Media RelationsWorking with the Media and Staying on Message

Presented by:CD&M Communications

January 20, 2011

Introductions and Goals

Current Landscape

Budget shortfall Political dynamics Showcasing your relevancy and

importance within your community RWJ Report – A New Way to Talk About

The Social Determinants of Health

Advantages of Proactive Outreach

Media can be a strong and vocal ally Builds trust and credibility with target

audiences, including partners and stakeholders

Editorial space can be worth up to ten times the equivalent of paid advertising

Setting Expectations

Outreach requires time and effort Highly selective media climate Good news will always find print

Establish Relationships with Your Local Media

Identify spokespeople and subject experts

Create a one-pager of what your program is about

Schedule introductions and face-to-face meetings

Be the source reporters turn to for information

Messaging Strategy and Techniques

Keep it simple Short and sweet is most effective Common sense language raises your

credibility

Message Mapping

Ensures safe ground Helps you remember key points when

under pressure Turns the negative into the positive

Call To ActionWhat do you want your

audience to do?

Message(Limit to 12 words or

fewer)

Proof or supporting points that complement the message.

•At least three or four are necessary •Should be statistics or facts

Message(Limit to 12 words or

fewer)

Proof or supporting points that complement the message.

•At least three or four are necessary •Should be statistics or facts

Message(Limit to 12 words or fewer)

Proof or supporting points that complement the message.

•At least three or four are necessary •Should be statistics or facts

Hotels and Motels Becoming 100% Tobacco-Free

Becoming tobacco-free saves hotels money.

• Reduces maintenance expenses (carpets, drapes, table cloths and clothes, paintwork)

• Cuts insurance premiums and legal liability (fire, medical, workers compensation, liability)

• Reduces labor costs (absenteeism, productivity)

A tobacco-free environments protects customers’ and

employees’ health.• Secondhand smoke contains over 7,000 dangerous chemicals

• Residue from SHS lingers in fabrics

• Employees are at risk when they are required to enter smoke-filled rooms and common areas

Customers want tobacco-free environments.• Nearly nine of 10 guests (89%) prefer a smoke-free environment

• National hotel chains are going 100% smoke-free (Westin, Marriott, and Comfort Suites)

• In 2008 there were already over 200 Maine hotels, B&B’s, inns, motels and lodges that were smoke-free and receiving positive feedback from customers

In Summary

Landscape has changed Simplify and stay on message Media relations is lucrative but requires

effort

Thank you!

CD&M Communications48 Free St., 3rd FloorPortland, ME 04101

www.cdmc.com