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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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Powerpoint presentation

Media Outreach: Taking Your Media Campaign to the Next Level


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


Powerpoint presentation

Year-Long Media Outreach


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


Powerpoint presentation

Media Planning on a Limited Budget


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


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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?


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Building a Media Partnership


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


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Exercise: Writing Year-long Media Plans


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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Available Resources


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