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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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  • 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


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

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