Getting the Best from Rural Media Sources

Rural and small-town media represent a unique area of American journalism. Their special characteristics provide growing opportunities for expanding print, radio, and other electronic media coverage. Rural and small - town media meet the needs of their audiences - and of health promotion programs - in a way that no other media can.

Realizing the Benefits of Rural and Small-Town Media

• Try to capitalize on the opportunities that rural and small-town media present, instead of seeing this viable market as a second choice among communication sources
• Use rural and small-town media to initiate programs that are models for other health promotion advocates in larger market areas. Working with smaller media outlets provides an opportunity to play a creative role in developing health promotion messages and campaigns. The smaller the market, the more opportunity there is to try something new

What are the best strategies to ensure effective results?

• Develop good relationships with media staff
• Give a local slant to your story
• Create a regional information network
• Emphasize community relations
• Use local celebrities
• Understand the structure and characteristics of rural and small-town media resources