Get it via our RSS feed


  

< Back to Communications Support for Health Centers

Sample Media Strategy

 

 

Goal:

 

To create an awareness among the public and policy makers of:

• What CHCs are and what they do
• Who CHCs serve
• The value of CHCs to the community
• The cost effectiveness of CHCs

Media Options:

• TV Stations: News, Talk Shows
• News Radio: News, Talk Shows
• Daily and Weekly Newspapers: news stories, feature stories, op-eds, editorials, letters to the editor
• Public Service Announcements

 

Phase1: Planning and Preparation

 

1. Develop Your Message:
   1. Have a local and/or human interest hook about the CHCs that is an important story (i.e. give them something they can "sell" to their readers)
   2. Select and train your spokespeople
   3. Prepare a basic "stump" speech/op-ed that delivers your message
2. Designate a Media Coordinator and Identify One or Two Key Media Spokespeople
3. Prepare a Media Briefing Book:
   1. Background narrative
   2. Fact sheets and side-by-sides
   3. Copies of newsletters
   4. Human interest stories
   5. Press clippings
   6. Key issues summaries (policy papers)
4. Compile Media Contact List
   1. Print -- key reporters, editors, feature writers
   2. TV -- reporters, assignment editors, talk show producers
   3. Radio -- news editors, talk show producers
5. Compile a list of community organizations that receive frequent/positive media coverage for potential speaking engagements.
   1. Program chairs
   2. Lead time needed for scheduling events
6. Develop a Media Event Calendar -- try to identify or plan at least one good press opportunity a month. Identify annual events or activities that should be media events.
   For example:
   1. Annual open house
   2. Child Health month
   3. Women's Health month
   4. Legislative reception
   5. Awards Dinner f. Christmas (this is a slow news time and a good time for features)

 

Phase 2: Implementing the Plan

 

1. Contact key reporters, editors, and producers by phone to introduce yourself and your health center or Association. If possible, set up a brief personal meeting. Establish your credibility by initiating regular contact so a reporter gets to know who you are.
2. Follow-up by sending or hand delivering a copy of your Briefing Book.
3. Learn individual reporters' story interests (especially producers) and call them when a an idea for a good story surfaces.
4. Schedule speaking engagements at one or two of the well-covered community organizations and arrange coverage.
5. Develop an identifiable organizational template or format to use when sending press releases and other notices to the media.
6. Arrange opportunities to call a press conference, send a press release, schedule an editorial board meeting, write an opinion editorial, or send a letter to the editor.