Engaging Local Media in Family Recruitment

Are you looking for new ways to increase the effectiveness of your recruitment campaigns and other efforts to raise public awareness about adoption? You don't have to do this work alone; there are many valuable tools available that you can leverage for use in your own community. The resources in this section can help you increase the impact and reach of your recruitment and adoption-awareness efforts by providing the following:

  • Strategies for building partnerships between your agency's child welfare program leaders and communications leaders or public information officers
  • Specific suggestions for ways to partner with your local media
  • Approaches for using both traditional and social media as part of your messaging to the public about the need for adoptive families for children in foster care
  • Ways to localize adoption recruitment campaign materials

Partnering for Permanency: How Public Information Officers Can Partner to Promote Adoption from Foster Care (PDF - 479 KB)
AdoptUSKids (2013)
Provides tips and ideas on how public information officers or communications directors in child welfare agencies can help raise awareness about the need for adoptive families.

Partnering for Permanency: Promoting Adoption through Effective Communication Efforts (PDF - 508 KB)
AdoptUSKids (2013)
Highlights the value of increasing the reach and impact of the National Adoption Recruitment Campaign and Response Initiative as a way to support agencies' efforts to raise awareness about the need for adoptive families for youth in foster care.

Partnering for Permanency: Working with Your Public Information Officer (PDF - 246 KB)
AdoptUSKids (2013)
Helps child welfare program leaders understand the role of public information officers and develop effective strategies for partnering with them to raise awareness about adoption.

Positioning Public Child Welfare Guidance: Communications Overview
Provides information on the importance of proactively creating a master strategic communications plan for public child welfare organizations and how to develop such a plan. It also addresses strategies to reach specific audiences and embed communications and how to craft and communicate messages.


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