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Helicobacter pylori and Peptic Ulcer Disease
Accessing the Power of the Media
Mass media - television, radio and print - is the best way to reach the most people quickly. It represents an integral part of any public education campaign.
To support Ulcer Awareness Week, we've developed campaign materials for many different types of media. In your area, you will probably be dealing with local TV and radio stations and newspapers; it is important to remember the fundamental differences between these media in order to be most effective when working with them.
By targeting specific sections of a newspaper with appropriate stories and ideas, you can get more in-depth coverage of your issue. Community or weekly newspapers tend to highlight stories such as a local ulcer awareness campaign.
Radio and TV stations have more finite resources and restricted 'time' for local news - usually 5 minutes for radio and half an hour for local TV news. Local talk shows on TV and radio, however, offer more comprehensive coverage and are also good targets.
Regardless of the format, reporters, producers and editors share one common trait - they want to bring important news to their local readers, viewers, and listeners. Therefore, a localized story is always a plus. While the national campaign is the umbrella for your story, be sure to tell the media why this issue is important in your area and use local resources to help tell the story when possible.
When asking the media to run a public service announcement, remember that although most media still honor their community service commitment, they receive lots of requests. While you may find that smaller stations and newspapers are more approachable, personal contact with all media is the best way to get their attention and convince them to use your material.
Finally, when selecting which media outlets you will approach, consider the audience. This will help you prioritize your efforts and get the most effective results. For example, people who have peptic ulcer disease tend to be older, so you may want to think about any regional or local magazines that cater to senior interests.
The next section of this kit provides further guidance and advice on working with the news media and placing public service materials. If you have experience in these areas, we hope that it will provide a 'refresher' course for you. If you are not experienced, we hope that it will give you the basic knowledge and tools to conduct media outreach. If you have not worked much with the media, there may be someone else in your organization with experience. If possible, find and work with that person. Here are some guidelines that can help you to establish contacts and obtain coverage.
Working with the News Media
The news media are a powerful conduit to help you draw attention to ulcer awareness. The media are in a unique position to communicate specific messages to your target audience, such as the fact that most ulcers are caused by a bacterial infection and as a result can be cured for good with antibiotics. Getting publicity will add to the success of your program and increase audience recognition of your organization as a sponsor of this information.
Publicity can also extend the effect of your activities beyond the program. A special event, such as an Ulcer Awareness Week health fair, can be preceded and followed by publicity on radio and television stations, and in local newspapers to enhance attendance. Media coverage of promotional activities not only encourages participation, but also gets your message out to more people than might be reached in person by such activities.
What Makes News?
The secret to gaining publicity is to understand the news media and 'what makes news.' Once you have a basic appreciation of the needs of the news media, you can then use a variety of story angles - or "news hooks" - to interest your media contacts in a story about ulcer awareness. The good news is that, since we are exposed to "news" every day as consumers, most of us already have a basic understanding of the news media. Don't downplay this experience. Think about what you already watch, listen to, and read for in local news and information. You will note some basic facts about local media and how they deliver news to their constituents:
Newspapers may be published daily or weekly. They are the primary deliverer of in-depth news in communities, and cover many local events, together with the local perspective on national news or issues. The weekly papers tend to be less dominated by "breaking news" due to their time frame and offer more "feature" information. Daily papers also run features, usually on specific days of the week, such as a mid-week health section.
TV stations usually allot 1/2 to 1 hour for local news programming, several times during the day. Given these daily airings and the visual nature of the medium, they concentrate on breaking news supported by video footage and reports gathered by mobile crews. With the exception of some local cable, these stations cater to universal interests, and thus reach a broad audience.
Radio stations, which proliferate on the local level, are the most diverse in terms of programming formats, catering to specific audiences with different types of music, sports, or talk shows. Their news coverage, with the exception of 'all news' formats, may be only 1 to 2 minutes at the top of each hour. However, radio plays an important role in serving local interests.
This review highlights two important factors that relate to all news media formats, and are important to remember when working with the news media:
Frequency and Deadlines - The frequency with which a particular news medium is printed or aired (hourly, daily, weekly, or even monthly) has a direct impact on the type of news that is communicated. It also has a practical bearing on the deadlines. Daily media have daily deadlines; for instance, a newspaper reporter must finish a story by the afternoon before it is printed in the next day's edition. Therefore, if you want to contact a daily reporter about a potential story, it is best to call in the morning. To assist in coordinating stories with pressing deadlines, many newspapers and TV stations have 'assignment' editors on their 'news desks' who basically take incoming stories and assign them to appropriate reporters. While it is usually best to try and talk to reporters who you know have an interest in your story, you may also contact assignment editors when you have a specific event happening on a specific day.
Different Stories for Different 'Beats' - Most news organizations, depending on their size, have a variety of different departments. These are usually divided into two basic categories: news and features. By definition, news is something 'new' but it is also information of interest to a particular audience. By using the term 'news' versus 'features,' we distinguish between the type of news: such as breaking facts and important events versus human interest stories. When watching the local news or reading the paper, think about how the 'harder' news is usually covered up front and is followed by 'softer' news features.
Further Segmenting Your Approach - Within each area you may find a number of different 'beats,' or areas of interest, that might apply to Ulcer Awareness Week, such as women's interest, or health news, each of which could potentially be interested in a story on ulcers. By tapping into these specific areas of interest, you can tailor your story many different ways. Many newspapers list their different departments, and some even give contact names and numbers for different beat editors or reporters. Most news desks at TV or radio stations can also refer you to appropriate personnel if you ask for someone working in the areas of 'health news' or 'women's interest.'
Story Angles
Understanding the media is the first step to gaining coverage; the second is to develop and select your story angles or 'news hooks' to attract attention and interest. Here are some examples:
Most people don't know that most ulcers are caused by a bacterial infection. This research-based fact presents a 'hard news' opportunity to get a main message of the campaign across. This angle is used in the attached press release for you to tailor and use locally. To provide an additional angle, you may suggest that a reporter conduct an informal 'man-on-the-street' poll to gauge local knowledge.
Community event focusing on ulcer awareness. Promotional events, such as health fairs, awareness days, seminars, fundraising activities, counseling clinics, etc. designed to raise awareness about peptic ulcer disease can be promoted through the media. If they have a visual element, they will be even more appealing to television.
You don't have to grow old with your ulcer. Research shows that many people self-medicate their stomach ulcer symptoms, and subject themselves to an endless cycle of pain, relief and relapse for up to 20 or more years. In this fact lies a great opportunity for a feature story explaining why millions of people need to "unlearn" how they deal with their ulcer. Profile a person/family affected by Peptic Ulcer Disease. A good additional angle to this story would be a cost comparison for years of symptom management vs. cure --as outlined in the attached fact sheet on economic impact of ulcers.
Ulcer disease: Not just for men only. Misperceptions not only surround the cause of ulcers but also just who is most at risk. For many years, the stereotypical ulcer sufferer was portrayed as middle-aged man with a high stress job. The reality is that an ulcer sufferer is just as likely to be female, have a medium to low income, and experience the first onset of symptoms around age 35.
The cause of your stomach pain may be curable. This feature story idea would highlight the fact that all stomach pain is not the same. It may be a symptom of several different problems, from indigestion to heartburn (also known as gastroesophageal reflux disease or GERD) to ulcer disease. This underlines the importance of talking with a doctor about diagnosis and treatment, as some causes - such as peptic ulcers - are now curable. For this story, it will help to have a number of local medical experts lined up for background and interviews.
Newspaper Opinion-Editorial (Op-Ed)
Most media will also have an editorial section that expresses the media's own opinion or stance on certain issues - for example, in columns which appear on the newspaper's 'editorial page' or in an 'editorial comment' by a station manager at the end of a newscast. Most media give ordinary viewers and local groups an opportunity to express their opinions as well, usually in the form of 'letters to the editor,' "viewer/listener comment," and occasionally in column or longer commentary format. In newspaper, these opinion pieces are usually positioned opposite the editorial page (hence the designation Op-Ed).
Newspapers in particular have very specific guidelines for Op-Ed submissions, so it is always best to call the editorial department and find out the procedure for submitting a letter or article to the editor for consideration. In most situations, it is better to pitch an idea or outline for an opinion article to the editor first, gain their interest, and then submit your draft article by the deadline agreed. As with news media, you need to make a persuasive pitch to convince the editor that the topic is important and relevant in your local area.
Other Media Approaches
Up to this point, we have concentrated on the news media, and gaining coverage through either news or feature story formats. As mentioned, however, there are a number of different media departments, other than news, that you might consider approaching. These include the following:
Building Media Partnerships
Sometimes getting the media involved in your promotional efforts to educate the public can give a lot of mass media efforts.
Coordinating public service announcements with news events: This is one strategy to try to get a television or radio station's news department interested in publicizing campaign events before speaking with the public service director.
Co-sponsorship with the media: Media outlets may be willing to do more than provide publicity or run public service. Invite a television or radio station, local cable network, or area newspaper to co-sponsor your campaign or event. While a media outlet may want a certain degree on exclusivity in return for their promotional efforts, if the outlet is very effective in reaching your target audience then co-sponsorship is a very worthwhile endeavor. Some media sponsor their own health information events and include local hospitals and other professionals. This is another opportunity to help get the ulcer awareness message out.
Using Media Materials
This kit contains some local media materials that you can customize and use with the media in your area.
The press release is a summary of news, including quotes from spokespersons, that you can send to a variety of media and news contacts. Its main story angle is that 'most people do not know that ulcers are caused by an infectious bacterium, rather than by stress or spicy foods.' Based on facts derived from research, the release is very similar to the national new release that CDC will be using for Ulcer Awareness Week, but contains sections for you to insert localized information in order to heighten its relevance to local media. Press releases can be accompanied by a cover letter - this isn't strictly necessary but you can use a brief letter to "pitch" the story to the news reporter, explaining why it is important and should be covered.
A more detailed pitch letter also can be used on its own, to introduce yourself and your organizations, and to suggest a story angle for feature coverage or propose an Op-Ed submission. More than one story angle could be proposed, the idea being that the letter is a conversation starter. It is a way to introduce yourself as an expert or good source of information on an issue, to explain the importance and relevance of an issue, or to present a campaign or observance such as Ulcer Awareness Week as a timely opportunity to cover different aspects of the issue.
A sample media alert to promote a special event is attached for your reference. This format would be sent to assignment and calendar section editors. When promoting an event, use this brief news alert format to highlight the information most relevant to the media: in a nutshell, the who, what, when, where and why of your activity.
For background purposes, two fact sheets on ulcers and H. pylori give basic information regarding prevalence, symptoms, diagnosis, treatment and the economics of the disease. These may accompany the press release, and could also provide general background for the media along with any story angle.
Print and live read PSAs are attached which can be sent to local newspapers, magazines, radio and TV stations. The print PSA imparts more information in the given space, and is provided in two sizes. The live read PSA script for broadcast stations is timed to take up no longer than 30 seconds of air time.
An Opinion-Editorial article is also attached. Such articles are usually bylined by experts in the community, so you will want to identify a local doctor or maybe someone in your organization to edit and sign the article. Then, put it forward to be considered for publication in your local newspaper's Op-Ed pages - usually a double page spread following the main news section of the newspaper. Contact your local opinion page editor for specific submission guidelines and then tailor the article to the publication's guidelines.
For information about H. pylori infection and ulcers,
see your health care provider or call toll-free: 1-888-MY-ULCER.
Email Your Plans for Ulcer Awareness Week along with your thoughts and comments to ulcers@cdc.gov