Creating a Report
It is important to decide what message you want to communicate in your report. What did the indicator data tell you about the problem in your community? How does this relate to your strategy and activities to reduce the harms from substance use? How do you want to communicate the information and steps for action to the broader community? Data on its own will not move people to take action, but putting data into the context of a compelling story can motivate action.

These four questions can help you organize the information in your report and tell your story in a compelling way.

1. What specific harms are you reporting?
• Set the stage with the scope and scale of the problem, then move to indicators that show specific harms that the problem is causing the community. Be sure to report only on indicators that best tell your story.
2. How is your target audience affected?
• Include interesting information on cost implications and quality of life in your community.
3. How could the trends be changed?
• Suggest practical programs and policies that could reduce these harms, decrease community costs, and increase quality of life for residents.
4. Does your audience feel a connection to the story?
• Connect the numbers to real people. Add a personal story or quote that will catch the attention of the media and community members.

How often to report
The frequency of your reports will depend on the availability of updated data, but more importantly, on how often you can demonstrate the impact of your work. Indicator programs generally report annually.

Reporting Formats
The format you choose for your community report will depend on your overall strategy. A variety of reporting styles can be used to communicate your main points to your target audience. Examples of reporting formats include:

Report cards

• An easy way to report on a large number of issues.
• Used to move people to action so they can improve the "grade".
• Easy to understand.

MADD Report Card, Hawaii, 2002

Source: Mothers Against Drunk Driving

Change over time

• Shows the history of the problem
• Shows past and current trends

Source: State of Idaho Substance Abuse Social Indicators, University of Idaho in conjunction with the Idaho Department of Health and Welfare.

Community comparisons

• Shows where your community falls in relation to other communities, the state, or the nation as a whole.

Source: Florida Community Health Assessment Resource Tool Set.

Snapshot in time

• Highlight current problem

Source: New Futures. We Need Treatment! 2002.

Making strategic use of your report
Your report should be used to bring concerned leaders and community activists together to address the problems you highlighted. Here are some general guidelines for making your efforts count.

Working with Community Leaders

Before you release your report to the public, identify important groups, such as business and legislative leaders, who can take action on the issues your findings highlight. Schedule briefings with these groups and then announce their involvement in an action plan when you release the report.

Working with the Media

You will want to work with your local media, including television stations, newspapers, and radio stations to get your findings out. It is helpful if you have a person on your data assessment committee who is experienced in working with the media. The media will likely be receptive to your pitch for two reasons:

1.  Drug and excessive alcohol use is generally recognized as an important local issue.

2.  Most reporters like reporting stories with strong data.

Tips for working with the media:

• Send out a press release to selected news directors, reporters, and editors outlining the very basic facts. Follow up with phone calls to make sure your media contacts received it. Reporters get volumes of paper each day - make yours stand out.
• Appoint an articulate spokesperson who can keep media focused on your report. Anticipate "left field" or devil's advocate questions from reporters.
• Keep it simple. Craft three main points to be reflected in the press release that you want to get across to the public.
• Include action steps that people can take to help solve the problems highlighted in your report.

Tips

• Aim for a publication that is short enough to be read easily in one sitting at the time it is received or viewed, and attractive enough that the reader will want to take the time to look through it.
• Vary the types of displays you use: Bar graphs, line graphs, and pie charts will provide a nice mix of displays in the collection.
• If research is released in the national or regional media, you can tie in to it with local data to get press coverage in your community. For example, if your state reports an increase in opiate overdoses, you can compare that to the rates in your community over the same time period.  
• Rural communities face unique challenges. Since you may have to use county or state data to tell a regional story, you need to unify the region to make the target audience feel a connection to the indicator report. Use personal stories or quotes from a variety of representatives from the specific area in which you are hoping to create change.
• Be aware: Data collection systems can change over time. There may be shifts in the political climate, legislation, or community priorities that alter the reporting of events, making it difficult to track changes over time.