Learning Objectives for this Presentation:
At the end of this presentation, participants will be able to
Understand how to frame your story and make sure it's newsworthy
Become familiar with media outreach tactics
Learn how and why to monitor outreach results
Know how to find and use professional help


Background:
Mass media can be a powerful tool for education and information dissemination.

Setting:
Mass media can be a valuable partner in an immunization program's effort to increase vaccination coverage. The media can be used to influence the actions of the general public, medical providers and policy makers.

Population:
Unfortunately, many health department and community promoters of immunizations lack the connections and the skills to make effective use of the media.

Project Description:
This 60 minute workshop enables participants to think broadly about the different types of media opportunities to meet their outreach goals. Particular attention will be given to establishing and maintaining relationships with representatives of the media, how to frame the immunization issue in a way that makes it newsworthy and how to further customize it for different media outlets (print, radio, online, business section, metro section, parenting and family, editorial, etc.). The training will include hands-on exercises to apply media outreach skills and tools including role plays and small group work. This session is geared toward those who have some experience working with the media and will cover framing, tactics, monitoring, and utilizing media professionals.


Results/Lessons Learned:
AED staff with practical and theoretical training in public relations and marketing communications will lead this seminar. Examples from managing the media outreach contract for CDC and developing the new adolescent immunization campaign will be used in the presentation.