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Ways to Promote Special Events, Announcements, Conferences, Etc.

The mass media must be an integral part of your outreach program. They will assist you in spreading the word about your organization’s announcements and events, enabling you to reach a larger audience. If you do not have media contacts, call your local newspaper, radio, and television stations, and ask which reporters cover health topics. When contacting these individuals, be sure to ask them about deadlines, special interests, and informational needs. When possible, arrange to meet face to face with reporters, editors, and producers.

Supply the media contact with an article, news release, public service announcement or other materials you want to use to publicize an event or announcement. In addition, supply them with background information on the event. You may choose to use newspapers, local or regional magazines, newsletters of the Chambers of Commerce, fraternal organizations, local high school or college publications, church or synagogue bulletins and newsletters, and billboards to further spread your important announcements.

Print Story Ideas:

Consider a variety of approaches and ideas when preparing an article for an editor or reporter. In addition to the article, make sure reporters are notified of local events, and offer to arrange interviews with members of your organization or local experts. Be creative in suggesting story ideas.

Getting Your Articles Published:

Remember to:

• Offer your article to the publication’s staff
  
  
• Send a query letter with specific story ideas for a particular media outlet
  
  
• Send a news or press release when making a specific announcement
  
  
• Send a media advisory inviting both print and broadcast media to cover the event
  
  
• Follow-up by telephone after sending a query letter, news release or media advisory
  
  
• Provide the reporter with a press briefing packet giving background information on your organization and the subject matter
  
  
• Identify local physicians and experts who the reporter may interview
  
  
• Develop a question and answer document for your spokesperson, which will assist him/her in preparing for an interview
  
  
• Be sure to express your appreciation and write a thank you note or call to thank the reporter after an article is written
  
  
• Maintain contact with editors and reporters, but only when the issue is newsworthy, local, and important
  
  
• Use photographs to accompany your article. This will catch the reporter’s attention

Broadcast Media Guide:

Much like getting your article published in a newspaper, journal or newsletter, there are specific steps to follow when trying to get a message broadcast. The following are steps to take when seeking a radio or television interview:

• Write a letter at least one month before you would like the interview to air. Identify radio/television talk show producers or the person responsible for booking a show’s guests. Call to follow-up.

• Be prepared to “sell” your program idea.

• Put together a media briefing packet, including a brief biography of the spokesperson, suggestions for “on-the-air” questions, a list of relevant upcoming events, fact sheets, and any other relevant information.

• Once the booking is confirmed, inform the spokesperson of the details of the engagement including date, time, location, contact person, host of the show, and correct attire. Give your spokesperson a copy of the media briefing packet, and brief him/her on possible questions and local activities.