Media Relations Working with the Media and Staying on Message Presented by: CD&M Communications

1. Media RelationsWorking with the Media and Staying on MessagePresented by:CD&M Communications January 20, 2011

2. Introductions and Goals

3. Current Landscape • Budget shortfall • Political dynamics • Showcasing your relevancy and importance within your community • RWJ Report – A New Way to Talk About The Social Determinants of Health

4. Advantages of Proactive Outreach • Media can be a strong and vocal ally • Builds trust and credibility with target audiences, including partners and stakeholders • Editorial space can be worth up to ten times the equivalent of paid advertising

5. Setting Expectations • Outreach requires time and effort • Highly selective media climate • Good news will always find print

6. Establish Relationships with Your Local Media • Identify spokespeople and subject experts • Create a one-pager of what your program is about • Schedule introductions and face-to-face meetings • Be the source reporters turn to for information

7. Messaging Strategy and Techniques • Keep it simple • Short and sweet is most effective • Common sense language raises your credibility

8. Message Mapping • Ensures safe ground • Helps you remember key points when under pressure • Turns the negative into the positive

9. Message (Limit to 12 words or fewer) Message (Limit to 12 words or fewer) • Proof or supporting points that complement the message. • At least three or four are necessary • Should be statistics or facts • Proof or supporting points that complement the message. • At least three or four are necessary • Should be statistics or facts Call To Action What do you want your audience to do? Message (Limit to 12 words or fewer) • Proof or supporting points that complement the message. • At least three or four are necessary • Should be statistics or facts

10. A tobacco-free environments protects customers’ and employees’ health. Becoming tobacco-free saves hotels money. • Reduces maintenance expenses (carpets, drapes, table cloths and clothes, paintwork) • Cuts insurance premiums and legal liability (fire, medical, workers compensation, liability) • Reduces labor costs (absenteeism, productivity) • Secondhand smoke contains over 7,000 dangerous chemicals • Residue from SHS lingers in fabrics • Employees are at risk when they are required to enter smoke-filled rooms and common areas Hotels and Motels Becoming 100% Tobacco-Free Customers want tobacco-free environments. • Nearly nine of 10 guests (89%) prefer a smoke-free environment • National hotel chains are going 100% smoke-free (Westin, Marriott, and Comfort Suites) • In 2008 there were already over 200 Maine hotels, B&B’s, inns, motels and lodges that were smoke-free and receiving positive feedback from customers

11. In Summary • Landscape has changed • Simplify and stay on message • Media relations is lucrative but requires effort

12. Thank you! CD&M Communications 48 Free St., 3rd Floor Portland, ME 04101 www.cdmc.com