The Non-Traditional Importance of Traditional Media

Background: See summary.

Program background: See summary.

Evaluation Methods and Results: See summary.

Conclusions: See summary.

Implications for research and/or practice: See summary. Summary and purpose: Traditional media is not dying, but it is changing, creating new and unique opportunities to disseminate important public health information to audiences. In this session, participants will work with Emmy award winning journalist, Jeff Salzgeber, who has over 15 years of experience in broadcast news and public relations. Mr. Salzgeber will use his first-hand knowledge of the field to discuss the realities and evolving role of the mainstream media and will impart tactics for engaging traditional media sources. The traditional media evolution will be examined in relation to the emergence of non-traditional media outlets. As a build on the knowledge gained in the first session, participants will learn how to select appropriate traditional media outlets for a particular goal and target audience. Mr. Salzgeber will teach participants how to gain coverage by tailoring information to each outlet and connecting with media contacts to make the biggest mixed media impact. Participants will leave this session with an improved understanding of the inner-workings of traditional media, giving them the information they need to strategically approach their work and develop media campaigns which will yield coverage. Participants will also learn about a variety of techniques used for monitoring and evaluating traditional media coverage, and valuing their efforts. These lessons will be taught though an adult-learning approach that combines lecture, discussion, and the use of examples that illustrate the concepts.