ABSTRACT
This chapter presents the findings for three forms of media exposure: entertainment programming, public service messages and news. Broadcasters were quick to report that outside pressure sometimes works and sometimes backfires—and that holds for non-profit groups and government agencies. Drug prevention researchers and antidrug organizations can expect little assistance from the entertainment side of network operations. Social scientists and prevention specialists by their training, and probably by their natures, like to control their own agendas, and that's where they run into trouble with the media. Prevention organizations can flag an issue, make the case for their point of view, and hope that the media take their lead. The relationship between prevention programs and the media represents an opportunity and a challenge for both players. For professionals devoted to prevention, the media are an essential tool. Prevention specialists know the media are a great opportunity.
