There was a great LOCKED post from March 2008, look at older posts; here is copied/pasted post: sorry so long
This is from a US source (newsletter from w w w .find-a-therapist.c o m) but some of the suggestions have applicability anywhere:
Marketing Strategies
May is Mental Health Month (note: this is in the US; may not apply to Canada). May presents an unparalleled opportunity to make the public and the media in your community aware of your services. If you don't do any marketing at any other time, get your materials together for Mental Health Month. You may want to consider combining your efforts with 2 or 3 colleagues for this one. Focus your efforts on the entire month, or, focus solely on families and children and highlight Childhood Depression Awareness Day.
In order to be ready and be effective, you need to begin preparing now. Remember, it is better to focus on something small, and do it well, than to bite off too much and do a less than stellar job.
Childhood Depression Awareness Day (May 4) is an annual observance sponsored by the National Mental Health Association. Established in 1997 by the mother of a young boy who has depression, the day helps educate Americans that depression and other mental health problems in young people are real, common and treatable.
A Place to Start: News Releases and Media Alerts
Releases, alerts and media statements (see enclosed samples) are the most effective ways to notify the media about new and important research, events or issues. They also help educate the press and generate story ideas. Use the tips below to get the most from your press outreach:
Call local media outlets to find out which journalists would cover your issue or event. Introduce yourself to reporters by telephone, tell them that May is Mental Health Month, and share a few statistics from the enclosed fact sheets. Ask if they prefer fax or e-mail and verify their information.
Follow up by sending a news release and fact sheet. Give at least a weeks notice for an event and allow up to three months for coverage in magazines. Avoid sending releases on Fridays.
Always be professional and honest with reporters. Regard them as allies in your campaign. The relationships you cultivate now will flourish later, even if your efforts this time don't result in a story.
When calling newspaper reporters, ask if you have reached them at a good time. If they say they are on deadline, ask for a better time to call back. Try to call early before morning staff meetings, or in the early afternoon before deadline pressures hit. Make a note of the reporters preferences for the next time you call.
On the Radio: Send Your Message Over the Airwaves
Radio reaches people day and night. Approach your local radio station with new research, issues affecting your community, and health messages from consumers and practitioners. Use the following tips to try and get coverage for your mental health spokesperson, advocate or consumer:
Research each stations programs and on-air personalities to determine the best fit for your story, and then contact the appropriate producer.
Send a personalized letter to the producer that offers statistics or discusses a pressing issue in your community, and include information about Mental Health Month.
In your letter, suggest that the station interview your spokesperson as well as consumers, policymakers, service providers or researchers.
At the interview, be prepared to talk about your issues and share statistics and anecdotal information. Keep your answers and statements short and positive.
If you cant offer interviews to local stations, find out if they accept public service announcements (see enclosed samples).
Go for it: Get Your Story on TV!
Placing a mental health story in the broadcast media is an ambitious endeavor, but you can get coverage if you prepare well. Broadcast journalists and talk show hosts choose stories that pose problems and offer solutions. The stories you pitch must be credible and interesting, and offer viewers an opportunity to relate to them personally. Air time is limited, so break your story into several short segments. To increase your chances of a successful pitch:
Call your local television station, determine the appropriate editor or news director, and be prepared to pitch your story quickly and accurately. Remember that morning news producers often work early in the morning until early afternoon, and plan segments a couple of days in advance.
Offer experts who can discuss your topic effectively. Remind the experts to speak in short sentences, limit jargon and be relaxed.
Suggest as possible interview subjects people with mental health problems and their family members and providers who can share personal stories and respond to difficult questions.
If asking for cameras to cover an event be sure to have all the details, such as an agenda with times for each speaker, where they could park a large van, and what kind of lighting and sound equipment will be at the location.
Provide the news director or interviewer with a concise list of common symptoms of a mental illness. Share contact information [about local or national mental health resources and organizations].
Cover All the Bases: Other Opportunities for Coverage
Op-Eds
Effective opinion pieces offer rational solutions to well-defined issues and serve as effective tools for reaching the public (see enclosed sample). Editorial boards and readers respond particularly well to op-eds that have a human-interest slant. When submitting an op-ed, make sure to follow the newspapers submission and format instructions, tailor your message to the communities concerns, use personal stories whenever possible and follow up with a phone call to the editor.
Letters to the Editor
A simple and effective way to spotlight mental health issues is to respond to a published story in your local newspaper or other outlet with a letter to the editor. Follow the instructions above for op-eds, and also make sure to either praise the paper or reporter for representing the issue fairly or point out how they could do better.
Calendar Listings
Most newspapers, magazines and news stations publish calendars in which you can include Mental Health Month activities that are open to the public and news media. Find out your local publications deadlines, format requirements and contacts, and notify them of your event.
Inserts and Supplements
From time to time, newspapers print special supplements on topics or issues affecting the community. Ask your paper to produce an insert on your topic or publish one that you provide.
Editorial Board Meetings
Gaining the editorial support of your local paper is a powerful way to educate the public about mental health issues and influence lawmakers. Use this strategy for issues that have already been covered by your paper. Limit your group size to a few people, making sure to include consumers or family members. Keep your messages concise and consistent, and request the editor's support for your proposals.
Press Conferences and Briefings
These are excellent forums for raising awareness about an issue, but should be reserved for truly new and timely information. Try informal gatherings such as breakfasts and receptions to introduce your issues to the media. The best days for press conferences are Tuesdays, Wednesdays and Thursday mornings. Remember to allow time for questions and answers.
Photo Coverage
Photographs often attract more attention to your event or issue than news articles. If you have a photo-worthy event, invite photographers from your local newspapers or magazines.
The National Mental Health Association
