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Achieving Social
Marketing Goals through
    Partnerships with
       Ethnic Media
Kay Leventhal

Marketing Director, New America Media

  kleventhal@newamericamedia.org
          415-503-4170x120
Topics
•   Brief introduction of New America Media
•   How does NAM work with ethnic media?
•   Relevant projects
•   10 tips for working with ethnic media
About New America Media
• Nation’s first and largest collaboration and
  advocate of 3000 ethnic news organizations
• A multi-channel, multi-media news and
  communications agency
• Headquartered in San Francisco with offices
  in Los Angeles, Fresno, New York, and
  Washington, D.C.
NAM’s Mission
• Strengthen ethnic media as an
  indispensable sector of American
  journalism and communications
• NAM is dedicated to bringing the voices of
  the marginalized - ethnic minorities,
  immigrants, young people, elderly - into
  the national discourse
NAM’s Coverage
How Does NAM Work
      with Ethnic Media?
• Sustains close ties with more than 3,000
  ethnic media outlets nationwide
• Inclusive Journalism
• Journalism schools partnerships
• Awards, expos and fellowship programs
• Professional trainings
• Marketing campaign partnership
• National Directory of ethnic media
• Newsletters
Relevant Projects
• The California Endowment - Statewide Education
  Campaign on Health Care Reform Law
• Centers for Disease Control and Prevention -
  National Ethnic Media Outreach Campaign on seasonal
  flu and Vaccination
• California Department of Public Health/CDC -
  Ethnic Media News Briefings on Whooping Cough
• American Institutes for Research - National
  research campaign on ethnic media’s coverage on H1N1
Relevant Projects: TCE
• 7 Ethnic Media News Briefings: Los Angeles,
Orange County, San Francisco, Sacramento, Fresno, Inland
Empire, San Diego
• 4 Advertorials - “Ask the Expert” Columns
• Multilingual “Before” Poll
• 4 Multimedia Segments
Relevant Projects: TCE
Relevant Projects: TCE
Relevant Projects: TCE
Relevant Projects: CDC
• 8 Ethnic Media News Briefings:

     Albuquerque, Anchorage
     Las Vegas, Chicago, 
     Newark/New Jersey, Los Angeles
     Miami, Houston
Relevant Projects: CDC
Relevant Projects: CDC
Relevant Projects: CDPH

• 2 Ethnic Media News Briefings:

      San Francisco
      Los Angeles.
Relevant Projects: AIR

• Site Visits, One-on-one Editorial Meetings
• Ethnic Media Roundtable: Atlanta, E. Chicago,
  McAllen, Pueblo
• Assessment Report
• CDC In-language Story Placement
10 Tips to Work With
          Ethnic Media
1. Develop relationships with the ethnic news
   media organizations in your area
2. Continue communicating with ethnic media
   practitioners, not just when you have pitches
3. Target your event, story or news release to
   specific ethnic media audiences. Decode
   generic information (statistics, studies, etc.)
4. Partner with and engage ethnic media
   practitioners in your work
10 Tips to Work With
          Ethnic Media
5. Create opportunities for ethnic media to
   access decision makers and experts in the
   issue areas you work on.
6. Don’t rely on emails alone to communicate
   with ethnic media
7. Cross the language barrier and provide
   translations whenever possible
8. Wherever possible, customize your
   messages to a “news you can use” format
10 Tips to Work With
          Ethnic Media
9. Provide ethnic media with a list of your own
    staff experts whom they can call when they
    need information on the issues you cover.
10. Include ethnic media at your events and
    highlight their role in your own and your
    community’s communications.

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Social Marketing with Social Media by Kay Levanthal

  • 1. Achieving Social Marketing Goals through Partnerships with Ethnic Media
  • 2. Kay Leventhal Marketing Director, New America Media kleventhal@newamericamedia.org 415-503-4170x120
  • 3. Topics • Brief introduction of New America Media • How does NAM work with ethnic media? • Relevant projects • 10 tips for working with ethnic media
  • 4. About New America Media • Nation’s first and largest collaboration and advocate of 3000 ethnic news organizations • A multi-channel, multi-media news and communications agency • Headquartered in San Francisco with offices in Los Angeles, Fresno, New York, and Washington, D.C.
  • 5. NAM’s Mission • Strengthen ethnic media as an indispensable sector of American journalism and communications • NAM is dedicated to bringing the voices of the marginalized - ethnic minorities, immigrants, young people, elderly - into the national discourse
  • 7. How Does NAM Work with Ethnic Media? • Sustains close ties with more than 3,000 ethnic media outlets nationwide • Inclusive Journalism • Journalism schools partnerships • Awards, expos and fellowship programs • Professional trainings • Marketing campaign partnership • National Directory of ethnic media • Newsletters
  • 8. Relevant Projects • The California Endowment - Statewide Education Campaign on Health Care Reform Law • Centers for Disease Control and Prevention - National Ethnic Media Outreach Campaign on seasonal flu and Vaccination • California Department of Public Health/CDC - Ethnic Media News Briefings on Whooping Cough • American Institutes for Research - National research campaign on ethnic media’s coverage on H1N1
  • 9. Relevant Projects: TCE • 7 Ethnic Media News Briefings: Los Angeles, Orange County, San Francisco, Sacramento, Fresno, Inland Empire, San Diego • 4 Advertorials - “Ask the Expert” Columns • Multilingual “Before” Poll • 4 Multimedia Segments
  • 13. Relevant Projects: CDC • 8 Ethnic Media News Briefings: Albuquerque, Anchorage Las Vegas, Chicago, Newark/New Jersey, Los Angeles Miami, Houston
  • 16. Relevant Projects: CDPH • 2 Ethnic Media News Briefings: San Francisco Los Angeles.
  • 17. Relevant Projects: AIR • Site Visits, One-on-one Editorial Meetings • Ethnic Media Roundtable: Atlanta, E. Chicago, McAllen, Pueblo • Assessment Report • CDC In-language Story Placement
  • 18. 10 Tips to Work With Ethnic Media 1. Develop relationships with the ethnic news media organizations in your area 2. Continue communicating with ethnic media practitioners, not just when you have pitches 3. Target your event, story or news release to specific ethnic media audiences. Decode generic information (statistics, studies, etc.) 4. Partner with and engage ethnic media practitioners in your work
  • 19. 10 Tips to Work With Ethnic Media 5. Create opportunities for ethnic media to access decision makers and experts in the issue areas you work on. 6. Don’t rely on emails alone to communicate with ethnic media 7. Cross the language barrier and provide translations whenever possible 8. Wherever possible, customize your messages to a “news you can use” format
  • 20. 10 Tips to Work With Ethnic Media 9. Provide ethnic media with a list of your own staff experts whom they can call when they need information on the issues you cover. 10. Include ethnic media at your events and highlight their role in your own and your community’s communications.