Provide them with facts and figures on mental illness. Provide information or releases on an embargoed basis if appropriate so that the journalists will have time to do more research and make contacts. Schedule press conferences in the morning so that journalists have time to prepare for the 6 p.m. nightly newscast and to write up articles for the newspaper, if the deadline is in the evening. Plan a photo opportunity during the MIAW activity you are organizing. Remind journalists of the photo opportunity the day before the event.
Many media outlets have forums for opinion pieces.
You might also consider writing a letter to the editor that includes facts and figures about mental illness. Talk about issues and mention anecdotes that are relevant to your community. Encourage local papers and radio or television stations to run complementary advertisements or public service announcements about MIAW or your activity in particular. Encourage the media to use the MIAW clip art. Don't forget about radio, a major source of information, when you are publicizing your event.