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Garnering Earned Media For Your Public Health Activities. Mary Bray Gallagher, MBA, APR Public Relations Associate CAI. Today’s Presentation. Communication & Media Terminology Garnering Earned Media & Newsworthiness Tips & Best Practices Q & A. Communication.
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Garnering Earned MediaFor Your Public Health Activities Mary Bray Gallagher, MBA, APR Public Relations Associate CAI
Today’s Presentation • Communication & Media • Terminology • Garnering Earned Media & Newsworthiness • Tips & Best Practices • 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 The Internet Blogs Social Media: Twitter, FaceBook, YouTube, Instagram, Pinterest, Vine, etc… • Television/Cable • Radio • Newspapers • Magazines
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
Building a Rationale for Earned Media: • Media can be a powerful & effective tool to support or oppose policy or social change.
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 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
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 mgallagher@caiglobal.org