Health care and rural media

1. Health care and rural media National Rural Health Association May 17, 2006

2. What are rural media?

3. What are rural media? • Media in communities that are designated as non-metro by the Census Bureau

4. What are rural media? • Media in communities that are designated as non-metro by the Census Bureau • Newspapers with circulation under 30,000 (wide differences in these)

5. What are rural media? • Media in communities that are designated as non-metro by the Census Bureau • Newspapers with circulation under 30,000 (wide differences in these) • Small radio stations, limited news

6. What are rural media? • Media in communities that are designated as non-metro by the Census Bureau • Newspapers with circulation under 30,000 (wide differences in these) • Small radio stations, limited news • Local blogs and Web sites

7. Trends in rural media • Corporate ownership growing (60%)

8. Trends in rural media • Corporate ownership growing (60%) -- less focused on community service, more on bottom line; editors and publishers imported

9. Trends in rural media • Corporate ownership growing (60%) -- less focused on community service, more on bottom line; editors and publishers imported • Independent papers squeezed too

10. Trends in rural media • Corporate ownership growing (60%) -- less focused on community service, more on bottom line; editors and publishers imported • Independent papers squeezed too -- Wal-Mart effect helps some towns but hurts others, eroding advertising base for local media

11. Types of coverage • Hospitals as businesses, institutions

12. Types of coverage • Hospitals as businesses, institutions -- promotional stories

13. Types of coverage • Hospitals as businesses, institutions -- promotional stories -- problem stories

15. Types of coverage • Hospitals as businesses, institutions -- promotional stories -- problem stories • New doctors in town

17. Types of coverage • Hospitals as businesses, institutions -- promotional stories -- problem stories • New doctors in town • Civic contributions of health-care folks

18. Types of coverage • Hospitals as businesses, institutions -- promotional stories -- problem stories • New doctors in town • Civic contributions of health-care folks

19. Types of coverage • Hospitals as businesses, institutions -- promotional stories -- problem stories • New doctors in town • Civic contributions of health-care folks • Health and the environment

22. Coverage in your own words • Advertising

23. Coverage in your own words • Advertising • Earned media

24. Coverage in your own words • Advertising • Earned media: How to earn it --News releases, public service announcements (tied to events or specific initiatives)

25. Coverage in your own words • Advertising • Earned media: How to earn it --News releases, public service announcements (tied to events or specific initiatives) -- Op-ed columns from providers or extension agents

26. How to influence coverage • Call attention to problems, solutions -- check out the data -- describe the problem clearly -- personalize your points (stories on cancer survivors spur screening) -- use photos, maps, images

27. Making the pitch for coverage • First, write to editor or news director • Follow up with phone call • Encourage editor or reporter to act as community’s “trusted messenger” • Show examples of similar stories in urban or other rural media

28. Making the pitch for coverage • Check out corporate website for topics of interest, corporate approach to community involvement