INTERNATIONAL SURVIVORS OF SUICIDE LOSS DAY

PROMOTION & PUBLICITY TOOLKIT FOR SURVIVOR DAY ORGANIZERS

INTRODUCTION: WHAT TO SAY AND WHEN TO SAY IT 2Key Messages 2

Timeline 4

PROMOTION: HOW TO REACH LOSS SURVIVORS IN YOUR COMMUNITY 6Save-the-Date Emails and Information Cards 6

Flyers and Posters 7

Social Media 8Sample Tweets and Facebook Posts 12

PUBLICITY: HOW TO SPREAD THE WORD THROUGH NEWSPAPERS, TV, AND RADIO 14Guidelines for Working with the Media 14Place a Calendar Listing in Local Media 16

Calendar Listing Template 18

Place a Media Advisory in Local Media 19Media Advisory Template 23

Use Radio and Television PSAs 24Sample Radio PSAs 26

APPENDIX: SHARING YOUR STORY SAFELY AND RESPONSIBLY 27

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INTRODUCTION: WHAT TO SAY AND WHEN TO SAY IT

Local promotion and publicity are essential to spreading the word about your Survivor Day event. In this toolkit you’ll find everything you need to reach suicide loss survivors in your community and publicize your event through local/regional media channels. Please bear in mind that the sooner you start promoting your event, the more loss survivors you’ll reach who will have the opportunity to discover that they’re not alone.

If you have any questions, please contact AFSP's Public Relations Director, Alexis O’Brien, at aobrien@afsp.org or 347-826-3577.

Key Messages

Survivor Day Messages

1. Survivor Day is a day when suicide loss survivors can gather together to find comfort and gain understanding as they share stories of healing and hope.

2. International Survivors of Suicide Loss Day was created by an act of Congress in 1999 and since then has been sponsored and supported by the American Foundation for Suicide Prevention. It takes place every year on the Saturday before American Thanksgiving.

3. In 2015 there were 330 locally organized events held throughout the US, Canada, and around the world.

4. For those who are unable to attend a Survivor Day event in person, AFSP hosts a Survivor Day program online at afsp.org/SurvivorDay.

Suicide Messages

1. In most parts of the world, suicide claims more lives than war, murder, and natural disasters combined.

2. In most parts of the world, suicide is one of the leading causes of death.

3. For each suicide there are scores of people left behind to make sense of what they’ve lived through.

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4. Everyone has a role to play in encouraging good mental health and better mental health care. Good mental health can help prevent suicide.

5. Caring for those left behind in the aftermath of a suicide is an essential part of suicide prevention because suicide loss survivors who are left to grieve alone are at greater risk of suicide themselves.

6. The slogan “If You See Something, Say Something” applies to suicide prevention as well. If you know of someone who is in distress, encourage them to seek help, provide them with mental health resources (e.g., by visiting afsp.org), and follow up with them to ensure they are seeking and finding the help they need.

AFSP Messages

1. The American Foundation for Suicide Prevention is the nation’s leading organization in the fight against suicide. AFSP funds research, creates educational programs, advocates for smart public policy, and supports survivors of suicide loss.

2. Each year, there are over 40,000 people who die by suicide in the US. It is AFSP’s goal to see the annual suicide rate reduced by 20 percent by 2025. AFSP is working toward a world in which suicide is universally preventable.

3. AFSP is the largest private funder of suicide prevention research.

4. AFSP invites suicide loss survivors to participate in its Out of the Darkness community, campus, and overnight fundraising walks, which take place across the US each year. In 2015 more than 210,000 people participated in 360 walks to prevent suicide.

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Timeline April

June

July

September

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Start building a local press list; find the people who should receive the calendar listing (p. 14) and media advisory (p. 17) at your local newspapers and TV and radio stations.

Send out save-the-date emails and distribute save-the-date information cards to previous attendees and to individuals and organizations that come into contact with suicide loss survivors. (p. 6)

Enlist your local partner, local organizations, etc., to help you spread the word through newsletters and listservs.

Plan your social media effort. (p. 8)

Distribute flyers containing your event program details to loss survivors and to individuals and organizations that come into contact with them. (p. 7)

Send a second round of save-the-date emails with updated event information.

Arrange to set up an information table at upcoming AFSP Out of the Darkness walks. (p. 7)

Implement your social media effort (p. 8): o Create a Facebook Event for your local

Survivor Day event on your personal Facebook page and update your new Facebook Survivor Day Event page with one of the sample Facebook posts. (p. 10)

o Once a week , post a message to your Facebook Survivor Day Event page and send a tweet. (p. 11)

Set up information tables at Out of the Darkness walks.

Send the Survivor Day PSA to local media. (p. 22)

Send PSA scripts to area radio stations. (p. 24)

Send the media advisory to public/community affairs directors at local TV stations and to producers/guest bookers at radio stations. (p. 17)

October

November

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Once a week , post a message to your Facebook Survivor Day Event page and send a tweet.

Set up information tables at Out of the Darkness walks.

If you have any media interviews scheduled, review the entire Promotion & Publicity Toolkit to prepare.

In late October , conduct follow-up calls to media outlets to secure pre-event coverage.

Twice a week , post a message to your Facebook Survivor Day Event page and send a tweet.

At the start of the month , send the media advisory to features desk reporters at local newspapers.

In the second week of the month , send messages on Twitter to local politicians and news outlets about Survivor Day. (p. 12)

Call all the media you were not able to connect with in October.

On 11/14, the Saturday before Survivor Day , send the media advisory to assignment desks at local TV stations.

On 11/16, the Monday before Survivor Day ,

o send the media advisory to metro/city editors at local newspapers and to news assignment editors at radio stations;

o conduct follow-up calls to confirm that reporters have added your Survivor Day listing to their event calendars.

On 11/18, the day before Survivor Day ,

o re-distribute the media advisory to TV, radio, and newspaper contacts (make sure your cell phone number is listed);

o conduct follow-up calls to confirm that your contacts have added your Survivor Day listing to their calendars;

o post reminders on social media that Survivor Day is tomorrow!

On 11/21, Survivor Day , coordinate interviews with any media attending your event.

After Survivor Day , obtain links to any press clippings or other local media coverage and compile a list of radio and TV coverage, if any. Please send the links and the list to AFSP’s Public Relations Director, Alexis O’Brien, at communications@afsp.org.

PROMOTION: HOW TO REACH LOSS SURVIVORS IN YOUR COMMUNITY

Save-the-Date Emails and Information CardsSend save-the-date emails and distribute save-the-date information cards to previous Survivor Day attendees and to individuals and organizations that come into contact with suicide loss survivors.

Suicide bereavement support group facilitators Clergy, religious organizations, and interfaith associations Mental heath professionals Mental health centers Psychiatric hospitals and other outpatient/inpatient facilities College counseling centers Veteran and military organizations Hospices Funeral directors Coroner’s offices Members of the Association for Death Education and Counseling

Enlist your local event partner and local organizations to help you spread the word through newsletters and listservs.

Note: Be sure to include the afsp.org/SurvivorDay web address in all your save-the-date emails.

On the Survivor Day Resources page, you will find:

A save-the-date email banner that you can paste into the signature field of your email program

Two save-the-date emails: a general one to send out in the spring, and one to send out in the summer or fall that features the trailer for this year’s Survivor Day documentary

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Flyers and Posters

On the Survivor Day Resources page, you will find customizable flyers and posters to help you get the word out about International Survivors of Suicide Loss Day in general and about your local Survivor Day event in particular.

During AFSP’s fall walk season, display Survivor Day posters or set up an information table with Survivor Day materials, including flyers and information cards, at local Out of the Darkness community walks. To arrange to set up a table at your local community walk, reach out to your local AFSP chapter in early summer to work out the logistics.

Distribute flyers (in printed form or as email attachments) to loss survivors and to individuals and organizations who come into contact with them. See the previous page for a list of people and institutions that should be on your distribution list.

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Social Media

Why Use Social Media?

Unlike traditional media, social media empowers you to share information and stories about issues that are important to you. As you begin to plan your Survivor Day event, it is important to establish a presence on social media websites like Facebook and/or Twitter. Not only can it increase the number of local suicide loss survivors you are able to reach, it can also raise awareness about suicide prevention and mental health issues in general.

Note to Survivor Day organizers whose events are (c0-)sponsored by AFSP: All Survivor Day–related social media activity conducted by AFSP chapters is subject to AFSP’s social media guidelines, which you can review here if you have access to ChapterLand.

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Social Media Glossary

Like: On Facebook, a like comes from someone clicking “like” under a post/photo/video. A like allows followers/attendees to acknowledge that they’ve seen your post and support the content.Favorite: On Twitter, a favorite (similar to a like on Facebook) comes from someone clicking the star under a tweet.Retweet: On Twitter, a retweet comes from someone clicking the button that looks like a square formed by two arrows. It is abbreviated as “RT.”Hashtag: A hashtag is the phrase that follows a # on Twitter (see sample tweet below) or Facebook. A hashtag is a cataloguing system. People looking for information about a certain product or event can search for the hashtag. It is used on Twitter more than Facebook.Handle: On Twitter, a handle is the word, phrase, or name following the @ symbol (see sample tweet below).

General “Do” and “Don’t” Suggestions

DO “like” AFSP National on Facebook (www.facebook.com/afspnational). You can also follow your local chapter and AFSP National on Twitter (twitter.com/afspnational) and even on Instagram (@afspnational).

DO be actively engaged with social media. Social media is more worthwhile if you are an active, ongoing user.

DO be creative with your content. Post interesting videos, pictures, stories, etc., to help promote your local event site. (See “Content Suggestions” below for examples.)

DO use the #SurvivorDay hashtag when posting on Twitter.

DON’T create your own Facebook page, group, or profile for your local Survivor Day event. The proliferation of individual Survivor Day pages becomes very confusing for Facebook users. Instead, promote Survivor Day through your personal profile (see “Promoting Your Event through Facebook” below) and connect to the AFSP Facebook page at www.facebook.com/afspnational .

DO use the Survivor Day cover photo we have made available on the Survivor Day Resources page to help you promote your event on your Facebook page.

Content Suggestions

Post pictures of the loved ones you lost and share their stories.

Share videos: Go to [LINK TO COME] for a preview of this year’s Survivor Day film, [TITLE TO COME]. The link for the trailer is [LINK TO COME].

Post links:

Repost stories from AFSP National’s Facebook and Twitter pages. Find AFSP National’s page on Facebook by clicking the link above. To share on Facebook, click “share” under any post. You can share the posts without commenting or you can add some text about your own event. On Twitter, retweet by clicking the retweet button.

Share links from afsp.org as well. The AFSP website has the following resources for survivors of suicide loss (included in the suggested Facebook posts below):

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o Handling special occasions after a suicide loss: http://bit.ly/1r2v4Jh

o Helping children understand suicide: [LINK TO COME]

o 10 things to do for yourself after a suicide: [LINK TO COME]

o Safely speaking out about suicide: [LINK TO COME]

o AFSP infographic: http://bit.ly/1xmEeGb

o [ADDITIONAL RESOURCE LINKS TO COME]

Promoting Your Event through Facebook

Creating a public Facebook Event is a great way to share current information about your Survivor Day event with people inside and outside your circle of Facebook friends.

Note: A Facebook Event page is an event listing you create on your personal Facebook page; it is not a separate Facebook page, group, or profile devoted to your local Survivor Day event. As noted above, we advise against creating a separate Facebook page for your event.

1. Sign in to your personal Facebook account.

2. Create an event by clicking “Events” on the left-hand side of your Facebook page and by selecting “Create” just right of the middle of the page.

3. Fill in your event details and invite all your Facebook friends to attend.

If your event is open to the public, select “Public” in the “Privacy” dropdown menu in the “Create New Event” window.

Explain on your event page how people can register for your event, e.g.:

“Thank you for your interest in our Survivor Day event. To register to attend, please visit <YOUR AFSP.ORG/SURVIVORDAY EVENT LINK > and click “REGISTER” at the bottom of the page. Please note that you cannot officially register to attend our Survivor Day event through this Facebook Event page, which we use first and foremost to provide information about our event.”

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Note: To find your afsp.org/SurvivorDay event link, go to afsp.org/SurvivorDay, find your local event webpage, copy the webpage link (it starts with [URL TO COME]), and paste it into the text above.

4. Email your registrants the link to the Facebook Event and ask them to join and invite others.

5. Be sure to post to your event page regularly.

Note: To tag AFSP in your posts, make sure you have “liked” the AFSP National page. When you write your post, type @ and start typing “afspnational”: the page name should come up automatically. Once you select it, the full name of the organization will appear in your post.

Promoting Your Event on Twitter

Most of your tweets will have to be 106 characters or less. Twitter posts are limited to 140 characters (including spaces), the link to your event webpage will take up 22 characters (Twitter automatically alters any URL to 22 characters, no matter the actual length of the link), and “#SurvivorDay” is 12 characters.

Using Twitter to promote your events is great, but if you don’t have any followers it may feel as though you’re speaking to no one. A great way to combat this and get the word out is to tweet “at” local universities, politicians, local and state-level publications, and other noisemakers, even if finding their handles (the names that follow @ on Twitter) may require a little bit of research. To tweet at someone, start a tweet with a period, then put in the @ symbol, and type the handle. If the venue where you’re hosting your Survivor Day event has a Twitter handle, you can use that, too.

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Sample Tweets and Facebook Posts

Sample Tweets

Note: Please replace the phrases that are highlighted in yellow with your local event information. To find your afsp.org/SurvivorDay event link, go to afsp.org/SurvivorDay, find your local event webpage, copy the webpage link (it starts with [URL TO COME]), and paste it into your tweet.

.@Reporter On 11/21 survivors of suicide loss will gather together. Join us: <YOUR AFSP.ORG/SURVIVORDAY EVENT LINK> #SurvivorDay

.@Publication International Survivors of Suicide Loss Day is 11/21. Join us: <YOUR AFSP.ORG/SURVIVORDAY EVENT LINK> #SurvivorDay

.@Politician Watch the [TITLE TO COME] trailer abt #suicideloss : [LINK TO COME] & see the film w/us: <YOUR AFSP.ORG/SURVIVORDAY EVENT LINK>

.@University Every 40 seconds someone in the world dies by suicide. #SurvivorDay helps those left behind cope

.@LocalCelebrity There are millions of #suicideloss survivors around the world. #SurvivorDay brings us together. <YOUR AFSP.ORG/SURVIVORDAY EVENT LINK>

.@Business RT to help #suicideloss survivors in TOWN/STATE cope. #SurvivorDay is 11/21 <YOUR AFSP.ORG/SURVIVORDAY EVENT LINK>

Sample Facebook Posts

A. For your personal Facebook page

Every 40 seconds someone in the world dies by suicide. I lost my (friend/relative NAME) to suicide. On November 19, join me and others like me for International Survivors of Suicide Loss Day at TIME in LOCATION <YOUR AFSP.ORG/SURVIVORDAY EVENT LINK>

Visit afsp.org/SurvivorDay to find an International Survivors of Suicide Loss Day event near you.

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On November 19, International Survivors of Suicide Loss Day, I will be remembering my (friend/relative). Who will you remember? <YOUR AFSP.ORG/SURVIVORDAY EVENT LINK>

There are millions of survivors of suicide loss around the world. On International Survivors of Suicide Loss Day, we join together as one community for mutual support and understanding. <YOUR AFSP.ORG/SURVIVORDAY EVENT LINK>

B. For your Facebook Event page

On November 19, we will gather at our local International Survivors of Suicide Loss Day event to remember our loved ones and watch [FILM TITLE TO COME], a film for and about survivors of suicide loss. Until then, if you are coping with the loss of a loved one, read the American Foundation for Suicide Prevention’s Resource and Healing Guide. : [LINK TO COME]

Special occasions can be difficult for those struggling with a loss. AFSP offers this resource: http://bit.ly/1r2v4Jh

For more information about International Survivors of Suicide Loss Day and the American Foundation for Suicide Prevention, please visit afsp.org/SurvivorDay

If you know any children who have recently experienced a suicide loss, please read this resource from AFSP: : [LINK TO COME]

Many survivors of suicide loss read to gain understanding about suicide and to find comfort in other people’s stories of healing. Here is a list of books by and for loss survivors: : [LINK TO COME]

Who will you be remembering on November 19?

Post on November 18:Don’t forget tomorrow is International Survivors of Suicide Loss Day. Please join us at TIME in LOCATION. [This is also the time to remind your attendees of any practical information they might need: simple driving directions, parking info, public transportation info, etc.]

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PUBLICITY: HOW TO SPREAD THE WORD THROUGH NEWSPAPERS, TV, AND RADIO

Guidelines for Working with the Media

Please note: A media story about Survivor Day can be an important way of creating awareness about the impact of suicide on those left behind and the resources available to help. However, the primary goal of this day is to provide a safe, healing space for survivors.  It’s extremely important to work closely with any media at your local event to ensure that this environment is maintained and no loss survivor’s privacy is violated.

Ask these key questions:

1. Why does the journalist want to attend? Is he/she a survivor?2. What is the objective or focus of their article/story?3. What type of media outlet is this report for? Newspaper, radio, TV, online,

school newspaper?4. Do they want to record audio, video, or take photographs? Or will they

just be taking written notes?5. Do they want to interview survivors, mental health professionals, or

volunteers?6. Have they reviewed AFSP’s media recommendations for reporting on

suicide (which phrases to avoid, how to strike a responsible tone, etc.)?  Click here to access the recommendations; download the document, and send it along to reporters who express an interest in covering Survivor Day.

Guidelines:

1. Be direct and clear in explaining to journalists that this is a healing conference for those grieving after a suicide and that we must be sensitive to their loss and mindful of their privacy.

2. Inform journalists that no audio or video recording, photography, or interviews are permitted at the event without your prior approval.

3. Instead, work with journalists to set up any audio/video recording, photographs, or interviews with pre-selected survivors, mental health

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professionals, or volunteers prior to the event. These can be done earlier in the week or in the morning before the event starts.

4. Try to have a minimum of three people available for media interviews.5. Journalists are never permitted to attend sharing sessions.6. Journalists should review the media recommendations for reporting on

suicide beforehand (see point 6 above).

If a reporter wants to do an interview about Survivor Day: Click here to access our guidelines on how suicide loss survivors can share their story safely and responsibly. If you are able to arrange for a survivor in your community to conduct an interview with a local reporter, download the document, then forward it to the survivor in question (or consult the document yourself, if you are the loss survivor who will be interviewed).

Questions about publicity or about working with the media?  Contact Alexis O’Brien, AFSP’s Public Relations Director, at aobrien@afsp.org or 347-826-3577.

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Place a Calendar Listing in Local Media

A calendar listing is a one-paragraph description of International Survivors of Suicide Loss Day, which you will send to local newspapers, radio stations, and television stations for inclusion in their events section or on their events page. You will find a calendar listing template below this set of instructions on page 16.

STEP 1: Complete the calendar listing template by including your local information.

Review the calendar listing template, amend it as necessary, and fill in the blanks (highlighted in yellow) with your local information (city, location, time, local contact, etc.).

STEP 2: Create a list of the calendar listing editors at your local newspapers and TV and radio stations or post information in their online community calendars.

Begin by making a list of all the daily and weekly newspapers in your area. For example, if your event is in Chicago, the daily newspapers include the Chicago Sun-Times, Chicago Tribune, and the Daily Herald; the weekly papers include the Chicago Free Press and the Chicago Journal. Smaller cities will have fewer daily and weekly newspapers. Don't forget to include your local college and university newspapers. Do the same for radio and TV stations in the region.

Most newspapers and broadcast stations have at least one calendar listing editor, although smaller media outlets often allow you to post information about upcoming events/fundraisers in their online community calendar by submitting a form. These public community calendars are a free and easy way to get the word out about your Survivor Day event. Simply visit the media outlet’s website, click on the community calendar tab, and post your event details.

Here are some tips to help you find the name and contact information of the calendar listing editor at your local newspaper or at TV and radio stations in your area. Since larger media outlets sometimes have more than one calendar listing editor, you may want to call or check online to find the one who covers listings for nonprofit events/fundraisers.

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Use the Internet. The websites of media outlets often list contact information for their staff or offer you the opportunity to send a message to reporters, columnists, or editors by submitting an online form.

Call newspapers/TV stations/radio stations directly. Finding a phone number for media outlets can be difficult. If you can’t find the main number in the “Contact Us” section of the outlet’s website, try to find it using a phone book or Internet search engine. When you call the paper or broadcast station, ask how you can contribute to their community calendar. Often they’ll provide you with a general email address where you can send your information.

Utilize personal contacts. If you have family, friends, or even friends of friends who work at a newspaper or a radio or television station, it is always a good idea to reach out to them for help and advice.

Note: Most towns and cities have their own official websites and many of them list upcoming events. Usually you can post information about upcoming events on these sites yourself. Look for a “submit an event” tab or button and enter all the required information.

STEP 3: Distribute the calendar listing.

Send the calendar listing by email. (Most media contacts prefer email to fax.) Plan to do so in late September or early October.

STEP 4: Follow up.

Make a follow-up call to the media outlet one to two days after you email the calendar listing. Here is a sample script:

“Hi X, my name is Y. Yesterday I sent you a calendar listing for International Survivors of Suicide Loss Day. Is this something you could include in your calendar section?”

If you are directed to voicemail, use the above script and be sure to leave your name and telephone number. (If you leave a message and do not receive a response within three days, call again and leave another message.)

Note: Calendar listing editors receive dozens of calendar listing requests every day and may not be able to tell you if or when they will run your calendar listing, so keep an eye out for listings in your area to see if your hard work paid off. Often these editors will ask you to resend your calendar listing. Sometimes they

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will ask you to send the calendar listing to a different person or section. Get all the necessary contact details and resend the listing immediately, then follow up with the new contact.

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CALENDAR LISTING

INTERNATIONAL SURVIVORS OF SUICIDE LOSS DAY November 19, 2016

Event Title: International Survivors of Suicide Loss DayDate: November 19, 2016Time: XX a.m. – XX p.m.Place: To be filled in by the event organizer, be sure to include the address

International Survivors of Suicide Loss Day is the one day a year when people affected by suicide loss gather in their local communities to find comfort and gain understanding as they share stories of healing and hope.

Survivor Day was created by an act of Congress in 1999 and since then has been sponsored and supported by the American Foundation for Suicide Prevention. In 2015 there were 330 locally organized events held throughout the US, Canada, and around the world.

A local Survivor Day event will be held in CITY on Saturday, November 19 at LOCATION at TIME. To learn more about International Survivors of Suicide Loss Day, visit afsp.org/SurvivorDay, call LOCAL NUMBER, or email EMAIL ADDRESS for further details.

Parking information: Add as needed

This event is free and open to the public.

Media Contact:EVENT ORGANIZER NAME, Survivor Day Event OrganizerEVENT ORGANIZER PHONE NUMBEREVENT ORGANIZER EMAIL ADDRESS

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Place a Media Advisory in Local Media

A media advisory is a full description of International Survivors of Suicide Loss Day that is written in a “Who, What, Where, When, and Why” format. Most media contacts prefer media advisories to press releases because they are brief and concise. You will find a media advisory template below this set of instructions on page 21.

STEP 1: Complete the media advisory template with your local information.

Review the media advisory template, amend it as necessary, and fill in the blanks (highlighted in yellow) with your local information (city, location, time, local contact information, etc.).

STEP 2: Build your list of media contacts and send out the media advisory.

Here are some tips to help you build your press list.

Use the Internet. The websites of media outlets often list contact information for their staff or offer you the opportunity to send a message to reporters, columnists, producers, or editors by submitting an online form.

Call newspapers/TV stations/radio stations directly. Finding a phone number for media outlets can be difficult. If you can’t find the main number in the “Contact Us” section of the outlet’s website, try to find it using a phone book or Internet search engine. When you call, ask for the names, phone numbers, and/or email addresses of the different contacts listed below (as applicable).

Utilize personal contacts. If you have family, friends, or even friends of friends who work at a newspaper or a radio or television station, it is always a good idea to reach out to them for help and advice.

You will need to send the media advisory to multiple contacts/reporters at each newspaper, TV, and radio station. It is also important to know when to send the media advisory to each contact. Here is a quick breakdown of who to send the media advisory to and when to send it; please refer to the timeline on page 4 for a chronological overview of recommended public relations activities.

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NewspapersNewspapers offer many PR possibilities for local events, ranging from calendar listings to feature profile stories on local organizers or event participants to actual event coverage. It is fine to contact more than one person at a publication as long as you know each person’s role and provide everyone with the appropriate tools and materials.

Metro/City Editor: Metro/city editors assign reporters or columnists to cover local stories and events, e.g., a pre-event feature story on a local loss survivor family or the local organizer or “day of” coverage of the event. Send the media advisory to the metro/city editor via fax or email on the Monday before Survivor Day. The media advisory should also be resent to the metro/city editor as a reminder on the day before the event.

Features Desk: The features desk oversees many different “beat” reporters covering everything from entertainment and fashion to health and technology. The best strategy to obtain coverage is to contact specific “beat” reporters directly. Look or ask for the health reporter, women's interest reporter, and/or parenting and family reporter (as applicable). Send the media advisory to these contacts via fax or email two to three weeks before Survivor Day.

RadioRadio offers many media opportunities for your event, from news stories announcing the event to interviews with event organizers and attendees. Radio also offers a free service to nonprofit organizations in the form of public service announcements (PSAs). For more information, consult the PSA section on page 22.

News Assignment Editor: Most news/talk stations have a news assignment editor. This is typically the primary person to contact for news stories and interviews. Send the media advisory on the Monday before Survivor Day. Resend it the day before the event.

Producer/Guest Booker: Larger radio stations often have public affairs or community shows that discuss upcoming nonprofit events. These are the ideal shows to contact. The producer may be interested in setting up an interview with you or a panel of local survivors. Email or fax the media advisory in September or early October (or as soon as possible after that date). See Step 4 below for information on how to prepare for interviews.

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TelevisionSince television is a visual medium, TV stations will likely be more interested in “day of” coverage of your Survivor Day event than in pre-event coverage. However, given how intrusive the presence of a TV camera crew would be on what is intended to be a day of healing, encourage TV stations to cover behind-the-scenes preparations or other visually rewarding aspects of the planning process instead. TV also offers a free service to nonprofit organization in the form of public service announcements (PSAs). For more information, consult the PSA section on page 22.

Assignment Desk: The assignment desk is responsible for assigning news crews to events. They should receive your media advisory a week prior to the event, and again the day before the event as a reminder.

Public Affairs or Community Affairs Director: Most TV stations have at least one public affairs show, which discusses local nonprofit events. To be included in the public affairs show, email or fax the media advisory to the public/community affairs director in September or early October, and follow up with guest suggestions for interviews.

STEP 3: Follow up.

Make a follow-up call one to two days after you email the media advisory to confirm that your contacts have received it and to gauge their interest. Below are sample scripts for each type of media outlet. If you are directed to voicemail, use the scripts and be sure to leave your name and number.

Newspaper script

“Hi X, my name is Y. Yesterday I sent you a media advisory for International Survivors of Suicide Loss Day. Would you be interested in doing a story about this event? I can put you in touch with local survivors of suicide loss who are willing to share their personal stories with you and discuss this important event and how participating in it has helped them.”

Radio script

“Hi X, my name is Y. Yesterday I sent you a media advisory for International Survivors of Suicide Loss Day, and I wanted to know if you would like to do a news story or conduct an interview with a local survivor

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of suicide loss regarding this important event. I can put you in touch with local survivors.”

TV script

“Hi X, my name is Y. Yesterday I sent you a media advisory for International Survivors of Suicide Loss Day. Would you be interested in doing a pre-event story on Survivor Day? I can put you in touch with local survivors of suicide loss who are willing to share their personal stories with you.”

STEP 4: Prepare for media interviews.

If a contact at any of these media outlets expresses interest in doing a story about Survivor Day and wants to conduct an interview, please take some time to prepare. To help you (or the loss survivor with whom the interview will be conducted), refer to the Key Messages section on page 2, where you will find facts about Survivor Day that should be highlighted during any interview. Please also refer to the Appendix section on page 25 for information on how to share your story safely and responsibly. If you are not sure what to say to the reporter or if you have questions or concerns, please contact AFSP’s Public Relations Director, Alexis O’Brien, at aobrien@afsp.org or 347-826-3577.

On the Survivor Day Resources page, below the link where you found this Promotion & Publicity Toolkit, we have provided a document that includes recommendations for reporting on suicide (which phrases to avoid, how to strike a responsible tone, etc.). Please send the document along to any reporter who is interested in doing a story about Survivor Day.

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MEDIA ADVISORY

INTERNATIONAL SURVIVORS OF SUICIDE LOSS DAY November 19, 2016

Event Title: International Survivors of Suicide Loss DayDate: November 19, 2016Time: XX a.m. – XX p.m.Place: To be filled in by the event organizer, be sure to include the address

International Survivors of Suicide Loss Day is the one day a year when people affected by suicide loss gather in their local communities to find comfort and gain understanding as they share stories of healing and hope.

Survivor Day was created by an act of Congress in 1999 and since then has been sponsored and supported by the American Foundation for Suicide Prevention (AFSP).

In 2015 there were 330 locally organized events held throughout the US, Canada, and around the world. This year’s gatherings will include a screening of AFSP’s compelling new documentary [FILM TITLE AND WEBPAGE TO COME].

For many loss survivors, attending a Survivor Day event is an opportunity to discover that they are not alone in their experience of losing someone they know and love to suicide. For those who are unable to attend a Survivor Day event in person, AFSP hosts a Survivor Day program online at afsp.org/SurvivorDay.

A local Survivor Day event will be held in CITY on Saturday, November 19 at LOCATION at TIME. To learn more about International Survivors of Suicide Loss Day, visit afsp.org/SurvivorDay, call LOCAL NUMBER, or email EMAIL ADDRESS for further details.

Media Contact:EVENT ORGANIZER NAME, Survivor Day Event OrganizerEVENT ORGANIZER PHONE NUMBEREVENT ORGANIZER EMAIL ADDRESS

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Use Radio and Television PSAs

Nearly all radio stations, and some television stations, offer a free service to nonprofit organizations in the form of public service announcements (PSAs).

On page 24 you will find scripts for a 10-second, 15-second, and 30-second radio PSA (it is recommended that you offer radio stations PSAs of different lengths).

AFSP National has created a Survivor Day PSA for television. It is available for download on the Survivor Day Re sources page.

You can use these PSAs as a tool to reach out to radio and television outlets in your community to publicize Survivor Day.

Below is a step-by-step guide on how to submit these PSAs to your local broadcast stations.

STEP 1: Create a media list.

Make a list of where to send the PSAs. Submit radio PSAs to the public service director or public affairs director at local FM and AM stations. Remember to contact college radio stations as well. The PSA contact at television stations varies; call the news desk or the station’s main phone number, and ask for the name and contact information of the appropriate person.

Here are some tips to help you build your media list.

Use the Internet. The websites of media outlets often list contact information for their staff. On radio station websites, look for the public service or public affairs director. Some radio stations also allow you to submit PSAs through their website. On TV station websites, look for the news desk number or the station’s main phone number.

Call newspapers/TV stations/radio stations directly. Finding a phone number for media outlets can be difficult. If you can’t find the main number in the “Contact Us” section of the outlet’s website, try to find it using a phone book or Internet search engine. When you call the radio or TV station, ask how you can submit a PSA. You will be given an email address or fax number to use.

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Utilize personal contacts. If you have family, friends, or even friends of friends who work at a radio or television station, it is always a good idea to reach out to them for help and advice.

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STEP 2: Distribute the announcement.

Once you find out how to submit your PSA, fax or email it to the correct contact. Include the following information regarding AFSP’s nonprofit tax status: AFSP 501(c)(3); tax ID number 13-3393329.

STEP 3: Follow up.

Make a follow-up call right after you send the PSA, and again two or three days later. Tell your contact that you sent them an announcement about International Survivors of Suicide Loss Day and wanted to request that they add this PSA to their rotation.

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Sample Radio PSAs

10-Second PSAHave you lost a loved one to suicide? Survivor Day is Saturday, November 19. To find an event near you go to survivorday.org. That’s survivor-day-dot-org.

15-Second PSAHave you lost a loved one to suicide? Survivor Day is Saturday, November 19. For more information and to find an event near you, go to survivorday.org. That’s survivor-day-dot-org.

30-Second PSAHave you lost a loved one to suicide? Survivor Day is Saturday, November 19. There will be events for survivors of suicide loss in more than 275 cities, including here in CITY. For more information about Survivor Day and other programs sponsored by the American Foundation for Suicide Prevention, go to survivorday.org. That’s survivor-day-dot-org.

Note: When you distribute these sample PSAs, include the following information regarding AFSP’s nonprofit tax status: AFSP 501(c)(3); tax ID 13-3393329.

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APPENDIX: SHARING YOUR STORY SAFELY AND RESPONSIBLY

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