1. Changing the Media's Perspective on Community Issues

2. Positive symbols Fairness Hard work Family Freedom Financial security
Personal safety
Church
Education
Good health
Patriotism

3. Negative symbols Unfairness Laziness Irresponsibility Oppression
Violence
Deceit
Lack of self-control
Taking advantage of others 3

4. Choose symbols that are:
Distinct
Original
Not confusing
Not offensive
Consistent
Positively charged 4

5. Focusing attention on the community:
Basic themes
Community participation
Public policy change
Don't overuse personal stories
Be clear
Concise 5

6. Types of creative epidemiology:
Localization
Relativity
Public policy effects 6

7. A media bite: Short Quote Phrase Important information
Well-known symbols
Evokes emotion 7