CONTENTS

         Chapters
  1. The News Media and Family Planning Programs
  2. Building a News Media Relations Program
  3. Developing a Strategy
  4. How to Tell the Family Planning Story
  5. Tools for Analysis
  6. Matching Your Message to the Medium
  7. Developing Materials that Interest Journalists
  8. Making News
  9. Dealing with Controversy

HIGHLIGHTS

 Population Reports is published by the Population Information Program, Center for Communication Programs, The Johns Hopkins School of Public Health, 111 Market Place, Suite 310, Baltimore, Maryland 21202-4012, USA


Volume XXIII, Number 4
November, 1995
 Matching Your Message
      To the Medium

If you have a choice of news media, focus on those that best meet your communication goals. Adapt your message to the needs of the particular medium—whether radio, television, or print. Radio tells the story by sound alone. Television, a visual medium, is best suited to covering action and events. Newspapers can provide details, using photographs as well as words. Your material will have the best chance of being used if you adapt it to the needs of each medium and its various departments.

Whatever the medium, all messages for the news media should reflect a key, overall communication goal, or theme, of your organization. This practice helps build a central image and helps send a consistent message—for example, that family planning is important and valued. In effect, instead of presenting many different stories, your organization presents many parts of one story ((2).


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Population Reports