Cord Blood Information Law Strategic Media PlanPresentation Transcript
Strategic Communication Plan By Scott Becher, Chief of Staff Rep. Steve Wieckert Cord Blood Information Law – Jeremy’s Law
Object of the Cord Blood Information Law
2005 Assembly Bill 270/ Senate Bill 127- were designed to provide umbilical cord blood banking information to pregnant women at 35 weeks of pregnancy by their prenatal health care provider.
Branding Goal for Legislation
To have Wisconsin State Rep. Steve Wieckert (R-Appleton) (above with a sample cord blood banking kit) viewed as an innovative lawmaker in the healthcare field in Wisconsin and the nation as a whole. Respected by his legislative peers for the unique professional healthcare relationships developed and his first hand knowledge of the subjects.
Coalition of Supporters
The Leukemia & Lymphoma Society
Wisconsin Right to Life
Illinois State Representative David Leitch
National Children’s Leukemia Foundation
Hunter’s Hope founder, former NFL QB Jim Kelly testifying at the Wisconsin State Senate public hearing.
Effective Personal Testimonials
Randy and Tanys Thoms
David and Cindy Cooper
David and Cindy Cooper testifying at the Wisconsin State Senate public hearing.
Fact Finding Mission
I arranged and accompanied Rep. Wieckert on a September 29, 2005 tour of the New York Blood Center and meeting with its director, Dr. Pablo Rubinstein . It enabled him to talk about cord blood banking with first hand knowledge information to his colleagues, constituents and members of the media.
Dr. Pablo Rubinstein
Visible Television Coverage
For the Cord Blood Information Law, I focused on more television coverage, getting 16 television stories done because of the visible nature of the issue with women and parents.
WFRV, Green Bay- News Channel 5’s Lisa Malak interviewed Rep. Wieckert , a physician and an expectant mother of twins on the benefits of cord blood banking on July 26, 2005.
WGBA, Green Bay- NBC 26 Reporter Kendra Oestreich, interviewed Rep. Wieckert and Aurora Bay Care OB/GYN William Morrissey on the cord blood bill on September 27, 2005.
WGBA, Green Bay- Kendra Oestreich, NBC 26 Reporter interviewed Rep. Wieckert and the Thom’s family (below) for a 6PM piece and a longer 10 PM piece on the signing of the now named Jeremy’s Law on December 15, 2005.
Nationally Known Advocate
Governor Jim Doyle signed the cord blood donation bill- Assembly Bill 270 in Milwaukee with Hunter’s Hope founder Jim Kelly via video conference. It was covered by Milwaukee television stations: WITI, WTMJ and WVTV and Green Bay television station- WGBA.
WVTV ’s News at Nine did a story on the cord blood information law bill signing event that aired December 15 and a follow up story about the Thom’s family for which Jeremy’s Law is named after that aired December 16, 2005.
How One Station Covered It
Bill Signing Coverage on WGBA, Green Bay
Voice of NBC 26 Reporter Kendra Oestreich
State Newspaper Coverage
The Wisconsin State Journal (3)
The Capital Times
Green Bay Press Gazette
The Post-Crescent (6)
Eau Claire Leader-Telegram
The Milwaukee Journal Sentinel
The Associated Press
Major Newspaper Coverage
The Wisconsin State Journal, June 23, 2005
The Capital Times, June 10, 2005
October 11, 2005 -A major story on the Cord Blood Information Law in Appleton, Wisconsin based The Post-Crescent by Health Reporter Wendy Harris in the Your Health section.
Repeated Radio Coverage Across Wisconsin
Wisconsin Radio Network (2)
WUWM, Milwaukee (2)
WTAQ, Green Bay
WHBY, Appleton (2)
Effective Radio Stories
April 20, 2005:
Wisconsin Radio Network: Umbilical cord blood underused, lawmakers say
December 19, 2005:
Wisconsin Radio Network: Wieckert: Umbilical cord blood saves lives
Rep. Wieckert was interviewed by Mary Alice Williams of WCBS News Radio 880, New York for the January 2, 2006 edition of “Closer Look” on the national impact of the Cord Blood Information Law-Jeremy’s Law.
Media Release Issued, May- December 2005
Wisconsin Right to Life- 6
Pro Life Wisconsin- 5
Rep. Wieckert, author- 6
Each Wieckert Release had a Strategic Value
May 20, 2005 - Wieckert talked to major cord blood researcher- Duke University professor Joanne Kurtzberg
June 15, 2005 - Wieckert bill advances to Assembly floor
June 17, 2005 - Wieckert meets national cord blood leader Rep. Chris Smith (R-New Jersey)
June 24, 2005 - Assembly approval of cord blood information bill
July 21, 2005 - Senate committee public hearing with Jim Kelly video appearance
December 29, 2005 - Wieckert to appear on WCBS Radio-New York
Total Media Hits
Radio - 13 stories
Television- 16 stories
Newspapers- 24 stories
Web Blog- 11 stories
Newsletter- 8 stories
72 Stories Total
Continued Promotion of the Issue
Rep. Wieckert and Cryobanks International President and CEO Dwight Brunoehler did a 20 minute presentation on cord blood banking at the November 11, 2006 Aurora 4th Annual Women’s CME conference in Green Bay, Wisconsin.
The significant media impact continued the overall message that Rep.Wieckert was a cutting edge healthcare lawmaker, who does legislation that helps children and families in the state.