Garnering Earned MediaFor Your

Public Health Activities

Mary Bray Gallagher, MBA, APRPublic Relations Associate

CAI

Today’s Presentation

1. Communication & Media2. Terminology

3. Garnering Earned Media & Newsworthiness

4. Tips & Best Practices5. Q & A

Communication

Very important component of public healthYou are communicating information that will

change lives and communitiesYour communication strategy will depend on

your objectives, budget and audience

Communication

Your strategy might include some or all of the following:

MarketingPublic Relations

Paid Media/AdvertisingEarned Media

Today’s Media

Traditional

Television/Cable Radio

Newspapers Magazines

Digital

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

MarketingMarketing 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 worksBuild relationships

Stay connected: Follow reporters on Twitter, read their articles, etc.

Tips & Best Practices

The Message:Clear

ConciseCompelling

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 questionsDon’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.govNational Health Observances Calendar:

http://healthfinder.gov/NHO/

Thank you!

Mary Bray Gallagher(518) 724-2801

mgallagher@caiglobal.org