Broadcasters Cafe
Winter, 2001

EIC - A Great Resource for Broadcasters

By Tracy Moore

Editor's Note: Tracy Moore has joined Goodwill Communications as a broadcast consultant. She served as the Executive Director and President of the National Broadcast Association for Community Affairs and has held positions as a community affairs director for both radio and TV stations.

Hats off to Community Affairs Managers at broadcast and and cable stations across America. Your shining public service efforts to keep your viewers informed in times of crisis are stellar examples of how you have always risen to the call when your community needs you the most.

The role of Community Partner is an awesome responsibility for Broadcasters. As gatekeepers of the public interest you must skillfully balance the most important issues with tangible solutions. How do you manage this task? A good place to start is to examine the reservoir of resources available through your community partners.

Having served for many years as a broadcast community affairs director, I can certainly attest to the tremendous workload facing those who represent the public face of a TV or radio station. In addition to many other duties, you are charged with finding appropriate resources your station can use to strengthen the bond you have with your viewers and listeners. YOu also need to insure that the programming you carry represents positive values of those you serve in the community. From both of these perspectives, there is an organization whose central mission supports the community relation's role at stations - the Entertainment Industries Council (EIC).

Founded in 1983, the EIC was established by leaders in the entertainment industry to provide information, awareness and understanding of major public health and social issues as they are depicted by the entertainment industry and to audiences at large - in essence, "Encouraging the art of making a difference."

"Our goal is to encourage the entertainment industry to more effectively address and accurately depict major health and social issues; we strive to bring the public accurate information to deter misinformation about lifesaving issues," says Brian Dyak, President and CEO of the EIC. "The EIC is the ideal vehicle through which the industry can become a viable contributor to solutions. Among the issues EIC addresses are: drug, alcohol and tobacco use and addiction; gun violence, firearm safety and injury prevention; mental health; safety belt and traffic safety awareness; and HIV/AIDS prevention, among others."

Programs and services that the EIC offers free of charge to members of the entertainment community include:

"Since our central mission so closely parallels that of the broadcast community affairs director, we are natural allies," Dyak pointed out. EIC has been working closely with the media for years - both at the national and local level - to reinforce the fact that America's social problems are not insurmountable and that we can all work together to create a positive and healthy society. EIC welcomes the opportunity to work closely with local radio and television Community Affairs Directors.