Welcome!!

1. Welcome!! There will be silence until the webinar begins. You will be in “listen only” mode until you enter your audio pin. Please keep your line muted when possible. Thank you!

2. American Heart Association You’re the Cure Advocate Training Part 4 Lori Fresina and Diane Pickles, M+R Strategic Services May 17, 2010

3. Thank you for your homework submissions! • 7 volunteers returned a 27-9-3 to us • They are fabulous! • Will be working “offline” with those volunteers to offer feedback and suggestions • Please keep sending them! • Great for getting the attention of media and lawmakers

4. An important message about media advocacy It is essential to coordinate any and all media activities with AHA staff partners – to maximize success and to avoid duplication and missed opportunities

5. What is media advocacy? Media advocacy is the strategic utilization of TV, radio, newspapers, and social media to promote public debate, build community support for policy change, and influence decision makers.

6. Types of media advocacy • 1st: Opportunistic utilization of “newsworthy” events and issues • 2nd: Strategic, proactive utilization of day-to-day events and issues • Third “hybrid” – strategically utilizing day-to-day events and issues to create something newsworthy Effective advocacy organizations and campaigns do all 3!

7. Determining if it’s newsworthy • Impact or consequences on readers/viewers/listeners • Conflict • Loss of life/property – “If it bleeds, it leads” • Proximity to readers/viewers/listeners • Prominent people • Timeliness – here and now • Novelty – new and/or unusual • Importance

8. Opportunistic utilization of newsworthy events and issues Something that meets the newsworthy litmus test (previous slide), such as: • Release of significant new data • Legislative action – important bill filed, moving, or passed • Your issue is “hot” – already being talked about in the media • Interesting, attractive event (good visuals, important speakers, etc.) • Provocative, controversial Strategies include: • Media advisory • Press release • Press statement • Press conference • Pitching a story to particular reporters or offering an exclusive

9. Strategic, proactive utilization of day-to-day events You don’t always have a current, newsworthy “thing” happening in your campaign, but… • You should be working to keep your issue in the media • Day to day media advocacy can elevate your issue to newsworthy status Examples include: • Letters to the editor, especially those that respond to something recently reported on (from grassroots, coalition partners) • Building and deepening relationships with key reporters • Editorial board meeting • Op/ed (grasstops, decision makers, coalition partners) • Building a bank of real people stories

10. And sometimes… You can make something newsworthy with… • The right spokesperson • Compelling stories about real people • A great visual • A good “hook” or unique angle • Interest from a specific reporter • Momentum from other coverage • Stories of real people impacted by your issue • Utilization of partners’ events; coordinated media advocacy

11. Guest speaker Cosa Bullock, Account Executive M+R Strategic Services

12. Pitching 101 • Research your targets • Timing • Don’t rely on email- get on the phone • Be respectful of their time • Get to the newsworthiness • Ask about their interest, or if not them, who? • Provide with useful information and follow up if necessary

13. Guest Speaker Vanessa Harrington, Editor The Gazette Newspapers, Prince George’s County, MD

14. You’re the Cure. Questions? Comments? Next webinar: June 2nd Thank you! Questions?