Media Relations Toolkit

Transcription

1 Wrldwide NET Cancer Awareness Day Media Relatins Tlkit Ideas t Help Yu Secure Lcal Media Cverage Raise awareness f neurendcrine tumrs (NETs) and carcinid cancer by encuraging media cverage f yur activities surrunding NET Cancer Awareness Day. Having reprters cver yur event and share infrmatin abut NETs and carcinid cancer is a credible and valuable way t spread awareness and educate the general public. Reaching ut t reprters takes time and requires an understanding f hw reprters wrk and what they need dn t wrry, this tlkit will help! While NET Cancer Day is a timely reasn fr reprters t cnsider cvering NETs/carcinid cancer, they will need mre cntent and a lcal fcus t mtivate them t develp news stries abut these cnditins. There are many ways t encurage reprters t be interested: if yu are participating in any athletic events in Nvember, d them in the name f NET Cancer Day; invite reprters t watch yu educate medical prfessinals at a lcal hspital, r cme see yu and ther residents decrate a part f twn/yur neighbrhd with zebra stripes; r tell media what yur grup is ding t celebrate a cancer anniversary. Yu might simply want t invite reprters t attend a supprt grup meeting fcused n NET Cancer Day. Sharing yur persnal experiences tied t these events can als be very pwerful. This tlkit will help yu harness the pwer f the media t educate thers abut NETs and carcinid cancer. We share ideas n hw yu can annunce yur event and hw t get members f the media t cver it. Cmpnents f the kit include: Cre Materials What yu need t create Media Alert Press Release Fact Sheet Cntacting Reprters What yu need t d Develping a Media List Reaching Out T Reprters Scial Media and Internet Recmmendatins Hw yu can spread the wrd nline Awareness Items and Graphics Optins t enhance yur effrts

2 Cre Materials Media Alert A media alert is similar t an invitatin fr newspapers, radi and TV news utlets t attend and cver an event. When creating this dcument, be sure t highlight the lcal impact f what yu are ding and nte the cmmunity/city where the event will take place. Here is an example. We included brackets arund the items yu may want t tailr t yur event.

3 Press Release A press release, r news release, is a written statement annuncing yur news t the media. It ffers mre detail than the media alert and is typically prvided t reprters wh are planning t cver the event and need facts fr their stry. Here is an example:

4 NET Cancer Fact Sheet When reprters are engaged and interested in yur event, yu ll want t make sure they have accurate infrmatin abut NETs and carcinid cancer. Fllwing is a ne-pager abut NETs and carcinid cancer t share with reprters; it can be attached t an r cut/pasted int the bdy. Yu can als share this page with the general public.

5 Cntacting Reprters Determining wh t cntact with yur news and capturing their attentin is the key t yur success. Develping a Media List When trying t get media attentin fr yur stry, it s imprtant t develp a gd media list. The list shuld cnsist f the peple wh reprt n the type f stry yu are pitching. Yur media list shuld include: utlet name, names f reprters wh wuld be apprpriate fr yur stry, their titles, addresses and phne numbers. T create the list, watch, read and listen t the news utlets where yu wuld like t see yur stry and determine the specific reprters wh cver similar events t yurs. Often, their addresses are available n the news utlet s website. Yu can als call the utlets and ask wh cvers cmmunity events, health stries, etc., and request their addresses and direct phne numbers. In additin t specific reprters, find ut the general address and phne number fr the newsrm (general newsrm addresses usually lk smething like: newstips@wxyznews.cm). The general newsrm infrmatin is usually fund by clicking n the cntact link in the fter f the website. Reaching Out T Reprters Reading and watching the news will als give yu hints abut hw t intrigue each reprter. While every market and utlet is different, here are sme examples f hw yu can apprpriately get the interest f different types f reprters: A cmmunity reprter wants t hear abut events happening in the cmmunities they cver. If yu want t fcus n NETs and carcinid cancer, reach ut t a health reprter. Sme health reprters start their stries with a persnal stry and thers prefer t ffer news-yu-can-use. Lk at hw the reprter writes and the cmpnents they use, and include thse in yur message t them. T capture the attentin f a TV reprter, yu will need t describe what they will see. What actin will take place? In ther wrds, fit yur apprach t match the specific reprter that cvers that kind f stry. When yu find the right persn, it s time t send a brief nte t them with the media alert pasted int the bdy f the belw yur nte. Reprters are very busy keep yur nte shrt, just 3 4 sentences. Usually, the media alert is used t invite reprters t cme t the event. The press release is typically sent ut the day-f the event, ften minutes befre r after the event, and shuld have all the necessary infrmatin in it s that media can cver the event withut cming, r if they cme, they can use the infrmatin in the press release t enhance what they see. Use the infrmatin yu gather frm reading/watching their news stries t tailr yur nte t each reprter. The pitch nte is meant t be a teaser that attracts their attentin, and invites them t learn mre abut yu and the event. Here are tw examples f pitch ntes.

6 Pitch Nte Examples In develping the pitch nte fr each reprter, keep in mind the cmpnents they will need fr a stry. Fr example, a cmmunity reprter will want t immediately knw the lcatin, s include that in yur subject line, and a TV reprter will want t see the visual cmpnents in the first sentence, if pssible. The nte shuld include ne sentence abut yur persnal experience t entice them t interview yu fr mre infrmatin. Many times yu will nt receive a respnse after yur first . As reprters get many s daily and are ften juggling multiple prjects, it is best t fllw up with a phne call a day r tw later, and t send a fllw-up a few days after that. Hwever dn t inundate with repeated phne calls r s. Yu dn t want t turn the reprter ff t future events. If yu are cnfident yu have the right persn, it s a gd idea t try t build a relatinship. If yu are interested in an nging relatinship with reprters, cnsider sending them psitive cmments abut their stries r updates n things that may be f interest t them even when yu are nt asking t cver yur stry. D nt send mre than ne tuch-base /call every mnth. Be persistent (but nt annying), and respectful f reprters time and need t stay within their beat.

7 Interviews Participating in interviews requires a small amunt f preparatin. Cnsider in advance what message yu wuld mst like t get acrss in the interview, such as: mre than 60% f NETs/carcinid cancers are initially misdiagnsed, r mre treatment ptins are necessary fr NETs/carcinid patients. Think thrugh yur experiences and highlight 2 3 mments in time that best capture the essence f what yu have been thrugh and reinfrce the message yu mst want t get acrss. If yu are succinct, yu will make the reprter s jb easier and can als be mre cnfident f what will be in print. Think thrugh a simple way t define NETs/carcinid cancer, but ffer t cnnect the reprter with the Carcinid Cancer Fundatin t speak with a medical prfessinal if the reprter is asking medical questins. Only answer questins with which yu are cmfrtable. Share nly infrmatin that yu wuld like t see in the news stry. Keep yur stries and statements simple. Awareness Items and Graphics NET Cancer Day Ribbn Graphic The Wrldwide NET Cancer Awareness Day (WNCAD) lg ribbn is prvided t help raise awareness f NET cancers. It is available fr use in the prmtin f WNCAD events that have been registered n the NET Cancer Day website and in cnjunctin with the disseminatin f neurendcrine cancer awareness infrmatin. The lg may nly be used fr nncmmercial purpses and the lg design cannt be altered. The lg is cpyrighted and may nt be reprduced fr prfit. Awareness Items It s a gd idea t have r wear zebra prints as part f yur event, as it reinfrces yur messages. G Zebra Striped n Scial Media T reinfrce yur messages, yu may want t use ur zebra pht filter app that will allw yur pht t G Zebra Striped. Develped by the Carcinid Cancer Fundatin and Advanced Acceleratr Applicatins, yu can use this n any scial media. G t r The Carcinid Cancer Fundatin Facebk page t get the app.

8 Scial Media & Internet Recmmendatins Scial media is a great way t share yur stry. In advance f the day, cnnect n scial media with any grups r peple wh will be invlved in yur event, and think abut the handles and hashtags that yu want t include. Sme hashtags that yu may want t include are: #NetCancerDay, #LetsTalkAbutNETs, #Carcinid, #NeurendcrineCancer, T get peple t fllw yu n Twitter and Instagram, fllw them and like their psts. Having mre cnnectins and mre hashtags can increase the number f peple wh see yur psts. Fr Twitter Yu can have n mre than 140 characters, including spaces, in a Twitter pst. Tweeting t invite peple in advance f the event and highlighting yur planning can raise awareness. Then, plan t share a few Tweets frm the event. Nte that if yu wuld like t include a link t a website, yu shuld shrten it using a system such as Bit.ly; t d this g t Bitly.cm and past the URL that yu want shrtened in the windw that says paste URL here t shrten and the site will give yu a much shrter versin f yur link which give yu mre rm fr ther wrd in yur pst. Samples Cme walk with us n NET Cancer Day Nv [add a link here fr the Getting my speed up. Ging t d my fellw Netters prud [add a link here fr the details f event]#netcancerday #BeAwareOfZebras Hme frm the printer. Thank yu [handle f printer/designer] fr a great jb! [add a link here t FB page fr the details f event] #NETCancerDay #BeAwareOfZebras Can t wait fr tmrrw [add a link here t FB page fr the details f Celebrating NET Cancer Day a week early. Handing ut Mre than 60% f NET Cancers are initially misdiagnsed. Cme jin us t learn mre [add a link here t FB page fr the details f event] #NETCancerday #BeAwareOfZebras Lve that [handle f high-prfile attendee] jined us #NETCancerDay #BeAwareOfZebras Fr Facebk Facebk allws fr mre cntent than Twitter, but typically yu pst less ften. Phts and vides increase the attentin yu will get. Samples Like a zebra, NET cancer is easily camuflaged. Help us raise awareness and cme run with us. [Include details f event n FB page r include link t details] Instagram Phts make up the cre f Instagram. Pst phts f yu training if this is fr an athletic event, r picking up materials fr the event. The limit n the number f characters fr a captin appears t be 2200, hwever we suggest yu keep the number f characters belw 200 when pssible. On the Web Yu may als want t list yur event n the Carcinid Cancer Fundatin website. Yu can submit yur event t Grace Gldstein, ggldstein@carcincid.rg, fr cnsideratin and it may get psted. Yu can als share yur persnal jurney with NETs/carcinid cancer by ging t:

9 Prvided exclusively fr The Carcinid Cancer Fundatin and the Fundatin s partners and friends.