Use	this	information	to	develop	an	effective	approach	for	 

communicating	with	the	board.	(See	Social Marketing with TB Stakeholders	at	 

the	end	of	this	chapter.)	 

•	 Work	with	partners	to	gather	data	and	create	a	brief	(15	to	20	minute)	 

compelling	argument	for	supporting	your	TB	issue	(see	Chapter	12:	Selling Your 

Success to Others).	Your	argument	should	clearly	state	the	importance	of	this	issue	 

to	the	magazine	or	paper’s	target	audience.	 

•	 Work	with	two	to	four	credible,	expert	(e.g.,	medical,	scientific,	and	at-risk	 

populations)	partners	who	will	attend	the	editorial	board	meeting	and	make	the	 

presentation.	 

•	 Anticipate	and	prepare	for	questions.	 

 Forging Partnerships to Eliminate Tuberculosis: A Guide and Toolkit 

Chapter : Sharing the Message: Working with the Media and TB Stakeholders 
Press Briefings 

Press	briefings	can	establish	positive	relationships	with	journalists	while	providing	 

them	with	important	background	information	on	TB,	such	as	symptoms,	costeffectiveness	of	prevention,	and	information	that	supports	a	desired	policy	change.	 

Since	journalists	must	cover	a	wide	variety	of	topics,	a	well-run	press	briefing	is	an	 

efficient	way	for	them	to	do	their	TB	homework.	Press	briefings	might	be	organized	 

to	coincide	with	World	TB	Day,	or	with	proposed	changes	in	TB	policies	or	 

treatment	protocols.	 

When	organizing	a	press	briefing,	it	is	important	to 

•	 Invite	journalists,	including	columnists,	who	regularly	cover	health	or	social	 

issues	from	influential	print	and	broadcast	media,	including	those	whose	target	 

audiences	are	at-risk	populations. 

•	 If	possible,	work	with	a	trusted	media	colleague	who	can	provide	guidance	on	the	 

best	location	and	time	of	day	for	the	briefing,	as	well	as	how	best	to	market	the	 

briefing	to	influential	reporters. 

•	 If	possible,	make	the	meeting	more	appealing	by	providing	food,	such	as	a	 

continental	breakfast. 

•	 Work	with	partners	to	identify	and	prepare	written	materials	for	participating	 

journalists,	such	as	fact	sheets	on	TB	in	your	area	and	the	history	and	work	of	the	 

partnership. 

•	 Prepare	a	25-	to	35-minute	briefing	made	by	those	with	appropriate	areas	of	 

expertise,	followed	by	time	for	questions. 

•	 Prepare	speakers	in	advance	to	anticipate	questions	and	answers	and	to	ensure	 

that	you	speak	with	one	voice. 

•	 Start	and	end	on	time.	Journalists	have	tight	publication	deadlines.	You	lose	 

credibility	when	you	are	unable	to	keep	to	your	schedule.	 

•	 Have	a	skilled	moderator	to	ensure	the	briefing	keeps	on	topic	and	on	schedule,	 

as	well	as	to	encourage	questions. 

•	 Be	available	immediately	following	the	briefing	for	radio,	TV,	or	print	journalists	 

who	may	wish	to	conduct	brief	individual	interviews. 

Press Conferences 

Conducting	a	press	conference	is	appropriate	when	you	have	national	or	 

international	TB	experts	or	celebrities	visiting	your	area,	to	break	important	news,	 

such	as	the	release	of	your	program	area’s	annual	TB	statistics,	or	to	address	a	TB	 

outbreak	in	your	area.	When	the	press	conference	is	used	to	break	important	news,	 

Forging Partnerships to Eliminate Tuberculosis: A Guide and Toolkit  

Chapter : Sharing the Message: Working with the Media and TB Stakeholders 
do	not	succumb	to	individual	journalists’	requests	for	advance	access	to	your	news.	 

Appearing	to	play	favorites	will	damage	your	relationships	with	other	journalists.	 

Media Advisories 

Media	advisories	are	written	announcements	of	your	press	briefings,	press	 

conferences,	and	public	events	that	are	sent	to	the	media	you	hope	will	attend.	 

Press Releases 

Press	releases	contain	breaking	news	that	media	outlets	can	develop	into	print	 

and	broadcast	news	stories.	Many	media	outlets	receive	large	quantities	of	press	 

releases	daily,	so	you	are	facing	stiff	competition	for	media	attention.	An	eyecatching	headline	 

Press Release: Tuberculosis – New Approach to an and	compelling	 Old Foe first	paragraph	are	 

On March 27, 2003, the United States Department of Health and essential	to	being	 Human Services, CDC, and the United States-Mexico Border noticed.	A	trusted	 Health Commission hosted a World TB Day Observance—No TB 

relationship	with	the	 on Our Borders: Now Is the Time!—in El Paso, Texas, and Juarez, 

media	(i.e.,	they	see	 Mexico.

This bilingual, bi-national event, attended by over 150 public health you	as	reliable	and	 professionals, researchers, physicians, and government officials credible)	will	greatly	 from the United States and Mexico, highlighted the success of 

increase	your	chances	 two countries working together to fight TB and promote health. 

Forty-two U.S. and Mexican governmental and nongovernmental of	receiving	coverage.	 organizations and international organizations collaborated in the 

planning of this event. The event showcased the new United A	good	TB	press	 States-Mexico Bi-national TB Referral and Case Management 

release	communicates	 Project. 

objectively	about	 This project will establish a comprehensive bi-national TB referral 

and case management system for the United States and Mexico. breaking	news	and	 The project builds upon the previous extensive bi-national referral provides	background	 experience of San Diego County Health and Human Services’ 

information.	 CureTB Program, the Migrant Clinician Network’s TBNet program, 

Opinions	can	be	 and other CDC-sponsored bi-national TB projects. 

expressed	using	 

quotes	from	credible	sources.	The	press	release	also	lists	one	or	two	knowledgeable	 

contact	people	who	are	prepared	to	provide	additional	information.	Make	sure	these	 

contacts	are	easy	to	reach	during	normal	business	hours.	 

Public Service Announcements 

A	public	service	announcement	(PSA)	is	an	advertisement	that	a	mass	media	outlet	 

(e.g.,	magazine,	newspaper,	radio	station,	television	station,	website,	and	outdoor	 

venue)	prints	or	broadcasts	free	of	charge.	A	PSA	can	be	used	to	spread	the	word	 

about	public	events,	such	as	health	fairs,	or	to	raise	awareness	about	a	particular	issue.	 

8 Forging Partnerships to Eliminate Tuberculosis: A Guide and Toolkit 

Chapter : Sharing the Message: Working with the Media and TB Stakeholders 
If	your	area	has	media	outlets	serving	your	high-risk	populations,	a	PSA	could	be	an	 

effective	way	to	communicate	TB	risk	factors	and	symptoms,	and	the	locations	of	 

service	providers.	Media	outlets	will	provide	you	with	their	PSA	requirements	upon	 

request.	 

Feature Stories 

Feature	stories	provide	in-depth	information,	often	from	a	human-interest	 

perspective.	For	example,	you	may	wish	to	profile	a	specific	patient	(with	the	patient’s	 

permission).	These	stories	are	usually	negotiated	with	a	single	media	outlet.	They	can	 

promote	a	positive	image	of	your	agency	and	the	TB	partnership.		 

	 

Op-Ed Pieces 

Opposite-Editorial	(Op-Ed)	pieces	are	opportunities	to	write	an	editorial	for	 

publication.	Op-Ed	pieces	are	usually	limited	to	about	800	words	in	length.	A	simple	 

phone	call	to	a	media	outlet	can	provide	you	with	its	Op-Ed	guidelines.	Op-Ed	 

pieces	usually	appear	on	the	editorial	pages	with	their	own	headlines	and	bylines.	 

They	can	be	effective	ways	to	raise	support	and	awareness	of	TB	issues.	In	a	setting	 

of	controversy,	they	 Things to Keep In Mind When Working With the Media can	also	facilitate	 

needed	policy	changes	 • It is important to clarify in advance when and how designated

partners will speak on behalf of the partnership. This by	providing	expert	 clarification should not attempt to limit individual partners

opinion	based	on	data.	 from working with the media as representatives of their own 

Having	a	prominent,	 organizations. 

• Monitor or track media coverage of TB and health-related credible	author	or	 

issues over time. Monitoring coverage allows you to identify authors	helps.	 trends associated with quantity, prominence, slant (positive or 

negative), accuracy, and type of story. 

Letters to the • Personal contact with reporters is important. A simple e-mail 

Editor	 thanking a reporter for effective coverage of a health issue can 

open the door to a good working relationship with that reporter. Newspapers	and	 Similarly, a respectful note offering additional information on a 

magazines	usually	 topic or pointing out an inaccuracy may cause the journalist to 

dedicate	space	to	letters	 seek your input in the future. 

• Some areas have publications that list media outlets and their expressing	readers’	 journalists, including contact information and areas of interest. viewpoints	about	the	 One of your partners, or a media outlet, may be able to tell you 

publication’s	content	 whether this resource exists in your area. 

and	editorial	positions.	 • Journalists are very busy. Always be concise in your dealings 

with them and be considerate of their deadlines. Letters	to	the	editor	 

are	often	widely	read.	 

They	are	most	effective	when	they	are	brief	and	limited	to	one	or	two	key	points.	It	 

is	important	to	note	that	most	print	media	reserve	the	right	to	edit	(for	length)	letters	 

they	publish.	 

Forging Partnerships to Eliminate Tuberculosis: A Guide and Toolkit  

Chapter : Sharing the Message: Working with the Media and TB Stakeholders 
Public Access TV Stations 

Some	public	health	agencies	have	regularly	scheduled	weekly	programs	on	their	local	 

public	access	television	stations.	These	programs	provide	access	to	the	general	public.	 

Videotapes	of	programs	presented	can	be	used	as	longer-term	educational	tools.	 

Though	access	is	free,	ensuring	your	program	is	interesting	and	informative	and	does	 

not	create	fear	or	distrust	of	high-risk	populations	can	be	challenging.	 

Media Interviews (Television, Radio, and Print Media) 

Media	interviews	can	occur	in	a	variety	of	settings.	They	may	involve	talk-show	 

formats,	brief	sound	bites	used	by	broadcast	journalists,	or	extensive	interviews	 

for	print	media	features.	The	Center	for	the	Advancement	of	Health’s	publication,	 

Communicating Health Behavior Sciences in the Media: Tips for Researchers,	has	 

excellent	tips	for	preparing	for	and	conducting	interviews	(for	more	information	 

about	that	publication,	see	Related Resources	at	the	end	of	this	chapter). 

Checklist for Conducting a Press Conference 

Articulate a Compelling Reason for the Press Conference 

Compelling	reasons	include: 

•	 A	newsworthy	story	or	breaking	TB	information	with	significant	impact	on	your	 

program	area 

•	 The	TB	partnership	is	launching	a	 Checklist for Conducting a Press 

major	new	program	or	policy	initiative,	 Conference 

or	is	issuing	a	public	statement	about	a	 • Articulate a compelling reason for the 

press conference “controversial”	issue 

• Identify, recruit, and prepare press 

•	 Key	messages	and	information	to	be	 conference speakers 

imparted	 • Assemble the necessary materials 

• Ensure that journalists attend 

Identify, Recruit, and Prepare Press • Follow up and follow through
 

Conference Speakers 


•	 Identify	and	gain	firm	commitments	from	articulate,	credible	speakers	who	will	 

stick	to	the	agreed-upon	messages	and	the	time	they	are	allotted.	 

•	 Work	with	speakers	to	ensure	that	all	necessary	information	is	presented	in	a	 

concise	and	compelling	fashion	with	little	or	no	repetition	among	speakers.	It	is	 

helpful	to	have	each	speaker	make	and	reinforce	one	or	two	key	points	(see	the	 

Single Overriding Communications Objective (SOCO) Worksheet	in	Chapter	16:	 

Toolkit). 

•	 Have	speakers	use	visuals	to	support	their	presentations	(e.g.,	slide	set	
 

presentations,	overheads,	and	handouts).
 

0 Forging Partnerships to Eliminate Tuberculosis: A Guide and Toolkit 

Chapter : Sharing the Message: Working with the Media and TB Stakeholders 
•	 Work	with	speakers	to	anticipate	and	prepare	answers	to	tough	questions. 

•	 Identify	and	gain	a	firm	commitment	from	a	skilled	moderator	who	will	keep	 

time.	The	moderator’s	job	also	includes	encouraging	questions	while	ensuring	 

that	the	press	conference	stays	focused	on	your	issue	and	messages.	 

•	 Make	sure	speakers	avoid	technical	jargons	and	acronyms	that	are	unfamiliar	to	 

journalists. 

•	 Identify	one	or	two	easily	reachable	contact	people	who	will	be	able	to	answer	 

logistical	questions	in	advance	of	the	conference. 

Assemble the Necessary Materials 

•	 A	sign-up	sheet	that	each	attending	journalist	is	asked	to	sign	with	their	name,	 

organization,	e-mail,	fax,	phone	and	address 

• A	press	kit	that	includes: 

-	 The	agenda	for	your	press	conference 

-	 Your	press	release	or	media	advisory 

-	 A	list	of	the	press	conference	speakers	and	moderator,	including	brief	 

biographies	that	emphasize	their	credentials 

-	 Fact	sheets,	graphs,	a	concise	background	on	TB	in	your	area,	and	 

concise	information	on	your	partnership’s	history,	purpose	and	major	 

accomplishments		 

-	 Executive	summaries	and	full	copies	of	any	reports	issued	at	the	press	 

conference 

-	 Whenever	possible,	written	copies	of	speakers’	presentations	or	at	least	their	 

key	points	(giving	written	copies	to	the	media	helps	to	avoid	misquotes	and	 

misinformation)	 

•	 Good	visuals,	which	include: 

-	 TB	posters	or	banners	 

-	 Displays	that	include	pictures	of	the	partnership	and	its	work 

Ensure Journalists Attend 

•	 Regularly	monitor	TB	and	health	coverage	in	your	area	so	you	know	which	 

journalists	have	health	care	or	social	issues	as	their	“beat”	and	how	they	are	 

covering	it.	When	you	cannot	access	this	information,	call	media	outlets	directly	 

to	ask	them	who	should	be	invited	from	their	organization.	Some	media	outlets	 

prefer	all	press	releases	be	sent	to	an	assignment	editor,	who	makes	decisions	 

about	which	journalist	will	cover	which	stories.	This	preference	should	be	 

honored.	However,	even	in	these	cases,	it	is	still	usually	helpful	to	send	individual	 

press	releases	directly	to	reporters	who	have	covered	health	issues	in	the	past.	 

Forging Partnerships to Eliminate Tuberculosis: A Guide and Toolkit  

Chapter : Sharing the Message: Working with the Media and TB Stakeholders 
•	 Send	press	releases	to	the	journalists	and	assignment	editors	(e-mails	are	 

inexpensive	and	convenient)	approximately	10	days	prior	to	the	press	conference,	 

unless	this	is	a	breaking	news	story	that	requires	a	press	conference	on	one	or	two	 

days	notice	to	minimize	misinformation	and	public	confusion. 

•	 Contact	journalists	and	assignment	editors	to	make	certain	they	received	the	press	 

release,	answer	any	questions	they	may	have,	and	get	a	sense	of	their	interest	in	 

attending.	It	is	helpful	to	have	the	partners	with	positive	media	relationships	to	 

make	the	follow-up	contact	with	the	individuals	they	know.	 

•	 One	or	two	days	before	the	press	conference,	send	a	reminder	to	journalists	and	 

assignment	editors	of	the	conference	date,	time,	and	topic.	 

Follow Up and Follow Through 

•	 Immediately	following	the	press	conference,	review	the	list	of	journalists	who	 

attended.	When	an	influential	media	outlet	or	a	key	journalist	fails	to	attend,	 

send	them	a	copy	of	your	press	kit	(electronically,	if	possible).	They	may	use	this	 

information	to	cover	the	event. 

•	 Monitor	all	media	outlets	and	document	the	coverage	of	the	event.	Retain	copies	 

of	print	coverage	and,	whenever	possible,	copies	of	radio	and	TV	coverage.	 

Positive	coverage	can	come	in	handy	in	the	future	(see	Chapter	12:	Selling Your 

Success to Others).	 

•	 Send	a	thank	you	letter	or	e-mail	to	reporters	who	provide	accurate	coverage	of	 

your	event.	People	tend	to	complain	about	inaccuracies,	but	rarely	acknowledge	 

accurate	(i.e.,	positive)	coverage.	Thus,	a	timely	thank	you	is	likely	to	have	a	big	 

impact.	 

•	 If	any	coverage	was	negative	or	major	outlets	failed	to	cover	the	event,	consider	 

writing	an	Op-Ed	piece	or	meeting	with	appropriate	editorial	boards	or	 

journalists	to	make	a	case	for	improved	coverage. 

Social Marketing with TB Stakeholders 

Social	marketing	is	defined	as	“an	organization’s	task	to	determine	the	wants,	needs,	 

and	interests	of	target	audiences	(markets),	and	to	deliver	the	desired	satisfactions	more	 

effectively	in	ways	that	preserve	or	enhance	the	consumer’s	and	society’s	well	being.”55	 

When	we	talk	about	reaching	and	involving	TB	stakeholders	in	productive	partnerships,	 

we	are,	in	essence,	talking	about	social	marketing.	Thus,	much	of	this	guide	addresses	 

social	marketing	issues.	 

55Kotler	P.	1975.	Marketing for Non-profit Organizations.	Englewood	Cliffs,	NJ:	Prentice-Hall. 

 Forging Partnerships to Eliminate Tuberculosis: A Guide and Toolkit 

Chapter : Sharing the Message: Working with the Media and TB Stakeholders 
Social	marketing	helps	you	to	develop	the	right	message	for	delivery:	 

• By	the	right	messengers 

• Through	the	most	appropriate	channels 

• To	the	right	audience 

• At	the	right	time 

By	helping	you	develop	appropriate	messages,	social	marketing	helps	you	promote	a	 

desired	concept	or	product	in	a	way	that	has	outcomes	that	are	evaluated	and	that	can	 

improve	(appropriately	change)	systems	and	practices. 

Partnerships	with	a	diverse	mix	of	dedicated	stakeholders	are	in	a	very	good	position	to	 

use	the	breadth	of	their	combined	knowledge	to	create	and	implement	highly	successful	 

social	marketing	strategies.	 

Related Resources 

•	 American Public Health Association Media Advocacy Manual 

This	14-page	publication	serves	as	a	“how	to”	for	working	with	the	media	and	 

includes	a	guide	to	planning	your	message.	It	is	available	free	of	charge	at		 

www.apha.org/news/Media_Advocacy_Manual.pdf. 

•	 Communicating Health Behavior Sciences in the Media: Tips for Researchers 

This	eight-page	pamphlet	from	the	Center	for	the	Advancement	of	Health	(2001)	 

provides	tips	for	getting	the	media’s	attention,	writing	press	releases,	preparing	for	 

and	conducting	interviews	and	being	effective	on	television.	It	is	available	free	of	 

charge	at	www.cfah.org/pdfs/ResearchTipsBooklet.pdf. 

•	 Introduction to Media Relations (1992) 

This	VHS	training	video	is	designed	to	teach	public	health	officials	to	effectively	 

communicate	and	interact	with	the	print	and	electronic	media.	Bob	Howard,	Office	 

of	Public	Affairs,	and	Carol	Robinson,	Office	of	the	Director,	Centers	for	Disease	 

Control	and	Prevention,	served	as	course	developers.	Running	Time:	38	minutes.	 

Target	Audience:	Academicians,	Community	Leaders,	Health	Officers,	Program	 

Managers,	and	Public	Health	Program	Staff.	Price:	$30.00.	This	training	video	may	 

be	ordered	online	at	www2.cdc.gov/PHTN/catalog/vt007.asp.	 

•	 Making Health Communication Programs Work	(2003) 

This	250-page	publication	contains	a	chapter	entitled	Assessing effectiveness and 

making refinements,	which	addresses	designing	and	using	effective	outcome	 

evaluations.	This	publication	is	available	through	the	National	Cancer	Institute’s	 

Website	at	www.cancer.gov/pinkbook	or	by	calling	1-800-422-6237. 

Forging Partnerships to Eliminate Tuberculosis: A Guide and Toolkit  

Chapter : Sharing the Message: Working with the Media and TB Stakeholders