You are pitching consumer publications (for example, women’s
magazines, local and national newspapers, online publications) with a story
that aims at raising awareness of the importance of regular mammograms for
breast cancer prevention in women over forty years of age. List some potential
elements and angles for your story in order to attract reporters’ attention and
secure media coverage.
This chapter lists some of the key factors in designing
ethical PR programs and also refers to existing guidelines. Share your reaction
to each of these characteristics (see Table 5.5). Can you recall any examples
to which they may apply? Can you think of examples that do the opposite? Is
there anything else you would do to preserve public interest and ethics of PR
while designing the PR component of a health communication program?