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The key to hosting a successful National Alcohol and Drug Addiction Recovery Month (Recovery Month) event is to publicize it well. 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.
You can put in a large amount of time and money to plan a wonderful event, but if the public doesn’t know about it, attendance may not be as high as expected. This year’s Recovery Month theme, “Join the Voices for Recovery: Now More Than Ever!,” is designed to reach groups who often face times of high stress, such as public safety officials, the workforce, older adults, and families. This stress may contribute to or exacerbate alcohol and/or drug use, which can lead to a substance use disorder or relapse.
Your press materials should emphasize this theme and that your event is part of 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. Your outreach should emphasize the importance of helping people in need of treatment, supporting individuals in recovery, and recognizing the addiction treatment and recovery workforce who help individuals and families in need.
Traditional tools, such as a media advisory or press release, can be distributed to members of the media – broadcast, print, and online – who may decide to attend or cover your event, garnering larger community interest. Additionally, posting these materials on the Recovery Month Web site as well as your own or any community bulletin Web sites helps spread the word. This document guides you on how to develop, draft, and distribute a media advisory and press release to promote your Recovery Month events so you can have a successful celebration.
Media advisories and press releases share newsworthy and timely information with members of the media. Each ultimately builds community interest for your event and encourages the media to become involved.
A media advisory is highly specific and brief. It alerts reporters to an upcoming event, almost like a detailed invitation, to encourage them to attend and learn more. It should contain:
- A headline detailing the most important information
- The answers to the five “Ws”: who, what, where, when, and why, often listed in bullet format
- The contact information for your organization or Recovery Month planning committee so reporters can request additional information
A press release, however, has a different purpose. It’s sent to the media so they will cover your story to raise visibility among the public. Reporters should be able to repurpose the press release as a stand-alone article, or use it as background when writing a story. It should contain:
- Approximately 500 words, formatted in short paragraphs
- An inverted pyramid style of writing, meaning the most important information is at the top, filtering down to the less crucial details toward the end
- Quotes from the organization or event spokespeople
- The name and contact information for the person responsible for providing the media with additional information and scheduling interviews
Modify the sample template press release and media advisory at the end of this document to publicize your Recovery Month event. To view an effective example, this press release was issued by Purple, Inc., an alcohol and drug recovery residence, in conjunction with the Georgia Association of Recovery Residences (GARR) last September. The release highlights the Recovery Month theme, the organization’s mission, and the key components to their event, in this case a Recovery Awareness Fair. When drafting these materials, remember to use your organization’s letterhead or the Recovery Month letterhead found at http://www.recoverymonth.gov.
Building a Solid Media List
It’s important to broadly disseminate your media advisory and press release to gain the best results. The first step is to build an effective media list that includes the names of media outlets, key reporters, and contact information of those who have covered issues surrounding substance use, treatment, and recovery in the past. Also, include any notes about specific articles they have written or how they prefer to be contacted in a separate column of this list. To conduct this research, you may:
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Set up a Google Alert online that will automatically search for news stories based on specific keywords. To set up and receive Google Alerts, go to http://www.google.com/alerts, and enter your search term in the top box that states “Create a Google Alert.” Be sure to include your search term, as well as your local area, to narrow your monitoring results. Scroll down the “type” drop box to “news,” the “how often” drop box to “as-it-happens,” and enter your email address in the final box. You should receive an e-mail to verify your alerts, and will then receive them immediately.
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Scan your local newspapers for the most recent health and community stories.
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Search the outlet or publication’s Web site for relevant contact information, which will later be used for follow-up phone calls or e-mails.
While building your media list, look for community calendars, daybooks, and “week-ahead” columns that may include your Recovery Month events on their Web sites of event listings. You can often find them on your local media Web sites. Also, share your information with community newsletters, local school publications, and other organizations or businesses to increase the awareness and visibility of your event. Remember to frequently update your media list so that you can use it in other outreach efforts, and during next year’s Recovery Month celebration.
Distributing Media Advisories and Press Releases
Send your media advisory and press release, along with any additional materials, such as photographs, in the body of an e-mail. Media may not open an attachment from an unknown recipient. It is best to send an advisory 5 to 7 days in advance of the event, or earlier if your event is on a weekend. A press release, on the other hand, is usually sent the morning of your event or distributed in a press kit at your Recovery Month event.
Many resources help you publish media advisories and press releases on online media distribution sites. Be aware that some of these resources require a fee, though some offer discounts for nonprofits, so you should research their individual costs before submitting your event materials. These sites include:
In addition, post the press release for your event on the Recovery Month Web site at http://www.recoverymonth.gov and on your organization’s Web site to increase community interest in your cause.
Pitching Tips
After you have sent out your media advisory or press release, follow up with reporters to ensure they received all information needed regarding your Recovery Month event. Use your media list to call all reporters, and remember the following tips:
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Be courteous. When reporters answer the phone, ask if it’s a good time for them to speak with you. If not, ask when would be a better time to call back.
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Know what you plan to say before calling. Rehearse what your pitch will be before you call, but don’t sound like you are reading straight from a script.
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Plan around their deadlines. Journalists’ deadlines may vary depending on whether they work for a weekly or daily publication. Reporters for daily outlets typically have deadlines ranging from around 2 p.m. to 4 p.m. The best times to call them are likely from 10 a.m. to 12 p.m.
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Leave brief voicemails. It is acceptable to leave a reporter a voicemail, but keep your message concise and end your message with your contact information. If the reporter does not answer your first phone call, try again later. Voicemails may not be returned by the busy reporter.
For optimal media attendance, follow up to remind all reporters of your Recovery Month activity the day before your event.
Resources to Customize Your Press Materials
Use the following resources, along with any local recovery and substance use disorder data available, to customize your media advisory and press release:
Share Your Activities’ Outcomes and Successes
Promote your activities and share the success of your Recovery Month events and press materials by:
Office of the Director,
Consumer Affairs SAMHSA’s Center for Substance Abuse Treatment
1 Choke Cherry Road, Second Floor
Rockville, MD 20857
More Resources on Recovery Month and Substance Use Disorders
The following resources provide additional information about Recovery Month and substance use disorders:
- Substance use, treatment, and recovery information, and treatment referral is available by calling 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, or at SAMHSA’s Web site, http://www.samhsa.gov/treatment.
- All materials from this toolkit and an extensive array of relevant studies and information are available electronically at the Recovery Month Web site, http://www.recoverymonth.gov.
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.
[Adapt as needed for your event by modifying the type of event, date, etc.]
[Date]
[Name of Organization] to Hold Wellness Fair to Raise Awareness of
Substance Use Disorders in [Town/City]
More than 22 million people in the United States have been classified with substance use disorders in the past year, and an estimated [number] people in [town/city/community] alone are affected by addiction. To raise awareness of this disease and inform people of the available treatment and recovery resources, [name of organization] will host a wellness fair in [town/city] on [date].
The wellness fair is part of the 21st observance of National Alcohol and Drug Addiction Recovery Month (Recovery Month), sponsored 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. This year’s theme, “Join the Voices for Recovery: Now More Than Ever!,” intends to educate the general public as well as specific groups on how daily and increased stress can contribute to substance misuse, as well as the effectiveness of treatment and the possibility of recovery.
The fair will educate the community about substance use disorders, promote positive approaches to combating stress, and honor those living a healthy life in recovery. Activities are for all ages and consist of a job fair, yoga classes, horseback rides, and massages. Four keynote speakers, including [name], a local police officer; [name], the CEO of [prominent local company]; [name], a retired adult; and [name], a mother of four children, will share their stories of overcoming addiction triggered by stressful situations, and their lives in long-term recovery. Booths will provide health care services such as information on substance use prevention and treatment, stress management, and support groups, as well as on-site glucose and blood pressure testing.
WHO: [Participants]
WHEN: [Date and Time]
WHERE: [Address and Location]
CONTACT: [Name and Phone Number of Primary Contact for Event]
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Sample Press Release
[Adapt as needed for your event by modifying the type of event, date, etc.]
FOR IMMEDIATE RELEASE
Contact: [Name of person who is available to answer questions from the media]
[Phone number of contact person – include office and cell numbers]
[E-mail address]
[Name of Organization] Sponsors Wellness Fair to Educate [Town/City]’s Residents about Substance Use Treatment and Recovery Resources
[City, state], [date] – A wellness fair held today in [town/city] and sponsored by [name of organization] raised awareness of substance use disorders by promoting positive ways of combating stress, encouraging a healthy lifestyle, and informing our community about the available treatment and recovery resources. Many people who endure prolonged high levels of stress can develop substance use disorders, especially people in the military, the workforce, older adults, and families.
The wellness fair was held as part of a national initiative known as National Alcohol and Drug Addiction Recovery Month (Recovery Month), which is sponsored by the Substance Abuse and Mental Health Services Administration’s (SAMHSA’s) Center for Substance Abuse (CSAT), within the U.S. Department of Health and Human Services. This year marks the 21st annual celebration of Recovery Month, which honors people in recovery from substance use disorders, as well as those who provide treatment and recovery services, and promotes the need for treatment access and long-term recovery.
According to the 2008 National Survey on Drug Use and Health, and [name of spokesperson], [title/position] at [name of organization], who spoke at the fair, 23.1 million people in the United States have been classified with substance use disorders in the past year, and an estimated [number] people in [town/city] alone are affected by addiction.
The fair was held to commemorate this year’s Recovery Month theme, “Join the Voices for Recovery: Now More Than Ever!,” with the goal of reaching groups who may be susceptible to alcohol and/or drug use and relapse during times of stress. “Stress can be a major contributor to the use of alcohol and/or drugs, and may trigger some people to relapse or return to substance use after periods of abstinence,” said [insert name of spokesperson]. “Today’s fair is the optimal opportunity to share positive ways a person can cope with stress, highlight the benefits of treatment, and encourage friends, colleagues, and family members to begin their journey through recovery.”
Today’s event expected attendance of more than [number] community members, and received support from local businesses and sponsors, including [list one or two local prominent guests, businesses, or sponsors]. The fair included information on substance use prevention and treatment, stress management, and support groups, while participants took advantage of other health care services, such as glucose and blood pressure testing. In addition, there was a job fair with over [number] local businesses represented, as well as yoga classes, massages, and horseback riding – all positive ways to cope with stress.
Four keynote speakers, including [name], a local police officer; [name], the CEO of [prominent local company]; [name], a retired adult; and [name], a mother of four children, shared their stories of overcoming substance use disorders triggered by stressful situations, and their lives in recovery. “By working together as a community, we can raise awareness of addiction during Recovery Month, and encourage those in [town/city] to seek the treatment services they need,” said [name of keynote speaker], a local police officer who is in long-term recovery.
National Alcohol and Drug Addiction Recovery Month (Recovery Month) is celebrated each September in communities across the country to help people recognize that substance use disorders are treatable and recovery is possible. Treatment and other recovery support programs are as effective as treatment for other chronic conditions such as diabetes or heart disease – yet nationally, only 10 percent of Americans who need treatment for substance use disorders actually receive it, according to the 2008 National Survey on Drug Use and Health. Recovery Month encourages people affected by addiction to seek treatment and recovery services so they can reclaim healthy and productive lives in their community.
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