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Media Outreach: Taking Your Media Campaign to the Next Level

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

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Presentation Transcript
agenda
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
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
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 outreach1
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
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 boards1
Editorial Boards
  • 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
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
year long media outreach
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
year long media outreach1
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
year long media outreach2
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 outreach3
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
Media Planning on a Limited Budget
  • Daybook
  • Community sponsors
  • Existing media vehicles
media outreach on a limited budget
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
media planning on a limited budget1
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 budget2
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 budget1
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
slide26

Lorie Mayer

Children’s Action Alliance

children s action alliance philosophy and work with media
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 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
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
Pitching a Media Partnership
  • Memo and supporting materials
  • Key points or messages
  • Relevance
  • Face-to-face meetings
media partnerships with community partners
Media PartnershipsWith Community Partners
  • Community groups
  • Schools
  • Hospitals
  • Professional organizations
  • Local businesses – corporate sponsors
media partnerships with corporate partners
Media PartnershipsWith Corporate Partners
  • Paid PSAs – CVS/pharmacy
  • Match funds for advertising buy
  • Earned media opportunity
review the goals of your coalition
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
Writing Year Long Media Plans Exercise
  • Review your scenario
  • Establish goals
  • Outline the details of the plan
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