Making the Most of NIIW Michele Roberts, MPH, CHES Tim Church National Immunization Conference April 20, 2010

The Washington Experience Grand rounds One day provider training with videoconference sites Stakeholder meetings – coalition events and smaller meetings with pediatric and community leaders Pediatric resident dinner Legislative reception Media events PSAs in multiple languages

Plan Smart Lay it out – use planning worksheets Look for outside funding Context! Context! Context! Don’t go it alone Spread the word at every opportunity Don’t reinvent the wheel Don’t forget about evaluation

Lessons Learned Start early and figure out your budget Use your partners – not just as advisors but as planners Schedule state leadership early Go where can you get the most mileage Don’t over schedule – allow for some downtime Understand legislative conflicts Pay for travel for locals (MCH block grant technical assistance funds)

It’s worth the effort Well attended events Reinvigorated stakeholders Strengthened partnerships Consistency in messaging and priorities Planted seeds for future work Three CME opportunities Saved universal system - $37 million/year Alliance formed to address vaccine hesitancy

Informing the public through media Goal Use earned media to inform public about the importance of immunization Strategy News release, editorial boards, and joint media relations work with CDC and local health partners Resources/effort 50+ hours of Communications Office staff time (this does not include Immunization program, CDC, and local health staff time)

Outreach that pays-off Statewide media relations — “Earned Media”

The Results

Calculated Publicity Value* Coverage money can’t buy** Print Outlet Circulation Value* Spokesman-Review (story and editorial) 93,089 $4,606 Seattle Times (editorial) 347,734 $6,835 Seattle P-I (story and editorial) 146,722 $8,455 The Columbian (Editorial) 46,199 $181 Total Value: $20,077 Broadcast Outlet Calculated Publicity Value* KHQ-NBC, SPOKANE (5 p.m. and morning news) $3,876 KREM-CBS, SPOKANE $2,520  KNDU-NBC, YAKIMA-TRICITIES (6 p.m. and 11 p.m. news) $2,190 Total Value**: $8,586 *Value/Calculated Publicity Value: The advertising equivalency of the coverage

Media Lessons Learned Need a story; NIIW or a national spokesperson are not enough Don’t be afraid to share the challenges Choose credible and skilled messengers Chose your media market wisely Location with good visuals – kids get attention! Don’t be afraid to talk about bad news Remember – this takes lots of time! It’s worth the effort! Lots of media coverage Unsolicited coverage during measles outbreak Establish your agency as the credible source

Contact Information Michele Roberts Health Promotion and Communication Manager Immunization Program CHILD Profile Washington State Department of Health 360-236-3720 Michele.Roberts@doh.wa.gov Tim Church Communications Director 360-236-4077 Timothy.Church@doh.wa.gov Feel free to contact us if you have any questions. We’d be happy to share any of our materials.

Thank You