planning a media campaign nsp week
TRANSCRIPT
National Safe Place Week
Hillary Bond
Communications Coordinator
National Safe Place
Purpose of a Media Campaign
Materials & Formats
Media Outlets & Appropriate Contacts
Social Media
Suggested Timeline
• What is the goal of
your media campaign?
• Key message(s)?
• Who do you want to
inform—target
audiences?
• What communication
channels will you use?
Press Release
Media Advisory
PSAs
Fact Sheet
Media Kit
From top to bottom:
Include agency and Safe Place logo
FOR IMMEDIATE RELEASE or EMBARGOED
Contact person’s name, title, phone, email address
Concise, informative headline
City, State and Date in bold—before lead sentence
Lead sentence or paragraph should aim to answer the five Ws—who, what, where, when, why
Quote(s) from noteworthy person in 2nd or 3rd paragraph
Boilerplate describing your agency at bottom of press release written in smaller/italicized text
From top to bottom:
Agency and Safe Place logo
MEDIA ADVISORY FOR (date of event)
Contact person’s name, title, phone, email address
Include “Media Advisory” above headline
Clear, concise headline
Lead paragraph giving general information about event
Necessary information under the headings What, Who, Where, When, Why
Boilerplate describing your agency at bottom of media advisory written in smaller/italicized text
From top to bottom:
Agency and Safe Place logo
PUBLIC SERVICE ANNOUNCEMENT for (air date)
Contact person’s name, title, phone, email address
Title of announcement
Concise explanation of what you want aired or complete
PSA script
Event press release
Media advisory
Fact Sheet
Agency and Safe Place logos (hi res)
Promotional brochures (Safe
Place and agency)
TXT 4 HELP card
Business card
Your media list should include:
• Name of media outlet
• Name of contact
• Title/position
• Mailing address
• Phone numbers (main, direct)
• Email (direct, not just general email)
• Twitter handle (ie: @WLKYNews)
• Notes
• Television stations: news directors,
assignment editors, morning and/or noon
producers, PSA directors/community
relations directors
•Radio stations: news directors, talk show
producers and hosts
•Magazines: Editors, photo editors,
calendar editors, community
editors/reporters, other reporters that cover
subject matter relevant to your organization
• Newspapers: Section editors (metro,
business, education, lifestyle, etc.),
community editors/reporters, calendar
editors
Send press release and PSA scripts at least two weeks in advance
Send Media Advisory at least two days in advance
Most media contacts like to receive materials via email
Don’t send a group email with entire distribution list in the header
Craft a catchy, detailed subject line
Be sure to write brief “pitch” in body of email
Follow up with your media contacts one week after
initial contact
Aim to post NSP Week content twice a week
Communicate with media contacts via social media
Use Twitter hashtag #SafePlaceWeek and #WhereisyourSafePlace
Upload photos/videos during NSP Week
Questions?
