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American Heart Association

You’re the Cure Advocate Training Part 4

Lori Fresina and Diane Pickles, M+R Strategic Services

May 17, 2010

Thank you for your homework submissions!• 7 volunteers returned a 27-9-3 to us• They are fabulous!• Will be working “offline” with those

volunteers to offer feedback and suggestions

• Please keep sending them!• Great for getting the attention of media and

lawmakers

An important message about media advocacy

It is essential to coordinate any and all media activities with AHA staff partners – to maximize success and to avoid duplication and missed opportunities

What is media advocacy?

Media advocacy is the strategic utilization of TV, radio, newspapers, and social media to promote public debate, build community support for policy change, and influence decision makers.

Types of media advocacy

• 1st: Opportunistic utilization of “newsworthy” events and issues

• 2nd: Strategic, proactive utilization of day-to-day events and issues

• Third “hybrid” – strategically utilizing day-to-day events and issues to create something newsworthy

Effective advocacy organizations and campaigns do all 3!

Determining if it’s newsworthy

• Impact or consequences on readers/viewers/listeners• Conflict• Loss of life/property – “If it bleeds, it leads”• Proximity to readers/viewers/listeners• Prominent people• Timeliness – here and now• Novelty – new and/or unusual• Importance

Opportunistic utilization of newsworthy events and issues

Something that meets the newsworthy litmus test (previous slide), such as:• Release of significant new data• Legislative action – important bill filed, moving, or passed• Your issue is “hot” – already being talked about in the media• Interesting, attractive event (good visuals, important speakers, etc.)• Provocative, controversial

Strategies include:• Media advisory• Press release• Press statement• Press conference• Pitching a story to particular reporters or offering an exclusive

Strategic, proactive utilization of day-to-day events

You don’t always have a current, newsworthy “thing” happening in your campaign, but…

• You should be working to keep your issue in the media• Day to day media advocacy can elevate your issue to newsworthy

status

Examples include:• Letters to the editor, especially those that respond to something

recently reported on (from grassroots, coalition partners)• Building and deepening relationships with key reporters• Editorial board meeting• Op/ed (grasstops, decision makers, coalition partners)• Building a bank of real people stories

And sometimes…You can make something newsworthy with…• The right spokesperson• Compelling stories about real people• A great visual• A good “hook” or unique angle• Interest from a specific reporter• Momentum from other coverage• Stories of real people impacted by your issue• Utilization of partners’ events; coordinated media

advocacy

Guest speakerCosa Bullock, Account ExecutiveM+R Strategic Services

Pitching 101– Research your targets– Timing– Don’t rely on email- get on the phone

Be respectful of their time Get to the newsworthiness Ask about their interest, or if not them,

who? Provide with useful information and

follow up if necessary

Guest SpeakerVanessa Harrington, EditorThe Gazette Newspapers, Prince

George’s County, MD

You’re the Cure.

Questions?Questions? Comments?

Next webinar: June 2nd

Thank you!