1. Health care and rural media National Rural Health Association May 17, 2006

2. What are rural media?

3. Media in communities that are designated as non-metro by the Census Bureau

4. What are rural media? Media in communities that are designated as non-metro by the Census Bureau Newspapers with circulation under 30,000 (wide differences in these)

5. What are rural media? Media in communities that are designated as non-metro by the Census Bureau Newspapers with circulation under 30,000 (wide differences in these) Small radio stations, limited news

6. What are rural media? Media in communities that are designated as non-metro by the Census Bureau Newspapers with circulation under 30,000 (wide differences in these) Small radio stations, limited news Local blogs and Web sites

7. Trends in rural media Corporate ownership growing (60%)

8. Trends in rural media Corporate ownership growing (60%) -- less focused on community service, more on bottom line; editors and publishers imported

9. Trends in rural media Corporate ownership growing (60%) -- less focused on community service, more on bottom line; editors and publishers imported Independent papers squeezed too

10. Trends in rural media Corporate ownership growing (60%) -- less focused on community service, more on bottom line; editors and publishers imported Independent papers squeezed too -- Wal-Mart effect helps some towns but hurts others, eroding advertising base for local media

11. Types of coverage Hospitals as businesses, institutions

12. Types of coverage Hospitals as businesses, institutions -- promotional stories

13. Types of coverage Hospitals as businesses, institutions -- promotional stories -- problem stories

15. Types of coverage Hospitals as businesses, institutions -- promotional stories -- problem stories New doctors in town

17. Types of coverage Hospitals as businesses, institutions -- promotional stories -- problem stories New doctors in town Civic contributions of health-care folks

18. Types of coverage Hospitals as businesses, institutions -- promotional stories -- problem stories New doctors in town Civic contributions of health-care folks

19. Types of coverage Hospitals as businesses, institutions -- promotional stories -- problem stories New doctors in town Civic contributions of health-care folks Health and the environment

22. Coverage in your own words Advertising

23. Coverage in your own words Advertising Earned media

24. Coverage in your own words Advertising Earned media: How to earn it --News releases, public service announcements (tied to events or specific initiatives)

25. Coverage in your own words Advertising Earned media: How to earn it --News releases, public service announcements (tied to events or specific initiatives) -- Op-ed columns from providers or extension agents

26. How to influence coverage Call attention to problems, solutions -- check out the data -- describe the problem clearly -- personalize your points (stories on cancer survivors spur screening) -- use photos, maps, images

27. Making the pitch for coverage First, write to editor or news director Follow up with phone call Encourage editor or reporter to act as community’s “trusted messenger” Show examples of similar stories in urban or other rural media

28. Making the pitch for coverage Check out corporate website for topics of interest, corporate approach to community involvement