The document discusses strategies for utilizing partnerships and earned media to communicate pool safety messaging. It provides tips for revising PSAs, generating local media attention through pitching stories and organizing events, and enlisting help from community partnerships to promote pool safety events. The goal is to educate the public and remain true to the Pool Safely brand.

1. Utilizing Partnerships and Earned
Media to Communicate Pool Safely
Messaging
Kathleen Reilly, CPSC
Jim Luetkemeyer, Widmeyer Communications
Christina Saull, Widmeyer Communications

2. Revised PSAs for 2013
• We’re revising the PSAs for 2013 to provide more detailed safety steps, while
remaining true to the spirit of the Pool Safely brand.
• We will not be able to re-shoot any live footage or photography, so the new
executions must rely on revised copy, voice-over, graphics, and layout.
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3. Revised PSAs for 2013
• The revised PSAs are currently in production and will begin circulation in May 2013
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4. Utilizing Infographics
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5. Utilizing Infographics
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6. Generating Local Media Attention
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7. Developing a Local Media List
• Keep your list separated by media type.
• Do your research. Find out what reporters cover your issue.
• Create a list that includes the following information:
o Name of outlet
o Names of relevant editors, reporters, news directors, etc.
o Telephone number and email for each contact
o Additional information such as reporter preferences or
deadlines
• Edit the list as you make pitch calls. Your media list is a living
document that will evolve.
• Alert your local “events” calendar section, including print and
broadcast media, to help publicize an upcoming event.
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8. Pitching TV and Radio
• Make sure there is good visual content for TV
• Be able to provide interesting sound bites for radio
• Be prepared to pitch in advance, as well as the morning of
an event
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9. Pitching Local Print
• Customize your pitches to each reporter’s area of
expertise.
• Research previous articles from reporters. Include a
link to a recent story if it’s particularly relevant.
• Emphasize the local angle.
• Always have a timely news hook – answer the “why
now?” question before it’s asked.
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10. Answering Tough Questions
• You don’t have to answer negative or hostile
questions.
• If you are asked a question to which you don’t have
the answer, STOP. Tell them that you don’t have the
facts in front of you and ask to follow up.
• Contact CPSC or Widmeyer for assistance.
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11. Additional Media Tips
• Make yourself known as the “go-to” person for your
organization to reporters, columnists and editors for health,
parenting, education issues.
• Check in with your contacts on occasion. Journalists need a
steady flow of story ideas, so make yourself a resource.
• Aim to be an asset for your contact. Offer to send information
or graphics, arrange meetings and interviews, etc.
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12. Organizing Events
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13. The Basics of Your Event
When organizing your event, start by answering these
specific questions:
• What are the goals/objectives of the event?
• Who is the target audience?
• What resources are available?
• Is a high-profile personality available?
• What type of event do you want to hold?
• Where should the event be held and when?
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14. Event Timeline
• Start with an event planning timeline, to track
who is responsible for what tasks and completion
dates.
• A timeline should include dates for execution and
completion on logistics, partnership
development, publicity and a program/agenda.
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15. Enlisting Help from Partnerships
• Partners and other community organizations can be effective in
using their own networks to help you with promotion.
• You should ask partner and interested organizations to help you by:
• Displaying announcements of the event
• Including notices about the event in their newsletters and websites
• Handing out/displaying promotional brochures at their workplaces and
businesses
• Helping you pay for advertising
• Encouraging participation in the event by employees/clients/customers
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16. Event Day
• When your planning is complete and the event day
has arrived, you should:
• Arrive at the venue early enough to ensure that it is set up
properly and that all equipment is working
• Use a checklist to ensure that all tasks are complete
• Ensure that everyone working the event has an agenda
and knows where they need to be and what is going on at
all times
• Use a designated person to handle all questions from
media, participants and volunteers; for large events,
consider having an information booth
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17. Discussion
• Success Stories
• Missteps
• What do you have planned this year and how
can Pool Safely help?
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