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What will happen in the next 75 minutes?

Blowing Your Horn Can Make Social Change 2004 SOUND PARTNERS NATIONAL GRANTEE CONFERENCE November 12, 2004 Washington, D.C. What will happen in the next 75 minutes?. You’ll hear tips and strategies around promotion and reaching policymakers.

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What will happen in the next 75 minutes?

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  1. Blowing Your Horn Can Make Social Change2004 SOUND PARTNERS NATIONAL GRANTEE CONFERENCENovember 12, 2004Washington, D.C.

  2. What will happen in the next 75 minutes? • You’ll hear tips and strategies around promotion and reaching policymakers. • You’ll develop promotion and policymaking goals and tactics for your project. • You’ll share your goals and tactics with your colleagues.

  3. Promotion and Publicity

  4. Define Your Message • Message is the crux of the matter—the reason why anyone should care about your project. • Your message must be clear, compelling, accurate—and short! • Try to make your message no longer than 50 words. • Message is the first and sometimes only information people will have about your organization. • All spokespeople should deliver the same key messages.

  5. WNIN – Evansville, IN

  6. SOBER UP is a partnership of WNIN and Youth First, Inc. to help the Tri-State address the problem of underage drinking.

  7. Sober Up’s Goals • To help parents, adults, and decision-makers name and claim the problem of underage drinking. • To build regional support for research-proven prevention programs and policy reforms. • To provide parents and youth the best possible prevention, intervention, and treatment options.

  8. Messaging Questions to Answer • What do you want reporters and your community to know about your project? • Do you want to call community members to action? • When you talk about the project to friends and colleagues, what part of the project excites you and them most? • How are your project issues playing out in your community? Is there a way to connect your work with these larger community issues?

  9. Define Your Audiences and How to Reach Them • Who do you want to reach? • What audiences will be most receptive? • Reach out to audiences that don’t normally hear your signal. • Augment media promotion with forums that bring interested citizens together and in turn attract interested media.

  10. Media Strategies for Partners and Stations • Determine responsibilities. Have a clear plan for who will handle specific parts of the promotion campaign. • Share press lists and contacts. • Draft press releases together. • Look for common audiences. • Determine who is best suited to reach out to specific audiences.

  11. Launch Your Project with Fanfare • Customize the Sound Partners press release template and fact sheet. Distribute them as widely as possible to media, community members, and other groups. • Use your airwaves to promote the launch of the program. • Think about a creative way to kick-off your efforts. Consider holding a press conference, sponsoring a health fair, or holding a community forum.

  12. Media Tips • Develop a short list of people that can speak on behalf of your project. • Research reporters or columnists who cover your issues. Send them your press kit or release and follow up with a call to arrange face-to-face meetings. • Visit editorial boards of local newspapers and television stations. Present an overview of your Sound Partners project and upcoming programming and events. • Ask local commercial radio and TV stations to air public service announcements about your project. Encourage their news divisions to cover your efforts.

  13. Media Tips(cont.) • Find Web sites, E-newsletters and E-mail listserves that discuss your project-related issues. Introduce them to your project and ask them to feature it. • Begin developing your own E-newsletter or Newsletter. • Think creatively about alternative outlets for promotion of your projects. Explore how you can spread the word through these outlets.

  14. Reaching Policymakers

  15. Why should you reach out to policymakers? • To make lasting change • Raise awareness for your station, your partner and your issue • Health of the station and the partner • Continued support from licensee and funders • Continued government funding • Continued listener support

  16. What policymakers should you reach? • Members of Congress and staff • State and local legislators, mayors, city council members and city managers • State health commissioners and other state govt. offices that implement policies • Community members that impact policies around your issues • University officials/Board of Trustees • National public radio organizations - CPB, NPR, NFCB

  17. How do you reach policymakers? • Site visits and events • Hill and district office visits • Briefings and luncheons • Presentations • Using positive press • Mobilize your base

  18. Develop Promotion and Policy Goals • Work with your partner. • Choose one promotion goal and one policy goal for your project. • Develop three tactics for each goal. • You have 15 minutes to work on this.

  19. Promotion and Policy Goals Sample Media Promotion Goal Place two stories about your project in your local newspaper. Sample Policy Goal Educate local policymakers about the need for better rural health care access in your area.

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