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8/2/2017
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Louise Reid Ritchie, Ph.D.Director of Prevention,Florida Alcohol and Drug Abuse Association
This product is supported by Florida Department of Children and Families’ Office of Substance Abuse and Mental Health
Participants will learn:
1. How to effectively engage print media in publicizing substance abuse prevention efforts
2. How to effectively engage broadcast media professionals in publicizing substance abuse prevention efforts
3. How to effectively use social media in substance abuse prevention efforts.
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That should be your mission statement or based on your mission statement.
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“It is the primary purpose of The Highlands County Community Coalition for The Reduction of Substance Abuse, d/b/a Drug Free Highlands to organize, inform, educate and unite community in its efforts to reduce substance abuse.”
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“FL SADD is dedicated to educating students, parents, and others in the community concerning the problems of underage drinking, impaired driving, seatbelt usage, driver training, speeding, and red light running.”
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“The mission of the Tobacco Free Partnership of Columbia County is to mobilize community partners to establish long-lasting system and policy changes that promote tobacco-free social norms in order to prevent usage of tobacco products by youth/young adults, encourage and support tobacco cessation, eliminate the hazards of secondhand smoke, and decrease the number of deaths due to tobacco products.”
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The mission of the Lee County Coalition for a Drug Free Southwest Florida is to empower our children to live drug free lives.
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“It is the primary purpose of The Highlands County Community Coalition for The Reduction of Substance Abuse, d/b/a Drug Free Highlands to organize, inform, educate and unite community in its efforts to reduce substance abuse.”
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“Drug Free Highlands is a local leader in reducing substance abuse.”
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And use that pithy sentence – “tag line” – on your social media “about” section, during media interviews, letters to the editors, etc.
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“Working together to fight substance abuse in Putnam County”
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“Uniting citizens to create a clean, safe, drug and crime-free community.”
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“We strengthen children, youth, families and neighborhoods in their resolve to live in a drug free community.”
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Media use should be a central part of implementing all aspects of your prevention organization’s mission. The more you effectively include the media in your prevention work, the greater your impact will be.
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Establish short-term and long-term goals. For instance, a short-term goal might be getting people to attend a specific prevention activity. A long-term goal could be becoming the area’s top resource for providing substance abuse prevention information.
*https://www.samhsa.gov/capt/tools-learning-resources/social-media-support-prevention-efforts
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Include people with varying expertise.
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*https://www.samhsa.gov/capt/tools-learning-resources/social-media-support-prevention-efforts
People of various ages, races, ethnicities and educational levels, and professions
People who enjoy using social media
People who are news avid news followers
People with writing, editing, design, photography, and networking skills
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Include young people! Using their tech, social media, cultural and other knowledge can boost your program’s media footprint.
Empowering them to be productive in these ways also is part of a good substance abuse prevention program *
*https://www.ncemch.org/dcfps/pdf/02_1995.pdf
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Develop an image by:
Creating a memorable, interesting online hashtag
Keeping It Short, Sweetie (KISS) by creating a phrase to describing your agency to the media or as part of your media
Including a captivating, simple visual
https://www.samhsa.gov/capt/tools-learning-resources/social-media-support-prevention-efforts
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Contests are fun, community-building ways to help develop these.
Use the support of your corporate partners. For instance, ask a local business to donate help from its advertising department.
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Photo credit: Lee County Coalition for a Drug-Free Southwest Florida
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What comes to mind when you think of Florida newspapers?
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Tampa Bay Times – 317,270 The Tampa Tribune – 198,543 Orlando Sentinel – 173,542 South Florida Sun Sentinel – 162,721 The Miami Herald – 141,188 The Palm Beach Post – 88,231 The Florida Times-Union – 84,321 Sarasota Herald-Tribune – 73,698 Naples Daily News – 71,901 The Daytona Beach News-Journal – 68,250
http://www.cision.com/us/2014/08/top-10-daily-newspapers-in-florida/
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About 50 daily newspapers including the Chipley Bugle, Indian River County Times, and Miami Diario.*
About 75 weekly newspapers*
About 7 business newspapers*
About 10 campus newspapers*
About 35 magazines (not including college magazines and trade association magazines)**
*http://dos.myflorida.com/library-archives/research/florida-information/florida-newspapers-online/**https://www.w3newspapers.com/usa/florida-magazines/
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Newsletters, magazines, bulletins produced by:
◦ Trade associations◦ Schools◦ Corporations◦ Neighborhood organizations◦ Religious organizations
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More than 100 TV stationsMore than 46 radio stations
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In 2016,
20% of US adults got news from print media
25 percent from radio
38% online
57% from TV
http://www.journalism.org/2016/07/07/pathways-to-news/
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Age Percentage18-24 16%
25-34 17%
35-44 21%
45-54 28%
55-64 38%
65+ 50%
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1. CNN2. Local news channel / site / app3. Facebook4. Fox5. The New York Times6. Twitter7. NPR8. Google News9. BuzzFeed10. BBC11. Yahoo12. Reddit13. NBC14. ABC15. Last Week Tonight with John Oliver16. Apple news app17. Huffington Post18. The Daily Show with Trevor Noah19. News app20. Tumblr / The Washington Post
Media Post October 14, 2016
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So, why can’t we skip this part and jump to the social
media info?
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Print and broadcast media are excellent ways of providing information to people 65 and older. About half of people in that age group read newspapers daily.
In addition, many people whose jobs require them to be informed about current events are daily consumers of print and broadcast media.
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Grandparents raising grandchildren, senior citizens, people who may be coping with chronic pain, and people whose jobs require knowledge of current events such as …
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***Public Officials***
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Being mentioned or quoted in print and broadcast stories helps establish your agency’s credibility. That can impress donors, foundations, policy makers, and potential recipients of your services.
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Print and broadcast media have the staff and expertise to provide comprehensive coverage of issues.
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“Like most of the journalists I know, I spend about a third of my workday writing articles, another third making bad jokes on Twitter, and another third deleting press releases.
It's not that I’m unappreciative of the PR people who score me interviews and pass along stories—it’s just that there are so frighteningly many of them, and for every inbox blast that’s relevant to me, there are four or five more that may as well be from a Nigerian prince.”
Zach Schonfeld, Newsweek, 9/10/14
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Quickly review media outlets’ websites before contacting them. At least do a search to see if they’ve written on the subject recently. You will lose credibility if you contact them to do a story that they’ve already done.
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Notice the names of reporters who cover stories related to the prevention field.
When you read or see a well done story related to substance abuse, send a complimentary e-mail to the reporter, the letter to the editor section or post favorably on the outlet’s Facebook page.
And use that “tag line” about your organization to establish your credibility.
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Your record as a supportive consumer of their media product may cause the journalists to pay more attention to your story idea.
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The reason why it’s important for a story to be covered and to be covered now.
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An excellent way to put a prevention story into context would be to quote data from the Florida Drug Trends reports on FADAA’s website.
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The Governor’s declaring a statewide opioid crisis was a hook for suggesting news stories on prevention topics.
Holidays, end of the school year, tragedies related to substance abuse, all are times that the media especially may be interested in covering stories relating to prevention.
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Provide sources – contact information of people willing to be interviewed, and who can provide effective or good quotes.
Provide data (and links or other information about the data source) related to the story.
Avoid jargon and acronyms.
Assume the journalist is not an expert on substance abuse issues.
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Have a reason why your article would be important to people served by that media outlet.
Have demonstrated expertise
Write conversationally with short sentences and paragraphs
Suggested length 250-500 words
Demonstrate professionalism by making deadline and submitting copy that is free of grammatical, fact and spelling errors.
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Small community newspapers Neighborhood sections of larger newspapers Newspaper’s op-ed pages.
And consider blogging, which takes us to….
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79% of online adults (68% of all Americans) use Facebook, which is the most popular social media platform
24% of online adults (21% of all Americans) use Twitter
*http://www.pewinternet.org/2016/11/11/social-media-update-2016//
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50% of 18-24 year olds go on Facebook when they wake up
One in five page views in the US occurs on Facebook.
https://zephoria.com/top-15-valuable-facebook-statistics/
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Is it a myth that teens don’t use Facebook any more?
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65% of teens surveyed in 2016 said they used Facebook daily, up from 59% in November, 2014.*
https://www.emarketer.com/Article/Survey-Finds-US-Teens-Upped-Daily-Facebook-Usage-2016/1015053
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Facebook is the most popular and frequently used social media platform among teens aged 13 to 17. About 71 percent of those teens use Facebook.
About half of teens use Instagram, 41% use Snapchat and 33% use Twitter.
71% of teens use more than one social networking site.
http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/
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Joining is free and easy, just go to Facebook.com
Once you’ve joined, you can create webpages by using the pulldown menu at the top of your page. It’s the black triangle depicted in this rectangle.
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Drag the black triangle and you’ll get this menu. Then, click, “create page,” and Facebook will walk you through the steps.
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Created by Ellen Snelling and Teresa Miller
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What makes this page a standout?
The colorful graphic including the colors used in the graphic
The LARGE, colorfulpictures
Frequently updated, relevant content
It includes videos
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Created by Ellen Snelling and Teresa Miller
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Note:
Big pictures and colors draw you in.
Note updates were made 54 minutes ago and 4 hours ago.
Info relevant to teens.
Drug Free Highlander’s page also had info about the prevention campaign of Shatterproof.org.
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Post at least once per day
◦ Social media moves fast◦ Make sure information is relevant
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Experts suggest the minimum to post is once per day. Also, quickly respond to comments and questions on your page.
Friday is the best day to post. Thursday is the next best day.
Best hours to post so your posts are seen are between 1 p.m. and 4 p.m. Worst times are weekends before 8 a.m. and after 8 p.m. https://www.fastcompany.com/3036184/the-best-and-worst-times-to-post-on-social-media-infograph
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Post content that informs and appeals to the audience you wish to serve.
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You can Google or you can use Google alerts, a free service that will allow you to be notified about web content on subjects of your choice. You can find it by Googling “Google alerts”
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I created an alert for “substance abuse prevention Florida” July 14, 2017. These articles published on the web that day were the results:
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Subscribe to e-mail alerts from organizations like CADCA, the Drug Enforcement Administration, and National Institute on Drug Abuse.
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Google or establish Google alerts for subjects such as “celebrities and mental health” or“celebrities and substance abuse”.
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Use big, colorful pictures!
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Involve volunteers including teens, people who are in recovery and other people passionate about prevention. Encourage them to use their own social media to educate and inform about prevention issues. Also use some to administrate your organization’s social media.
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Follow, “like” and promote other organizations in the substance abuse and behavioral health fields.
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“Like” or comment quickly when people message or post on your page.
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Make sure that the pictures and content on your page represent the diversity of the people whom you are serving.
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Twitter Help Center
The Beginner’s Guide to Twitter
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Twitter users are more likely to tweet during school or work hours. For most retweets, tweet
during these times:
5 p.m.12 p.m.6 p.m.
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http://www.huffingtonpost.com/catriona-pollard/the-best-times-to-post-on_b_6990376.html
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You can double your engagement by using one or two hashtags.
BUT
Use more than two hashtags and engagement drops by 17%.
http://www.takeflyte.com/hashtags-explained
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Do
#Refuse
Don’t
#Susanalbumparty
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Some results of a search for #drug and #prevention.
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Use pictures and hashtags
Retweet and respond to others’ posts
Follow people and organizations with similar missions to yours
Include quotes and numbers in your tweets. That results in up to 19% more retweets. *
*https://sproutsocial.com/insights/hashtag-analytics/
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Media Campaign Example
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Photo credit: Lee County Coalition for a Drug-Free Southwest Florida
Empower them to be ambassadors on your platform
Affirm them by liking, retweeting, sharing their posts
Pictures are essential
Keep texts short
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An excellent way of analyzing your content for social sharing before you post. You can plug in keywords to see what kind of content is most shared, and on which platforms it is shared.
Can filter content by date ranging from past 24 hours to past 5 years.
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Search term was “substance abuse prevention” shares over the past year. Filtered for top 5 results.
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World ignores Iceland’s teen substance abuse prevention program’s success
Obituary for a prevention advocate
Proposed prevention cuts
Five ways to prevent your teens’ substance abuse
White House prevention grants for youth services
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Iceland’s substance abuse programs got 313.8 shares
308.9 were via Facebook 2.1 k were via LinkedIn2.2 k were via Twitter298 were via Pinterest258 were via Google Shares
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Five ways to prevent your teens’ substance abuse got 520 shares
515 were via Facebook 1 was via LinkedIn4 were via Twitter0 were via Pinterest0 were via Google Shares
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Opioid Orphans in Southwest Florida had 2.k shares, all but 2 via Facebook
Tampa officials criticize Legislature’s response to opioid crisis had 72 shares, about equally divided between Facebook and LinkedIn.
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Alayande, Aisha, Executive Director of Drug Free Highlands, Sebring, FL. (863) 382-2138
Beese, Jennifer, “Why Increased Visibility on Twitter is Just a Few Tweeks Away, Sprout Social, 2014.
Bliss, MaryLee, Millennials: and Teens: Top 20 News Sources, MediaPost, October 14, 2016
Buzzsumo.com
Comella, Deborah, Lee County Coalition for a Drug-Free Southwest Florida, Fort Myers, FL, (239) 931-9317
Duran, Andy, The Power of Social Media for Substance Abuse Prevention, 2015
eMarketer, Survey Finds US Teens Upped Daily Facebook Usage in 2016
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Flyte New Media, Hashtags Explained: The Complete Guide to Hashtags in Social Media
Gillett, Rachel, The Best and Worst Times to Post on Social Media, Fast Company, September 25, 2014.
Huffington Post, The Best Times to Post on Social Media, 2015
Miller, Teresa and Ellen Snelling, No2Pot Facebook Page
Pew Research Center, Pathways to News, 2016.
Pew Research Center, State of the News Media 2016.
Pew Research Center, Social Media Update 2016
Pew Research Center, Teens, Social Media and Technology Overview, 2015
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Smith, Brandon, The Beginners Guide to Twitter, Mashable, 2012
Snelling, Ellen and Teresa Miller, No2Pot
Substance Abuse and Mental Health Services Administration, Developing a Social Media Plan to Support Substance Misuse Prevention Efforts, April, 2017
Substance Abuse and Mental Health Services Administration, Harnessing the Power of Social Media, 2015
Whitacre, Kerry, Rom, M., Scott, A, “Substance Abuse Prevention and Treatment Programs: A Family Approach,” 1995.
Zephoria Digital Marketing, The Top 20 Valuable Facebook Statistics, Updated July, 2017
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Louise Reid Ritchie, Ph.D., Director of Prevention at Florida Alcohol and Drug Abuse Association (FADAA), holds a doctorate in clinical psychology from George Washington University and an undergraduate degree from Harvard University. She was founding director of a substance abuse prevention program, and has 20 years of experience as an educator and trainer. She served in the Navy five years as a psychologist, specializing in substance abuse treatment and education. A former Washington Post reporter and national award-winning Detroit Free Press columnist on addiction issues, she helped design Michigan’s substance abuse counselor certification program.She can be reached at:
FADAA2868 Mahan Dr.
Tallahassee, FL [email protected](850)-878-2196