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Publicity Toolkit

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					Publicity Toolkit
This toolkit shows you how to get the word out about your local International Survivors of
Suicide Day conference site through social media (ie: Facebook, Twitter, MySpace), local
newspapers, radio, and television.

AFSP publicizes nationally, but local publicity is essential in order to attract local attendees. Be
sure to publicize your site as a healing conference for survivors of suicide loss so the purpose of
the day is clear.

Included in this toolkit are sample documents, instructions on how to best use them, a
recommended timeline, and key messages. However, we are aware that many of you have
never dealt with the media before, so we are also here to help. If you have any questions, just
contact AFSP's Public Relations Manager, Wylie Tene, at wtene@afsp.org or (212) 363-
3500 Ext. 24.



                     TABLE OF CONTENTS

                     Sample Text & Key Messages ................................ 2
                     Recommended Public Relations Timeline ............... 3
                     How to Use Social Media ........................................ 4
                     How to Use The Newspaper Calendar Listing ......... 6
                     Sample Calendar Listing ......................................... 8
                     How to Submit Letters to the Editor ......................... 9
                     Sample Letter to the Editor ...................................... 10
                     How To Use The Media Alert .................................. 11
                     Sample Media Alert ................................................. 14
                     How To Use The Day-Of Press Release ................. 15
                     Sample Day Of Press Release ................................ 16
                     How To Use Radio Public Service Announcements 18
                     Sample Public Service Announcements .................. 19
                     Interview Tips .......................................................... 20




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Key Messages & Sample Text to use in publicity:

About AFSP’s International Survivors of Suicide Day

     •    AFSP’s International Survivors of Suicide Day is a day of healing, support and sharing
          for bereaved individuals and families who have lost a loved one to suicide.
     •    The broadcast of International Survivors of Suicide Day has been produced, created and
          sponsored for the last 13 years by the American Foundation for Suicide Prevention
     •    There are over 250 locally organized conference sites being held throughout the U.S.
          and around the world on a total of 6 continents.
     •    Since AFSP’s International Survivors of Suicide Day was launched in 1999, growth in
          the number of sites and attendance has increased greatly. This growth illustrates the
          immense need for survivors to connect with others who have experienced a similar loss.
     •    For those who don’t live near a conference site, the program is also available online at
          www.afsp.org on International Survivors of Suicide Day. Programs from previous years
          can also be viewed at anytime.

About Suicide

     • For every person who dies by suicide, there are numerous survivors left behind to cope
       with the tragic loss. Each year, more than 34,000 people in the United States die by
       suicide.
   • Currently, suicide is the 11th leading cause of death in the United States.
   • Worldwide, approximately 1 million people die by suicide each year. This represents a
       global mortality rate of one death every 40 seconds. This toll is higher than the total
       number of deaths each year from war and homicide combined.
   • Worldwide, suicide is now among the three leading causes of death among those aged
       15-44 (male and female).
Note: For more U.S. and international statistics, please visit www.afsp.org. Click on “About
Suicide” then “Facts and Figures”.

AFSP Messages:

     •    The American Foundation for Suicide Prevention (AFSP) is the leading not-for-profit
          organization in the U.S. exclusively dedicated to understanding and preventing suicide
          through research and education, and to reaching out to people with mood disorders and
          those impacted by suicide.
     •    Since 2000, AFSP has invested more than $10 million in new biological, genetic and
          behavioral studies aimed at improving our understanding of why suicide occurs and how
          best to prevent it.
     •    AFSP has over 40 local chapters in major cities across the U.S.




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Recommended Public Relations Timeline
Note on Social Media and this timeline: The beauty of social media is its flexibility – you can
start sharing information about International Survivors of Suicide Day on Facebook, Twitter,
MySpace or other social media websites at anytime.

OCTOBER
   Prepare Calendar Listing, Media Alert and radio PSA Copy
   Build your local Press Lists
   Send out Calendar Listing to local daily and weekly newspapers
   Send Media Alert to radio show producers/guest bookers and Public Affairs Directors at TV
and radio stations
   Send radio PSA Copy to area radio stations
   Conduct follow up calls to media to attain pre-event coverage
   Review Key Messages and Interview Tips to prepare for any media interviews

NOVEMBER
2nd Monday in November
   Continue media follow up
   Distribute Media Alert to feature reporters at newspapers and follow up to gauge interest in
pre-event stories

3rd Monday in November
    Distribute Media Alert to TV, radio, metro and photo desks at newspapers
    Conduct follow-up calls to confirm contacts have added information to their calendar and
gauge their interest in event coverage

Day Before International Survivors of Suicide Day (Friday)
   Re-distribute the Media Alert to TV, radio and newspaper contacts (make sure your cell
phone number is listed on Media Alert)
   Conduct follow-up calls to confirm contacts have added information to their calendar and
gauge their interest in covering the event
   Prepare Day-of Press Release and print copies
   Review Key Messages and Interview Tips to prepare for any media interviews

On International Survivors of Suicide Day
   Distribute Day-Of Press Release to any media attending the event
   Coordinate interviews with any media attending the event
   Send out Day-Of Press Release after event is over to any media that was unable to attend,
but had expressed interest

After AFSP’s International Survivors of Suicide Day
   Attain copies of local print coverage and list of radio and TV coverage if any

Send any press clippings or media coverage to AFSP’s Public Relations Manager, Wylie Tene,
at 120 Wall St, 22nd fl, New York, NY 10005, wtene@afsp.org, Fax: 212-363-6237




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How To Use Social Media to Promote International. Survivors of
Suicide Day
Why Use Social Media?

Unlike the traditional media, social media empowers you to share information and stories about
issues that are important to you. As you begin to plan your International Survivors of Suicide
Day conference, it is important to be involved with social media websites like Facebook,
YouTube, Twitter, or MySpace. Not only can it increase the number of attendees, but it raises
awareness about suicide prevention and mental disorders such as depression in general.

DO become a fan of AFSP National on Facebook. www.facebook.com/afspnational You can
also follow AFSP on Twitter. Find links to these pages on the homepage of www.afsp.org

DO be actively engaged with social media. Social media is more worthwhile if you are an active,
ongoing user.

DO be creative with your content. Post interesting videos, pictures, stories, etc., to help promote
your local conference site

DO NOT: Create your own Facebook page, group or profile for your local International Survivors
of Suicide Day site. This gets very confusing for Facebook users. Instead promote through your
personal profile and connect to the AFSP fan page at www.facebook.com/afspnational

Easy Ways to Promote International Survivors of Suicide Day

Post Pictures
   • Post pictures of the loved ones that you lost and share their story.
   • Use an International Survivors of Suicide Day graphic as your profile photo . (Graphics
       can be found in the appendix at www.afsp.org/survivorconference.)
   • Post photos to Twitter using Twitpic (http://twitpic.com/).
   • When posting on Twitter, try to use the #survivorday hashtag

Share Videos
   • Go to the AFSP National YouTube channel (www.youtube.com/afspnational) and share
      video clips from the 2010 International Survivors of Suicide Day broadcast. Click share
      under the video and select the social media website you wish to post it to.
   • Create a video/or photo slideshow about the life of your loved one and the impact s/he
      had on your life. Share this video on YouTube and post it to social media websites such
      as Facebook.

Post Links
   • Repost stories from the AFSP National, Facebook, and Twitter pages.


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     •    Share links from the AFSP National website using the “share this” feature in the upper
          right-hand corner of each page.

Create a Facebook Event
   • Create an event by clicking “events” on the left side of your Facebook page and then
       create a new event.
   • Fill in the event details for your local conference and invite all of your Facebook friends
       to attend.

FOR TWITTER

Since Twitter posts are limited to 140 characters (including spaces) and hyperlinks are often
long, you should post “short links” in your Twitter posts. To do this, go to http://bit.ly and register
for free by creating a username and password.

Once you are registered you will be able to copy and paste the link and click shorten. It will give
you a short link that you can post. After you copy and paste your link and click “shorten” you will
be given the link, and also a box that says “share.” You can type your tweet in that box and it
will post directly to your Twitter page.

Bit.ly also tracks the number of times your link is ‘clicked’, so you will know what types of news
your followers are interested in, the number of unique visitors that were directed to that link, as
well as the number of visitors that reposted that link.

Sample Tweets
  • I lost my ______ to suicide. I am attending AFSP’s International Survivors Day on Nov.
     19 www.afsp.org/survivorday #survivorday
  • Some1 dies by suicide every 15minutes in the US #suicideprevention #survivorday is
     Nov. 19 www.afsp.org/survivorday
  • Depression is the leading cause of suicide More than 19 million suffer from depression in
     the US #survivorday
  • 1 million people die by suicide every year around the world. Intl. Survivors of Suicide
     Day helps survivors cope with this loss #survivorday
  • There are millions of survivors of suicide loss around the world.
     www.afsp.org/survivorday brings us together #survivorday

Samples for Facebook

     •    Every 15 minutes someone dies by suicide in the US. I lost my (friend/spouse/parent…)
          International Survivors of Suicide Day is November 19, 2011. Learn more at
          www.afsp.org/survivorday.
     •    International Survivors of Suicide day is November 19, 2011. Join us at (event details)
          for a day of healing and support.
     •    Visit www.afsp.org/survivorday to find an International Survivors of Suicide Day
          conference site near you.
     •    1 million people die by suicide around the world each year. I lost my ________ to suicide
          and I will be attending International Survivors of Suicide Day on Nov. 19.
          www.afsp.org/survivorday
     •    There are millions of survivors of suicide loss around the world. On International
          Survivors of Suicide Day we join together as one community for mutual support and
          understanding. www.afsp.org/survivorday


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How To Use The Newspaper Calendar Listing:
The Calendar Listing is a one-paragraph description of AFSP’s International Survivors of
Suicide Day, which you will send to newspapers for their events section.

Step 1 — Fill in the Blanks in the Sample Calendar Listing with Your Local Information:

Review the sample Calendar Listing and fill in the blanks (highlighted in yellow) with your local
information (city, location, time, local contact, etc).

Step 2 — Create a List of the Calendar Listing Editors at Your Local Newspapers

Begin by making a list of all of the daily and weekly newspapers in your area. For example, if
your event is in Chicago, the daily newspapers include the Chicago Sun Times, Chicago
Tribune and the Daily Herald, and the weekly papers include the Chicago Free Press, Chicago
Jewish Star and the Chicago Journal. Smaller cities will have fewer daily and weekly
newspapers. Don't forget to include your local college and university school newspapers, too.

Most newspapers have at least one Calendar Listing Editor. Some individual sections of the
papers may also have their own Calendar Listing Editor. For example, if a newspaper has a
Health, Family, or Women’s Section (or some other section that is likely to be interested in the
subject matter of AFSP’s International Survivors of Suicide Day), be sure to include that
section's Calendar Listing Editor in your list.

Here are some tips to help you find the name and contact information for Calendar Listing
Editor(s) at your local newspapers.

     •    Use the Internet: Online websites for many media outlets often list contact information
          for their staff. The San Francisco Chronicle website is a great example, click here to see
          their contact page.
     •    Call the Newspapers: Another option is to simply call each media outlet directly. Use a
          phone book or the Internet to look up their main number. When you call, ask for the
          name(s) and phone number(s) of the Calendar Listings Editor(s).
     •    Utilize Personal Contacts: If you have friends or family, or even friends of friends
          working at a newspaper, it is always a good idea to reach out to them for help and
          advice.

Step 3 — Distribute the Calendar Listing:

Send the Calendar Listing by email or fax. Most media contacts prefer email, so if you have
both their email and fax numbers, start with an email. Plan to send out the Calendar Listing
in October, six weeks before International Survivors of Suicide Day (or as soon as you begin
working on publicity if it is later.)




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Step 4 — Conduct Follow-up:

After you send out the Calendar Listing, call the Calendar Listing Editor(s) one to two days later,
to follow-up. Call them prior to 3:00 p.m. local time, since most are busy writing their stories in
the afternoon. Here is a sample script:

SAMPLE SCRIPT:

"Hi X, my name is Y. Yesterday I sent you a Calendar Listing for AFSP’s International
Survivors of Suicide Day. Is this something you could include in your Calendar Section?"

If you are directed to voicemail, use the above script and make sure to leave your name and
number. (If you leave a message and do not receive a response within a week, feel free to call
again and leave another message).

Note: Calendar Listing Editors receive dozens and dozens of Calendar Listing requests every
day and may not be able to tell you if or when they will run your Calendar Listing. So keep your
eyes out for listings in your area to see if your hard work paid off. Many times they will ask you
to re-send the Calendar Listing. Sometimes they will ask you to send the Calendar Listing to a
different person or section. Get all the details and re-send immediately. Then follow-up with the
new contact, as above.




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                                    CALENDAR LISTING

                 AMERICAN FOUNDATION FOR SUICIDE PREVENTION’S
                    INTERNATIONAL SURVIVORS OF SUICIDE DAY
                               November 19, 2011

The American Foundation for Suicide Prevention (AFSP) will bring together thousands of people
around the world who are bereaved after a suicide loss to share in a day of healing and support
through the thirteenth annual International Survivors of Suicide Day program. A local
International Survivors of Suicide Day conference will be held in (city) on Saturday, November
19, at (location) at (time). The program will also be available online at www.afsp.org and
archived for two years. To learn more about International Survivors of Suicide Day, visit
www.afsp.org or call (local number) or email (local email) for further details.


Media Contact:

YOUR NAME
PHONE NUMBER
EMAIL ADDRESS




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How To Submit Letters to the Editor:
Sending a letter to your local newspaper for publication is another good way to promote
International Survivors of Suicide Day. A sample Letter to the Editor follows on the next page.

To submit a letter, search your newspaper’s website. Most sites will provide the e-mail address
for letter submissions or have an online submission form. This information is usually on the
opinion page or in the “contact us” section. The other option is to call your newspaper and ask
for the email or fax number for submitting letters to the editor. Although you can handwrite and
mail a letter to the editor, it is easier and more effective to submit electronically.

Additional tips to keep in mind:

     1. Newspapers want exclusive letters, so avoid sending the same letter, by the same
        author to multiple papers in your area.

     2. Make your letter personal and local, signed by a local survivor/event organizer.

     3. Keep your letter brief. Most papers require letters to be around 150 words. The sample
        Letter to the Editor is 142 words.

     4. Letters must include your name, address, and daytime phone number to be considered.
        If printed, the letter will only include your name/title and city.

     5. Email, fax or submit letters online. Do not send letters as attachments.

     6. Most newspapers will only publish one letter from an individual once every 60 days.


     What you should know:

     1. Every letter gets considered.

     2. Do not contact your newspaper to see if they received your letter or if they plan to print it.
        They will contact you if they plan to print your letter. Newspapers receive hundreds of
        letters each day.

     3. All letters are subject to editing. Once submitted they become the property of the
        publication. Most often letters are edited for length and clarification; they will not change
        or re-write your letter.




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------------------Sample Letter to the Editor--------------------
Dear Editor,

Each day in the U.S. approximately 90 people take their own lives, leaving behind loved ones to
struggle with the loss, grief and all of those questions that begin with “Why . . .?”

[Worldwide approximately 2700 people take their own lives each day, leaving behind loved ones
to struggle with the loss, grief and all of those questions that begin with “Why . . .?” ]

Too often survivors of suicide loss believe the death of their loved one is somehow shameful or
that they or their family are to blame. But research shows that more than 90 percent of people
who die by suicide have an underlying, although not always diagnosed, psychiatric illness at the
time of their death, most often depression.

The holiday season can be particularly difficult for survivors. To help, the American Foundation
for Suicide Prevention’s International Survivors of Suicide Day will be held on November 19 in
more than 250 cities around the world, including here in CITY. The program is also available
online. For more information visit www.afsp.org.


Sincerely,

Name
(Title)
Address
Phone




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How To Use The Media Alert:
The Media Alert is a full-page description of AFSP’s International Survivors of Suicide Day that
is written in a 'Who, What, Where, When and Why' format. Most media contacts prefer Media
Alerts because they are brief and concise.

Step 1 — Fill in the Sample Media Alert with Your Local Information:

Review the sample Media Alert and fill in the blanks (highlighted in yellow) with your local
information (city, location, time, local contact information, etc.).

Step 2 — Build Your List of Media Contacts (Press List) and Send Out the Media Alert:

     Here are some tips to help you build your press list:

     •    Use the Internet: Online websites for many media outlets often list contact information
          for their staff. The San Francisco Chronicle website is a great example, click here to see
          their contact page.
     •    Call the Newspapers: Another option is to simply call each media outlet directly. Use a
          phone book or the Internet to look up their main number. When you call, ask for the
          name(s) and phone number(s) of the different contacts listed below.
     •    Utilize Personal Contacts: If you have friends or family, or even friends of friends
          working at a newspaper, it is always a good idea to reach out to them for help and
          advice.

     You will need to send the Media Alert to multiple contacts/reporters at each newspaper,
     radio and TV station. It is also important to know when to send the Media Alert to each
     contact. Here is a quick breakdown of who to send the Media Alert to and when to send it —
     the more detailed Public Relations Timeline on page 4 contains a chronological check list of
     public relations activities.

NEWSPAPERS:

Metro Editor: Metro editors assign reporters to cover local stories and events. The metro editor
may assign a reporter to do a story on a local family, the local organizer, or the event itself.
Send the Media Alert to the metro editor via fax or email on the Monday before International
Survivors of Suicide Day. The Media Alert should also be re-sent to the metro editor as a
reminder the day before the event.

Features Desk: The features desk oversees many different "beat" reporters covering
everything from entertainment and fashion to health and technology. The best strategy is to
contact specific "beat" reporters directly. Look or ask for the Health Reporter, Women's Interest
Reporter, and Parenting & Family Reporter (if applicable). Send the Media Alert to these
contacts two to three weeks before International Survivors of Suicide Day. You can send via fax
or email.

Photo Desk: The photo desk assigns photographers to cover local events. Send the Media
Alert via fax or email on the Monday before International Survivors of Suicide Day, and again
the day before the event.


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RADIO:

Community Calendar: Many radio stations have online community calendars where you can
simply post information about upcoming events. These community calendars are free and an
easy way to get the word out. Simply visit the station's website, click on the community calendar
and post Survivors Day information.

News Assignment Editor: Most news/talk stations have a news assignment editor. This is
typically the primary person to contact for news stories and interviews. Send the Media Alert on
the Monday before International Survivors of Suicide Day. Most assignment editors prefer to
receive Media Alerts via fax, but you may also email. Resend the Media Alert again the day
before the event.

Producer/Guest Contact: Larger radio stations have a variety of shows that air throughout the
day. Many stations have public affairs or community shows that discuss upcoming non-profit
events. These are the ideal shows to contact. The producer of this show and other shows may
be interested in setting up an interview with you or a panel of local survivors. Send the Media
Alert in early October or as soon as you start publicity if later then this date. You can send via
fax or email. If they want to do an interview, be sure to review the Key Messages and Interview
Tips.

TELEVISION:

There are two types of TV coverage to be aware of — one is advance or pre-event coverage
and the second is day-of or event coverage:

Pre-event:

Public Affairs or Community Affairs Director: Most TV stations have at least one public
affairs show, which discuss local non-profit events. The Public Affairs or Community Affairs
director is the best person to contact about trying to get on the station’s public affairs show.
Contact them in early October or even September with the media alert and follow up with guest
suggestions for interviews.

Community Calendar: Many TV stations have online community calendars where you can post
information about upcoming events. These community calendars are free and an easy way to
get the word out. Simply visit the station's website, click on the community calendar and post the
International Survivors of Suicide Day information.

Day-or or Event Coverage:

Planning Editor: Planning editors notify producers and reporters of upcoming news
stories/events and plan future stories. Send the Media Alert to the planning editor on the
Monday before International Survivors of Suicide Day. Most planning editors prefer to receive
Media Alerts via fax, but you can also email.

Assignment Desk: The assignment desk is responsible for assigning news crews to cover
events on the actual day they are happening. Send the Media Alert on the Monday before
International Survivors of Suicide Day, and again the day before the event. The assignment
desks typically prefer to receive Media Alerts by fax.



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Please consider: Many survivors, attending your conference will be newly bereaved and
a TV camera crew during the event can be intrusive and viewed as insensitive.

Step 3 — Follow-up

After you send out the Media Alert, call each contact one or two days later to confirm they
received it and gauge their interest. Call prior to 3:00 pm local time, as most are busy writing
their stories in the afternoon. Here is a sample script for each media outlet:

SAMPLE SCRIPTS

Newspapers:

"Hi X, my name is Y. Yesterday I sent you a Media Alert for AFSP’s International
Survivors of Suicide Day. Would you be interested in doing a story about this event? I
can put you in touch with local survivors of suicide loss who can share their personal
stories with you and discuss this important event."

Radio:

"Hi X, my name is Y. Yesterday I sent you a Media Alert for AFSP’s International
Survivors of Suicide Day and I wanted to know if you would like to do a news story or
conduct an interview with a local survivor of suicide loss regarding this important event.
I can put you in touch with local survivors."

TV:

"Hi X, my name is Y. Yesterday, I sent you a Media Alert for AFSP’s International
Survivors of Suicide Day. Would you be interested in doing a pre-event story on
International Survivors of Suicide Day? I can put you in touch with local survivors of
suicide loss who can share their personal stories with you."

If you are directed to voicemail, use the above scripts and make sure to leave your name and
number.

Step 4 — Prepare for Media Interviews

If a media contact at any of these media outlets expresses interest in doing a story and wants to
conduct an interview, you will want to prepare. To help you, we have created Key Messages
(facts about AFSP’s International Survivors of Suicide Day that you should highlight during any
interview) and Interview Tips (some "Dos, Don'ts and Nevers").




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Interviews Available

                       MEDIA ALERT ***MEDIA ALERT ***MEDIA ALERT

         (CITY) JOINS 13TH ANNUAL INTERNATIONAL SURVIVORS OF SUICIDE DAY
                                   SPONSORED BY
                 THE AMERICAN FOUNDATION FOR SUICIDE PREVENTION

                        More Than 250 Conference Sites To Participate

WHAT:           (City) is among more than 250 conference sites participating in the American
                Foundation for Suicide Prevention’s International Survivors of Suicide Day. The
                13th annual program features a panel comprised of individuals who have lost a
                loved one to suicide and medical experts. The Day allows those who have are
                bereaved after a suicide loss to connect in their local community and online in a
                supportive and healing environment. The program is also available online at
                www.afsp.org and will be archived for two years.

WHEN/
WHERE:          Saturday, November 19th
                10:00 a.m. PST / 1 p.m. EST
                Location/Address with (cross streets)

WHY:            It is estimated that each year, more than 34,000 people die by suicide in the
                U.S., and over 1 million die worldwide. Every one of them is survived by loved
                ones and friends. For some survivors, AFSP’s International Survivors of Suicide
                Day is the first time they will share their grief, reach out for support and support
                others. To learn more, please visit www.afsp.org.


MEDIA
CONTACT:        (Local organizer/media contact name here)
                (Phone Number)
                (Cell Number)
                (E-mail address)

                                                ###




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How To Use The Day-Of Press Release:
The Day-of Press Release is written in the standard news release format and should be
given out at the event to any media who attend your local International Survivors of
Suicide Day conference site. The Day-of Press Release should also be sent the day
after International Survivors of Suicide Day to (i) any media that expressed interest in the
event, but could not attend, and (ii) any media that is planning to write a story after
International Survivors of Suicide Day. Below is a step-by-step guide on how to utilize
the Day-of Press Release:

Step 1 — Fill in the Day-of Press Release

Review the Day-of Press Release and fill in the blanks (highlighted in yellow) with the
local information (including location, parking, contact information, etc.).

Step 2 — Print Copies and Distribute at the Event

Print at least 10 copies of the Day-of Press Release and have them on-hand to distribute
to any newspaper reporters/photographers, radio stations, or TV news crews attending
your local conference site. Please consider: Outreach to TV outlets for event coverage
is up to each site organizer. Keep in mind that many survivors in attendance are newly
bereaved and a TV camera crew can be intrusive and viewed as insensitive.

Step 3 — Send out the Day-Of Press Release

Do not send the Day-of Press Release before the event. Send immediately after the
event via fax or email to any media contacts that had expressed interest in AFSP’s
International Survivors of Suicide Day but were unable to attend, or requested more
information about the event. If applicable, indicate that you have digital photography
from the event.

Step 4 — Prepare for Media Interviews

If a media contact expresses interest in doing a story and wants to conduct an interview,
you will want to prepare. To help you, we have provided you with two documents the
Key Messages and Interview Tips. Key Messages are bullet point facts about the The
Day that you should highlight during any interview to keep AFSP messages uniform
across the board. The Interview Tips document is a list of interview "Dos, Don'ts and
Nevers." Both should help with preparing for any interviews with the media.




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                                                                                    Contact:
                                                                                     {YOUR
                                                                                     NAME}
                                                                           {PHONE NUMBER}
                                                                          {E-MAIL ADDRESS}

FOR IMMEDIATE RELEASE

  INTERNATIONAL SURVIVORS OF SUICIDE DAY CONNECTS THOUSANDS FOR
         BEREAVEMENT SUPPORT, HEALING AND EMPOWERMENT

          NEW YORK, N.Y., (Nov. 19, 2011) — Thousands of people who have survived
the loss of family members or friends to suicide, were connected today by the American
Foundation for Suicide Prevention’s (AFSP) International Survivors of Suicide Day
conference. This was the 13th annual International Survivors of Suicide Day program
produced and distributed by AFSP.
          Offering healing, support, and information, the program was broadcast from 1
p.m. to 2:30 p.m. EST to more than 250 conference sites around the world. The
program was also available online at www.afsp.org with an online chat immediately
following, an additional forum connecting survivors in a supportive setting. The online
broadcast ensured that survivors could participate even if there wasn’t a local
conference site in their area or if they found it difficult to participate in person. The entire
conference is now archived and will be available on www.afsp.org for two years to
further extend its reach.
          “A person dies by suicide every 16 minutes in the United States, and with every
suicide, there are family members, friends, neighbors and co-workers — ‘survivors’ —
left behind to cope with the tragic loss,” said Bob Gebbia, executive director of AFSP.
“AFSP’s International Survivors of Suicide Day has shown a steady growth over the past
eleven years due to a basic need of survivors to connect with others who have
experienced a similar loss.”


                                                -more-




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          In many cases, this was the first time survivors shared their grief, reached out for
support and supported others. The broadcast featured a panel comprised of survivors,
people from all over the country who have lost husbands, wives, children, parents,
friends and siblings to suicide as well as medical experts.
          For more information about AFSP’s International Survivors of Suicide Day, or to
view the archived conference, go to www.afsp.org.


More About Suicide/Depression
                Each year, 34,000 people in the United States die by suicide
                Worldwide, approximately 1 million people die by suicide each year. This
                represents a global mortality rate of one death every 40 seconds. This toll is
                higher than the total number of world deaths each year from war and
                homicide combined.
                Over the course of our lifetime, 80 percent of us will lose someone we know
                to suicide
                Currently, suicide is the 4th leading cause of death in the United States
                among people ages 18-65, the 11th leading cause overall.
                Worldwide, suicide ranks among the three leading causes of death among
                those aged 15-44 years.
                Ninety percent of all people who die by suicide have a diagnosable
                psychiatric disorder at the time of their death, most often depression

About the American Foundation for Suicide Prevention:
          The American Foundation for Suicide Prevention (AFSP) is the leading not-for-
profit organization exclusively dedicated to understanding and preventing suicide
through research and education, and to reaching out to people with mood disorders and
those impacted by suicide. For more information visit www.afsp.org.
                                               ###




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How To Use Radio Public Service Announcements:
Nearly all radio stations run Public Service Announcements (PSAs) for free for non-profit
organizations and events. Below are three radio PSAs written in 10-second, 15-second
and 30-second lengths – It is recommended to offer the radio station different lengths.
You can use these PSAs as a tool to reach out to the radio outlets in your local
community to publicize AFSP’s International Survivors of Suicide Day.

Below is a step-by-step guide on how to submit these PSAs to your local radio stations.

Step 1: Create a radio media list

Make a list of where you would like to send the PSAs. We recommend that you send the
announcement to your local radio stations, (both FM and AM stations) and don’t forget
college stations. The contact at radio stations for submitting your PSA is the Public
Service Director or Public Affairs Director.

          Here are some tips to help you build your list of media contacts (Press
List):

     •    Use the Internet: Online websites for many radio stations list their staff members
          by title/ Look for the Public Service or Public Affairs Directors. Some of these
          websites allow for you to submit or email the PSA directly from the site. If not,
          fax the PSA copy to the appropriate contact.

          While your are on the site, you can submit the information about AFSP’s
          International Survivors of Suicide Day to the station’s online community calendar
          – see further directions under “how to use the media alert” (link)

     •    Call the Media Outlets: Another option is to simply call each radio station
          directly. Use a phone book or the Internet to look up the main number for each
          station. When you call, simply ask how to submit a PSA. They will either give
          you an email address or fax number to send the PSA to.

     •    Utilize Personal Contacts: If you have friends or family, or even friends of
          friends working at a radio station, it is always a good idea to reach out to them for
          help and advice.

Step 2: Distribute the Announcement

Once you have the contact information for submitting the PSA, fax or email it to the
correct contact. In few cases, they may require you to mail it.

Step 3: Follow Up

After you send out the PSA, you can follow up. The best tactic is to call two or three days
after you send it. If you get someone’s voicemail, leave a brief message. If the person
answers, tell them that you sent them an announcement about AFSP’s International
Survivors of Suicide Day and wanted to request they add these PSAs to their rotation.



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                   SAMPLE PUBLIC SERVICE ANNOUNCEMENTS

10-Second PSA

Have you lost a loved one to suicide? AFSP’s International Survivors of Suicide Day is

Saturday, November 19th. For more information go to afsp.org. That’s A-F-S-P-dot-org.

(AFSP 501C3 # 13-339-3329)



15-Second PSA

Have you lost a loved one to suicide? AFSP’s International Survivors of Suicide Day is

Saturday, November 19th. For more information and to find an International Survivors of

Suicide Day conference near you, go to afsp.org. That’s A-F-S-P-dot-org.

(AFSP 501C3 # 13-339-3329)


30-Second PSA

Have you lost a loved one to suicide? International Survivors of Suicide Day is

Saturday, November 19th. There will be conferences for survivors of suicide loss in more

than 250 cities, including here in (City). You can also watch the program live online. For

more information about International Survivors of Suicide Day, and other programs

sponsored by the American Foundation for Suicide Prevention, go to afsp.org. That’s A-

F-S-P-dot-org.


(AFSP 501C3 # 13-339-3329)




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Interview Tips

DO:

     •    Look over the Key Messages page of this Publicity Toolkit.
     •    Practice writing and speaking your key messages before the interview
     •    Make your key points first and utilize your key messages numerous times during
          the interview
     •    Include a mention of the American Foundation for Suicide Prevention in each
          interview
     •    Remember that brief responses are better than long ones
     •    Make eye contact with the reporter (not the camera for television interviews)
     •    Stand firmly on two feet and speak up (for television interviews)
     •    Be expressive, use personal examples and experiences and speak from your
          heart
     •    Breathe, relax and be yourself

DON'T:

     •    Say "committed suicide" or describe a suicide as "successful" — instead, say
          "died by suicide" or "ended their life"
     •    Take more than one minute to answer a question
     •    Give a one-word response to a yes-or-no question
     •    Worry about showing emotion or expressing your feelings
     •    Use acronyms (i.e., AFSP) — instead, say the entire name (American
          Foundation for Suicide Prevention)
     •    Look at the camera or the camera operator (for television interviews)
     •    Look away, up or down at your feet
     •    Wear sunglasses or chew gum

NEVER:

     •    Guess on statistics or other facts; you may be wrong
     •    Say "no comment"
     •    Go "off the record"




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