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Media Planning and Media Relations Guide Communication Training for Comprehensive Cancer Control Professionals 101 Media Planning and Media Relations Guide Published 8.10.15 TABLE OF CONTENTS Welcome .................................................................................................................................. 3 Acknowledgments .................................................................................................................. 4 How to Use this Guide .......................................................................................................... 5 Lesson 1: Health Communication, Social Marketing and Media Advocacy ....... 6 Defining Communication .......................................................................................... 6 Defining Health Communication ............................................................................. 7 Defining Social Marketing ......................................................................................... 9 Defining Media Advocacy ......................................................................................... 9 Further Readings and Resources ............................................................................. 11 Lesson References .................................................................................................... 11 Lesson 2: Health Literacy and Media Literacy in Public Health Communication ................................................................................................... 12 Defining Health Literacy .......................................................................................... 12 Defining Media Literacy ........................................................................................... 13 Further Readings and Resources ............................................................................. 14 Lesson References .................................................................................................... 15 Lesson 3: Media Planning and Strategic Principles in Public Health Communication ................................................................................................... 16 Understanding the Importance of Planning .......................................................... 16 Defining a Communication Plan ............................................................................ 16 Defining a Media Plan .............................................................................................. 18 Writing S.M.A.R.T. Objectives ................................................................................ 19 Writing Health, Behavioral and Communication Objectives .............................. 20 Understanding Theory ............................................................................................. 21 Choosing Audiences ................................................................................................. 22 Choosing Media Channels ....................................................................................... 23 1 Communication Training for CCC Professionals 101 | Media Planning and Media Relations Guide |© 2015 GW Cancer Institute Writing Letters to the Editor ................................................................................... 23 Evaluation .................................................................................................................. 26 Further Readings and Resources ............................................................................. 27 Lesson References .................................................................................................... 28 Lesson 4: Media Relationships and Media Friendly Materials ......................... 30 Understanding Journalists’ Preferences.................................................................. 30 Preparing the Online Newsroom ............................................................................ 31 Initiating Relationships with Journalists ................................................................. 33 Building and Maintaining Relationships with Journalists ..................................... 34 Understanding Press Releases ................................................................................. 35 Writing Press Releases .............................................................................................. 36 Further Readings and Resources ............................................................................. 38 Lesson References .................................................................................................... 38 Appendices .......................................................................................................... 40 A: Media/Communication Plan Template ............................................................ 41 Media/Communication Plan Example ....................................................... 51 B: Letter to the Editor Template and Example .................................................... 72 C: Press Release Template and Example ............................................................... 74 Glossary of Terms ............................................................................................... 77 References ........................................................................................................... 80 2 Communication Training for CCC Professionals 101 | Media Planning and Media Relations Guide |© 2015 GW Cancer Institute WELCOME The George Washington University (GW) Cancer Institute is committed to fostering responsive health care professionals through applied cancer research, education, advocacy and translation of evidence to practice. When we were awarded the cooperative agreement from the Centers for Disease Control and Prevention (CDC) in September 2013 to provide technical assistance for Comprehensive Cancer Control (CCC) Programs to enhance CCC efforts, the first thing we did was conduct a needs assessment to guide our project activities. One key finding from our assessment was the need for online training on developing communication plans. This Guide and accompanying training were created in response to those needs. We recognize that CCC professionals are often pressed for time and resources. As a result, we created the training to facilitate and enhance the work that you are already doing or need to do, not add to your work. Further, with information from the needs assessment and feedback from CCC professionals, we learned that CCC Programs need to develop and submit a media plan to the CDC, prompting us to divide the training into two parts. The first, on Media Planning and Media Relations, is for participants purely interested in understanding the process and requirements for creating a media plan and developing media relations to fulfill their CDC deliverable. The second, on Making Communication Campaigns Evidence-Based, is for participants who desire more in-depth training about the process of organizing a communication campaign. This Media Planning and Media Relations Guide was developed to efficiently and effectively walk you through the process of media planning, creating materials and building relationships with media personnel. We have included background information, tools and resources including customizable templates in the appendix, so when you have completed them, you will have a tailored media plan and media-ready materials for you and your program to use. The competencies in this training are based on content from the National Cancer Institute’s publication “Making Health Communication Programs Work: A Planner’s Guide.” We hope that you find this training and corresponding Guide beneficial as you develop your media plan and ultimately seek to improve health outcomes in your community. A second Guide with additional resources will accompany the Making Communication Campaigns Evidence-Based training. Sincerely, Mandi Pratt-Chapman, MA Aubrey Villalobos, MPH, MEd Director Director, Comprehensive Cancer Control GW Cancer Institute GW Cancer Institute 3 Communication Training for CCC Professionals 101 | Media Planning and Media Relations Guide |© 2015 GW Cancer Institute ACKNOWLEDGMENTS Content Contributor Monique Turner, PhD Associate Professor, Department of Prevention and Community Health, Milken Institute School of Public Health, The George Washington University GW Cancer Institute Staff Contributors Mandi Pratt-Chapman, MA Director, GW Cancer Institute Aubrey Villalobos, MPH, MEd Director, Comprehensive Cancer Control Anne Willis, MA Director, Patient-Centered Programs Shaira Morales Project Manager, Health Care Professional Education Monique House, MS, CHES Project Coordinator, Health Care Professional Education Kanako Kashima Research Assistant, Comprehensive Cancer Control About GW Cancer Institute GW Cancer Institute's mission is to foster healthy communities, prepared patients, responsive health care professionals and supportive health care systems through applied cancer research, education, advocacy and translation of evidence to practice. Our vision is a cancer-free world and health care that is patient-centered, accessible and equitable. GW Cancer Institute has deep roots in the Washington, DC community and sets standards for patient-centered care nationally through its Center for the Advancement of Cancer Survivorship, Navigation and Policy. GW Cancer Institute is also actively involved in cancer control, patient- centered outcomes and health policy research nationally. About the Comprehensive
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