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Media Outreach: Taking Your Media Campaign to the Next Level

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Editorial Boards. Newspaper's top editors. Chooses the content for each issue ... Covering Kids & Families Message Strategy Toolkit. Guide to Placing PSAs ... – PowerPoint PPT presentation

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Title: Media Outreach: Taking Your Media Campaign to the Next Level


1
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2
Media Outreach Taking Your Media Campaign to the
Next Level
3
Agenda
  • Media Outreach and Strategy
  • Year Long Media Outreach Planning
  • Planning a Media Campaign on a Limited Budget
  • Grantee Lorie Mayer, Arizona
  • Building Media Partnerships
  • Year Long Media Plan Exercise
  • Your Ideas…QA

4
Media Outreach and Strategy
  • Determine your target audience children, adults
    and opinion leaders
  • Create messages that resonate with that audience
  • Create a timeline based on whats logical for
    your community
  • Determine your budget
  • Look for outreach opportunities around you
  • Proactive vs. reactive outreach

5
Tailoring Your Outreach
  • Consumer Outreach Reaching Families
  • Drop-in articles
  • PSAs
  • Community calendar listings
  • TV/radio interviews
  • Feature articles (long-lead)
  • Events
  • Web content

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Tailoring Your Outreach
  • Opinion Leader Outreach Reaching the Public
    Voice
  • Op-eds
  • Letters to the editor
  • Columnists
  • Public speaking opportunities
  • Media/desk-side briefings
  • Editorial boards

8
Editorial Boards
  • What is an editorial board and why are they
    important?
  • Requesting editorial board meetings
  • Participating in an editorial board meeting
  • Follow up

9
Editorial Boards
  • Newspapers top editors
  • Chooses the content for each issue
  • Attracts opinion leaders
  • Responsive to community issues
  • Usually yields an on-message editorial

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Timely/Seasonal Media Outreach
  • Cold and flu
  • Winter holidays
  • Back-to-school season
  • Economy/area layoffs
  • New partnerships
  • National stories
  • Local activities - Cover the Uninsured Week

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Year-Long Media Outreach
14
Year-Long Media Outreach
  • January March
  • Pitch potential media partners
  • Media briefings
  • Letters to the editor (cold and flu)
  • Editorial boards
  • Cover the Uninsured Week Planning

15
Year-Long Media Outreach
  • April June
  • Community calendars
  • Begin back-to-school season planning
  • Op-ed (summer health)
  • Long-lead regional magazines for Back-to-School
  • PSAs for back-to-school season
  • Cover the Uninsured Week

16
Year-Long Media Outreach
  • July September
  • Back-to-school season plans and events
  • U.S. Census numbers released
  • Web content to media partners
  • PSAs
  • School and community newsletters

17
Year-Long Media Outreach
  • October December
  • Letter to the editor (holidays)
  • Op-ed (Thanksgiving and holiday season)
  • School and community newspapers

18
Media Planning on a Limited Budget
19
Media Planning on a Limited Budget
  • Daybook
  • Community sponsors
  • Existing media vehicles

20
Media Outreach on a Limited Budget
  • Pitching a daybook for event publicity
  • AP publishes and updates event calendar
  • Local, regional, state and national listings
  • Trusted source in newsrooms
  • Pitch is similar to event pitching
  • www.ap.org/pages/aptoday/aptoday_contact.html

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Media Planning on a Limited Budget
  • Community Sponsors
  • Donate space/services
  • Pitch your coalition members media contacts
  • Leverage their reputation

23
Media Planning on a Limited Budget
  • Existing Media Vehicles
  • Participate in established community events
  • Present at community meetings that media attend
  • Radio station sponsored community events
  • Contribute to organization newsletters

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Media Outreach on a Limited Budget
  • Covering Kids Families Tools
  • Podium signs
  • B-roll
  • Action Kit
  • Covering Kids Families Message Strategy Toolkit
  • Guide to Placing PSAs
  • Covering Kids Families PSAs
  • Photo library

26
Lorie Mayer Childrens Action Alliance
27
Children's Action Alliance Philosophy and Work
with Media
  • How we like to work
  • Why we do what we do?
  • What have been the results of working this way?

28
How Have We Involved Our Coalition in Our Media
Work?
  • How has this approach expanded the reach of our
    campaign?
  • What lessons have we learned?

29
Building a Media Partnership
30
What is a Media Partnership?
  • Make your organization a credible source for
    information on the issue
  • PSAs
  • Web site content
  • Spokespersons
  • Internal briefings
  • Participation on a Media Advisory Committee

31
Pitching a Media Partnership
  • Memo and supporting materials
  • Key points or messages
  • Relevance
  • Face-to-face meetings

32
Media Partnerships With Community Partners
  • Community groups
  • Schools
  • Hospitals
  • Professional organizations
  • Local businesses corporate sponsors

33
Media Partnerships With Corporate Partners
  • Paid PSAs CVS/pharmacy
  • Match funds for advertising buy
  • Earned media opportunity

34
Exercise Writing Year-long Media Plans
35
Review the Goals of Your Coalition
  • Think about events in your communities
  • How can you engage local businesses and
    organizations over the entire year?
  • Are there potential media partners to work with?

36
Writing Year Long Media Plans Exercise
  • Review your scenario
  • Establish goals
  • Outline the details of the plan

37
Available Resources
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