Planning Community Events Factors Contributing to Success Joan Clayton-Davis, MA James Bender, MHS, CHES Academy for Educational Development

“If you don’t exist in the media, you don’t exist.” -Daniel Schorr, National Public Radio

Why Get Media Coverage To reach consumers (parents, seniors) To reach consumers (parents, seniors) To reach medical providers To reach medical providers To reach policy makers in order to change the environment To reach policy makers in order to change the environment

General public Media Policy makers Change the environment Behavior change

Why Do Reporters want to Cover Health? Public health stories are newsworthy by nature because they: Public health stories are newsworthy by nature because they: Affect lots of peopleAffect lots of people Perform a public servicePerform a public service Often offer solutionsOften offer solutions

What Makes YOUR Story Newsworthy? Irony Irony Local peg Local peg Personal angles Personal angles Breakthrough Breakthrough Anniversary Anniversary Seasonal peg Seasonal peg Celebrity Celebrity Visuals Visuals

Ideas for Creating News Events Hold special events. Hold special events. Sponsor community event (run or bike-a-thon, health fair). Sponsor community event (run or bike-a-thon, health fair). Develop community-wide contest. Develop community-wide contest. Demonstrations, marches and rallies. Demonstrations, marches and rallies.

How to Get More Coverage B-roll B-roll Audio and video footage for journalists and producers.Audio and video footage for journalists and producers. Video News Release (VNR) Video News Release (VNR) News story produced and offered to news stations for use at no cost to the station.News story produced and offered to news stations for use at no cost to the station.

Media Relations Basics Make a media contact list; keep it current Make a media contact list; keep it current Figure out who covers what Figure out who covers what Develop trust with reporters; become a resource person Develop trust with reporters; become a resource person Find expert spokespersons, train them to work with media Find expert spokespersons, train them to work with media Feed reports information through press releases, media advisories, op-eds, letters to the editor, editorial board meetings Feed reports information through press releases, media advisories, op-eds, letters to the editor, editorial board meetings Want to know more? Come to NCIC or us Want to know more? Come to NCIC or us

Five Actions to a Successful Event Develop/select the right planning team Develop/select the right planning team Develop detailed goals, work plans, and timeline Develop detailed goals, work plans, and timeline Create strong buy-in from event partners Create strong buy-in from event partners Secure adequate funding/financial support for the event Secure adequate funding/financial support for the event Monitor and evaluate from planning phase through follow up assessment Monitor and evaluate from planning phase through follow up assessment

The Event Planning Team (Skills, Knowledge, Experience, Enthusiasm, Commitment) Event Chairperson Logistics Chairperson Space, Equipment, Food, Setup, Traffic Program/Agenda Chairperson Theme, Length, Speakers, Entertainment Fundraising Chairperson Budget, Sponsors, In-kind Resources Media/Promotion Chairperson Promotional Materials, Media Packets, Spokespersons

Develop/Select the Right Planning Team Select a strong chairperson for the community event Select a strong chairperson for the community event Select an individual with logistics experience who understands the importance of detail Select an individual with logistics experience who understands the importance of detail Select an individual with experience in special event program and agenda design Select an individual with experience in special event program and agenda design Select a competent fundraising individual or agency Select a competent fundraising individual or agency Select or recruit an individual with promotional/media experience Select or recruit an individual with promotional/media experience

Planning Team Example Mississippi Department of Health READII Immunization Regional Kick-Off Event The Team Planning Team Chair, RN/Special Immunization Project Coordinator Logistics Chair, Coalition Partners who had planned community events in past Program/Agenda Chair, Coalition members who planned previous special IZ events Fundraising/Resource Development Chair, Coalition members (agency exec, development staff) Communication/Promotions/Media Chair, State Dept of Health Communications Office

Event Goal and Objectives Develop a clear goal for the event Develop a clear goal for the event Outline specific objectives (SMART Objectives help with process evaluation) Outline specific objectives (SMART Objectives help with process evaluation) Create a work plan and timelines for the event that will help guide work of the planning committee and sub- committees or task groups Create a work plan and timelines for the event that will help guide work of the planning committee and sub- committees or task groups Give your planning committee plenty of time to accomplish its goal (6mo – 1yr) Give your planning committee plenty of time to accomplish its goal (6mo – 1yr)

Sample Goal and Objectives To increase immunization outreach and clinics to serve rural African Americans age 65 and over in 20 counties of Mississippi Delta To increase immunization outreach and clinics to serve rural African Americans age 65 and over in 20 counties of Mississippi Delta Objectives: 1. By June 2006, sign outreach agreements with 10 CBOs, 20 churches from 18 Delta counties 2. By July 2006, confirm 5 new immunization sites in 5 Delta Counties (SMART Objective: Specific, Measurable, Achievable, Relevant, Time- phased)

Create Buy-in from Partners Offer exclusivity (logos on printed materials, media exposure, etc.) for special sponsors Offer exclusivity (logos on printed materials, media exposure, etc.) for special sponsors Create a real “return on investment” (e.g., new patients for providers, new networking opportunities or partners for future initiatives on related or other health issues, increased community exposure) Create a real “return on investment” (e.g., new patients for providers, new networking opportunities or partners for future initiatives on related or other health issues, increased community exposure)

Event Funding/Financial Support Develop a realistic and detailed budget for the event Develop a realistic and detailed budget for the event Consider special sponsors or levels of sponsorship Consider special sponsors or levels of sponsorship Use in-kind or donated services where possible (space, speakers, supplies, food) Use in-kind or donated services where possible (space, speakers, supplies, food) Plan fundraising efforts months prior to the event Plan fundraising efforts months prior to the event

Monitoring and Evaluation Monitor a few key indicators to make sure you stay of target for a successful event Monitor a few key indicators to make sure you stay of target for a successful event --- timeline adherence --- fundraising goal --- media support/activity --- new partners secured (providers, media outlets, outreach venues, distribution partners Meet to assess and evaluation the success of the event and make recommendations for future events Meet to assess and evaluation the success of the event and make recommendations for future events