Media Relations Working with the Media and Staying on Message Presented by: CD&M Communications January 20, 2011

Introductions and Goals

Current Landscape  Budget shortfall  Political dynamics  Showcasing your relevancy and importance within your community  RWJ Report – A New Way to Talk About The Social Determinants of Health

Advantages of Proactive Outreach  Media can be a strong and vocal ally  Builds trust and credibility with target audiences, including partners and stakeholders  Editorial space can be worth up to ten times the equivalent of paid advertising

Setting Expectations  Outreach requires time and effort  Highly selective media climate  Good news will always find print

Establish Relationships with Your Local Media  Identify spokespeople and subject experts  Create a one-pager of what your program is about  Schedule introductions and face-to-face meetings  Be the source reporters turn to for information

Messaging Strategy and Techniques  Keep it simple  Short and sweet is most effective  Common sense language raises your credibility

Message Mapping  Ensures safe ground  Helps you remember key points when under pressure  Turns the negative into the positive

Call To Action What do you want your audience to do? Message (Limit to 12 words or fewer) Proof or supporting points that complement the message. At least three or four are necessary Should be statistics or facts Message (Limit to 12 words or fewer) Proof or supporting points that complement the message. At least three or four are necessary Should be statistics or facts Message (Limit to 12 words or fewer) Proof or supporting points that complement the message. At least three or four are necessary Should be statistics or facts

Hotels and Motels Becoming 100% Tobacco-Free Becoming tobacco-free saves hotels money. Reduces maintenance expenses (carpets, drapes, table cloths and clothes, paintwork) Cuts insurance premiums and legal liability (fire, medical, workers compensation, liability) Reduces labor costs (absenteeism, productivity) A tobacco-free environments protects customers’ and employees’ health. Secondhand smoke contains over 7,000 dangerous chemicals Residue from SHS lingers in fabrics Employees are at risk when they are required to enter smoke-filled rooms and common areas Customers want tobacco-free environments. Nearly nine of 10 guests (89%) prefer a smoke-free environment National hotel chains are going 100% smoke-free (Westin, Marriott, and Comfort Suites) In 2008 there were already over 200 Maine hotels, B&B’s, inns, motels and lodges that were smoke-free and receiving positive feedback from customers

In Summary  Landscape has changed  Simplify and stay on message  Media relations is lucrative but requires effort

Thank you! CD&M Communications 48 Free St., 3 rd Floor Portland, ME