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NCSH Earned Media Plan, Year One

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  • 1. It’s about honesty. It’s about knowledge. It’s about time. NCSH Earned Media Plan, Year One Draft for Discussion
  • 2. Earned Media and NCSH • Earned media = favorable publicity generated through “traditional” public/media relations efforts – Versus paid advertising or social media, for example • Called “earned” media, since the organization seeking coverage doesn’t pay the outlets to write about them – Tends to have greater credibility than advertising – But can be tough to secure and control • However, earned media can help NCSH to: – Establish credibility – Extend reach, influence and impact over time It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 3. NCSH Earned Media Goals Year 1 Goals • Secure coverage in influential media that reach priority audiences • Position NCSH as credible media resource • Create media opportunities for NCSH members • Manage issues/leverage opportunities Future Years • Goals and scope expected to broaden • Resources expected to increase • Areas of added focus might include social media and entertainment media, for example It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 4. Priority Audiences • • • • Public/consumers across the lifespan Healthcare providers/professionals Policy and social influencers Media, as both a channel and priority audience – Traditional – Digital/social It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 5. Core Message Strategies • Establish NCSH as valued source of timely and useful sciencebased information and expertise • Promote core NCSH messages regarding personal benefits and five key action steps to good sexual health • Tailor core messages to specific audience segments (e.g., age; consumers vs. healthcare professionals) • Leverage news-making opportunities to advance core messages (e.g., Affordable Care Act) It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 6. Year One Objectives • Conduct proactive outreach to promote NCSH messages, products and resources – Two waves in Year One • Employ reactive media outreach to capitalize on other relevant news opportunities – At least six outreach efforts • Build relationships and partnerships with priority media – At least 3-5 audience-specific media partnerships • Provide agenda-setting content to selected media – As content provider, secure at least four placements • Establish NCSH as “go to” media resource – Ongoing to include one to two media-oriented briefings/webinars • Promote more supportive media environment – Media policy and practices initiative It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 7. Proactive Media Outreach • Organize/conduct two waves of outreach: – 1) Promote priority NCSH stories/messages and products (e.g., “Take Charge of Your Sexual Health” guide) – 2) Leverage media attention to ACA implementation to focus attention on enhanced coverage of sexual health/reproductive health care services • Promote story ideas and resources: – Through NCSH Website, provide story ideas and updates on sexual health in the news – Facilitate access to expert spokespersons and other resources It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 8. Reactive Media Outreach • Capitalize on other relevant news stories, events, or media queries that provide “leverage-able” media-generating opportunities for NCSH messaging priorities • Activities include: – Regularly monitor and assess coverage in defined priority topic areas and media as well as relevant Profnet/HARO queries – Select most promising opportunities for follow-up (e.g., warrant context/correction/expert POV) – Conduct timely outreach • Readiness requires: – Set topic/coverage priorities – Identify and help prepare NCSH member spokespersons It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 9. Targeted Media Cultivation and Partnerships • Build personal relationships with priority media outlets identified by: – Reach and appeal to specific audience segments – Audits of top 25-30 consumer media outreach targets to assess: recent relevant coverage, editorial policies around sex, partnership potential, etc… • Pursue sustained NCSH partnership and ongoing coverage with at least 3-5 priority targets
  • 10. Agenda-Setting Content Provider • NCSH and member organizations author and place content that addresses timely, public agenda-framing issues in sexual health – Content might include editorials, op-eds, original articles, blog posts, letters to the editor • Initial priority targets include:
  • 11. NCSH as Media Resource Center • Establish NCSH as “go to” resource primarily through Website resources, spokespeople, media-focused briefings/webinars • NCSH Website Media Center: – – – – Information and data resources Story ideas Updates, sexual health “in the news” Prominent expert spokesperson network • Organize and conduct at least one or two media briefing/webinars on timely, high interest sexual health issues It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 12. Monitoring, Measurement and Evaluation • Conduct ongoing monitoring of relevant coverage in priority media to keep abreast of: – Sexual health coverage generally – Priority topical areas coverage – Media placements from NCSH outreach/initiatives • Measure and evaluate – Quality and quantity of coverage • Identify and apply lessons learned It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 13. NCSH Assets, Tools and Resources • Available or “in development”: – – – – – – Web site Media Center “Take Charge of Your Sexual Health” guide Sexual Health Message Framework Message Testing Results Report Audience profiles NCSH Backgrounder • To be developed: – – – – Spokesperson Network Spokesperson Resource Directory/Bios NCSH Fact Sheet Other resources (e.g., White Papers, analyses, new data) It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.

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