Myasthenia Gravis Foundation of America
2012 PUBLIC RELATIONS TOOLKIT
National Office · 355 Lexington Avenue, 15th Floor · New York, NY 10017 · Phone: (800) 541-5454 · (212) 297-2156
Fax: (212) 370-9047 · E-mail: · Web site: www.myasthenia.org
May 1, 2012
Dear Chapter Leaders,
We are pleased to present the 2011 Public Relations Toolkit. This new initiative will provide you with the tools, tips and information to promote MGFA and your chapter throughout the year. Similar to the MG Awareness Month Toolkit for June (which is also included in this document), the goal of this expanded kit is to provide education and outreach tactics which will increase familiarity with Myasthenia Gravis and the needs of patients; promote early diagnosis and treatment; as well as increase awareness of the mission of the MGFA and its chapters in its efforts to find a cure.
With the helpful news hook of June as MG Awareness Month and other local activities, providing a reason to reach out to the press, efforts can be as simple as sending out a press release or as involved as implementing a public relations mini-campaign in your local market that includes several of the elements listed in this Tool Kit. Utilizing June Awareness and other events and newsworthy information are great news hooks all year long.
The enclosed MG Awareness materials are designed for ease of use at the local level. Included in this media kit is “foundation” collateral – including a template press release, Case Statement, Fact Sheets and FAQs. Also included are targeted press lists (including print, television and radio outlets) for your local area or market for ease of use in reaching out to your local media contacts, plus lists of state and municipal governments.
Sample or template “pitch letters” have been included for approaching various media outlets for coverage (articles), public service announcements and requesting proclamations from state and local government. In addition, in most sections, we have included a Best Practices area to help guide you in your efforts.
*NEW! Two new sections have been added:
· How to create a “news engine” or a steady drum beat of news, all year long – to both the long-lead and short lead news outlets in your area.
· “Bring MG to Light” – Reaching out to local city buildings and monuments to be lit in blue for MG Awareness Month for one (or more) nights in June.
If you have any questions about the media kit, please contact the National Office at 800-541-5454 or .
Sincerely,
Tor Holton
Chief Executive, MGFA
MGFA Communications Committee
Janet Myder, Chair
Judy Bodner
Jennifer Faucett
Nancy Kuntz, MD
Esther Land
Steve Merusi
Dr. Robert Ruff
Marilyn Ricci
Dr. Zaeem Siddiqi
Jurgen Venitz, MD
TABLE OF CONTENTS
PR: A Year-Long Event / 4Sample News Engine/ Media Outreach Timeline / 5
How to Communicate With the Media / 7
Get a story in print / 7
Get a story on TV / 8
Talking Points / 9
Tips for an Interview / 11
How to get a PSA Placed / 12
Press Release (sample) / 14
PSA Cover Letter – TV (sample) / 15
PSA Cover Letter – Newspaper/Magazine (sample) / 16
PSA Cover Letter – Radio (sample) / 17
PSA Radio Script / 18
Foundation Materials and important lists: / 19
MGFA Case Statement / 19
FAQs / 20
Facts about MG / 21
How to Use Social Networking for Media / 22
June Awareness Tool Kit / 24
Order of Action for Initiatives / 24
Press Release (sample) / 25
Print Pitch Letter (sample) / 26
TV Pitch Letter (sample) / 27
“Bring MG to Light” / 28
Sample list of buildings/monuments which can be lit / 28
Sample request letter / 29
How to Request a Proclamation / 30
Proclamation Request and Format / 31
State and Local Government Contacts / 33
Local Press Contacts / Attached
PUBLIC RELATIONS tool kit: A YEAR LONG EVENT
Public relations is a year-long activity to keep your organization in the eye of the media, as well as the audience. By keeping on their radar, media will be more likely to come back to you when they are creating stories that they believe would benefit from the input of your organization.
News Engine
To establish greater awareness to any cause or brand, an aggressive, ongoing effort is required to gain traction with media, influencers and key change agents. A marathon rather than a sprint, this sustained effort is necessary because, in today’s oversaturated, multimedia society:
· A person may need to see the cause or brand several times before it resonates in a meaningful way. This can be especially true when a person has limited prior exposure to it.
· It is vital to be on the radar of your local media, as you want them to think of you as a resource.
· The media itself gravitates towards health and medical stories that pose the most ominous threat to the largest number of people.
An effective way to counter these factors is to build what we call a News Engine. The function of this News Engine is to create a steady drumbeat of MGFA–related information that is regularly disseminated to the media and key influencers. A strong News Engine is active all twelve months per year, to proactively seed media and society’s collective consciousness with news, facts, updates, statistics, key findings, etc. about the disease, targeting difference audiences month by month.
Local events and applicable Foundation Focus stories would be terrific News Engine content as they serve to personify hope, triumph, and determination in our family, friends and neighbors.
To ensure that a broad variety of media is engaged, the News Engine would be broken out into short lead and long lead story angles, with pitching conducted appropriately in advance of target media deadlines. A sample News Engine calendar might look something like the following. Please note that this is a broad example and not customized – you would want to customize to your market and your needs.
Of course, special emphasis would be placed on June, Myasthenia Gravis awareness month, for which media outreach should commence in January/February to ensure that deadlines are met for those outlets with the longest lead times.
· Long lead = monthly magazines
· Short lead = newspapers, websites, TV and radio
SAMPLE NEWS ENGINE
JanuaryTopic / Long Lead:
· Mother’s Day Miracles
Inspiring moms inherent to each.
Timing: May-June issues
Potential Long Lead Media Targets:
· Local monthly magazines (i.e. Philadelphia magazine)
Topics / Short Lead:
· Local events
· Any medical advances or new studies
Timing: Jan-Feb issues
Potential Short Lead Media Targets:
· Local newspapers, radio, blogs weekly magazines, TV / February
Topic / Long Lead:
· MG Awareness Month
· Father’s Day
Timing: June-July issues
· Potential Long Lead Media Targets: Local monthly magazines
Topic / Short Lead:
· Local events
· Valentine’s Day
Timing: Feb-March issues
Potential Short Lead Media Targets:
· Local newspapers, radio, blogs, weekly magazines, TV / March
Topic / Long Lead:
· TBD
Timing: July-August issues
Potential Long Lead Media Targets:
· Local monthly magazines
Topics / Short Lead:
· Local events
· Spring
Timing: March-April issues
Potential Short Lead Media Targets:
· Local newspapers, radio, blogs, weekly magazines, TV
April
Topic / Long Lead:
· Summer events
Timing: Aug-Sept issues
Potential Long Lead Media Targets:
· Local monthly magazines
Topics / Short Lead:
· Local events
· Any new medical updates, studies, etc.
Timing: April-May issues
Potential Short Lead Media Targets:
· Local newspapers, radio, blogs, weekly magazines, TV / May
Topic / Long Lead:
· Flu Season
· Back to school/stories about kids with MG
Timing: Sept-Oct issues
Potential Long Lead Media Targets:
· Local monthly magazines
Topics / Short Lead:
· June Awareness
· Mother’s Day
· Memorial Day
Timing: May-June issues
Potential Short Lead Media Targets:
· Local newspapers, radio, blogs, weekly magazines, TV / June
Topics / Long Lead:
· Holiday Season:
· Thanksgiving
Timing: Oct-Nov issues
Potential Long Lead Media Targets:
· Local monthly magazines
Topics: / Short Lead:
· June Awareness
· Father’s Day,
· Local events
· Out of School: Keeping the Kids Happy with Keeping Up Your Strength
Timing: June-July issues
Potential Short Lead Media Targets:
· Local newspapers, radio, blogs, weekly magazines, TV
July
Topic / Long Lead:
· Giving back/fundraising
· Holiday/stories of inspiration
Timing: November, December issues
Potential Long Lead Media Targets:
· Local monthly magazines
Topic / Short Lead:
· Summer Stories
· Any new medical updates, studies, etc.
Timing: July-Aug issues
Potential Short Lead Media Targets:
· Local newspapers, radio, blogs, weekly magazines, TV / August
Topic / Long Lead:
New Year’s Celebrations
New Year’s Resolutions
Timing: December, January issues
Potential Long Lead Media Targets:
· Local monthly magazines
Topic / Short Lead:
· Local events
· Back to school; stories of kids with MG
Timing: Aug-Sept issues
Potential Short Lead Media Targets:
Local newspapers, radio, blogs, weekly magazines, TV / September
Topic / Long Lead:
Valentine’s Day
Timing: February issues
Potential Long Lead Media Targets:
· Local monthly magazines
Topic / Short Lead:
· Back to school; stories of kids with MG
Timing: Sept-Oct issues
Potential Short Lead Media Targets:
Local newspapers, radio, blogs, weekly magazines, TV
October
Topic / Long Lead:
· Stories tied to spring (events, announcements)
Outreach: March issues
Topic / Short Lead:
· Halloween
· Local events
Timing: Oct-Nov issues
Potential Short Lead Media Targets:
· Local newspapers, radio, blogs, weekly magazines, TV / November
Topic / Long Lead:
· TBD
Outreach: April issues
Topic / Short Lead:
· Giving back, fundraising initiatives
Timing: Nov-Dec issues
Potential Short Lead Media Targets:
· Local newspapers, radio, blogs, weekly magazines, TV / December
Topic / Long Lead:
· Stories tied to Mother’s Day (a mother’s inspiration)
Outreach:May issues
Topic / Short Lead:
· Giving back, fundraising initiatives
Timing: December issues
Potential Short Lead Media Targets:
· Local newspapers, radio, blogs, weekly magazines, TV
JUNE AWARENESS MEDIA TOOL KIT
The publicity tools included in the following pages can be used to develop and execute a PR plan for your chapter for June Awareness Month. We have also provided the following templates which speak directly about this special month, but it is up to each chapter to fill in what you are doing on the local level – that is what is relevant to the news media in your area.
Order of Action for Each Initiative
(Timeline of when the following initiatives should take place)
Immediate – June
§ PSA Outreach
§ Proclamation Requests
§ Planning of Local Chapter Activities in June
§ Media outreach to long-lead news outlets – monthly magazines (start in Jan-March)
§ Reach out for building lightings in your area (start in Jan-March)
May – June
§ Media outreach to short-lead mews outlets – newspapers, weekly magazines, blogs, TV, radio
June
§ Local Chapter Activities Held
§ Continue All of the Above
How to COMMUNICATE With the Media
The MGFA increases awareness for Myasthenia Gravis using various media sources. MGFA Chapters can also help in these efforts throughout the year and during MG Awareness Month to bring a more local and personal public awareness (i.e. local MG stories, testimonials, medical histories, fundraisers…) using local media resources (and using local MG patients) to reach as large an audience as possible. Please contact the National Office for assistance with any of the following:
I. Get a STORY in print:
How to use the Print Pitch Template:
§ Download and save the press release to your computer
§ Fill in the personal contact information including your name, community, e-mail, phone number, etc. as well as other relevant information (what your chapter is doing/promoting).
§ Reach out to local newspapers/magazines in your area by using the local press list provided
§ Send this in the last 2-3 weeks before an event and a few days in advance to help increase visibility in your community
§ For any “newsworthy” announcements (other than events), a press release may be sent a few days or the day of the official announcement.
Best Practices and Pitching Help:
Story “Hooks” to Increase Media Interest:
§ Tell them what/when your chapter is doing to promote MG Awareness (fundraisers, walk-a-thons, etc), any events open to the public, etc. – Invite them to these events
§ Offer them local MG patients or local MG medical experts to interview/speak about MG
§ Check to see what recent articles the reporter may have covered so you can relate to them – to do this, you can go to the newspaper’s website and search for the reporter’s name for recent stories they have covered.
Sending via E-mail:
§ Send your emails early in the morning, reporters are too busy to pay attention from noon – on as they are on deadline for their current stories.
§ It is always best to personalize your email with the reporters name and the name of their publication, so they know you are speaking to them. If you chose to send a pitch email/press release to multiple people– make sure you use the BCC (blind carbon copy) feature on your e-mail so they do not see the others you are contacting. If BCC’ing – do not include “Dear x” –instead, use the greeting “Good morning” or Good afternoon.”
§ We’ve provided a sample cover or “pitch letter” for your convenience. Place letter in the body of your e-mail. If sending via e-mail, remove the date and the contact’s information at the top of the page (start with Dear x).
Sending via Fax:
§ If sending a fax to pitch the media, include the cover letter in the body of the fax cover. The following pages for the fax would be the Press Release.
Following Up:
§ Follow up with the person you sent the email/fax to with a phone call approximately 1-2 days after you e-mailed them. Best times to call are in the morning. Be courteous and brief as they are always on deadline. It is helpful to ask them if they have a moment to speak, and offer to call back if they are on deadline.
§ It’s possible they won’t recall the email, so tell them about the contents and ask if you could send it again.