ABSTRACT
The media plays a tremendous role in society. Simply put, the media provides current news and information, it offers commentary from various points of view, it serves as a watchdog, it offers advertising and it informs the public; certainly, the media does much more than this. Through its efforts, it can help shape the culture. It is within this context that you want to be as familiar as possible with the media, so you can engage it as a resource for your health and safety communications efforts. Since the media plays a large role with whomever your audience may be, it is important that you acknowledge this, understand something about how it works and learn how you can use the media to support and help promote your efforts. This chapter provides some insights into the general construct of “the media,” so you can identify ways of enhancing your efforts with or without their involvement. By having this insight, you will be better equipped to articulate your message. The media is considered the main means of mass communication through use of various traditional approaches, such as newspapers, magazines, radio and television. The focus of this chapter is on a “non-profit” approach to the media being involved with your health and safety communications effort. That is, there are always opportunities for you or your organization to have your voice heard: you may take out an advertisement by purchasing time on the air (whether radio or television) or taking out an ad in a newspaper or magazine. The focus of this chapter is not upon that approach; rather the emphasis is upon identifying ways in which the media will cover your story and communicate your message, because, you hope, the media will find that your message is also of value to them. This chapter is about you earning media coverage, whether through their initial initiative or by you “asking” for the coverage; in any event, it is up to the media source to determine whether your health and safety communications effort has value for them and is newsworthy or worthwhile for them to address.
