Know the media in your area.
Determine who writes the local columns in the newspapers, which radio hosts discuss local issues, what parents and kids read, who has covered this issue before and which media personalities have a personal connection to drug abuse. These are some of the most important people for you to "pitch" with a phone call.

Arrange coverage for weekend events.
If your event is on a weekend, try pitching weekend staff to get them interested in providing coverage. Radio and TV media typically have different staff working on the weekends. Get their names and phone numbers ahead of time. Be prepared to call or fax them information early on Saturday morning, if necessary.

Always provide contact information at the top of all media materials, including e-mail addresses and fax numbers. Preferably use the name of the person making the phone calls. Provide a "day of" number so that the contact person can be reached at the event via cell phone.

Provide food.
Any reporter or producer will tell you themselves: If their colleagues think they can get a meal or even a snack at your event, they're much more likely to attend. Offer food, and let the media know it'll be there.

Invite a knowledgeable spokesperson to an event to discuss youth drug abuse prevention. Provide him or her with a card that lists the toll-free numbers where listeners/viewers/readers can get free prevention information; the names of important sponsors; and the name, location, and date of the event so this basic information gets included in his or her answers.

Follow through with phone calls before and after you send materials. Don't give up. If the first person is not interested, try another contact at that media outlet. Different shows and departments do not usually coordinate. Some news is more appropriate for one show or section than another.

Time your contacts. Mail and call well in advance and send a reminder with any updates by fax or e-mail about 2 days before the event. Use your letterhead and follow the standard format for press releases and PSAs.

Think visually. Take lots of pictures and video record your activities and events. A great article is always accompanied by expressive photos. Also, visually appealing images are more likely to attract coverage by television stations.