Generating Media Coverage
Generating media coverage isn't a skill many people running SANE programs possess. Let's face it--we don't get an opportunity to hone this particular skill set with any regularity. And yet being able to draw attention to our programs, staff and services allows our communities to better get to know us. The more our communities know (and value) our work, the more integral our services become to their infrastructure. It becomes easier to recruit new staff, cultivate potential donors and establish relationships that can benefit our programs and patients.
Last Friday the Robert Wood Johnson Foundation released the newest video webinar in its Building Human Capital series, For the Record: Media Tools of the Trade [A Primer on How to Generate Media Coverage]. Upon completion of this webinar you'll
• gain an understanding of the health-media environment and what’s newsworthy;
• learn how to make your message count; and
• develop the basic skills needed to identify and pitch reporters.
I have lousy bandwidth at my house in Colorado, so I haven't been able to work my way through the whole thing yet, but I am excited to be able to add this to my arsenal. It's not a topic I see covered in educational sessions very often.
What say you: Have you had occasion to work with the media? And was it a positive experience?