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

3. 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

4. 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

5. Tailoring Your Outreach Consumer Outreach: Reaching Families • Drop-in articles • PSAs • Community calendar listings • TV/radio interviews • Feature articles (long-lead) • Events • Web content

7. 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

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

9. 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

11. 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

13. Year-Long Media Outreach

14. 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

15. 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

16. 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

17. Year-Long Media Outreach October – December • Letter to the editor (holidays) • Op-ed (Thanksgiving and holiday season) • School and community newspapers

18. Media Planning on a Limited Budget

19. Media Planning on a Limited Budget • Daybook • Community sponsors • Existing media vehicles

20. 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

22. Media Planning on a Limited Budget Community Sponsors • Donate space/services • Pitch your coalition members’ media contacts • Leverage their reputation

23. 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

25. 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

26. Lorie Mayer Children’s Action Alliance

27. 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?

28. 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?

29. Building a Media Partnership

30. 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

31. Pitching a Media Partnership • Memo and supporting materials • Key points or messages • Relevance • Face-to-face meetings

32. Media PartnershipsWith Community Partners • Community groups • Schools • Hospitals • Professional organizations • Local businesses – corporate sponsors

33. Media PartnershipsWith Corporate Partners • Paid PSAs – CVS/pharmacy • Match funds for advertising buy • Earned media opportunity

34. Exercise: Writing Year-long Media Plans

35. 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?

36. Writing Year Long Media Plans Exercise • Review your scenario • Establish goals • Outline the details of the plan

37. Available Resources