health care and rural media
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Health care and rural media
National Rural
Health Association
May 17, 2006
What are rural media?
What are rural media?
Media in communities that are designated as non-metro by the Census Bureau
What are rural media?
Media in communities that are designated as non-metro by the Census Bureau
Newspapers with circulation under 30,000 (wide differences in these)
What are rural media?
Media in communities that are designated as non-metro by the Census Bureau
Newspapers with circulation under 30,000 (wide differences in these)
Small radio stations, limited news
What are rural media?
Media in communities that are designated as non-metro by the Census Bureau
Newspapers with circulation under 30,000 (wide differences in these)
Small radio stations, limited newsLocal blogs and Web sites
Trends in rural media
Corporate ownership growing (60%)
Trends in rural media
Corporate ownership growing (60%)
-- less focused on community service, more on bottom line; editors and publishers imported
Trends in rural media
Corporate ownership growing (60%)
-- less focused on community service, more on bottom line; editors and publishers imported
Independent papers squeezed too
Trends in rural media
Corporate ownership growing (60%)
-- less focused on community service, more on bottom line; editors and publishers imported
Independent papers squeezed too
-- Wal-Mart effect helps some towns but hurts others, eroding advertising base for local media
Types of coverage
Hospitals as businesses, institutions
Types of coverage
Hospitals as businesses, institutions
-- promotional stories
Types of coverage
Hospitals as businesses, institutions
-- promotional stories
-- problem stories
Types of coverage
Hospitals as businesses, institutions
-- promotional stories
-- problem storiesNew doctors in town
Types of coverage
Hospitals as businesses, institutions
-- promotional stories
-- problem storiesNew doctors in townCivic contributions of health-care folks
Types of coverage
Hospitals as businesses, institutions
-- promotional stories
-- problem storiesNew doctors in townCivic contributions of health-care folks
Types of coverage
Hospitals as businesses, institutions
-- promotional stories
-- problem storiesNew doctors in townCivic contributions of health-care folksHealth and the environment
Coverage in your own words
Advertising
Coverage in your own words
AdvertisingEarned media
Coverage in your own words
AdvertisingEarned media: How to earn it
--News releases, public service announcements (tied to events or specific initiatives)
Coverage in your own words
AdvertisingEarned media: How to earn it
--News releases, public service announcements (tied to events or specific initiatives)
-- Op-ed columns from providers or extension agents
How to influence coverage
Call attention to problems, solutions
-- check out the data -- describe the problem clearly
-- personalize your points (stories on cancer survivors spur screening)
-- use photos, maps, images
Making the pitch for coverage
First, write to editor or news directorFollow up with phone callEncourage editor or reporter to act as
community’s “trusted messenger”Show examples of similar stories in
urban or other rural media
Making the pitch for coverage
Check out corporate website for topics of interest, corporate approach to community involvement
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