Written specifically for juvenile justice advocates and officials, this handbook provides step-by-step media approaches to promote the system reforms achieved through the Juvenile Detention Alternatives Initiative (JDAI). Those interested in learning all the nuts and bolts of media advocacy may choose to read this guide from cover to cover. Others may want to quickly reference tips on a specific subject, for example, preparing for a TV interview or submitting an opinion piece (op-ed) to a local newspaper. This practice guide is designed to meet the needs of both types of readers. This practice guide also provides an overview of how the media can help achieve reform goals; offers tips on how to coordinate a proactive media campaign and create a winning public message that resonates; and outlines the time-tested details of writing a press release, giving an interview, and getting a message out. A list of examples of positive coverage is appended. (Contains 15 resources.)