1. Media Outreach for Beginners Garrett Adams MD Linda Lieb, MBA Ed Weisbart MD Building relationships Editorial board meetings Op-eds Letter-to-editor

3. They need you, and you need them Just regular folks, but extra busy Timing is everything. Keep your eye on the prize and have fun! Understand the media Create the Opportunity and Enjoy It!

4. Enjoy Building Your Relationships Be friendly. Attract with honey. Be helpful and available. Keep a media contact list handy

5. Focus on Local Newspapers

6. Editorial Board Meetings Basics What are they? Why request one? Timing is key! Prepare Be a sleuth Request the meeting Prepare, prepare, prepare Act At the meeting Follow-up Results

7. Editorial Board Meetings Get Results Paper dropped the “infeasible” language PNHP-STL Op Ed printed Paper dropped the “infeasible” language PNHP-STL Op Ed printed

9. Make Your Mother Proud Write a Letter or Op Ed Legitimizes the author Useful with policy makers

10. Make Your Mother Proud Write a Letter or Op Ed Inspire Yourself Write about what you care about Read your local papers and jump in Let PNHP Inspire You Quote of the Day (Don McCanne) Promote PNHP research

11. “Medicare changes equal healthcare food stamps” Imagine Your Patients Reading It Make plain sense Active short paragraphs Know your paper’s word- count limits Headline with the author name and word count. 15 word tagline about the author Don’t be dry Be a little controversial Use a little humor and irony Name drop Ghost write for someone well known locally Know your audience Assume they know nothing about your topic Think about what you read… and then ignore that.

12. Push to Get Published Op-Ed Editor Query of interest first No attachments Obvious contact info Call after one week, early in week, early in day… Who and how One news outlet at a time. Disclose if doing more. Be faithful Timely topic Fresh perspective on a local or regional issue If national, find local concern Increase your odds

13. Keep the Dialogue Alive Letters to the editor Timely response to their articles Comment on other letters 2-3 cycles On-line forums Keep to the high ground Speak as a physician, establish credibility Build a team Assigned newspapers Rotate comments to live within the paper’s timing rules

14. Each Step Leads to the Next Next MOSP meeting: Expected 40; got 120 people.

15. “Groups that focus only on op-eds do themselves a disservice. Letters are very well read, reflect the community.” Marjorie Prichard Op-ed page editor for the Boston Globe since 1987 Past president of the National Association of Opinion Page Editors.

16. Local Stories Can Go National June 30, 2012 August 19, 2012 Don’t underestimate your opportunity. Be careful out there, but have fun!

17. Use Your Resources Making the News, Jason Salzman, 2003 Mark Almberg, PNHP National, Communications Director

18. Media Outreach for Beginners Garrett Adams MD Linda Lieb, MBA Ed Weisbart MD Building relationships Editorial board meetings Op-eds Letter-to-editor