2012 National Infant Immunization Week and Toddler Immunization Month
Tips for Working with the Media
Even if your organization has a media liaison, these tips can be helpful for any outreach
Compile Media List
Compile a list of local radio and TV stations that are likely to have audiences with the target
market you desire. Include the health or science editor’s name and contact information, if
Know the Station’s Programming and Audience
Before pitching a story to a local radio or TV station, learn more about the programming
(country, news, easy listening) and its audience. Check out the station’s website. The more
informed you are about how immunization may relate to their audience, the more effective you
Make Introductory Calls
Make an introductory call before you pitch a story or ask to place PSAs. Use this initial call to
double check your contact information and to build rapport with the staff. Ask for information
about submission requirements, such as format and length.
Make Follow Up Calls
If needed, place follow up calls to find out when your piece will run. Some stations will request
more information about immunizations, or ask for speakers, so have information ready.
Ask your contacts at the stations to provide you with specific information detailing when and
how often they will run your piece. Compile the finding to share with your partners and to
include in your NIIW/TIM reports.