As National Alcohol and Drug Addiction Recovery Month quickly approaches, the time is now to begin planning for special events and activities that will help your organization garner local visibility and attention to the important issue of substance abuse treatment. Here are some ideas to consider as vehicles to promote this year's theme, Addiction Treatment: Investing in Communities.

• Conduct a press event at which the mayor or governor issues a proclamation designating September as National Alcohol and Drug Addiction Recovery Month to celebrate this year's theme of investing in our communities. The event could also recognize and honor individuals in the community who have successfully completed treatment programs. Consider inviting a prominent person in recovery or someone with a family member in treatment to speak at the event. Coordinate with the mayor's or governor's office on news releases and media outreach to encourage press attendance and coverage.
  
• Host an open house at your treatment facility to celebrate "National Alcohol and Drug Addiction Recovery Day." Invite the public, treatment providers, parents and friends of clients, area business and religious leaders, the media, etc. Incorporate a variety of activities to draw people to your event, such as presenting a tour demonstrating the key services provided by the facility, having a bake sale, giving outdoor prizes donated by local businesses, distributing literature on substance abuse treatment, or showing a video about the facility and the people it benefits. You could also invite a local media personality or celebrity to participate and help promote your key messages to the public.
  
• Send out a year-to-date press release highlighting activities your organization has conducted in the last year, including a summary of the breadth of services provided, the total number of people assisted through your facility, and the number of people who have successfully completed a treatment program. Identify people who are willing to tell their story to local media to highlight the individual faces behind the statistics. Include quotes from these individuals focusing on the support and assistance they received from your organization and their personal feelings of fulfillment as a result of the experience. You may also consider using the back-to-school time frame as an opportunity to highlight the prevalence of substance abuse among children and adolescents and the critical need to educate youth on the risks of alcohol/drug use. If you wish to have children photographed or taped by the media, be sure to obtain a written release from a parent allowing for the free and unrestricted use of the materials in which they appear.
  
• Invite a local reporter into your treatment facility to experience the step-by-step process to substance abuse recovery as if he/she were actually going through a treatment program. For example, have the reporter fill out any necessary client paperwork, meet with counselors, participate in a group therapy session, etc. From this experience, the reporter could develop a feature news story about the physical and emotional impact of addiction and "a day in the life" of a patient in treatment.
  
• Arrange for speaking opportunities for the executive director of your organization and a treatment program graduate at meetings of community or civic groups, business leaders, religious leaders, and parents at schools and universities about the importance of substance abuse treatment. Be sure to emphasize particular points, such as how to recognize the signs of alcohol and drug addiction and the various treatment options available.
  
• Produce a short article that discusses the overall benefits and positive outcomes associated with alcohol and drug treatment and include your organization's phone number or a local hotline number for readers to call for more information. Work with the publishers of community newspapers and shopper publications often found in grocery stores to encourage them to include this feature in their September issue.
  
• Consider creative ways to promote this year's theme, Addiction Treatment: Investing in Communities, such as holding a silent auction with prizes donated by area businesses to benefit a nonprofit substance abuse treatment center. Publicize the auction to the public through outreach to local media in your community.
  
• Recognize a local provider or person in treatment. Encourage local reporters to develop a feature story on the dedicated efforts of an individual treatment provider or a person who has successfully overcome addiction to alcohol or drugs through a treatment program and is willing to speak publicly about the experience.
  
• Organize a pledge drive to encourage junior and senior high school students to sign a pledge to remain alcohol/drug free. This drive could be announced at the beginning of the month through a media event hosted by an area school. Invite a local television anchor to serve as the keynote speaker at the event, along with the executive director of your treatment organization, the principal of the school, and student representatives.
  
• Set up exhibit booths in high-traffic areas in your community (e.g., shopping malls, grocery stores or markets, public libraries, places of worship, county or state fairs, etc.) to disseminate information about effective treatment options and other key substance abuse information.
  
• Display banners in your community promoting September as National Alcohol and Drug Addiction Recovery Month in highly visible areas and large outdoor venues. Include a hotline or other local number for people to call for more information.
  
• Organize a public symposium in your community with state and community leaders, treatment providers, and individuals in recovery to discuss the most up-to-date information regarding the effectiveness of substance abuse treatment. Invite the media and the public to attend and contribute to the program.
  
• Use your imagination. Hold a brainstorming meeting to generate creative ideas and design an event that best showcases the services of your organization. Consider piggybacking on other local activities taking place during the month, partner with local companies, and utilize community resources such as civic groups for volunteers to help plan and implement your event.

FOR IMMEDIATE RELEASE
CONTACT: Peter Brown (555)555-5555

Governor Smith and Johnson State Treatment Center
Target Youth About Substance Abuse Treatment

AnyCity, AnyState, September 1, 1998 - Governor Robert Smith (or other public official) joined with the Johnson State Treatment Center today to designate September as National Alcohol and Drug Addiction Recovery Month and to launch a public awareness campaign to encourage young adults in need of treatment to seek help immediately. The governor issued an official proclamation to observe and commemorate this important season and recognize the personal and societal benefits of treatment for alcohol and drug addiction.

"With estimates of more than 50,000 people in our state in need of treatment for alcohol and drug addiction, we must continue to do all that we can to ensure that our community's children get the help they so desperately need," said Governor Smith. "The Center is a wonderful example of how people suffering the devastating consequences of substance abuse can turn their lives around."

Approximately 30 percent of individuals enrolled at the Center are between the ages of 13 and 25. "We've had great success with our outpatient program," said Paula Wagner, director. "However, we must continue to do more to invest in our nation's future generations."

Several public awareness activities will take place throughout the month of September:

• Presentations by health providers to local high school students and other speaking engagements at college orientations, fraternity/sorority meetings, and in student residence halls.
  
• Distribution of flyers providing the facts about substance abuse in areas frequented by young adults, including schools, libraries, malls, bars, coffee shops, record stores, and restaurants.
  
• Outreach to parents through mailings and discussion groups at PTA meetings.

National Alcohol and Drug Addiction Recovery Month celebrates the tremendous strides taken by individuals who have undergone successful treatment and recognizes those in this field who have dedicated their lives to helping people in need. This local initiative is part of a national campaign to promote the benefits of treatment and embrace this year's theme, Addiction Treatment: Investing in Communities.

Since 1988, the Johnson State Treatment Center has managed substance abuse treatment programs for men and women of all ages, providing assistance to approximately 3,000 individuals each year.

###

Helpful Hints for Writing a Press Release

Many news stories are triggered by a timely, well-written press release. Sometimes small newspapers will run the release word-for-word or with minor changes. Most media, however, will use it as background information. Following are some tips to help you in writing your own release to promote your organization's news that you want published or aired.

• Always have a good reason for developing a release. To be useful, a release must be newsworthy. For example, you might issue a release if your organization:

· announces the results of a poll, survey, or study
· launches a new public education program
· begins a new type of service or makes significant changes to existing services
· hires a new director or high-level staff person
· receives a grant or donation
· wants to publicize the local impact of a national news event
· forms a special task force
· conducts seminars or workshops featuring a local or national celebrity speaker
· plans local activities to tie into a well-known day, week or month
· honors an individual or organization

• Keep it short. A release should be no more than two pages long, double spaced, containing short sentences and paragraphs.
  
• Stick to the format. Releases should be typed on organization letterhead. At the top of the page, include the name and phone number of a contact for more information. The release should begin with the name of your city and the date. If the release is longer than one page, type "-more-" at the bottom of each page except the last. Signify the end of the release by typing "###" or "-30-" centered after the last sentence.
  
• Give the most important details first. Begin with a headline that summarizes the release. The first paragraph should answer the five questions "who, what, where, when, and how."
  
• Be careful with language. Avoid using slang or technical terms. If necessary, explain them.
  
• Check for accuracy. Make sure to verify all spelling, statistics, names, and titles.
  
• Write factually. Editorial comments or other opinions should be expressed only in direct quotes.
  
• Seek placement. Distribute your release to local print and broadcast reporters in your community. Follow up to encourage them to write or air a story. Try to schedule an interview with an official of your organization. Collect samples of any resulting coverage to document your outreach efforts.

Media Advisory

Governor Smith and Johnson State Treatment Center
to Announce Statewide Public Awareness Campaign

An estimated 250,000 people in AnyState have a problem with alcohol or drugs. Of these, more than 50,000 are teenagers and young adults struggling with a deadly addiction.

To kick off September 1998 as National Alcohol and Drug Addiction Recovery Month, Governor Robert Smith and the Johnson State Treatment Center will launch a public education campaign on Tuesday, September 1, to increase awareness of this important issue across the state and encourage young adults to seek treatment for their addiction and reclaim their lives. Governor Smith will be joined by state health officials to discuss how substance abuse treatment is a valuable investment for the community and to unveil a series of youth outreach activities taking place throughout the month. In addition, two young adults will share their personal experiences in recovering from alcohol and drug addiction.

Participants:

• Robert D. Smith, Governor, AnyState
• Paula Wagner, Director, Johnson State Treatment Center
• Randy Shapiro, Project Manager, State Health Department
• Richard Bennett, age 14, currently in treatment for drug addiction
• Mindy Dean, age 23, recovering alcoholic

Date: kkkkTuesday, September 1, 1998

Time: kkkk10:00 a.m.

Place: kkkkJohnson State Treatment Center
kkkk99999Main Lobby
kkkk999991111 AnyStreet
kkkk99999AnyCity, AnyState

Contact: kPeter Brown
kkkkiiiiiii555/555-5555

Tips for Sending Out a Media Advisory

A media advisory is a simple way to inform local media outlets about an upcoming press conference or a briefing. This document provides print and broadcast reporters with the information they need to plan and cover your activity. Below are some suggestions for successfully distributing your advisory.

• Place it on the daybooks and "week-ahead" columns. Call news wire services in your city or state, such as the Associated Press or United Press International, and ask them to place the advisory on their "daybooks" - a daily listing of all activities which the media are invited to attend - the day before and the day of the event. Ask for the name of the daybook editor and the fax number. Also try to place the advisory in the "week-ahead" columns of local newspapers, which list upcoming activities in the community.
  
• Create a media list. Send the advisory to local media outlets in your community one week in advance of your event. To do so, you should develop a current media list - a fundamental tool of public relations. Your list of media outlets must be accurate and up-to-date in order to reach reporters effectively with your story. Here are some tips to get you started:
  
  · Check your local library or book stores for media directories of daily and weekly newspapers, television stations, radio stations, news wire services, magazines, and newsletters in your community. Some examples of media directories include Bacon's and Gebbie's All-In-One Directory. Use the phone book or the Internet to supplement your list.
  
  · Once you have developed a list of phone numbers and addresses, call each outlet to verify the information and to determine which editors and reporters are the most appropriate for your news.
  
  · For each print and broadcast media outlet, create a list with the following information: name of media outlet, address, telephone number, fax number, and the names and titles of specific reporters or editors who cover substance abuse/drug treatment issues. You should also determine when is the best time for you to call each reporter (i.e., how far in advance/what time of day) about your event.
  
  · Be sure to include specialized media on your list, such as African American, Hispanic/Latino, or other minority newspapers or radio stations. Other speciality media that you may wish to include are university/college newspapers, television and radio stations; small community papers or neighborhood newsletters; and publications produced by local organizations, such as businesses, hospitals, women's centers, health care clinics, professional associations, churches and other religious institutions, drug stores, and local clubs.
  
• Follow up. After you mail or fax out the media advisory, contact reporters by phone to determine their interest in attending or covering the event. Sometimes the personal touch can make a difference in generating media interest.
  

Addiction Treatment: Investing in Communities

Few social issues are as puzzling and frustrating as drug abuse and addiction. As a nation, we have spent billions upon billions of dollars on this major social and health problem. For all of our efforts, drugs still find their way into our schools, offices, factories, and homes. Seventy percent of those incarcerated have a history of drug and alcohol abuse and addiction. Many of us know people addicted to drugs and alcohol. Some of us know parents of addicted children who are beside themselves with fear, anger, and frustration. Debates about the nature of addiction and what to do about it go on and on. People continue to question whether addiction is a disease or simply a matter of "willpower." Sometimes it may seem we have made no progress at all. But that's simply not true.

In the past twenty years, medical science has made extraordinary strides in learning about substance abuse and the nature of addiction. Addiction has been identified as a disease with very specific characteristics, and significant progress has been made in the treatment of this disease. Scientists have identified the neural circuits that include the actions of known drugs of abuse, and specified the common pathways that are affected by most drugs. They have a substantial understanding of the biochemistry of drug use at the cellular level. They are making progress on the development of addictions medications. Today we are applying this good medical research and hard science to our substance abuse and addictions prevention and treatment efforts.

In concert with advances in science, there have also been improvements in clinical medicine. We have learned that addiction is a chronic, relapsing illness, characterized by compulsive drug seeking and use.(1) Viewing addiction as a chronic, relapsing disorder means that a good treatment outcome results in a substantial decrease in drug use and long periods of abstinence with only occasional relapses. In other words, addiction has many of the same characteristics and requires the same medical approach as other common diseases such as hypertension and diabetes. Such diseases can be managed, not cured. And, just as with diabetes and hypertension, addiction lends itself to successful management. Untold numbers of people recovering from addiction are now leading successful, productive lives, raising families, and contributing to their communities.

These "success stories" are living proof that treatment for substance abuse and addiction is effective. It has proven effective for people of all races, genders, and ages. The bottom line is that we need to increase our capacity to help the number of people who are in need of treatment.

There are many ways we can support treatment in our own communities. September is National Alcohol and Drug Addiction Recovery Month, sponsored by the Center for Substance Abuse Treatment of the Substance Abuse and Mental Health Services Administration (SAMHSA), an agency of the U.S. Department of Health and Human Services.

• We must encourage employers to insist that the health insurance policies they purchase for employees include equal coverage for substance abuse. A report on parity prepared for SAMHSA shows that parity for substance abuse treatment would raise the cost of family health insurance coverage by only 0.2 percent.(2)
  
• We can speak out to the business community about treatment. Companies with programs in place to respond to employee needs for counseling and treatment reap the benefits of reduced medical claims, absenteeism, corporate liability, and disability costs. They often see productivity rise while creating a healthier, safer environment.
  
• We must encourage substance abuse and addiction education programs in elementary schools. We should urge that special attention be paid to middle schoolers. Drinking and drug use often begin among this age group. We can support continuing alcohol and drug education in high schools and stimulate and support recreational activities and programs to help keep young people active and involved in positive pursuits.
  
• We need to ask health professionals, especially those engaged in primary care, to routinely screen all patients for substance abuse disorders, to ask about substance abuse in the context of lifestyle questions, and to screen adolescents for substance abuse every time they seek medical attention.
  
• We should bring the success of treatment to the attention of our churches and synagogues by asking for help on this critical issue. We can ask that treatment of substance abuse problems in our community be acknowledged as a priority and that our religious and lay leaders devote time and effort to this concern.

Substance abuse is not an easy problem. There are no easy answers. But there is real medical understanding, real progress and a variety of effective treatment models that can be brought into play to harness this disease. Addiction treatment is an investment in our communities. When we make that investment, our communities and the people who live in them reap benefits that last for years to come.

Sources

(1) Leshner, Alan I., "Addiction is a Brain Disease, and It Matters," Science, 278, 1998

(2) The Costs and Effects of Parity for Mental Health and Substance Abuse Insurance Benefits, Substance Abuse and Mental Health Services Administration, Center for Mental Health Services and the Center for Substance Abuse Treatment, 1998

Some Hints for Writing and Placing an Op-Ed

Newspapers generally publish a page of opinion columns and letters opposite the editorial page, hence the term "opposite editorial" or "op-ed." The op-ed pages are the arena in which ideas and issues are debated and an excellent place to raise awareness of an issue. National Alcohol and Drug Addiction Recovery Month is a prime candidate for placement in the op-ed pages. This is your organization's opportunity to address important concerns about treatment and recovery. Writing an op-ed places you in the role of a reporter who is presenting the facts.

Whether you use the op-ed provided or write your own, here are some tips for writing and placing an op-ed:

• Begin by making an outline - it will help you stay focused and act as a reminder to cover key points.
• Stick with one subject per submission.
• Your op-ed should express an opinion and be clear and well-stated from the beginning.
• Don't assume your readers are aware of your viewpoint. Give them enough background information to help them follow your logic.
• Support your position with statistics or study results, but don't bury them in numbers.
• Use appropriate anecdotes; reference a recent news event or story.
• Localize your story whenever possible.
• Be clear and firm in your approach, but not fanatical.
• Keep your op-ed to 800 words or less. More isn't better.

There are two ways to reach a publication with your op-ed - by phone or by mail. Either way, get the process started about a month before the kick-off of National Alcohol and Drug Addiction Recovery Month in September.

Begin by calling the paper to ascertain the name of the appropriate party to contact. At this point, you may learn that the policy of the paper is to send a written copy (or fax) of the op-ed to the editorial page editor. The op-ed should be accompanied by a letter that explains who you are and provides some background information about National Alcohol and Drug Addiction Recovery Month. It should briefly but clearly state what the month is about and why your thoughts on the subject are important. Give your package a week or so to arrive and then call the paper to make sure the op-ed was received and to answer any questions.

Regardless of how you choose to approach a publication, be sure to include an "authorship line" at the end of the piece. This should include your full name, a brief description about who you are and what you do that makes you an expert on the subject.

(:30)

If you or someone you know is struggling with a drug or alcohol problem, know this: You do have a place to turn. Your community offers treatment programs dedicated to assisting those with addictions to alcohol or drugs. Take part in a treatment program and take the first step toward reclaiming your life. To find out about programs in your area, call 1-800-662-HELP. That's 1-800-662-H-E-L-P. A public service of this station and the Center for Substance Abuse Treatment.

(:15)

If you know someone who is struggling with a drug or alcohol problem, know this: There are effective substance abuse treatment programs in your community. To learn more, call 1-800-662-H-E-L-P. A public service of this station and the Center for Substance Abuse Treatment.

(:30)

September is National Alcohol and Drug Addiction Recovery Month, a time to recognize that treatment is effective and recovery is within reach for you or your loved ones. For information about alcohol and drug abuse treatment programs in your community, call 1-800-662-HELP. That's 1-800-662-H-E-L-P. A public service of this station and the Center for Substance Abuse Treatment.

(:15)

September is National Alcohol and Drug Addiction Recovery Month, a time to recognize those who have overcome alcohol and drug addictions through treatment. To learn more, call 1-800-662-H-E-L-P. A public service of this station and the Center for Substance Abuse Treatment.

Tips for Submitting PSA Radio Scripts to Your Local Station

Radio is a wonderful medium to promote the fact that September is National Alcohol and Drug Addiction Recovery Month and to provide the public with a toll-free number that can be used to find out more about treatment services. Remember, a radio public service announcement (PSA) qualifies for free air time only if it is used to promote a nonprofit organization or public service. Stations will often accept pre-written scripts from organizations seeking to convey a public service message that benefits members of the community. The station can read these scripts live over the air.

Two 30-second and 15-second radio PSA scripts have been provided for your use. The scripts provide the Substance Abuse and Mental Health Services Administration's Center for Substance Abuse Treatment's toll-free National Drug and Alcohol Treatment Referral Routing Service, 1-800-662-HELP, as a resource. If your state, county or community has its own toll-free hotline phone number, we encourage you to use it in place of the national number. Please inform those operating the hotline that you will be using their number in the scripts.

Call your local radio station to find out the name and correct address of the Public Affairs Director. If there is no one at the station with that exact title, ask for the name and title of the person in charge of PSAs. You should explain that you are working as part of the national effort to promote National Alcohol and Drug Addiction Recovery Month and to secure the support of radio stations in promoting treatment and informing listeners in your area where they can go for help.

Once you have spoken with your contact, you should either fax or mail copies of the PSA scripts for consideration. When you retype the scripts to send them out, do not forget to list your contact name, organization and phone number. Make sure to include a cover letter summarizing the main points from your discussion and state your appreciation for the air time these important messages will receive.