Goals What Is Earned Media What Is Earned Media

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					        Getting and Sustaining Earned
                            To”
         Media – A “How To” Guide


             Andrea Summers
       Community Relations Officer
     Delaware Office of Highway Safety




                                      Goals

• Describe what earned media is

          Andrea’ Rules”
• Learn “Andrea’s Rules” for getting it for
  your state, city, agency or program

• Understand the different tools you can use
  to get earned media

                                   agency’
• Create a plan to supplement your agency’s
  communications goals




             What Is Earned Media?

• All coverage is not equal – there is good
  coverage and bad coverage.
• Earned media is getting the news media to
  cover your story and your message on your
  terms.
• Earned media is not free – you have to work
  for it.




                                                1
       Why do you want it/need it?

• Heightens awareness of the serious nature
  of the highway safety problem in your
  state/city
• Reaches a large number of people
                   agency’
• Showcases your agency’s efforts to protect
  the public from death and injury
• Increased awareness and positive
  community feedback builds political
  support for your efforts




  Disadvantages of Earned Media

• Difficult to control message
• Difficult to control placement
• For a repeated story, hard to maintain
  interest




                The Rules

                     hard”
• Rule #1 – Make it “hard”

                     new”
• Rule #2 – Make it “new”
• Rule #3 – Look for and recognize publicity
  opportunities
• Rule #4 – Know your media




                                               2
       Most Important Thing to Know

     The media will cover your issue if you
       put out something that is relevant or
     new but most importantly is something
       that reporters and editors think their
                                (ie:
         consumers care about (ie: how it
     impacts their health, safety, children or
                      money)
                      money)




                            Tools You Can Use

 •   Press conferences
 •   Press releases
 •   Media advisories
 •   Website outreach
 •   Personal calls
 •   Photographs




          Rule #1 – Make It Hard News

• Use statistics - fatal, injury, overall crash, car seats
  checked, misuse rates
• Number crashes or deaths involving alcohol,
                               non-
  aggressive driving/speed, non-belt use
• Where do you get them
     • Police agencies – statistician or traffic unit
     • Hospital database – admissions/ER data
     • Dispatch unit (number of calls fire, EMS, police respond
       to)
     • Highway Safety Office - Observational Seat Belt surveys




                                                                  3
                  Using the Press Release
  • Start with an attention getting lead (use stats)
  • The first sentence of your release should have
    a startling statement or statistic
  • The newest and most important information
    should go up top
  • Use quotes to convey emotion
    Don’            agency’
  • Don’t put your agency’s name in the first line
    if you can avoid it




Over 1-Thousand Cited for Aggressive Driving
      in First Month of 2007 Campaign

 Dover – Delaware law enforcement officers have issued
 482 citations to drivers for aggressive driving behaviors,
  and another 137 to unlicensed, unbelted, and uninsured
motorists for a total of 619 citations in the fourth week of
a statewide enforcement and awareness initiative to “Stop
                   Aggressive Driving.”




 Safety Officials Urge Motorists to Drive
Cautiously After Deadly Day on Delaware
                   Roads




                                                               4
              Rule #2 – Make It New

                                new”
• The root of the word News is “new”

                         don’
• Safety fairs generally don’t count – but they
  can…
  can…

• Come up with new hooks for old ideas or
  campaigns (and think visually!)




                                                  5
  Rule #3 – Recognize Opportunities

• Before, During, and After campaigns
                   you’
  • Tell them what you’re going to do
                   you’
  • Tell them what you’re doing week by week
  • Tell them what you did overall – and did you
             success”
    achieve “success”




                                                   6
                                  cont’
                          Rule #3 cont’d…

  • Tie into national efforts
                                               Arrest,
    • Click It or Ticket, Over the Limit Under Arrest,
      Child Passenger Safety Week
    • Send releases pre & post event and detail what
      your agency is doing
    • Invite media to cover car seat check or
                                         don’
      checkpoint (use media advisory – don’t forget
      to use stats)




                                  cont’
                          Rule #3 cont’d…

  • Tie into holidays:
    • Super Bowl, Halloween, Cinco de Mayo, Labor
      Day, Memorial Day, Christmas Holidays




  DUI
Victim’s
 Tree




                                                         7
Mocktail
Parties




                                     Cont’
                             Rule #3 Cont’d …

                                          interest…
   • Use personal stories, generate human interest…

      OHS Car Seat Fitting Stations Saving Lives
   Visit one to get your car seat checked during National Child
          Passenger Safety Awareness Week (Feb. 13 – 19)
   Dover – Of all the appointments she has kept in her
      life, Danielle Butler of Lincoln, Delaware is
   especially grateful that she kept one at a Delaware
   Office of Highway Safety Fitting Station last June.




                                                                  8
      Rule #4 – Know Your Media

• Educate yourself
   • Know the differences among job positions
   • Learn about their deadlines and needs
   • Look in the paper for reporter names and email
     contact information
• Make yourself THE resource for
  information
• Be realistic in your expectations




           Creating a Long Term Plan

            agency’
• List your agency’s programs for the rest of the
  year
• Decide on which earned media techniques you
  want to use to promote that program
                          you’
• Detail what information you’ll need to
                       it…
  successfully promote it…statistics, personal
  stories, visuals?
• Drop in opportunities to promote national
  efforts at the local level




              Andrea Summers
                     744-
               (302) 744-2743
         Andrea.Summers@state.de.us
          www.state.de.us/highway
          www.state.de.us/highway




                                                      9

				
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