CDC’s Healthy Communities Program Media Access Guide: A Resource for Community Health Promotion U.S. Department of Health and Human Services Centers for Disease control and Prevention Contents Media Access 101 Connecting with the Media.....................................................................................4 Local Media Assessment ........................................................................................5 Making the Right Contacts ....................................................................................6 Who's Who in the Media ........................................................................................7 Each term that appears in black bold type throughout the Communicating with the Press in Today’s World ........................................................8 text is listed in the Glossary of Media Terms on pages 52–53. 1 Partnerships: More Bang for No Bucks Pursuing Media Partnerships.................................................................................10 Guidelines for Placing Public Service Announcements...............................................13 Sample Radio PSAs .............................................................................................14 Monitoring Media Coverage ..................................................................................15 Recording Media Impressions ...............................................................................16 Recording Print Media Impressions........................................................................17 Sample Print Media Impressions Spreadsheet .........................................................18 Recording Radio Media Impressions.......................................................................19 Centers for Disease Control and Prevention Sample Radio Media Impressions Spreadsheet........................................................20 National Center for Chronic Disease Prevention and Health Promotion Recording Television Media Impressions .................................................................21 Division of Adult and Community Health Sample Television Media Impressions Spreadsheet..................................................22 Healthy Communities Program 1 4770 Buford Highway, NE, Mailstop K-93 Toolkit: Tipsheets, Templates, Timelines Atlanta, GA 30341 Preparing a Press Release ....................................................................................24 PHONE: 770.488.6452 FAX: 770.488.8488 Press Release Template .......................................................................................26 EMAIL: [email protected] Sample Press Release..........................................................................................27 http://www.cdc.gov/HealthyCommunitiesProgram Creating a Media Advisory/Photo Opportunity .........................................................29 Sample Media Advisory .......................................................................................30 Assembling a Press Kit ........................................................................................31 Using B-Roll and Photographs...............................................................................33 Pitching a Story..................................................................................................34 Pitch Letter Template ..........................................................................................36 Choosing and Training Media Spokespersons ..........................................................37 Suggested Citation: Leveraging New Media Technologies ......................................................................39 Centers for Disease Control and Prevention. Media Access Guide: A Resource for Suggested Community Outreach Activities ............................................................41 Community Health Promotion. Atlanta, GA: U.S. Department of Health and Human Letter to the Editor Placement Tips........................................................................43 Services, Centers for Disease Control and Prevention, National Center for Chronic Letter to the Editor Template................................................................................45 Disease Prevention and Health Promotion, Division of Adult and Community Health, Opinion-Editorial (Op-Ed).....................................................................................46 Healthy Communities Program; 2008. Op-Ed Template..................................................................................................47 Proclamation Template ........................................................................................48 Hosting a Press Conference..................................................................................49 Press Conference Checklist and Timeline................................................................50 1 References Glossary of Media Terms......................................................................................52 Photography/Broadcast Consent & Release Form Template .......................................54 March 2008 Examples of Resources for News Distribution and Clipping Services ...........................55 Updated April 2009 References and Bibliography ................................................................................57 Contents Media Access 101 Connecting with the Media.....................................................................................4 Local Media Assessment ........................................................................................5 Making the Right Contacts ....................................................................................6 Who's Who in the Media ........................................................................................7 Each term that appears in black bold type throughout the Communicating with the Press in Today’s World ........................................................8 text is listed in the Glossary of Media Terms on pages 52–53. Partnerships: More Bang for No Bucks Pursuing Media Partnerships.................................................................................10 Guidelines for Placing Public Service Announcements...............................................13 Sample Radio PSAs .............................................................................................14 Monitoring Media Coverage ..................................................................................15 Recording Media Impressions ...............................................................................16 Recording Print Media Impressions........................................................................17 Sample Print Media Impressions Spreadsheet .........................................................18 Recording Radio Media Impressions.......................................................................19 Centers for Disease Control and Prevention Sample Radio Media Impressions Spreadsheet........................................................20 National Center for Chronic Disease Prevention and Health Promotion Recording Television Media Impressions .................................................................21 Division of Adult and Community Health Sample Television Media Impressions Spreadsheet..................................................22 Healthy Communities Program 4770 Buford Highway, NE, Mailstop K-93 Toolkit: Tipsheets, Templates, Timelines Atlanta, GA 30341 Preparing a Press Release ....................................................................................24 PHONE: 770.488.6452 FAX: 770.488.8488 Press Release Template .......................................................................................26 EMAIL: [email protected] Sample Press Release..........................................................................................27 http://www.cdc.gov/HealthyCommunitiesProgram Creating a Media Advisory/Photo Opportunity .........................................................29 Sample Media Advisory .......................................................................................30 Assembling a Press Kit ........................................................................................31 Using B-Roll and Photographs...............................................................................33 Pitching a Story..................................................................................................34 Pitch Letter Template ..........................................................................................36 Choosing and Training Media Spokespersons ..........................................................37 Suggested Citation: Leveraging New Media Technologies ......................................................................39 Centers for Disease Control and Prevention. Media Access Guide: A Resource for Suggested Community Outreach Activities ............................................................41 Community Health Promotion. Atlanta, GA: U.S. Department of Health and Human Letter to the Editor Placement Tips........................................................................43 Services, Centers for Disease Control and Prevention, National Center for Chronic Letter to the Editor Template................................................................................45 Disease Prevention and Health Promotion, Division of Adult and Community Health, Opinion-Editorial