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Garnering Earned Media For Your Public Health Activities Mary Bray Gallagher, MBA, APR Public Relations Associate CAI Today’s Presentation 1. Communication & Media 2. Terminology 3. Garnering Earned Media & Newsworthiness 4. Tips & Best Practices 5. Q & A Communication Very important component of public health You are communicating information that will change lives and communities Your communication strategy will depend on your objectives, budget and audience Communication Your strategy might include some or all of the following: Marketing Public Relations Paid Media/Advertising Earned Media Today’s Media Traditional Digital Television/Cable Radio Newspapers Magazines The Internet Blogs Social Media: Twitter, FaceBook, YouTube, Instagram, Pinterest, Vine, etc… Terminology Paid Media Paid media is advertising that you pay for, such as: Newspaper ads Television or radio ads Web advertising Marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013, American Marketing Association Board of Directors) Marketing Mix: Product, Price, Promotion, Place Public Relations Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. (Public Relations Society of America) Earned Media Earned media is media attention that you don’t pay for directly, but instead gain through work effort. For example: • Articles • News stories • Letters to the editor • Op eds Print Television Op Eds/Letters to the Editor Radio Print Building a Rationale for Earned Media: Media can be a powerful & effective tool to support or oppose policy or social change. Tobacco Policy NYC Sugary Beverage Ban Newsworthy Of sufficient interest or importance to the public to warrant reporting in the media. Reporters may ask “What’s new?” or “So, what?” to determine newsworthiness. What makes something newsworthy? What Makes News? Timely Controversy/Conflict Offers new insight or data Unusual, unexpected or shocking Seasonal Celebrity or prominent figure Local Impact Dollar amounts What Makes News? (con’t) Contains action Defines a trend Creates an extreme Anniversaries Service Oriented Visuals Personal Angle Broad interest Key Earned Media Tools Press Release Letter to the Editor (LTE) Tips & Best Practices The Media: Know your media landscape Understand how the media works Build relationships Stay connected: Follow reporters on Twitter, read their articles, etc. Tips & Best Practices The Message: Clear Concise Compelling Messages That Need Improvement Spay/Neuter Clinic for Low Income Residents Statistics Show That Teen Pregnancy Drops Off Significantly After Age 25 Red Cross in Search of Donors with Low Blood Supply Clear, Concise Compelling Messages 12 Charts That Show How Tobacco is Destroying the World Will Locking Up Formula Help New Moms? 9 Foods that are Saltier than You Realize Tips & Best Practices The Approach: Make It Newsworthy Demonstrate you are a resource/expert Tips & Best Practices The Follow-up: Do More than send, call Ask questions Don’t be deterred by rejection Q&A Resources Helpful Resources & Links: News For A Change, An Advocate’s Guide to Working with the Media – Wallack, Woodruff, Dorfman & Diaz www.CDC.gov National Health Observances Calendar: http://healthfinder.gov/NHO/ Thank you! Mary Bray Gallagher (518) 724-2801 [email protected]