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Editorial Boards Media Outreach Nuts and Bolts

Editorial Boards Media Outreach Nuts and Bolts. Webinar Series. February 3, 2007. Introductions. Pat Taylor Executive Director, Faces & Voices of Recovery Jeff Valliere Vice President, GMMB Charlotte McGuire Project Director, Reclaiming Futures, Dayton, Ohio.

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Editorial Boards Media Outreach Nuts and Bolts

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  1. Editorial BoardsMedia Outreach Nuts and Bolts Webinar Series February 3, 2007

  2. Introductions Pat Taylor Executive Director, Faces & Voices of Recovery Jeff Valliere Vice President, GMMB Charlotte McGuire Project Director, Reclaiming Futures, Dayton, Ohio

  3. Purpose and Goals of Today’s Webinar • Understanding the role of the media generally, and editorial boards specifically • Discussing strategies for success • Understanding your role as an advocate • Understanding the power of clear messaging • Seeing how it’s been done

  4. The Role of the Media • Agenda setting • Need “news” to do their jobs • Always want the most hard-hitting material • We must work hard to get our message across • One strategy: Editorial board meetings

  5. Your Role as an Advocate • Promote specific issues • Become a trusted local source for reporters and editors • Persuade the media that your story is newsworthy, compelling, timely, and local • Add to the positive dialogue around your issue • Be a strategist – identify who should carry the message and how to talk about it • Remember: You are the key to the issue and all who care about it

  6. Editorial BoardsWho They Are and What They Do • A group of top editors at a newspaper responsible for deciding the tone and direction of the publication’s editorials • Editorials are the positions a publication takes on key national and local issues • Each paper has a different setup, but they are usually a panel of several individuals • Stance on issues not decided in a vacuum—need input from the community and people like you

  7. Editorial BoardsWho They Are and What They Do • A critical part of your media relations efforts • Editorials carry more significance than a simple news story • Shows the weight of a publication is behind an issue, and they are calling for action • Viewed as the voice of the community—policymakers and the public pay attention to editorials

  8. Editorial BoardsPreparing for Success

  9. Editorial BoardsPreparing for Success • Read the News • Stay on top of how the publication covers your issues • Be aware of the news environment and current events • Have there been other editorials about this issue? If so, what was the paper’s position? • Are there “friendly” reporters at the paper? If so, give them a “heads up” that you are reaching out to the editorial board

  10. Editorial BoardsPreparing for Success • Timing – When should I plan my meeting? • Time your visit around key advocacy activities • Look for existing calendar “hooks,” like National Recovery Month • Use it as a way to illuminate pending legislative action • Use it to promote events • Note—don’t expect your editorial to run immediately

  11. Editorial BoardsPreparing for Success • How to Reach Them • Research how your paper works: • Who is on the editorial board of your newspaper? • What is their contact info? • Then, make a call to those people • Send a letter addressed to the editor of the editorial page requesting a meeting—include all materials that can support your position

  12. Editorial BoardsPreparing for Success • How to Reach Them • Reach out to reporters with whom you have a relationship—they could be a good doorway into the editorial board • Keep track of who you call • Use your media contact list and allies • Follow up, follow up, follow up

  13. Editorial BoardsPreparing for Success • Who Should I Bring With Me? • Additional people who you think can be helpful • Allies on your issue • Lawmakers supporting you • Advocates • Real people • Families • Reps from professional/trade groups • Think about others who can help make a positive impact

  14. Editorial BoardsPreparing for Success • Practice Makes Perfect • Decide who will say what ahead of time • Script yourself and your attendees • Rehearse until you are comfortable • Be prepared for questions—hard AND easy • Prepare possible questions and responses ahead of time

  15. Editorial BoardsEnsuring Success

  16. Editorial BoardsEnsuring Success • Rules of the Road • Assume that you are on the record—what you say may be attributed to you • What you say will be used, so be clear, concise and accurate • If you don’t know an answer to a question, say so and get back to them as soon as possible

  17. Editorial BoardsEnsuring Success • Making Your Message Heard • Have hard information they cannot get anywhere else • Research • Public opinion data • Be local—the key to success • Local papers need local stories, therefore respond better to local issues • If you’re in Detroit, don’t give examples from Los Angeles

  18. Editorial BoardsEnsuring Success • Making Your Message Heard • Demonstrate the issue’s newsworthiness • Be concise, but state your position in a compelling way • Be “on message!” • Be positive, professional, and personable • Envision the subsequent editorial and what you want to get out of it • Remember why you’re there: you need to show your passion for the issue and why your position is the right one • Dress for success…you are a “brand!”

  19. Case StudyChoosing Your Issue:Insurance DiscriminationUsing an Opportunity:HBO’s “Addiction”

  20. Using an Opportunity:HBO’s “Addiction” • We have identified one issue in HBO’s “Addiction” as a launching pad: insurance discrimination • HBO’s “Addiction” • Shows the impact of addiction on individuals, society, and the health care system • Shows the science and effective new treatments • We are using it as an opportunity to discuss what happens after addiction, and the power of long-term recovery

  21. Insurance DiscriminationThe Message • Insurance discrimination – policies that keep people with addiction from getting the same insurance protection as people with other health issues – denies people with addiction the help they need to recover. • I am speaking out because long-term recovery is a reality, and people can and do recover from addiction.

  22. Insurance DiscriminationThe Message • There are many pathways to recovery. • Effective treatment and recovery support services should not be denied by the insurance system in our country. • It is imperative that our elected officials understand that millions of Americans have made better lives for themselves, their families, and their communities because of their long-term recovery from addiction.

  23. Insurance DiscriminationThe Message • I am working to ensure that Congress and state legislatures hear us and understand the urgent need to make effective treatment and recovery support services available, so that our families and friends can achieve long-term recovery from addiction.

  24. The Big PictureHow We Use the Messaging • A three-step process in an interview situation • Step 1: Hear the question and determine its thrust • Step 2: Answer the question by quickly pivoting • Step 3: Hammer home the recovery messaging • By thinking of this as a three step process, you can break down the questions being asked, and visualize the process you will take in crafting a response

  25. Using the MessageAn Example • Insurance discrimination is a national issue. • We can use this message anywhere in the country, and show that insurance discrimination affects everyone. • “The HBO special shows the devastating effects of insurance discrimination, and I’m here to tell you why it’s critical to change these discriminatory policies.” • “It is urgent that treatment and support services be available so our friends and families can achieve long-term recovery.”

  26. Using the MessageAn Example • “We can end insurance discrimination here in _____, because the legislature is about to take up meaningful proposals for insurance reform.” • “We are organizing individuals from around the state to advocate for change, and we expect that ____ people are joining us at a rally on DATE, TIME, LOCATION to demonstrate the broad public support for ending insurance discrimination.”

  27. Using the MessageAn Example • “We are also pleased that Reps. Smith and Jones understand the urgency of addressing this problem.” • “I am here today because here in _____, I couldn’t get the effective treatment services I needed. I want to make sure others aren’t denied these services and can achieve long-term recovery.

  28. Recap • Identify your issue • Think about your message and put it on paper • Use your message with your supporters, the media, in all materials, and in your work • Add editorial board outreach to your media outreach efforts • If you want to use HBO’s Addiction, create a plan for your community

  29. Case Study • Charlotte McGuire, Project Director, Reclaiming Futures, Dayton, Ohio • Insights and experiences promoting public support for treatment and Natural Helpers • Volunteer mentors to help juvenile justice youth and families overcome alcohol, drugs, and crime

  30. Next Steps • Get involved in Faces & Voices of Recovery’s Insurance Equity Campaign at www.facesandvoicesofrecovery.org • For more information about Reclaiming Futures, contact Charlotte McGuire at (937) 496-6737 or by email at mcguirec@mcohio.org • More information about the HBO show Addiction is available at www.AddictionAction.org • Additional questions? Email info@facesandvoicesofrecovery.org

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