Media Relations

 

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Following are four simple steps to get you started on your media relations efforts.

 

STEP 1: PLAN YOUR MEDIA OUTREACH


  • Develop a media list.  You need to identify appropriate media targets in your community:

    • Newspapers (dailies/weeklies) – health editor, calendar editor, reporters who cover senior issues
    • Magazines- health editor
    • Television – program producer, health reporter, assignment editor, community calendar coordinator
    • Radio – program producer, public affairs director, community calendar coordinator
    • Community newsletters – editor
    • Web sites – health/Web site editor

     

  • Identify spokespeople. Current program participants, program leaders/trainers and medical experts are appropriate
  • Review key messages.

 

 

 

STEP 2: DEVELOP MEDIA MATERIALS


  • Localize press release templates.
  • Draft community calendar announcements.
  • Distribute public service announcements.

 

 

STEP 3: CONDUCT MEDIA OUTREACH


  • E-mail your calendar announcement and/or press release to contacts on your media list.
  • Follow up via telephone.  Be respectful of reporters’ deadlines. If you are not able to reach the reporter or writer directly, leave no more than three phone messages over a two-week period.
  • Pursue any additional leads.
  • Help reporters tell your story.
  • Identify participants currently involved in program.
  • Invite reporters to observe a class.
  • Be sure you are accessible.

 

 

STEP 4: MONITOR AND EVALUATE COVERAGE


  • Monitoring news coverage enables you to evaluate the overall effectiveness of your media relations efforts and identify areas that need improvement.  It also helps you recognize which media representatives provided the most accurate coverage and are most likely to provide future coverage.
  • Collaborate with the facilities handling registrations and establish a process to track calls generated by your media placements.
  • Prepare a report of all media placements. Include circulation numbers or audience rate, as well as news clips, broadcast air checks or transcripts.
  • Utilize your findings to help you prepare for your next media campaign.

 

 

AF CHAPTERS TAKE NOTE!


Arthritis Foundation chapters can check the Public Relations section of AF Connect to see clips from major media placements. Chapter staff can also access the annual Public Relations Planner on AF Connect for tips on carrying out media placements throughout the year.

 

 

 

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