**January 2008**

**Created by the Centers for Disease Control and Prevention (CDC)**

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+---+------------------------------------------------------------+-----+
| A | Sample Key Messages                                        | 8   |
| : |                                                            |     |
|   | Press Release Template                                     | 10  |
| B |                                                            |     |
|   | Sample Press Release                                       | 11  |
| C |                                                            |     |
| : | Public Service Announcement Tip Sheet                      | 12  |
|   |                                                            |     |
| D | Media Advisory Template                                    | 14  |
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|   | Media List Template                                        | 15  |
| E |                                                            |     |
| : | Speechwriting Tip Sheet                                    | 16  |
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| F | Public Speaking Tip Sheet                                  | 18  |
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+---+------------------------------------------------------------+-----+

**Working with the Media**

Media outlets---newspapers, magazines, radio stations, television
stations, and even Internet sites---are important ways to inform a broad
range of people about National Infant Immunization Week messages and
your NIIW activities.

Media outreach can be broken down in to four components:

-   Developing Key Messages

-   Developing Press Materials

-   Preparing for Outreach

-   Pitching the Media

***Developing Key Messages***

Establishing key messages at the beginning of your media outreach
efforts helps everybody in your organization speak with one voice about
your NIIW programs. The messages you develop should be succinct and
understandable to your target audience.

In addition to using the key messages to prepare and respond to
reporters' inquiries, your organization's key messages should be
incorporated throughout all your communication materials such as fact
sheets, speeches, or articles.

To help you get started, sample key messages developed for NIIW are
included as Appendix A at the end of this document. These can be
tailored to your local outreach activities.

***Developing Press Materials***

Press materials provide reporters additional information about your work
and your cause to help them write their articles or produce their
segments. Some common and effective press materials include:

-   Press Releases

-   Public Service Announcements (PSAs)

-   Radio Live-Reads

-   Letters to the Editor or Op-eds

-   Matte Articles

-   Media Advisories

Some of these materials already have been developed to support your NIIW
efforts. To download these materials for your own use, visit the Infant
Immunization Campaign Materials and the Public Relations Tool Sections
of
[www.cdc.gov/vaccines/events/NIIW](http://www.cdc.gov/vaccines/events/NIIW).

*Press Releases*

A press release is a one-page description of your news or event designed
to inform media of high-level information---the who, what, where, when,
and how. A press release should include these key elements:

-   Your contact information

-   A captivating headline

-   A quote from your organization's president or spokesperson

-   Essential information about your issue or event

*Public Service Announcements (PSAs)*

PSAs are non-commercial, unpaid radio and television messages used to
promote information intended for the public good. They are generally
produced in four different lengths: 15 seconds (40 words), 20 seconds
(50 words), 30 seconds (75 words), and 60 seconds (150 words).

Before pitching a PSA to your local radio or television stations, ask
how long, in number of words and in time, your PSA can be, as different
stations tend to prefer different lengths depending on their other
advertising constraints.

The CDC has made several PSAs available to you for your use during NIIW.
They include a radio PSA in English and Spanish in :15, :30, and :60
second versions. For more information on distributing PSAs see the PSA
Tip Sheet in Appendix D.

*Radio Live-Reads*

Radio live reads are another way to share information about NIIW with
the community. These short scripts can be shared with local DJs to read
on air and can be customized to include information about local
immunization news or events. Examples of radio live-reads in English and
Spanish can be found in the Infant Immunization Campaign Materials
Section at <http://www.cdc.gov/vaccines/events/niiw>.

*Letters to the Editor or Op-eds*

Letters to the editor are letters that can be written by any reader of
the publication in response to an issue that has been covered in the
publication or of interest to its readers. An op-ed represents the
opinion of an individual contributor, such as an "expert," public
official, or anyone who represents an organization. These can provide a
wide public forum that can be used to your advantage, before and after
your event.

For both letters to the editor and op-eds, contact your local newspapers
to find out about length restrictions (word count limits) and deadlines.
All letters must be signed and include an address.

*Matte Articles*

Matte articles, also known as drop-in articles, repro-proofs, or
camera-ready news, are an effective, cost-efficient way to share
information on infant immunization, as well as your success stories.

A matte article is a type of news article that is written for direct
insertion in community and weekly newspapers. Similar to a feature story
in content, your matte article should focus on "soft" news and have a
longer shelf life than more time-sensitive news releases.

Media Advisories

A media advisory alerts the media, in a concise manner, to your event.
Think of it like an invitation and answer only the important questions:
Who, What, When, Where, and Why. A sample media advisory can be found at
<http://www.cdc.gov/vaccines/events/niiw>. A template for your use can
be found at Appendix E.

Don't rely on the media advisory alone to publicize your event. Call
reporters and news desks the morning of the event as a reminder and to
confirm attendance.

***Preparing for Outreach***

Now that you have developed your press materials it is time to identify
which media contacts should receive them. This can be done in four
simple, yet important, steps:

1.  Compile media lists

2.  Establish relationships

3.  Maintain relationships

4.  Provide trained spokespeople

*Compile media lists*

Media lists help you organize local editors', reporters', and producers'
names, outlets, and contact information. It also should have information
on topics they cover, submission deadlines, conversation notes, and best
times to call. For NIIW your media lists should include:

-   health reporters

-   medical reporters

-   lifestyle reporters

-   other columnists who might be interested in vaccine-preventable
    diseases or childhood health

You can compile information by calling local newsrooms, keeping track of
journalists that have contacted your organization in the past, or by
tracking the media that covers health-related stories.

You also may consider adding non-traditional media outlets such as:

-   Medical center or clinic newsletters

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-   Supermarket or pharmacy news handouts

-   Faith-based organization publications

-   Ethnic media newspapers or community newsletters

-   Public health journals

-   Business journals

-   PTA/PTO newsletters or school newspapers

-   E-blasts or fax blasts

-   Bilingual publications

See the sample template in Appendix F for assistance in developing a
media list.

*Establish Relationships*

Once you develop your media lists, introduce yourself with a phone call
or a get-to-know-you meeting to introduce your organization as a
resource on infant immunization. Remember to have your media materials
readily available to send as follow-up information.

*Maintain Relationships*

Once you have made contact, maintaining relationships with the media
should be a priority. Following are a few tips on maintaining good
relations with the media.

-   Be responsive and provide follow-up information as soon as possible.

-   Be mindful of reporter's deadlines. Don't call or email when
    reporters are rushed.

-   Know your reporter's beat or area of coverage and send only relevant
    news.

-   Offer background information when a related news story breaks.

-   When your story is covered, follow-up with that reporter.

*Provide trained spokespeople*

Reporters want to stay current on topics they write about. One way to
establish yourself as a strong resource for immunization information is
by offering a trained spokesperson.

A spokesperson serves as the "voice" to carry your campaign's messages.
They should be an expert on their topic and have an engaging
personality.

Preparing for interviews or speaking engagements should include:

-   Reviewing key messages

-   Practicing any prepared remarks

-   Practicing questions and answers

-   Reviewing background information on the journalist, outlet, or
    audience

-   Staying on message

More information on how to write speeches and presentations and public
speaking is available at Appendices F and G.

***Pitching the Media***

Getting reporters and the local media interested in infant immunization
and NIIW is an important part of increasing public awareness about
infant immunization and the importance of vaccination. **Remember that
you have an important story to tell---one that affects the health and
well-being of the entire community.**

There are several ways to pitch the media to cover your issue. Depending
on the type of media, you can "pitch" (request) articles, PSAs, calendar
items on NIIW, letters to the editor, or op-eds. Your "pitch" can focus
on events, new data, or a compelling personal story.

> **APPENDIX A**
>
> **Sample Key Messages**
>
> **National Infant Immunization Week 2008**

-   National Infant Immunization Week (NIIW) is an annual observance to
    highlight the importance of protecting infants from
    vaccine-preventable diseases and celebrate the achievements of
    immunization programs in promoting healthy communities. This year
    NIIW will be held April 19-26, 2008.

```{=html}
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-   Vaccines are among the most successful and cost-effective public
    health tools available for preventing disease and death. They not
    only help protect vaccinated individuals, but also help protect
    entire communities by preventing and reducing the spread of
    infectious diseases.

-   Vaccination plays a critical role in safeguarding public health
    globally. During NIIW 2008, hundreds of communities across the
    United States will join those in the Western Hemisphere and Europe
    to celebrate Vaccination Week in the Americas (VWA) and European
    Immunization Week.

-   Infants are particularly vulnerable to infectious diseases; that is
    why it is critical to protect them through immunization. Each day,
    nearly 12,000 babies are born in the United States who will need to
    be immunized against 14 vaccine-preventable diseases before age two.

-   Immunization is a shared responsibility. Families, healthcare
    providers, and public health officials must work together to help
    protect the entire community.

-   Immunizations are one of the most important ways parents can protect
    their children against serious diseases. Parents are encouraged to
    talk to their healthcare provider to ensure that their infant is
    up-to-date on immunizations.

-   Healthcare providers play a critical role in educating parents about
    the importance of immunization and ensuring that infants are fully
    immunized.

-   Because of the success of vaccines in preventing disease in the
    United States, parents are often unaware that their children are at
    risk for so many serious and life-threatening diseases.

-   Vaccine-preventable diseases are at an all-time low in the United
    States. However, these diseases still exist and continued
    vaccination is necessary to protect everyone from potential
    outbreaks.

-   Immunizations are extremely safe. Vaccines are thoroughly tested
    before being approved for public use and monitored carefully by
    doctors, researchers, and public health officials.

-   Vaccines not only prevent disease, they reduce the costs associated
    with missed time from work, doctor visits, and hospitalizations.

**APPENDIX B**

**Press Release Template and Sample Press Release**

Use the template below to draft your own press release, which should
answer, who, what, where, when, why, and how of the event or activity.
It also should include a quote from the appropriate person in your
organization. A sample press release from the Maryland Childhood
Immunization Partnership also is included below.

+-----------------------------------------------------------------------+
| **\[ON LETTERHEAD\]**                                                 |
|                                                                       |
| # FOR IMMEDIATE RELEASE                                               |
|                                                                       |
| CONTACT: **Name of Contact**                                          |
|                                                                       |
| **Organization of Contact**                                           |
|                                                                       |
| Phone: (###) ###-####                                                 |
|                                                                       |
| Fax: (###) ###-####                                                   |
|                                                                       |
| ##                                                                    |
| ## \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ |
|                                                                       |
| \[**Name of Your Organization**\] **Holds \[Type of Event\] as Part   |
| of National Infant Immunization Week**                                |
|                                                                       |
| \[**CITY, State**\]---Today, \[**Name of Your Organization**\] is     |
| hosting a \[**Type of** **Event**\], which is expected to involve     |
| more than \[**Minimum Number of Expected Participants**\] from        |
| \[**Name(s) of Area(s)**\]. Some of the activities planned for today  |
| include \[**Local Activities**\].                                     |
|                                                                       |
| \[**Include Other Pertinent Information Regarding Your Event          |
| Here.**\]                                                             |
|                                                                       |
| "National Infant Immunization Week provides a valuable opportunity    |
| for our community to tell people how important it is for children to  |
| be vaccinated," said \[**Name and Title of Spokesperson**\].          |
| \"Childhood vaccinations are one of the best ways for parents to      |
| protect their children against vaccine-preventable diseases.\"        |
|                                                                       |
| For more information about National Infant Immunization Week or       |
| childhood vaccinations visit www.cdc.gov/vaccines/events/niiw and     |
| \[**Insert Organization website, If Applicable**\].                   |
|                                                                       |
| \###                                                                  |
+-----------------------------------------------------------------------+

**APPENDIX C**

**SAMPLE PRESS RELEASE**

\[COALITION LETTERHEAD\]

ATTENTION: CONTACT:

HEALTH REPORTER Contact's Name

Date Phone Number

**FOR IMMEDIATE RELEASE**

***NAME OF AGENCY* JOINS THE MARLYAND CHILDHOOD**

**IMMUNIZATION PARTNERSHIP IN**

**OBSERVING NATIONAL INFANT IMMUNIZATION WEEK**

Each year, thousands of children become ill from diseases that could
have been prevented by basic childhood immunizations. Countless more
miss time from day care and school because they are under-immunized or
inappropriately immunized.

During the week of April 19, the ***NAME OF AGENCY*** will observe
National Infant Immunization Week (NIIW), a Centers for Disease Control
and Prevention initiative designed to raise awareness about the
importance of childhood immunizations. Each year during NIIW, the
state's childhood immunization coalition, the Maryland Childhood
Immunization Partnership, leads child health programs across the state
in hosting activities to promote vaccinations for children under the age
of two.

On ***DATE AND TIME OF EVENT*** the ***NAME OF AGENCY*** will host a
***NAME/TYPE OF EVENT*** in observance of National Infant Immunization
Week. **PROVIDE DETAILS ABOUT THE EVENT AND LIST TARGET AUDIENCE**.
**ALSO, PUT A QUOTE FROM YOUR HEALTH OFFICER ABOUT THE EVENT HERE.**

The **EVENT** will be held at **LOCATION**.

**THE MEDIA AND ALL INTERESTED HEALTH PROFESSIONALS AND**

**COMMUNITY MEMBERS ARE ENCOURAGED TO ATTEND**. For more information,
call ***CONTACT NAME*** at ***CONTACT'S PHONE NUMBER***.

XXX

**APPENDIX D**

**Public Service Announcement Tip Sheet**

Public service announcements (PSAs) offer you the opportunity to promote
your infant immunization and NIIW activities and programs to the general
public for free through radio and television.

**Motivating Public Service Directors and Producers**

Most radio stations have public service directors who decide which PSAs
will air. Public service directors are most likely to use PSAs that they
believe are of **local interest** to their communities, and they often
favor issues and causes related to health. Because infant immunization
is an important issue that affects many families in your community,
public service directors will likely find NIIW or childhood vaccination
PSAs highly appealing.

The following tips will help you get your PSAs placed on radio stations.

**Know Who Is in Charge**

Radio station public service directors may have various titles,
including community affairs director, advertising manager, or general
manager. Often, the on-air personalities or the producers decide which
PSAs will air. Call the station and ask whom you should contact about
placing your PSAs.

**Write a Letter of Introduction**

Send a letter of introduction that includes the following information:

-   The importance of infant immunization

-   Your success stories and how they have made an impact on your
    community

-   Your plans for NIIW or childhood vaccination in general

-   A call-to-action---ask the radio station to support your activities
    by running PSAs.

Remember to **keep it local**. The people in charge of PSA placement
want to know how the issue affects their community.

**Meet Face to Face**

Schedule meetings with the public service directors at the radio
stations where you want your PSAs to air. These meetings put a face on
the issue and provide an opportunity for you to educate public service
directors about issues related to childhood vaccination.

It generally takes a few weeks for radio stations to put PSAs on the
air, so you should schedule your meetings well in advance of your events
or NIIW. Then, ask the radio station to run your PSAs before the event.

**Say "Thank You"**

Follow up your visits and meetings with thank-you notes. Acknowledge
radio stations once they use the PSAs. Send thank-you notes, and let
them know you are delighted that they were able to help raise awareness
about the importance of infant immunization.

**Use Your Connections**

Perhaps you or someone in your program already knows someone in a
management position at a radio station. Take advantage of that
connection to encourage your contact to use your PSAs.

**Only Approach Radio Stations That Use PSAs**

Not all radio stations use PSAs. So listen to the radio stations in your
community and approach those stations that already air PSAs.

**Reaching Diverse Audiences with PSAs**

Media serving diverse communities offer an outstanding opportunity for
PSA placement, especially if you offer in-language PSAs. This is because
there is often a lower demand for paid advertising among these media.

The key to placement in ethnic and specialized media is to make all
communications meet the needs of that outlet's target audiences.

If you are focusing on Hispanic radio stations, for example, make sure
you provide both Spanish and English versions of the PSAs---there has
been a growing trend toward Spanish media using both languages. Be sure
any correspondence to the media outlet is in Spanish. Although public
service directors at Spanish-language radio stations are likely fluent
in both English and Spanish, they will appreciate the sincerity of your
pitch if it is in Spanish, and the gesture will increase your
opportunity for placement.

**APPENDIX E**

**Media Advisory Template**

Use the template below to create your media advisory. The advisory
should answer the "who," "what," "where," "when," "why," and "how\" of
the event or activity. It also should include contact information for
your organization. A media advisory should be sent out a week before an
event and again the day of the event.

+-----------------------------------------------------------------------+
| **\[ON LETTERHEAD\]**                                                 |
|                                                                       |
| # MEDIA ADVISORY FOR IMMEDIATE RELEASE                                |
|                                                                       |
| CONTACT: **Name of Contact**                                          |
|                                                                       |
| **Organization of Contact**                                           |
|                                                                       |
| Phone: (###) ###-####                                                 |
|                                                                       |
| Fax: (###) ###-####                                                   |
|                                                                       |
| **\[Name of Your Organization\] Holds \[Type of Event\] as Part of    |
| National Infant Immunization Week**                                   |
|                                                                       |
| **\[CITY, State\]--- \[Name of Your Department\]** is hosting a       |
| **\[Type of Event\]**, which is expected to involve more than         |
| **\[Minimum Number of Expected Participants\]** from **\[Name(s) of   |
| Area(s)\]**.                                                          |
|                                                                       |
| **WHO: \[List any VIPs and other attendees of note who may be of      |
| interest to the press. Include titles whenever possible.\]**          |
|                                                                       |
| **WHAT: \[Provide additional details about the event (i.e., what      |
| activities are scheduled, etc.)\]**                                   |
|                                                                       |
| **WHERE: \[Address Of The Event Location\]**                          |
|                                                                       |
| **WHEN: \[Date And Time Of The Event\]**                              |
|                                                                       |
| **WHY:** National Infant Immunization Week provides a valuable        |
| opportunity for our community to tell people how important it is for  |
| children to be vaccinated. Getting vaccinated is the single best way  |
| for children to be protected from vaccine-preventable diseases.       |
|                                                                       |
| **CONTACT: \[Name, Phone Number(s), Fax and Email Address Of          |
| Contact\]**                                                           |
|                                                                       |
| For more information about National Infant Immunization Week or       |
| childhood vaccinations visit www.cdc.gov/vaccines/events/niiw and     |
| \[**Insert Organization website, If Applicable**\].                   |
|                                                                       |
| \###                                                                  |
+-----------------------------------------------------------------------+

**APPENDIX F**

**Media List Template**

+-----+-----+---------+-------+---------+-------+--------+----------+
| **F | **  | **      | **Out | **      | **Ph  | **Add  | *        |
| irs | Las | Title** | let** | Email** | one** | ress** | *Notes** |
| t** | t** |         |       |         |       |        |          |
+-----+-----+---------+-------+---------+-------+--------+----------+
| Su  | Sm  | Health  | Local | <ss@l   | \(    | 123    | P        |
| sie | ith | Co      | Times | tg.xyz> | 123\) | Place  | ublishes |
|     |     | lumnist | Ga    |         | 456   |        | column   |
|     |     |         | zette |         | -7890 | Your   | every    |
|     |     |         |       |         |       | Town,  | We       |
|     |     |         |       |         |       | State, | dnesday. |
|     |     |         |       |         |       | 12345  | In       |
|     |     |         |       |         |       |        | terested |
|     |     |         |       |         |       |        | in       |
|     |     |         |       |         |       |        | ch       |
|     |     |         |       |         |       |        | ildren's |
|     |     |         |       |         |       |        | health.  |
+-----+-----+---------+-------+---------+-------+--------+----------+
|     |     |         |       |         |       |        |          |
+-----+-----+---------+-------+---------+-------+--------+----------+
|     |     |         |       |         |       |        |          |
+-----+-----+---------+-------+---------+-------+--------+----------+
|     |     |         |       |         |       |        |          |
+-----+-----+---------+-------+---------+-------+--------+----------+
|     |     |         |       |         |       |        |          |
+-----+-----+---------+-------+---------+-------+--------+----------+
|     |     |         |       |         |       |        |          |
+-----+-----+---------+-------+---------+-------+--------+----------+
|     |     |         |       |         |       |        |          |
+-----+-----+---------+-------+---------+-------+--------+----------+
|     |     |         |       |         |       |        |          |
+-----+-----+---------+-------+---------+-------+--------+----------+
|     |     |         |       |         |       |        |          |
+-----+-----+---------+-------+---------+-------+--------+----------+
|     |     |         |       |         |       |        |          |
+-----+-----+---------+-------+---------+-------+--------+----------+
|     |     |         |       |         |       |        |          |
+-----+-----+---------+-------+---------+-------+--------+----------+

**APPENDIX G**

**Speechwriting Tip Sheet**

If you are conducting National Infant Immunization Week activities,
there is a good chance that someone from your organization will deliver
your messages through a short speech or presentation. A detailed outline
can provide the framework for an organized and compelling speech. The
outline should include the topic, purpose, and audience, as well as
three main ideas that support the topic and purpose.

Below is a general speech outline that you might be able to adapt to
suit the special needs of your audience.

**I. Introduction**---Tell them what you're going to tell them. This
should take 1 to 3 minutes.

> A. Grab your audience's attention
>
> B. State your topic and purpose
>
> C. Preview your speech

**II. Body**---Tell them. Illustrate the points that support your theme.
This should take 8 to 15 minutes.

> A. State first main idea
>
> B. State second main idea
>
> C. State third main idea

**III. Conclusion**---Tell them what you told them. This should take 1
to 2 minutes.

> A. Restate your main ideas
>
> B. Add a memorable conclusion

After your first draft of the presentation, go back and revise, reword,
and rearrange your ideas, as necessary. Refer back to your outline to
make sure that items are parallel and logical. Make sure you have
sufficient support for each of the statements you have included.

**Dos and Don'ts of Speechwriting**

**Do:**

-   Find out everything you can about the group you are speaking to, the
    venue, and the event.

-   Ask how much time you have to give your speech.

-   Check to see if they have what you need for visual aids---overhead
    projector, LCD projector, etc.

-   Prepare an outline of your speech before you start to write it.

-   Practice your speech before someone before the event.

-   Give facts and figures with references to back them up.

-   Have a clear objective in giving the speech (what you want the
    audience to know and take away from the speech).

-   Concentrate on your message(s).

-   Visualize yourself giving the speech.

**Don't:**

-   Use humor unless you are positive about what the reaction will be.

-   Assume the audience knows all of the background information about
    your topic.

-   Use jargon or confusing phrases.

-   Exaggerate, stretch the truth, or lie.

-   Say more than you need to.

-   Rely too much on visual aids to tell your message.

-   Talk down to the audience.

-   Use the same speech for every venue.

**APPENDIX H**

**Public Speaking Tip Sheet**

The best speakers are those who believe in what they are saying and
whose sincerity and dedication to their topic are apparent.

Before you choose your speakers, consider your audience. What messenger
will they best respond to? No matter whom you choose the speaker needs
to convey expertise, experience, interest, and commitment to the
importance of infant immunization.

These tips can help you prepare your spokespeople to present a confident
and compelling speech.

**Content.** Share information about yourself up front. This
personalizes you to the audience and makes listeners feel that they know
you. This also is the opportunity to share your own experiences with
childhood vaccination initiatives.

**Eye Contact.** The only way you will know if your audience is getting
the message is through eye contact. Look for eyes and heads nodding with
you.

**Facial Expressions.** Your facial expressions can tell the story of
how much you care about the issues you are talking about. Allow your
passion for the issue to show, as this gives off energy, and energy
makes you convincing.

**Gestures.** Some of what people retain from speeches is through body
language. Gestures reinforce and highlight your story and give you
energy in your delivery.

**Voice.** Try not to speak in a monotone**.** Avoid "language helpers"
such as "ums," "ahs," and "you knows." Never try to camouflage a
regional dialect. All you have to do is tell people where you are from
and they will expect you to sound the way you do.

**Pauses/Silence.** There are four good times to pause: when you move
from one subject to another, when you want the message to sink in, when
you want or need to collect your thoughts, and when you receive laughter
or applause.

**Avoid Distractions.** Do not fiddle with your hair, shuffle your feet,
sway back and forth, jingle change in your pockets, play with your
eyeglasses, or otherwise do something that will take away from what you
are saying.

**Practice.** Practice, practice, practice. If possible, spend time
alone just prior to your speech; take some deep breaths and think about
your central theme.

**Being Nervous Is Normal.** Try and "reframe" your fear into excitement
and enthusiasm. Remember that you are the expert and people have come to
hear you talk about what you know.