Media Advocacy Toolkit

Media campaigns, combined with interventions, are an important high-impact strategy. Use this toolkit to plan and execute your media strategy.

Communications Planning

Having a solid communications plan—and sticking to it—helps ensure that your messages are reaching their intended targets. A typical plan includes:

Purpose: What goal(s) do you hope to achieve through your communications and earned media efforts?
Audience(s): Who do you want to reach through your efforts?
Messaging: What messages will connect with your audience(s)?
Tactics: With your messages determined, identify how best to communicate them
Frequency/Timeline: How often do you plan to outreach to the local media?
Media Channels: Where will your messages be distributed?
Spokespeople: Identify who you want media to talk to on tobacco issues
Calendar: Keep a calendar of key dates for media outreach
Evaluation: How will you measure your efforts?

Details are available in the Earned Media Plan Guidance document.

Tools to help you create a plan:

Template Communications Grid – a template grid to help you keep track of your earned media outreach
CDC Health Communication – includes audience insights, tools and templates
Social Media Planning Resources

Earned Media Strategies

Make the most of earned media coverage using the strategies below.

Press Releases

Press releases give you a way to frame your issue for the media and show them which points you feel should be stressed. Template press releases are available on the Media Opportunities page.

Sometimes you will want to create your own releases. Maximize their impact with these resources:

Media Tip - Writing a Press Release
Press Release Templates listed on the Media Opportunities page

Letters to the Editor and Op-Eds

Letters to the editor (LTEs) and op-eds are great tools to use because you control the message. Plus, people like to read them: The only part of the newspaper that has more readers is the front page. Learn how to make them pop with these resources and templates:

Media Tip - Difference Between an LTE and Op-Ed
Media Tip - Writing Letters to the Editor
LTE Templates listed on the Media Opportunities page

Photo Submissions to Newspapers

A picture is worth a 1,000 words. Submitting a photo with a caption to your local newspaper can be effective in getting media coverage - especially from weekly newspapers. They generally have smaller staff and are looking for outside contributions.

Interviews

Got a story idea? Need to develop your interview skills? We've got tips for pitching the story and nailing the interview in our Interviewing Like a Pro page.

Editorial Board Visits

An editorial board meeting is an informal discussion with a newspaper's opinion page editor or editorial board. These visits are most effective when they take place face-to-face. Here are some tips for making a strong impression: