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…Q&A
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 what’s logical for
your community
• Determine your budget
• Look for outreach opportunities around you
• Proactive vs. reactive outreach
Tailoring Your Outreach
Consumer Outreach: Reaching Families
– Drop-in articles
– PSAs
– Community calendar listings
– TV/radio interviews
– Feature articles (long-lead)
– Events
– Web content
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
Editorial Boards
• What is an editorial board and why are
they important?
• Requesting editorial board meetings
• Participating in an editorial board
meeting
• Follow up
Editorial Boards
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Newspaper’s top editors
Chooses the content for each issue
Attracts opinion leaders
Responsive to community issues
Usually yields an on-message editorial
Timely/Seasonal Media Outreach
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Cold and flu
Winter holidays
Back-to-school season
Economy/area layoffs
New partnerships
National stories
Local activities - Cover the Uninsured Week
Year-Long Media Outreach
January – March
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Pitch potential media partners
Media briefings
Letters to the editor (cold and flu)
Editorial boards
Cover the Uninsured Week Planning
Year-Long Media Outreach
April – June
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Community calendars
Begin back-to-school season planning
Op-ed (summer health)
Long-lead regional magazines for Back-toSchool
• PSAs for back-to-school season
• Cover the Uninsured Week
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
Year-Long Media Outreach
October – December
• Letter to the editor (holidays)
• Op-ed (Thanksgiving and holiday
season)
• School and community newspapers
Media Planning on a Limited
Budget
• Daybook
• Community sponsors
• Existing media vehicles
Media Outreach on a Limited
Budget
Pitching a daybook for event publicity
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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_conta
ct.html
Media Planning on a Limited
Budget
Community Sponsors
• Donate space/services
• Pitch your coalition members’ media
contacts
• Leverage their reputation
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
Media Outreach on a Limited
Budget
Covering Kids & Families Tools
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Podium signs
B-roll
Action Kit
Covering Kids & Families Message Strategy
Toolkit
• Guide to Placing PSAs
• Covering Kids & Families PSAs
• Photo library
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?
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?
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
Pitching a Media Partnership
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Memo and supporting materials
Key points or messages
Relevance
Face-to-face meetings
Media Partnerships
With Community Partners
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Community groups
Schools
Hospitals
Professional organizations
Local businesses – corporate sponsors
Media Partnerships
With Corporate Partners
• Paid PSAs – CVS/pharmacy
• Match funds for advertising buy
• Earned media opportunity
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?
Writing Year Long Media Plans
Exercise
• Review your scenario
• Establish goals
• Outline the details of the plan