Download HERE - New York State Public Health Association

Garnering Earned Media
For Your
Public Health Activities
Mary Bray Gallagher, MBA, APR
Public Relations Associate
CAI
Today’s Presentation
1. Communication & Media
2. Terminology
3. Garnering Earned Media &
Newsworthiness
4. Tips & Best Practices
5. Q & A
Communication
Very important component of public health
You are communicating information that will
change lives and communities
Your communication strategy will depend on
your objectives, budget and audience
Communication
Your strategy might include some or
all of the following:
Marketing
Public Relations
Paid Media/Advertising
Earned Media
Today’s Media
Traditional
Digital
 Television/Cable
 Radio
 Newspapers
 Magazines
 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
Marketing
Marketing 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?
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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)

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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 works
Build relationships
Stay connected: Follow reporters
on Twitter, read their articles, etc.
Tips & Best Practices
The Message:
Clear
Concise
Compelling
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 questions
Don’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.gov
National Health Observances Calendar:
http://healthfinder.gov/NHO/
Thank you!
Mary Bray Gallagher
(518) 724-2801
[email protected]