Using case studies and examples from sites around the country, this guide provides practical advice and tools for developing a strategic communications program to garner media coverage and support for the Family to Family initiative.
Developing A Strategic Communications Plan Can Help Shape Public Opinion And Engagement On Child Welfare
Findings & Stats
A 1997 public opinion survey identified the economy, public safety and education as the issues believed to be the most important ones America faced.
The average person may encounter 2,000 or more media messages per day, including television and radio ads, the Internet, newspapers and other types of advertising.
Building trusted relationships with reporters and journalists requires regular contact and conversation, not just when a story is being pitched.
Effective media coverage can be generated in a variety of ways including phone interviews, face to face meetings, media briefings, editorial board meetings and press conferences.
Statements & Quotations
Good media coverage is a prized possession and can be achieved through sophisticated strategies. These include the cultivation of reporters, editors and other media decision-makers, and the ability of child welfare agency leaders to get their position across during a critical situation such as a child fatality or other tragedy.
Keep in mind that few journalists are foster parents, were trained as social workers, have ever been in the system as children, or have directly experienced the inner workings of child welfare agencies. Many who are assigned to cover child welfare are frustrated by confidentiality rules that they perceive as helping to cover up mistakes or negative parts of the system.
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