1. Media Tools For The Immunization Professional Jim Bender The Academy for Educational Development National Immunization Conference March 4, 2007

2. The Workshop Overarching Goal: Learn to use media to attain immunization program goals Brief presentations Brief exercises Discussion/Q & A 2

3. This Session o Objectives  Name three characteristics of a “newsworthy” story  Distinguish between hard and soft news as well as earned vs. unearned media  Understand how to frame your story and make sure it’s newsworthy 3

4. “If you don’t exist in the media, you don’t exist.” Daniel Schorr National Public Radio Change the environment Behavior change Policy Makers General public Media 4

5. Media 101 5

6. Media 101 TV Brief, informative stories + programming Emphasis on pictures and sound PRINT Longer, more detailed stories; Immediate and/or long-term RADIO News, features, programming Usually longer stories than TV INTERNET Immediate, timely Huge variety of venues Accessible to millions 6

7. Media 101 Is It News?  Timely?  On the “radar screen”?  Affect a large number of people?  Local?  Intriguing or emotional aspect?  Draw?  Visual? 7

8. Media 101 Or is it….  Feature No urgency Human interest  Opinion piece (Op-Ed) Short, well-documented, personal viewpoint Sent unsolicited  Editorial A media outlet’s official opinion 8

9. Media 101 Unearned Versus Earned Unearned = Paid Advertising Commercials, advertorials, billboards, etc., Maintain control – at a price! Earned = “Free” Exposure News, editorial, programming, PSAs Give up control Earned Media = Media Outreach 9

10. Your Media Strategy Media Outreach News, Op-Ed, Features, Programming Paid Advertising The right mix to meet your objectives! Broadcast Print Internet 10

11. Media Outreach AKA PR / Media Relations Backbone of most communication programs  Cons Lose control of final content, timing, presentation Harder to obtain  Pros “Free” More credible 11

12. What is Framing?  Commonly called the “spin” or angle  Structures the story So media want/need to cover it (framing for access) So people want/need to know it (framing for content) 13

13. Framing Your Message  Is your story news?  Timely?  Affect a large number of people?  Local?  Intriguing or emotional aspect?  Draw?  Visual?  On the “radar screen”?  Media scan / analysis Are other related issues being covered? What are the various “sides” of the issue? 14

14. Your Turn Framing Exercise 15

15. Case Study: You have just received a factsheet on the HPV vaccine from your director. The factsheet contains interesting information you are considering sharing with your media contacts. Discussion Topic: Given the facts presented, what would you say would be an effective way to frame the information from any of the following viewpoints – health, political, or social? How would you frame the information in this particular case?

16. Pitching Your Story  Develop a script Is this a good time to talk? (if not, when?) Want to make sure you received info (No? Let me fax it right now and call back.) Here’s the local angle Would you like to interview Mr. Celebrity or Ms. Spokesperson? Can I provide additional information? When will the story run? 16

17. Your Turn 17 Pitching Exercise

18. Case Study: You have just received a factsheet on the HPV vaccine from your director. The factsheet contains interesting information you are considering sharing with your media contacts. Instructions: Use one of the three frames you developed in the previous exercise. Take 3 to 4 minutes to draft a script for your telephone pitch. Role play the pitch with your partner and be prepared to share it with the larger group.

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20. Jim Bender Academy for Educational Development Center for Health Communication 1825 Connecticut Ave., NW Washington, DC 20009-5721 202-884-8737 / jbender@aed.org National Immunization Coalitions TA Network E-mail: IZTA@aed.org www.izta.org 19