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Earned Media

Earned Media. Plan Your Work and Work Your Plan. Year-Round Planning. What to Say and When to Say It National Communications Calendar & Materials Year-Round Mix of Enforcement & Social Norming Tailor to Fit Your Needs Put It on Paper. Develop Your Strategy. Mine Your Data

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Earned Media

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  1. Earned Media Plan Your Work and Work Your Plan

  2. Year-Round Planning • What to Say and When to Say It • National Communications Calendar & Materials • Year-Round Mix of Enforcement & Social Norming • Tailor to Fit Your Needs • Put It on Paper

  3. Develop Your Strategy • Mine Your Data • Identify Behavioral Objectives • Select Your Target Audiences • Enforcement or Social Norming? • Identify Partners to Help You Reach Them • Build Your Outreach Program • Work for Multiple “Bites of the Apple”

  4. Making News

  5. Getting Started • Evaluate News Value • Think Like Editors/Reporters • Serve Their Readers/Viewers/Listeners • Television Loves Visuals • Radio Loves Sound Bites • Print Loves New Stats/Reports Twists • All Love Conflict, Drama, Human Interest

  6. Develop Your Pitch • Write Your Lead • Core Message and Benefit • Supporting Facts & Stats • Boil It Down/Keep It Simple • Prepare Your Pitch • Repetition – Repetition – Repetition

  7. Keep It Fresh and Interesting • CIOT Fatigue? • Mine Your Data • New Looks and Hooks • New Challenges/New Opportunities: • Pickups and Rural • Teens and Tots • Nighttime

  8. Tactics & Tools

  9. Select Your Tactics • Identify Your Media Targets • Build Good Lists • Build Good Relationships • Use the Tools in Your Toolbox • Follow-Up, Follow-Up, Follow-Up

  10. Earned Media Toolbox • News Advisories and News Releases • OpEd Columns and Letter to the Editor • News Conferences and Special Events • Editorial Boards and Desk-Side Briefings • TV/Radio Interviews and Talk Shows

  11. More Tools • Feature Stories/Testimonials • Media Tours/Demonstrations • Video/Radio News Releases • Satellite TV/Radio Tours • New Media—Web Blogs, E-alerts, etc.

  12. Getting Others to Work for You • Work Your LEL Networks • Don’t Forget the Associated Press • Localize the Story • Local Facts & Stats • Local Folks & Stories

  13. Evaluating Your Success • Collecting Results • Clipping Services • Awareness Surveys • Real Behavioral Change • Decreased Crashes, Injuries, Fatalities

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