Recovery Month Kit

Download the PDF version of "A Guide to Recovery Month Publicity and Media Interviews" (1437 KB)

• What is News?
• Traditional Media Outreach
• Online Outreach
• Other Creative Publicity Tools
• Speaking with the Media
• In-Person Interview Techniques
• Telephone Interview Techniques
• Key Messages to Communicate
• After Your Recovery Month Event

Media outreach and publicizing your event are an essential part of your National Alcohol and Drug Addiction Recovery Month (Recovery Month) activities. Recovery Month is an essential element of one of SAMHSA’s 10 Strategic Initiatives that focuses on public awareness and support. The goal of this initiative is to increase the understanding of mental and substance use disorder prevention and treatment services to achieve the full potential of prevention, and help people recognize and seek assistance for these health conditions with the same urgency as any other health condition.

Whether you are planning a wellness fair to help people with stress relief and addiction, a ribbon-cutting ceremony for a new recovery center, a sporting event, or a proclamation signing, your efforts to raise awareness of addiction treatment and recovery won’t be as successful without proper publicity. Gaining media attention for your Recovery Month event will encourage attendance and increase public interest. Identifying all available media outlets – print, broadcast, and online – as well as public forms of communication, such as neighborhood and church forums, will both increase your attendance and garner media coverage.

This year’s Recovery Month theme, “Join the Voices for Recovery: Now More Than Ever!,” emphasizes that stress faced by public safety officials, the workforce, older adults, and families can contribute to or exacerbate alcohol and/or drug use, which can lead to a substance use disorder or relapse. Recovery Month encourages all people to seek treatment for substance use disorders, celebrates individuals and families in long-term recovery, and acknowledges those working in the field who provide recovery services. This document focuses on how reporters decide which events to cover, media outreach tools, key Recovery Month messages, and tips on how to speak with the media.

What is News?

Although you may already read the news online and follow local television news coverage, you may have wondered what makes something newsworthy enough to be published or broadcasted. The media considers the following factors when deciding whether to cover your Recovery Month event:

• Impact, or the number of people affected by the issue, is important. Emphasize to the media that addiction is the nation’s number one health problem, affecting millions, including children and families, and that high levels of stress can contribute to increased alcohol and/or drug use. Additionally, gain credibility by letting reporters know that your organization is participating in the National Recovery Month initiative, presented by the Substance Abuse and Mental Health Services Administration’s (SAMHSA’s) Center for Substance Abuse Treatment (CSAT), within the U.S. Department of Health and Human Services.
• Proximity to your event is imperative. National outlets probably won’t cover a small community event, but local media are more likely to attend.
• Prominence of those attending your event may increase media attention. Let reporters know if local celebrities or political officials support your cause.
• Timeliness of your outreach is essential. For a weekly newsletter, events that have occurred since its previous issue may be considered timely or appropriate, whereas for broadcast outlets, a reporter might cover “breaking news” live at the event scene.

A wide range of traditional and online publicity tools, as well as other creative options, can be used to invite the media to your Recovery Month event.

Traditional Media Outreach

Traditional media refers to newspapers, magazines, Web sites of print outlets, and television and radio stations. Present information to reporters at these outlets in a clear and straightforward manner both in the weeks and days before the event. The more time reporters have to develop a story, the more accurate and detailed it will be. Offer any experts in the addiction, treatment, and recovery field for interviews to provide supplementary information to add credibility. Be aware of each outlet’s submission deadlines and preferences – each newspaper, magazine, online resource and television and radio station is different.

Today’s media landscape is pressured by tight deadlines and fewer staff members who cover several beats. Use the following publicity tools to help them understand the addiction, treatment, and recovery landscape. Modify them to help garner media coverage and raise awareness of your Recovery Month event:

• Media advisory – Outlines the schedule or specific details of an event, along with a brief description; distributed in advance to invite media to attend the event
• Press release – Provides background, describes your organization’s activities, and includes a quote by your group’s spokesperson; distributed the day of the event to provide reporters with supplementary information
• Public Service Announcement (PSA) – Raises awareness about addiction treatment and recovery issues, and can be distributed in radio or television format. (Distribute the live-read radio PSA scripts and the pre-recorded Recovery Month PSAs, which can be ordered through recoverymonth@samhsa.hhs.gov. Tips for distribution can be found in the “Promoting Recovery Month with Public Service Announcements” document in this toolkit).
• Op-ed – Expresses the opinion of the writer or the spokesperson of your organization about important issues

Today’s media landscape is pressured by tight deadlines and fewer staff members who cover several beats. Use these publicity tools to help them understand the addiction, treatment, and recovery landscape.

Online Outreach

Promoting events online has become as common as using the traditional tools referred to above. Several online publicity options to consider are:

• Web sites – Publicize your event by posting announcements on the Recovery Month Web site at http://www.recoverymonth.gov. Ask your sponsors, supporters, and partners to post announcements on their Web sites and for them to provide a link to the Recovery Month Web site when your organization or event is referenced. Add the “Events Widget” to your organization’s Web site to feature your Recovery Month event.
• E-mail chains – Send a mass e-mail to your friends, colleagues, and supporters of your organization to raise awareness of addiction and to promote your event. You can request that recipients forward the message or event invitation to others.
• Social media – Engage the general public through Recovery Month social media outlets such as the Recovery Month Facebook page, YouTube channel, and Twitter account. Post general information about substance use disorders and offer photos, video content, and event invitations.
• Blogs – Use the blogs of local treatment centers or organizations to increase online mentions of Recovery Month and your event. When contacting a blogger, using contact information you can typically find in the “about” section of a blog, use conversational and casual language, and hyperlink as much text as you can to provide additional information. Remember to be careful when speaking with bloggers; everything you say will be “on the record” and they do not have traditional journalism ethics guidelines to follow.

  Toolkit Tip

  Refer to the “Online Voices” piece for more information on engaging bloggers.

Other Creative Publicity Tools

In addition to traditional media and online tools, numerous tactics were often used before online resources became available that continue to effectively reach the general public:

• “Guerilla marketing” – Create a buzz through word-of-mouth conversations. By publicizing your event in public places such as churches, community centers, local businesses, and the public library, or by handing out memorable items, such as stress balls or water bottles, you can engage people who are curious about your event.
• Door-to-door publicity – Knocking on doors and speaking with people face-to-face will draw participants. Be sure to hand out educational information on addiction and recovery as well as event logistics.
• Phone-calling tree – Call five colleagues or friends and tell them about your event. Ask each of them to call five others to continue the cycle.

Tailor these tools to target specific groups who may be susceptible to increasing use of alcohol and/or drugs or an addiction due to the high levels of stress they face at work or at home. For example, if you would like to target public safety officials, hand out promotional items at a fire or police station. If you’d like to target the workplace, reach out to large and small companies in the area. Remember to call and get approval from the station or company before you promote your event on-site. All these methods can reach a large amount of people and are often effortless and economical.

Speaking with the Media

Now that you know how to publicize your Recovery Month event to achieve a higher turnout, you may want to understand how to speak with the media if the opportunity arises. For an example, listen to this successful radio interview, by Faces & Voices of Recovery's Executive Director Pat Taylor and board member, Phillip Valentine, who appeared as guests on the Help Your Self with Bradley Quick Radio Show. When preparing for an interview with the media, you should identify local reporters who have covered health or addiction and recovery-related issues in the past. To secure an interview for your organization’s spokesperson, modify your outreach to target the specific interests of each reporter. Some people prefer phone calls, while others prefer an e-mail (do not send attachments; it may wind up in their spam filter). Once you secure an interview, use the following tips to prepare:

• Research the outlets and reporters before your interview by reading or watching previous stories they developed. This information allows you to become aware of the target audience, see the reporter’s writing style, and gain a better idea of the types of questions that may be asked.
• Consider key messages to highlight during your interview. Think about evidence that you have to support your messages, and anticipate questions the journalist may ask you in response.
• Create any supplementary materials in advance of your interview. Sharing graphs, photos, biographies of spokespeople, or videos with reporters in advance can enhance your interview.
• Practice and role play before your interview with a colleague. Avoid using jargon and practice using short, catchy sentences that can be easily understood or picked up as quotes for a story.

The day before your interview, remember to confirm the date, time, place, and anticipated length of the interview. Also, always be professional and polite. Keep in mind that the goal of the interview is to communicate the Recovery Month key messages and share your perspective. The following techniques can help lead to a successful interview:

• Bridging – If asked a question that doesn’t allow you to discuss one of your key messages or predetermined topics, you can use what’s known as “bridging” to find a connection to your issue. For example, you may respond to an irrelevant question by stating “yes, but that speaks to a bigger point…”
• Blocking – Sometimes a reporter can ask a question that you may not want to answer. Never say “no comment” because it may appear that you are hiding something. If possible, explain why you can’t answer the question and then “bridge” on to points that you would like to discuss.
• Headlining – To flag your key messages clearly in an interview, you should start with the conclusion, and then explain it.

It is helpful to restate the question in your response so the answer is a complete thought and can be used independently. Remember to speak slowly, and if you aren’t immediately sure how to answer a question, pause, restate the question, and then answer. If you are unsure of an answer, offer to follow up with the reporter later, or provide the reporter with a contact who may be able to answer the question for them.

In-Person Interview Techniques

For an in-person interview, keep in mind the following:

• Eye contact – Make eye contact with the reporter. If you are on camera, do not stare directly at it. Don’t be distracted by activity surrounding you.
• Posture – Remember to sit up straight, find a place to rest your hands to avoid fidgeting, and use gestures sparingly.
• Voice – Vary your pitch by raising your voice slightly to emphasize key points and use a conversational tone. Avoid using “ums” and nodding too much to agree with statements.
• Dress – For most interviews, dress conservatively, although there are exceptions. If your event is a 5K run, for example, it is appropriate to wear running gear.

Telephone Interview Techniques

Use the following techniques for a telephone interview:

• Timing – If a reporter calls you without prior notice, find out the reporter’s deadline. If the reporter is not on deadline, ask if you can call back at a later time. Any amount of preparation time enhances your interview.
• Location – Call from a quiet place with no background noise. If possible, use a land line rather than a cell phone to avoid connection issues.
• Notes – It’s okay to make notes prior to the meeting and review them during the interview; no one is watching you. Try to rehearse so you don’t sound like you are reading directly from a script.
• Feedback – Ask reporters questions to ensure that they understand your messages. With no visual cues to react to, this is important.
• Smile and stand up – Both of these actions can make a significant difference in the tone and quality of your voice.

Key Messages to Communicate

When speaking with the media, convey the following key points concerning Recovery Month and your organization’s specific event.

• For a Specific Event: On [date] at [time], [organization] is hosting [event or activity] at [location] to [encourage people who experience high levels of stress in their lives, which has contributed to increased substance use, and the need for help in seeking treatment]. Addiction can affect anyone, including people in [city]. It is essential that our community remains dedicated to the recovery process by advocating for resources that confront this treatable disease and support individuals in recovery and their affected family members.
• To Promote Recovery Month: [Organization]’s activities are part of the National Alcohol and Drug Addiction Recovery Month (Recovery Month) initiative celebrated for more than 20 years. Sponsored by the Substance Abuse and Mental Health Services Administration’s (SAMHSA’s) Center for Substance Abuse Treatment, within the U.S. Department of Health and Human Services, this month-long observance celebrates individuals and families in recovery, as well as those who work in the field. It urges all of us to provide needed services and encourage individuals still in need of treatment to seek help. As we face increased levels of stress in our society, it is now more imperative than ever to share resources to facilitate healing and recovery from addiction. This year, [organization] will be observing Recovery Month by [include the name and brief description of your Recovery Month activities].
• To Provide Information and Resources: Visit the Recovery Month Web site at http://www.recoverymonth.gov and [insert organization’s Web site] for detailed information on addiction, treatment, and recovery. For specific information on substance use disorders and local treatment options in our community, visit SAMHSA’s “Find Substance Abuse and Mental Health Treatment” Web site, http://www.samhsa.gov/treatment or call SAMHSA’s 24-hour National Helpline, 1-800-662-HELP, or 1-800-487-4889 (TDD), for free and confidential information in English and Spanish.

After Your Recovery Month Event

Publicizing your Recovery Month event is continuous – coverage following the event is equally important to your initial outreach efforts. Media outlets today may have less staff to send to events. Even if the media doesn’t attend on-site, send a press release with pictures as soon as possible after your event. Include final figures such as number of participants, prominent attendees, and the amount of money raised at your event.

Additionally, you should begin crafting subsequent campaigns around the success of your Recovery Month event and continue increasing awareness by:

• Posting your event materials, photos, or videos on the Recovery Month Web site, http://www.recoverymonth.gov, with your event listing to show the purpose and outcomes. Help spread the success of your event with others by sharing your outcomes through Recovery Month social media outlets such as the Recovery Month Facebook page, YouTube channel, and Twitter account. Refer to the “Online Voices” and “New Media Glossary” for ideas on how to use these online tools.
• Sharing your Recovery Month efforts by completing the “Customer Satisfaction Form.”
• Sending your promotional materials electronically to recoverymonth@samhsa.hhs.gov or to:

Inclusion of Web sites and event examples in this document and on the Recovery Month Web site does not constitute official endorsement by the U.S. Department of Health and Human Services or the Substance Abuse and Mental Health Services Administration.