Garnering Earned Media For Your Public Health Activities
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Garnering Earned Media For Your Public Health Activities Mary Bray Gallagher, MBA, APR Public Relations Associate CAI
description
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. - PowerPoint PPT Presentation
Transcript of Garnering Earned Media For Your Public Health Activities
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
Television
Op Eds/Letters to the Editor
Radio
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/
