Published 2007
“…A substantial amount of unpaid media was generated mainly through good working relationships with the local media, again because the campaign offered them not only paid advertising but good stories and picture opportunities at local events.Implications:Establishing strong working relationships with partners, including the media, is dependent on being able to offer partners
something of value to them in return. All health promotion efforts, but particularly those dealing with small community-based organisations or country town branches of larger organisations need to ensure that their efforts to engage partners is accompanied by an understanding of the partner organisations? …”
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