Reaching young adults through traditional news sources is very difficult. According to a 2010 Pew Research Center Media Consumption Survey, only 23 percent of all Americans aged 18-29 read daily newspapers, and only 31 percent say they watch local news stations. Meanwhile, according to the same survey, 48 percent of young adults say they get their news online. The study also found that only 27 percent of people aged 18-29 say they enjoy following the news. Young adults are using fewer and fewer traditional news sources and relying more heavily on online sources for news. Because of this challenge, organizers emphasized the importance of thinking outside the box for media work.
“Traditional” Media
- Take advantage of campus publications
Depending on the size and popularity of campus newspapers, they can be a very effective tool for reaching campus audiences. Keep submissions relevant to the campus. It is important that articles and submissions come from students and fit with the local campus environment. The “cookie cutter” approach will likely not be effective for campus publications.
- Use alternative weeklies
Matt Singer of the Bus Federation recommends alternative weeklies as a good media outlet to reach young people. In larger cities, there are usually several different weeklies that reach distinct key audiences. It’s relatively easy to get a column or article placed in these newspapers, and they often have niche followings. As with every aspect of young adult organizing, remember your audience, and tailor your message to make it interesting.
- Start the conversation on popular blogs
Another good way to reach young adults is through the blogosphere. There are many blogs that primarily reach a young audience and that encourage guest posts and dialogue. Bring up health care on these sites and relate it to the readers’ primary concerns or issues.
- Take advantage of milestones
Certain events in students’ lives can be good media hooks. Consider events and actions that are centered around back-to-school time, graduation, and spring break to augment your chances of garnering media attention.
Social Media
- Make social media a must
According to a 2011 Harvard Institute of Politics survey, young people are much more likely to take a stand on an issue online than by making calls or sending emails. In other words, while face-to-face organizing is essential, all of your work with young adults should also have an online component.
- Be strategic
Social media is an excellent way to spread the word about your issue, educate, build your network, and advertise events. But there are ways to be strategic about your Facebook posts, Twitter updates, and online campaigns. Read best practices, such as the Guide to Social Media created by Tigercomm, and be cognizant of how many times you are posting and who is reading your posts. Engage your fans in a dialogue rather than just a one-way conversation.
- Go viral
Social media sites such as Facebook can help boost existing social interactions on campus communities. In other words, the same people who see each other every day in the dorm, at the dining hall, and in class also are communicating with each other online. Take advantage of this echo chamber by creating Facebook actions, posts, status updates, and videos that have the potential to “go viral” (meaning that the posts would be spread across various social media rapidly and reach a large number of people).
- Incorporate national news
Since young adults don’t see much local news, use health care coverage from well-known national outlets, such as CNN, The New York Times, or the Huffington Post, to spread the word online. Matt Singer has found that young adults are more inclined to share national articles from sources they know rather than information from local media outlets. Sharing these high-profile news articles increases your chances of students passing them along.
- Focus on content rather than production value
Videos are an excellent advocacy tool if done well. We heard from multiple sources that having a video with strong content is much more important than having a high-quality video. Focus on making your video relevant, funny, and something people will want to share rather than creating a well-produced video.
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