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1. TIE-IN TO NATIONAL OBSERVANCES

There's no need to re-invent the wheel. National observances and awareness days provide a natural avenue to connect with the public. You may be surprised by the results. In fact, APA was recently commended by The National Mental Illness Screening Project, Inc., for outstanding member participation in the 1998 National Eating Disorders Screening Program. Thanks to practitioners' efforts across the nation, Eating Disorders Awareness Week was a tremendous success and far exceeded the organization's expectations.

Remember that Breast Cancer Awareness Month and National Depression Screening Day are in October. Keep your eye out for July's Campaign Alert, which will include sample materials and ideas for local awareness activities.

2. WORK WITH THE MEDIA

The media is always looking for experts to comment on topical issues. For example, one practitioner recently appeared on a Southern California TV station to provide insight on the "fever" that hit Southern California residents when the state jackpot hit more than $100 million.

To establish yourself as a media resource, send your business card with a brief letter that highlights your areas of expertise to local broadcast and print media outlets. Media Training -- To help practitioners feel comfortable in front of the camera, and to hone media messages, APA offers an interactive training session that covers topics such as how to be a valuable resource to the media; ideas for potential stories; interview tips (how to look and sound good); and opportunities to practice being interviewed on camera. Six states have hosted media training sessions for hundreds of practitioners throughout the nation. Sessions are currently scheduled to take place in Georgia, Connecticut, Pennsylvania, and Michigan in 1998.

Call 310.274.8787, extension 116 for more information or to find out about hosting a media training session in your state.

Once you are trained to work with the media, start making yourself available for interviews. Create a media list of local print, television and radio contacts and send them a list of psychologists who are willing to speak and their area of expertise. Let the media know about the variety of topics that you and your colleagues are available to give insight on, including the mind/body connection, dealing with stress, and difficult family relations. Be sure to keep your media list updated.

3. DEVELOP A SPEAKERS BUREAU

Remember, you're the expert. We all know that the 90's are difficult times - whether it's work stress, depression or coping with the emotional trauma of a life-threatening illness like breast cancer, you can help. Companies often host brown-bag lunches, seminars, and workshops that address a host of issues for their employees. Develop a list of psychologists who would be willing to speak at these events and send a letter to local human resource departments offering their services. Community organizations, schools, and churches also often seek out the expert to provide help during rough times, so contact them, too.

4. CREATE A WEB SITE

The World Wide Web is sometimes the first place consumers go to look for information on a variety of topics. Consider developing a Web site. Articles, events, newsletters, and community outreach activities, including screenings, can all be highlighted on the site, as well. The next time you're surfing the Internet, check out APA's consumer site as a guide to building your own at ttp://helping.apa.org, which has received more than a million hits in the last two years.

5. MAKE THE COMMUNITY CONNECTION

Your options to connect with the community are unlimited. Following are a few creative ways that your colleagues have succeeded:

• Get fired up! Practitioners in Idaho teamed up with a local fire department to help consumers deal with some serious issues such as juvenile arson and coping with the loss of a home.
• It's never too late to learn about a healthy lifestyle. Connect with local organizations, such as senior citizen groups, that deal with issues surrounding aging, including loss of relationships and bereavement, chronic illness and decline in physical health, and adjusting to major life changes, including retirement. Check the phone book for listings in your area.
• Make noise in the library. An Iowa practitioner recently drew a crowd of 130 parents to a presentation at a local library on "Building Your Child's Self-Esteem." You can also ask the library in your area to display APA's campaign brochures and fact sheets, along with a variety of books recommended to help consumers understand the value of psychological health to their overall health and well-being.
• Spend a day at the fair. Local health fairs offer a perfect opportunity for practitioners to spread the campaign messages to consumers. Set up a campaign booth, offer mental health screenings, and distribute materials to all passers-by. Contact your local Chamber of Commerce for a calendar of community events.

Don't know where to start? The following members have agreed to share their success stories for the topics indicated -- so give them a call.

Judith Kovach, Ph.D.
Director of Professional Affairs
Michigan Psychological Association
phone: 248.473.9070
Topic: Securing Member Involvement

Bill Wallace, Ph.D.
President-elect, California Psychological Association
Los Angeles/Orange Regional Marketing Committee
phone: 310.451.2107
Topic: Developing a Regional Cooperative Effort

Betty Kjellberg
Executive Director
Arizona Psychological Association
phone: 602.675.9477
Topic: Campaign Fundraising

Rosalind Dorlen, Psy.D.
President-elect
New Jersey Psychological Association
phone: 908.522.1444
Topic: Developing Partnerships at the Community Level