NCSH Earned Media Plan, Year One

It’s about honesty. It’s about knowledge. It’s about time.

NCSH Earned Media Plan, Year OneDraft for Discussion





• 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

Earned Media and NCSH





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 opportunitiesFuture Years• Goals and scope expected to broaden• Resources expected to increase• Areas of added focus might include social media and

entertainment media, for example

NCSH Earned Media Goals





• Public/consumers across the lifespan• Healthcare providers/professionals• Policy and social influencers• Media, as both a channel and priority

audience– Traditional– Digital/social

Priority Audiences





• Establish NCSH as valued source of timely and useful science-based 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)

Core Message Strategies





• 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

Year One Objectives





• 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

Proactive 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

Reactive Media Outreach

• 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

Targeted Media Cultivation and Partnerships

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=GBLrGahdYIU60M&tbnid=PPfagbtcvZXhvM:&ved=0CAgQjRwwAA&url=http://www.texasclickitorticket.com/whats_new/?p=141&ei=aK03Uvu0Gbix4AP3lIC4Bw&psig=AFQjCNFrprBcwP0HQaNvwFLSo1uSbxcYiw&ust=1379466984478330

http://www.google.com/imgres?imgurl=http://all-pic.com/wp-content/uploads/08077f4b95d11f74987825e3738d5feb.png&imgrefurl=http://www.all-pic.com/2013-top-ten-fashion-magazinesv/&h=181&w=478&sz=8&tbnid=RlB_hBBz1fz9WM:&tbnh=48&tbnw=126&zoom=1&usg=__XyqZH68vQpzrmOTJnY2sAx2okb0=&docid=Aq456G5JltTC2M&sa=X&ei=z6w3Uq7QD_bd4APhiYD4Bg&ved=0CDsQ9QEwBA&dur=183

http://www.self.com/?intcid=logo_home

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=difTbC79imgA3M&tbnid=tMHG7zJ2CeVIvM:&ved=0CAgQjRwwAA&url=http://www.duckduckmoose.com/testimonials/&ei=v603UpXcGrih4AONzYHoCw&psig=AFQjCNG4jGZb_Mw8YjhOkxtbSv-2-l8BFg&ust=1379467071489196

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=tYvtWt46mFkfsM&tbnid=XcLRwNZgg6HYwM:&ved=0CAgQjRwwAA&url=http://foodlets.com/about/press/&ei=M643Upq2G5i34AOHr4DwBA&psig=AFQjCNHN5P1giJUg_oC6FnIaACsb4DskPQ&ust=1379467187495593

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=2wpZE1ODpJx0BM&tbnid=GsZu3gbTf_IMOM:&ved=0CAgQjRwwAA&url=http://www.garytracyod.com/press-room&ei=ia43Ura4FOj54AOOoICgBQ&psig=AFQjCNELCFtpWhzbb9WESdgHDFOaYrgP4g&ust=1379467273392558

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=_kpI0xAlFE2z8M&tbnid=4aTCl6mnpNkvTM:&ved=0CAgQjRwwAA&url=http://www.gospelnewsroom.com/2013/08/12/the-bet-lineup-fall-2013/&ei=q643UqfWJJa24AOK8IHgDw&psig=AFQjCNFXAdtxMvey7ys5wpuLP5Y33fxCtg&ust=1379467307666852

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=qALH2HilGVkPJM&tbnid=K-s8QqsOdqjLDM:&ved=0CAgQjRwwAA&url=http://www.mgmbill.org/sfmgmbill.htm&ei=0643Ur24K5Kn4AP17oDABA&psig=AFQjCNGemYZGyo8eiNZ73ZlyDPXXhxAPBw&ust=1379467347787355

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=L6D308Gy-cXhBM&tbnid=vAR2F1GOMIOqHM:&ved=0CAgQjRwwAA&url=http://www.mdmunicipal.org/index.aspx?NID=166&ei=8643UqiOIrb_4AONmoDYDQ&psig=AFQjCNECiFn__htdPm2Hc9NGO31oUu_tdg&ust=1379467379615474

http://www.prevention.com/

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=yQRNJOLi52GAoM&tbnid=IFywLVKyGYvaSM:&ved=0CAgQjRwwAA&url=http://logonoid.com/glamour-logo/&ei=Spc4UoTGBo_F4AO_vYHABg&psig=AFQjCNH1W4zFYJo-ecukC6qnGSqPt_bsYA&ust=1379526858154245

• 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:

Agenda-Setting Content Provider

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=9WcmtI6dQ58f0M&tbnid=j-oRU3HckdN_tM:&ved=0CAgQjRwwAA&url=http://commons.wikimedia.org/wiki/File:The_New_York_Times_logo.png&ei=VbA3UradM5ex4APaoYCgAg&psig=AFQjCNE22VbdNoMnuQvVnflxQ9CdRdBtKA&ust=1379467733895750

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=6HC5dmoTkoaokM&tbnid=o7XEUrasYLKw-M:&ved=0CAgQjRwwAA&url=http://www.shopsmartinc.com/media/washington-post-logo/&ei=e7A3UqzXH8jE4APpm4HgDA&psig=AFQjCNH6-LqwQtKy9oNHpopV3e8i-jJtoQ&ust=1379467771584952

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=D_SrJ3nFixVXAM&tbnid=bAh5-pHzXbvYuM:&ved=0CAgQjRwwAA&url=http://feedmephoebe.com/2013/06/the-huffington-post-kale-salad-obsession/&ei=mLA3UrPBE7Gs4APu4oGwAw&psig=AFQjCNFBwDYM3wJyP54ixkAy0cRyifdIAA&ust=1379467800363700

http://www.google.com/imgres?imgurl=http://i.cdn.turner.com/cnn/.e/img/3.0/global/header/us/hdr-health.gif&imgrefurl=http://www.cnn.com/HEALTH/&h=82&w=218&sz=4&tbnid=9mosA-Sz0G_vtM:&tbnh=48&tbnw=128&zoom=1&usg=__0JLn_W5GNnGwQR8WclvQ5JZTAA4=&docid=G1YRnydQzjTirM&sa=X&ei=trA3UvDNO7iw4APkoIH4BQ&ved=0CDEQ9QEwAQ&dur=682

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=Nc5jPTYUNFlVvM&tbnid=QsUKF133Lew5yM:&ved=0CAgQjRwwAA&url=http://new.pentagram.com/2008/10/new-work-the-atlantic/&ei=2bY3Uuj7Apb64APB9oG4Dw&psig=AFQjCNGFdXXaLpEPe_hPV6ThAuJwfA9xtw&ust=1379469401104337





• 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

NCSH as Media Resource Center





• 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

Monitoring, Measurement and Evaluation





• 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)

NCSH Assets, Tools and Resources

News & Politics

NCSH Earned Media Plan, Year One