This webinar will provide the basics for planning a media campaign around an agency event or announcement, using NSP Week as the example. The webinar will cover a suggested timeline, media venues and contacts to consider and appropriate language and formats to use in your media materials.

1. National Safe Place Week
Hillary Bond
Communications Coordinator
National Safe Place

2.  Purpose of a Media Campaign
 Materials & Formats
 Media Outlets & Appropriate Contacts
 Social Media
 Suggested Timeline

3. • What is the goal of
your media campaign?
• Key message(s)?
• Who do you want to
inform—target
audiences?
• What communication
channels will you use?

4.  Press Release
 Media Advisory
 PSAs
 Fact Sheet
 Media Kit

5.  From top to bottom:
 Include agency and Safe Place logo
 FOR IMMEDIATE RELEASE or EMBARGOED
 Contact person’s name, title, phone, email address
 Concise, informative headline
 City, State and Date in bold—before lead sentence
 Lead sentence or paragraph should aim to answer the
five Ws—who, what, where, when, why
 Quote(s) from noteworthy person in 2nd or 3rd paragraph
 Boilerplate describing your agency at bottom of press
release written in smaller/italicized text

7.  From top to bottom:
 Agency and Safe Place logo
 MEDIA ADVISORY FOR (date of event)
 Contact person’s name, title, phone, email address
 Include “Media Advisory” above headline
 Clear, concise headline
 Lead paragraph giving general information about event
 Necessary information under the headings What, Who,
Where, When, Why
 Boilerplate describing your agency at bottom of media
advisory written in smaller/italicized text

9.  From top to bottom:
 Agency and Safe Place logo
 PUBLIC SERVICE ANNOUNCEMENT for (air date)
 Contact person’s name, title, phone, email address
 Title of announcement
 Concise explanation of what you want aired or complete
PSA script

12.  Event press release
 Media advisory
 Fact Sheet
 Agency and Safe Place logos (hi res)
 Promotional brochures (Safe
Place and agency)
 TXT 4 HELP card
 Business card

13. Your media list should include:
• Name of media outlet
• Name of contact
• Title/position
• Mailing address
• Phone numbers (main, direct)
• Email (direct, not just general email)
• Twitter handle (ie: @WLKYNews)
• Notes

14. • Television stations: news directors,
assignment editors, morning and/or noon
producers, PSA directors/community
relations directors
•Radio stations: news directors, talk show
producers and hosts
•Magazines: Editors, photo editors,
calendar editors, community
editors/reporters, other reporters that cover
subject matter relevant to your organization
• Newspapers: Section editors (metro,
business, education, lifestyle, etc.),
community editors/reporters, calendar
editors

15.  Send press release and PSA scripts at least two
weeks in advance
 Send Media Advisory at least two days in advance
 Most media contacts like to receive materials via email
 Don’t send a group email with entire distribution list in
the header
 Craft a catchy, detailed subject line
 Be sure to write brief “pitch” in body of email

16.  Follow up with your media contacts one week after
initial contact

17.  Aim to post NSP Week content
twice a week
 Communicate with media
contacts via social media
 Use Twitter hashtag
#SafePlaceWeek and
#WhereisyourSafePlace
 Upload photos/videos during
NSP Week

20. Questions?

21. Thank You!!
Hillary Bond
(502) 814-1069
hbond@nationalsafeplace.org