Think carefully before spending time and money on media campaigns. They can be a seductive waste of resources, unless they are very well focused. Be sure to choose media that are preferred by the group you are targeting. (For example, African Americans are more likely to say that they get their health information from television and radio shows than whites.) Here’s where a board member or advisor with significant public relations experience, working hand in glove with your community advisory board, can be very helpful. Don’t forget to prepare for the increase in demand generated by your media campaign. .
