Media Outreach: Taking Your Media Campaign to the Next Level

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Media Outreach Taking Your Media Campaign to the
Next Level
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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 IdeasQA

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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

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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

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Editorial Boards

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

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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
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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

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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

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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

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Year-Long Media Outreach

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

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Media Planning on a Limited Budget
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Media Planning on a Limited Budget

• Daybook
• Community sponsors
• Existing media vehicles

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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

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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

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Lorie Mayer Childrens Action Alliance
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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?

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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?

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Building a Media Partnership
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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

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Pitching a Media Partnership

• Memo and supporting materials
• Key points or messages
• Relevance
• Face-to-face meetings

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Media PartnershipsWith Community Partners

• Community groups
• Schools
• Hospitals
• Professional organizations
• Local businesses corporate sponsors

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Media PartnershipsWith Corporate Partners

• Paid PSAs CVS/pharmacy
• Match funds for advertising buy
• Earned media opportunity

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Exercise Writing Year-long Media Plans
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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?

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Writing Year Long Media Plans Exercise

• Review your scenario
• Establish goals
• Outline the details of the plan

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Available Resources
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