How
to Implement a Community-Based Designated Driver Program
Program Planning
Operations
Partnerships
Program Marketing
Evaluation
Tips
for Specific Groups
Community
Organizations
Employers
Educators/College
Groups
Criminal Justice
Medical
and Health Care Community
Hospitality
Industry and Retailers
Armed Forces
Publicity
and Promotion
Working with
the Media
Calendar of
Year Round Ideas
Media Q&A
Resources
Partners and
Resources
Publications
NEWS RELEASE
News releases tell your story. They are typically released on the day
of the event for publicity, or following an event to describe what took
place.
LETTER TO THE EDITOR
A letter to the editor appeals to the public to support your efforts.
It informs the community about the impaired driving problem and the steps
you are taking to remedy it. Send the letter 10 days to two weeks before
your activity.
OPINION-EDITORIAL (OP-ED)
The op-ed is a brief statement from an opinion leader in the community
on a subject in which he or she is considered an authority. These statements
can influence public opinion and are opportunities for the media to support
your cause. You should send the op-ed to the newspapers you have identified
seven to 10 days prior to the event.
DROP-IN NEWS ARTICLE
The drop-in article is a pre-written news story. It can be used to inform
your community about impaired driving, the need for highly visible enforcement
and prevention activities such as designating sober drivers. It can also be
used in your community newspapers, on web pages or in newsletters.
RADIO SCRIPTS
Radio stations are required to broadcast public announcements to the community. You should
accompany the scripts with a letter explaining how impaired driving is a problem in your community and ask for the station's support in your efforts to reduce the problem. Suggest that traffic reporters can remind listeners about the You Drink & Drive. You Lose. campaign and urge them to designate a sober driver. It is a good idea to place a follow-up call to the station to make sure they've received the scripts, and to further encourage their use.
PRINT PUBLIC SERVICE ANNOUNCEMENTS (PSAs)
Just like radio stations, newspapers and magazines often use print PSAs. You should send the PSAs (along with a cover letter) to newspapers approximately two to three weeks before your event. Placement of these free ads in the weeks prior to the event can help raise awareness of the problem and build momentum for enforcement period efforts.
