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Helicobacter pylori and Peptic Ulcer Disease
Ulcer Awareness Week Media Strategy
Your Media Strategy
Once you have developed your angles and media materials, you are ready to approach the media. You don't have to do everything, but here's what a full media strategy - step by step - might look like:
1. Meet with partners
There are other organizations in your area that share your mission and objectives. They may already be forming local ulcer awareness groups and it might be helpful to meet with these organizations at the outset of the campaign, to pool resources and share responsibilities.
2. Assemble your media list
Depending on the story angle you are using, begin by compiling a list of specific reporters and editors who are most likely to be interested in your materials. You are much more likely to get a positive response if you personalize the information, rather than sending it generically to "editor," "producer," "health reporter," or "public service director." To find out the names of contacts for your local media outlets, you can check media directories, which are available at libraries. However, positions at media outlets change frequently, so you will want to call and make sure the contact name you received from the directory is still current.
3. Package and mail your materials
This seems simple; just a matter of mailing labels, copying, collating and stuffing materials and posting. However, in addition to making sure you personalize the letter to the recipient, you should also make sure that the sender is identified on the exterior of the envelope. The media get lots of materials every day, and a recognized, credible source may prompt them to open your package rather than just put it aside. Sometimes you might want to get your materials out immediately - if, for example, you are sending out a news alert the day before an event. In this case, you would want to fax materials to your contacts. You'll need fax numbers and cover sheets - making sure that the cover sheet contains the sender's identification. It's okay to fax, or even to e-mail certain reporters (some advertise their e-mail addresses in their columns or reports) but generally speaking, unless the information is urgent, the regular mail will do.
4. Call to follow up
Regardless of how you send your materials, the most critical factor in getting the media to run a story or use your PSA, is personal follow-up - by phone or with a personal appointment. Follow up via the telephone is not only important in determining that they have received your materials, but it is also your key opportunity to encourage them to review the materials and run a story.
Before you begin calling, prepare a 'pitch' script for yourself - something short and to the point - and practice your pitch a few times on friends. Here's an example of an opening statement to a news reporter:
Hello, I am _________ with __________. We are participating in Ulcer Awareness Week this October 6-13, 2003, and I am calling to share some information about ulcers that can be very important for your readers (or viewers or listeners.) I frequently read (or watch or listen to) your column (or program) and I thought you might be interested in doing a story on. (follow with your story angle, for instance, .the fact that most people do not know that ulcers are caused by a bacterial infection and not by stress or spicy food).
Your objective is to get their attention and present your story angle, but also to use the call as a starting point for a discussion about the topic. If they say that they have not received the materials, offer to fax it to them and put another package in the mail to them. Then call them back to confirm receipt and offer your pitch.
During follow up, apply common sense telephone etiquette, but try to take the time to explain the importance of the issue and the relevance of the story to the local public. Also find out if they have any questions or need more information. Ultimately, you are seeking to develop a relationship with the reporter or editor, one that will increase the likelihood that the story will be presented accurately and consistently to the public. Having relationships with the media will also come in handy when you have news or events in the future.
If you have to prioritize your media list for follow up, remember that daily newspapers are the leading news gathering force in a community. They tend to have more "specialized" editors and reporters and are naturally more likely to have the resources to cover your story. Also, radio and television will often follow a newspaper's lead in reporting news, so that if you get a story in the paper it will help generate broadcast interest. Following up first with editors and reporters at the daily local newspaper is a good start.
Whenever possible, arrange to meet face-to-face with reporters, editors and producers. Bring your materials that you want them to use. If you are asking them to cover an event, provide written background information.
Finally, if the media does something with your materials, don't forget to send a short note of thanks. Remember, you are trying to build a long-term relationship with the media, not just get one story.
Additional sample pitch script scenarios for news media and public service are included in this kit.
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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