Media Materials

These materials were developed for a press event for the release of the initial findings of the CAUS.

There are a few things to note about the materials.  First, they were developed using the media advocacy principles of the Berkeley Media Studies Group. This group helps agencies create media campaigns that target specific policy goals. This is in contrast to PR campaigns, which tend to be more geared toward generally raising awareness.

Second, the materials were translated and disseminated in multiple languages. This was done both to draw in the local ethnic-specific press as well as to mirror language access standards.

General process:

• Determining our policy targets (What do we want to change?)
• Determining target audience (Who can make or influence the changes we want to see?)
• Determining key messages that support the policy targets
• Developing a “social math” statement to capture the press’s attention (“If all the uninsured lived in a single city, it would be the third largest city in Alameda County.”)
• Determining what media outlets (What does our target audience pay attention to?)
• Determining what questions the press would likely ask and 1-4 sentence answers to those questions; preparing speakers
• Setting up an editorial meeting with the primary press outlet; we asked for them to do an editorial or, if not, print our Op-ed.

Components:

• Press release
• Media packet, including:
  • Key message sheet
  • General fact sheets
  • Immigrant fact sheets
  • Accomplishments
  • Policy fact sheet
  • Contact sheet (with day and evening phone numbers for the press)
• Accomplishments
• Questions and answers sheet
• Op-ed (This was published as a result of the editorial meeting.)

Contact:

Deborah Zahn, MPH

510-633-6292, ext. 2