dear colleague:
As a dedicated stakeholder in the health of our nation's children, your help is requested in promoting this year's National Child Health Day, October 7, 2002. The theme of National Child Health Day 2002 is The Right Care When It Counts and is intended to raise awareness that each year 30 million children need emergency care due to acute illness and injury. No matter how hard parents try to protect their children, emergencies happen.
Parents have a responsibility to their children to know how to handle an emergency and to be a partner in getting The Right Care When It Counts. Having a preparedness plan in place to handle a pediatric medical emergency provides a sense of control during an uncertain and frightening time. This year's campaign informs parents and caregivers about emergency preparedness and gives them the tools to help them better cope with trying events.
The Health Resources and Services Administration's (HRSA) Maternal and Child Health Bureau (MCHB) has produced this promotion guide to assist you in planning activities to spread this crucial message.
This year's National Child Health Day Promotion Guide offers new and exciting ways, as well as tried and true techniques, to present The Right Care When It Counts message. The ideas presented here can be used separately or incorporated into an existing State or local campaign. Additional materials have been provided by other organizations.
On behalf of HRSA and MCHB, we want to thank you for helping us publicize a major national effort and work cooperatively with emergency medical services in your area to assure that top-of-the-line emergency care is available to all children in a time of need. With your help, this effort can be successful. For more information, call the HRSA/MCHB Office of Communications at 301-443-3376.
Sincerely,
Peter C. van Dyck, M.D., M.P.H.
Associate Administrator for Health
Resources and Services Administration
Maternal and Child Health Bureau
Under a Joint Resolution of the Congress, the President of the United States has proclaimed National Child Health Day every year since 1928. It was originally celebrated on May Day, May 1, each year until 1960, when the date was moved to the first Monday in October.
Calvin Coolidge, the first president to issue a Child Health Day Proclamation, acted in response to a plea from both the American Federation of Labor (AFL) and the General Federation of Women's Clubs (GFWC) to proclaim the day while the resolution was still pending in Congress. On April 27, the White House referred the AFL/GFWC request to the Secretary of the Treasury for his recommendations. His response was immediate:
"The promotion of Child Health Day is a highly commendable object. The issuance of a proclamation designating a ÔChild Health Day' would undoubtedly have influence in focusing public attention on this matter."
On April 28,1928, President Coolidge issued the following proclamation:
WHEREAS the protection and development of the health of the children of today are fundamental necessities to the future progress and welfare of the Nation;
AND WHEREAS, the conservation and promotion of child health places upon us a grave responsibility;
AND WHEREAS, it is appropriate that a day should be set apart each year for the direction of our thoughts towards the health and well-being of our children;
NOW, therefore, I, Calvin Coolidge, President of the United States of America, do hereby set apart May 1 of this year as Child Health Day and do invite the people of the United States and all agencies and organizations interested in child welfare to unite upon that day in the observance of such exercises as will acquaint the people of the Nation with the fundamental necessity of a year-round program for the protection and development of the health of the Nation's children.
IN TESTIMONY WHEREOF, I have hereunto set my hand and caused the Seal of the United States to be affixed. Congress completed its deliberations soon thereafter and on May 18 approved its Joint Resolution that reads:
Resolved by the Senate and the House of Representatives of the United States of America in Congress assembled, that the President of the United States is hereby authorized and requested to issue annually a proclamation setting apart May 1 of each year as Child Health Day and invite all agencies and organizations interested in child welfare to be united upon that day in the observance of such exercises as will awaken the people of the Nation to the fundamental necessity of a year-round program for the protection and development of the health of the Nation's children.
Over the years, the topics for National Child Health Day have run the gamut from prenatal care to adolescent health issues, and have included the effects of daycare on child development, strategies to prevent childhood injury, and the importance of immunization. This year's theme focuses on the need to provide the best possible care to the 30 million children annually who need emergency care due to an acute illness or injury.
Let's join together to help every parent and caregiver in America be better prepared for pediatric medical emergencies and to partner in providing children in need of The Right Care When It Counts.
This guide is designed to assist you in educating your community about emergency medical services for children and the importance of providing state-of-the-art emergency care for children across the continuum of care from prevention to rehabilitation. You can use one or all of the enclosed ideas to create an outreach effort that blankets your community with The Right Care When It Counts National Child Health Day message.
Why promote The Right Care When It Counts on National Child Health Day? Child Health Day represents our country's annual commitment to call attention to the special health needs of children—and, more than ever before, this includes the reality that pediatric medical emergencies can and do happen. Over 30 million children need emergency care each year. Parents and caregivers can play a critical role in ensuring that children get The Right Care When It Counts by taking measures to prepare for a pediatric medical emergency in their own families and by supporting community health professionals and health systems in their efforts to better serve children's unique needs.
To create an effective community outreach program that builds on National Child Health Day, you need to repeat the basic message as many times, in as many places as possible, by as many voices as possible. This guide is intended to help you do that. Our first tip: order more posters now—call the HRSA Information Center toll-free at 1-888-ASK-HRSA (275-4772).
KNOW YOUR MESSAGE
The National Child Health Day message is simple: Each year millions of children
need emergency medical care for acute illness and injury. Not all these emergencies
happen to someone else's child. Therefore, it is vitally important that each
family be prepared for emergencies and to give children in need The Right Care
When It Counts. You can use this national message alone or localize the message
such as Washington County's children deserve The Right introduction L Care When
It Counts. Whatever message you choose, repeat it as often as possible.
Core Goals for the Initiative
• Increase parent and caregiver preparedness for pediatric medical emergencies
• Increase parent and caregiver knowledge of pediatric injury prevention
• Increase parent and caregiver knowledge of post-traumatic stress disorders
ESTABLISH EFFECTIVE SPOKESPEOPLE
When choosing your spokesperson(s), think about the audiences you are trying
to reach and choose the most appropriate person for that audience. For example,
if you're trying to reach families, then ask a well-respected pediatrician in
your community to speak about emergency medical services for children. Ask people
to speak about this issue who have knowledge of and experience with it so they
can speak from the heart. You can also ask an emergency medical technician or
an emergency department nurse who has experience responding to pediatric emergencies
to discuss the subject. Get the spokespeople together in September to talk about
the main messages and review speaking opportunities to get as many people out
in the community speaking to as many groups as possible.
Involving members of your community in your outreach efforts is really the only way to achieve success. While a media campaign can reach a significant portion of your audience, your message often is diluted in the reporting process. Direct communication with the public will help you reach them with an "unfiltered" message. In addition, community relations can help you gain more support from local citizens by actively involving them in your project.
Use local partners to help make your outreach efforts work. You may already have traditions for Child Health Day including health fairs, education forums, curriculum activities, and the like. Think about ways to expand these activities to reach new audiences.
CREATE ACTIVITIES
The following events and activities are suggestions to provide you with the
opportunity to reinforce the National Child Health Day message on the local
level. In choosing an activity, think about how your audience will receive it.
Will it help you reach the goals of your outreach efforts? Think about the timing
of your activity. Does it take advantage of media exposure already being given
to issues related to emergency preparedness either locally or nationally? Be
sure you've considered the cost in time and money a project may require before
you begin any activity. These activities can be done as part of National Child
Health Day or throughout the year to promote your ongoing work to improve health
for children with special health care needs.
Hold a Community Health Fair. A community health fair is a tried and true way to reach a large number of people to educate them about the need to coordinate services for children with special health care needs. This is a good opportunity to work with business and media partners to sponsor a large event in the community on National Child Health Day or the weekend before or following. Choose a day when you think you can draw the largest number of people from the community. You can offer regular health check-up services for children and adults to draw people to the health fair, but also use the opportunity to have speakers. Offer materials provided in this packet to people so they can become more aware of the need to be prepared for pediatric emergencies. Please see the I working with your community event checklist on page 8 for details about setting up this event or any other event you might choose to hold.
I Hereby Declare. . . Ask your mayor or city council to issue a proclamation declaring the first Monday in October "[Your City] Child Health Day." See the proclamation sample on page 9 for guidelines. To really be effective a proclamation should be part of a news event or special event that you and other partners attend and promote.
Go to the Doctor. Order more posters to distribute to family practice doctors, pediatricians, and obstetricians who can display them in their waiting areas and treatment rooms. Patients can read information about emergency preparedness while they wait. It's a good idea to draft a letter to send to local doctors asking for their support to raise awareness about this important health issue.
Link Up. If you don't have a Web site, you can still get plenty of cyberspace mileage by networking with related organizations, agencies, and companies. Ask health, education, and child-oriented groups and businesses to include a paragraph about Child Health Day and pediatric emergency preparedness information on their site. Supply them with logos from your organization to include on their site. If you do have a Web presence, you can use the same networking techniques to increase traffic. Just ask those same organizations and companies to link to your site, and in return, you can offer to provide a link to them.
In September, send out a special e-mail about National Child Health Day to everyone on your system in order to promote the message. Also, ask your employees to add a message to the bottom of each e-mail they send in October, such as: "Visit our Web site for more information about The Right Care When It Counts.
Post Those Posters. Put posters in the lobbies of day care centers, shopping malls, public libraries, churches, the county courthouse, and health clinics. Include your organization's phone number or your State's toll-free maternal and child health hotline phone number so that people can get additional information.
Put It In the Bag. Ask local book, toy, drug, food, and maternity stores to include your organization's materials in shopping bags or to display copies at the cash register. You also can design a flier with information about pediatric emergency preparedness and ask stores to display it by their cash registers or on their entrance and exit doors. And ask these merchants to include your message on their next print run of shopping bags.
Recruit Flagship Stations
Establishing "flagship media" can ensure that your Child Health Day message
is being promoted by at least one television and/or radio station in the community.
When an outlet signs up as a flagship for your media effort, it normally agrees
to report regularly on your activities and get involved in community relations
for the effort. Why would a station want to be a flagship? Most media devote
some airtime or advertisement space to public service, so they are on the lookout
for important community projects that they can promote. If an issue has widespread
public support, media, particularly radio and television, like to be seen as
supporters too. In order to avoid alienating other stations in your area, it's
important that you limit your exclusive "flagship" relationship to feature news.
This way whenever you have a truly hard news story, all of the media in town
can have equal access to it. Contact the public affairs person at the station
to inquire about establishing a partnership.
Speak to the Community. Ask local civic, business, and professional associations if you can speak at a meeting about what your organization is doing in the community regarding emergency medical services for children. Bring multiple copies of your educational materials to distribute. Ask attendees to fill out a sign-up sheet to receive more information. Follow up with any local businesspeople in attendance about establishing a partnership with your organization or to display posters at their businesses.
Start a Network of Faith. Children are of primary concern to all faith congregations. Protecting them and addressing their needs in times of stress is uppermost in the hearts and minds of parents and caregivers in their congregations. Write a brief article on your organization's outreach activities for churches, synagogues, and other religious organizations to include in their newsletters and bulletins. Ask local clergy to include information on how parents and caregivers can be better prepared for emergency situations and develop their own preparedness plan during their services the week before National Child Health Day. Provide them with copies of your materials to distribute to the congregation and give them articles for their newsletters.
Take 'Em Out to the Ballgame. Athletic events provide a great opportunity to distribute information about emergency preparedness. Whether it's a professional, amateur, college, high school, or community sporting event, it presents opportunities to distribute important information to parents and caregivers in attendance. Identify a sporting event either the day of, or in the week leading up to, National Child Health Day. Set up a table at the entrance gate and pass out information. Ask the game announcer to mention National Child Health Day during halftime or timeouts. You also can ask sports organizations and facilities to put The Right Care When It Counts message in the program or on the scoreboard.
RECRUITING LOCAL PARTNERS FOR COMMUNITY-WIDE EDUCATION
An effective way to leverage resources and extend the impact of your communications efforts is to form partnerships. Businesses, associations, coalitions of community groups, and government offices—all may have things to contribute that will enhance the effectiveness of your own activities. The important thing is to approach partnership-building as a win-win situation.
Look for potential partners that have something to gain from an alliance with you—community recognition, the opportunity to work with your other partners, or the idea of contributing to a healthier community can all be powerful incentives for a like-minded partner. truly hard news story, all of the media in town can have equal access to it. Contact the public affairs person at the station to inquire about establishing a partnership.
This simple, systematic approach should yield results:
1. Determine Your Needs. Identify what will help you get the job done most effectively: mailing lists, computer equipment, advertising and promotion, in-kind help?
2. Make a List of Possible Partners. List businesses and other kinds of groups that can provide or help you obtain what you need. Likely prospects could include: hospitals, manufacturers or retailers of children's products, businesses that cater to children, and local advertising agencies. Don't forget trade and professional associations or community coalitions that might have small budgets but can offer you great outreach and contacts. Additional examples include libraries, schools, movie theaters, arts organizations, sports organizations, and the media.
3. Qualify Your Prospects. Concentrate your efforts on those who are most likely to give you a "yes." Consider:
• Ownership. Your best prospects are companies with local ownership, local franchises, or national organizations where charitable and/or media decisions are made at local branches or outlets.
• Connections. If you have a board member or other strong contact at a company, see if that person would be willing to contact the marketing department for you.
• History. Has the group been involved with National Child Health Day or similar activities or given resources in the past?
• Reciprocity. Is there a way that the organization can benefit from working on children's health issues with you?
4. Identify Contacts. Take the time to locate someone who can provide an introduction to the most effective contact within the organization. If that's not possible, these tips will help you prepare a more compelling presentation:
• Find Out Who to Talk to. Some companies make this kind of decision through their corporate contributions or community investment departments; others will go through their advertising departments. Web sites often give this information. If not, call and ask. Get the name (spelled correctly), title, and address of a real person.
• Learn as Much as You Can About the Organization. Find out what other partnerships or contributions the organization has been involved with, past experience with children's issues, likely areas of interest in your project, and what they might hope to gain from an alliance with you.
5. Make Your Pitch. Unless you've been told a phone call or personal meeting is preferable, make your contact in writing. Include:
• A brief statement on the emergency preparedness in your community and the need for parents and caregivers to have the right information to help them in an emergency situation;
• Specifics about your local initiative, event, project, or message that you want to promote;
• Options for how the partner can help; for example, create an advertisement just for you and buy space or time for it; give you a grant to create and run your own advertisement; feature your information in their existing advertising or campaign; contact media on your behalf to request public service advertising space; place your message in their catalogs or mailings to customers; run your advertisement in their employee media or in stores;
• How the partner will benefit—specifically what you will provide in terms of recognition, linkages, or other items of value to the potential partner;
• General information about your organization, including your nonprofit status;
• Contact information for you and your organization; and
• When you will call to follow up.
Attach any additional supporting or backup material than can help make your case such as a brochure, annual report, or event plan.
6. Follow Up. Give your letter a few days to arrive, and then make the phone call. Be prepared to mail or fax your pitch again, possibly to a different person. Ask for a meeting where you can make your presentation face-to-face. When you meet with the prospective partner:
• Be clear about what you want the partners to do;
• Come prepared with good information on costs and other things the prospective partner might want to know;
• Be flexible. Have alternative ideas available for the prospective partner to consider; and
• Listen. Hear what the prospective partner is looking for. Together, decide how your organizations can create a win-win situation for all.
7. Come to an Agreement. Work with the partners to specify exactly what each of you can expect from each other and when.
8. Maintain the Relationship. Working together will likely increase the partner's interest in your organization. Keep the partnership going by providing feedback on the success of your mutual activities and involving the partners in future events. Thank your partners every time you have the opportunity—publicly and in a thank you letter on your letterhead.
Planning an event can be a lot of fun if you're prepared and organized. This checklist outlines the steps you can take to plan an event for National Child Health Day, October 7, 2002. Use this checklist to guide you through the planning process and to make sure you don't forget anything.
* Indicates that this step should be continued throughout the planning process.
BEGINNING STEPS
(Start as soon as possible, but at least six weeks before the event.)
THREE WEEKS BEFORE THE EVENT
ONE WEEK BEFORE THE EVENT
THE DAY BEFORE THE EVENT
THE DAY OF THE EVENT, OCTOBER 7, 2002
APPROXIMATELY ONE HOUR BEFORE THE START OF THE EVENT
FOLLOW-UP AFTER THE EVENT
Below is a sample Child Health Day proclamation based on the original one issued by President Calvin Coolidge in 1928. Use it as a guide in developing a Child Health Day proclamation that can be issued by your State or local government and addresses the needs of children with special health care needs and their families.
WHEREAS the protection and development of the health of children today are fundamental necessities to the future progress and welfare of [your community or State];
WHEREAS the conservation and promotion of child health places upon us a grave responsibility;
WHEREAS it is appropriate that a day should be set apart each year for the direction of our thoughts towards the health and well-being of our children;
WHEREAS [name of your organization], through its unique community-driven approach to emergency medical services for children and meeting the needs of children who suffer an acute illness or injury has made it considerably easier for parents to get their children the care they need today to ensure their children have a better tomorrow;
NOW, THEREFORE, I, [name of mayor, governor or other issuer], do hereby proclaim the first Monday in October to be [your community or State] Child Health Day and urge our citizens and all agencies and organizations interested in meeting the emergency health care needs of children to unite upon that day in the observance of such exercises as will acquaint the people of [your community or State] with the fundamental necessity of a year-round program for the protection and development of the health of [your community or State]'s children.
Public Service Announcements (PSAs) are used as free advertising. They can be played on radio and television stations and inserted into newspapers, magazines, and other print publications. PSAs are generally sent to the media's public service director. He or she evaluates them and makes the decision about their use.
Television, radio, and print PSAs are the cornerstone of The Right Care When It Counts campaign. The announcements have been carefully researched and tested to assure that they will deliver this important pediatric preparedness message to the intended audience. But no matter how well conceived and executed, the public service announcement will not be effective unless it reaches its intended audience. Therefore, it is crucial to the success of the campaign to get them aired. You can play a key role in making this happen by contacting the local media in your community and asking them to run the PSAs.
You will have a far greater chance of placing your ads if you meet and discuss them with the media outlet's public affairs or ad director rather than just mailing them off, because personal contact is critical. Organizations supporting The Right Care When It Counts can provide support for the campaign by writing letters or meeting with the PSA director to urge free placement of your ads. Deadlines for magazines are often two or three months in advance of the publication date. The most effective way to contact a magazine editor is by phone or a letter explaining the ads. Working to place PSAs in local magazines at different times throughout the year will extend the life of your program.
Following are some tips for PSA placement:
• Ascertain whether the media outlet runs PSAs.
• Determine who should receive "The Right Care When It Counts" PSAs. As pointed out earlier, most media will ask you to send them to the public service director. However, at magazines and newspapers you may be directed to the Advertising Department because print PSAs may be treated in the same way as paid print ads. In fact, they are often used in place of paid ads that are cancelled at the last minute.
• Prepare a list of public service directors/others who are responsible for the media outlet's public information and education programs.
• Ask to meet with the public service director or other responsible person to discuss your program. A face-to-face meeting offers you the best opportunity to present your case for running"The Right Care When It Counts" PSAs. If you meet with the public service director show him or her how and why the issue is important to the people of your community; explain who is supporting the program; indicate that it is timely and necessary; point out that the actions called for in the PSA are easy to take. Finally, make sure to ask that the ads be aired/printed.
• Encourage members of other organizations supporting the "The Right Care When It Counts" campaign to contact the media as well to express their interest in the PSAs being run. Sponsorship of the program by a diverse group of well-respected community organizations and individuals can improve a public service director's decision to run the PSAs.
• Call the media outlet a few days after sending materials to see if they have arrived. Ask if they have been reviewed and if the outlet plans to run them. If so, find out when. If they have not yet reviewed them, ask when you should follow up to determine their interest (this is a good time to pitch the PSAs again, pointing out their timeliness and importance to the community).
• Send information, reprints, articles, studies, or similar relevant information to your list of public service directors Ð even if they are not running your PSAs. It keeps them informed about the initiative and helps keep the subject in mind.
Your local news media offer endless opportunities to communicate The Right Care When It Counts message to the public. Developing solid relationships now with producers and reporters is key to placing stories later that provide vital information to parents and caregivers about the importance of being prepared for a pediatric medical emergency and the vital role pediatric emergency medical services play in the life of the community.
Here are some suggestions that can help bring you success.
KNOW HOW MEDIA OPERATE
• Be aware of the deadlines reporters must meet to file stories.
• Find out which reporters cover health and parenting issues.
• Keep your media lists up-to-date. See the Communications Resources section
for directories that can help you stay current.
• Think of different angles a reporter might take to cover your issue. You might
highlight the benefits of having a preparedness plan in place and covering the
points listed in the plan.
• Contact reporters early in the day before they're on deadline and too busy
to talk to you.
• Contact reporters early in the week, when they are still looking for story
ideas and not writing to complete a story before the weekend.
ESTABLISH A REGULAR SPOKESPERSON
• This spokesperson should act as a contact when and if reporters respond to
your news releases.
• Make sure your spokesperson is articulate, well-informed, polite, and interesting
when speaking.
1. Be Honest
• Know your facts and stick to them.
• If you don't know the answer to a question, admit it. Tell the reporter you'll
find the answer and call him or her back. Always call back before the reporter's
deadline.
2. Be Polite
• Feel free to make friends with reporters, but always honor their professionalism
first. Never take advantage of their friendship by asking them to write a story
as a "favor."
• Treat all members of the media with respect and interest.
• If you say you'll get back to a reporter by a certain time, always call back,
even if it is to say you couldn't get the necessary information.
3. Proceed with Caution
• When being interviewed, avoid saying "no comment." If a confidentiality issue
makes it difficult to comment, explain this and refer to another agency, if
appropriate.
• Avoid telling reporters anything you don't want to see in print no matter
how friendly the reporter may seem. Always avoid talking "off the record"; assume
anything you say might find its way into print or on the air.
Editors, producers, and reporters are always looking for fresh ideas for news and feature stories. Think how to tell a story that will help readers identify with the story and keep its message alive in their minds.
SHOW, DON'T TELL
Emergency medical services have been front-page news for the past year. The tragic events of September 11, 2001 demonstrated vividly the importance of being prepared for emergencies. Yet most people, including the press, don't think about childhood medical emergencies. But, pediatric emergencies occur all too frequently—with 30 million children needing emergency care due to acute illness and injury each year. Dramatic as that number is, you will still need some selling skills to answer the age-old question of editors and producers: "Why should I cover this story today?"
In making your pitch, don't just ask for "a story about the importance of pediatric emergency preparedness" Instead, present editors and reporters with vivid ideas based on what is actually happening in your community.
BE CREATIVE
Find an angle that other media in your community have not touched. Think the story through to its logical conclusion, and then take it a step or two farther. Give the reporter an angle that he or she has never thought of.
BE VISUAL
It's essential in television, and it enriches a print or radio feature as well. Build your story around strong images: a mother making the right decisions about action to take in a medical emergency; an emergency medical services team responding to a pediatric emergency, a visual of the preparedness plan with a pediatrician advising parents about the importance of being prepared.
BUILD YOUR STORY AROUND PEOPLE
The facts about pediatric emergency services are compelling, but they'll be much more compelling when real people talk about how the issue has affected them. Be sure the people agree before you give their names to the media. how to make your story interesting
HERE ARE A FEW IDEAS TO GET YOUR CREATIVE JUICES FLOWING
Is Your Caregiver Prepared?
Is a caregiver prepared to address the needs of a child in an emergency situation?
Reporters can discuss what to look for when selecting a caregiver.
Community Spirit
Profile the pediatric emergency preparedness system in your community and raise
awareness of the importance of parents and caregivers having a preparedness
plan.
Seize the (Teachable) Moment
Even though it's not breaking news, your feature idea will be more interesting
to editors and readers if you can peg it to something that's going on in your
city or nationally. By tying your story to other things that are happening,
you also reinforce your message.
There are many tools that can help you gain and maintain positive media coverage. Here are some that you can add to your communications arsenal:
Put it on the Calendar. If you plan an event, make sure you post it on the community calendar. These calendars usually run free on local television channels. Don't forget to let your newspaper's calendar editor know too.
Write a Letter. Keep an eye on the stories in the local newspaper. If you see an article that relates to children's health or medical emergencies/care involving children, write a letter to the editor that highlights your point of view on the issue.
Give Your Opinion. Often a letter to the editor isn't long enough to relay the importance of your message. You can write an op-ed (opposite the editorial page) that uses holidays, current events, and community activities as a "hook" for a longer editorial piece about your organization's activities. Child Health Day offers an excellent opportunity to write an op-ed about the need to prepare for childhood medical emergencies and provide examples of how families and the community can ensure The Right Care When It Counts.
Ask for a Meeting with Editors. Newspapers make their editorial decisions through a team of writers and editors known as the editorial board. You can help educate the editorial boards of your local newspapers about your organization and the needs for preparing for pediatric medical emergencies by participating in one of their meetings. To set up a meeting, contact the editorial department by letter, then follow up by phone. When you attend the meeting, bring along one or two people whom you believe can best convey your message. Also bring information packets for each member of the board. Keep your message simple and direct. Make sure the members know exactly what you think they should write about this important issue on the editorial page of their paper.
Give Them Something to Talk About. Radio and television talk shows offer a unique opportunity to discuss child health issues. Unlike taped news stories that use only pieces of an interview, talk shows afford you the opportunity to talk about an issue at length. If you get the chance to appear on a radio or television talk show, be prepared. Just as you are able to discuss your issue more thoroughly, the host also has an opportunity to ask more in-depth questions. And even if the host isn't tough on you, many shows allow listeners or viewers to ask questions and they're often the toughest of all.
Show Off Your Wares. Enclosing a mug, T-shirt, or magnet with your organization's logo on it is one way to get a reporter's attention. If you have "goodies" with your project name and/or logo on them, try to think of interesting ways to use them in your The Right Care When It Counts media relations activities. For example, you could send coffee mugs to news anchors at your local TV stations—they just might use them on the air!
FORMAT
• Make headlines bold instead of ALL CAPS.
• List a contact person and his or her office phone number in the upper right-hand
corner of the page.
• Type "FOR RELEASE [date]" in the upper left-hand corner of the page.
• For news releases issued in advance of breaking news, type "EMBARGOED FOR
RELEASE [date, time]" in the upper left-hand corner of the page. This should
be used as a last resort or in exceptional circumstances.
• If longer than one page, type "-more-" at the bottom of every page.
• Type "30" or "###" at the end of the final page.
• Put a shortened title and page number in the upper-right hand corner of the
second page and on.
COPY CONTENT
• Use the inverted pyramid writing style (illustrated above), stating facts
in descending order of importance.
• Write in the active voice and use short sentences and paragraphs.
• Try to keep it to one page. • If possible, follow Associated Press Stylebook
rules.
• Every time you start a new topic, start a new paragraph.
• Proofread your release.
First Paragraph (also known as the Lead) Attributes:
• Answers Ôwhat is news' using the five W's (Who, What, When, Where, and Why).
• "Hooks" the reporter into reading the rest of your release by isolating the
most interesting aspect of your subject.
• Is direct and short and doesn't include the name of an unknown unless it is
written as a feature story.
Second Paragraph Attributes:
• Amplifies the lead, expanding on the information provided in the lead.
• Answers anticipated questions that you hint at in the lead.
• Reveals the name of the organization issuing the news release.
Third Paragraph Attributes:
• Includes a quote from an organization representative or third party. This
quote endorses the news release message.
Final Paragraph Attributes:
• The following paragraphs provide more detail to the reader in descending order
of importance. Therefore, don't put information in the last paragraph that you
want to get used. Editors may only read the first few paragraphs.
• The final paragraph should include background information about your organization
(major campaigns, membership size, nonprofit status, etc.).
Distribution:
• Produce the news release on your organization's letterhead and send it out
to local reporters who cover childhood-related issues. Be sure to place a follow-up
call to those reporters and ask them if they would like additional information.
FOR IMMEDIATE RELEASE CONTACT:
[Name] [Date] [Phone number]
[Your Organization] Participates in National Child Health Day with [Your Event]
[YOUR CITY, State]—To raise awareness about the importance of parent, caregiver, and community preparedness for pediatric medical emergencies, [your organization] will sponsor [your event] on Monday, October 7 at [time] at [place]. [Your event] is part of [your city or State]'s celebration of National Child Health Day, the theme of which is The Right Care When It Counts.
[Add a paragraph about your event or activity. Include what will happen at the event, notable participants, and how you hope to impact the health of young children in your community.]
An estimated 30 million children and adolescents need emergency care each year. Injury alone claims the lives of more children than all other causes combined, and nearly 21,000 more deaths occur because of illness and other disorders.
"Statistics like these compel us to ask serious questions concerning the lives and safety of our youth," said [your spokesperson, title.] "Most importantly, we must ask ourselves how can we prevent these emergencies from happening, and when prevention fails, how can we ensure the right care when it counts."
[Add a paragraph providing statistics localized to your community that emphasize the importance of addressing the issues described in the previous paragraph.]
"Parents and caregivers can play a critical role in the health of a child by partnering with their health care community to learn how to prevent pediatric medical emergencies and how to handle them when they occur," said [last name of your spokesperson]. "By holding [your event], we hope to remind parents and the community that no matter how hard we try to protect our children, emergencies happen. Its better to be prepared than scared."
[Add a paragraph about your organization: what you do, where you do it, how long you've been operating, primary supporters or partners.]
National Child Health Day is an annual observance that dates back to 1928. Celebrated on the first Monday in October, it is intended to focus the attention of the Nation on issues related to children's health and well-being. In previous years, Child Health Day has focused on substance abuse, immunizations, special health care needs and early childhood. For more information on National Child Health Day call the U.S. Health Resources and Services Administration's Office of Communications at 301-443-3376.
To receive information on how parents and caregivers can be better prepared to handle pediatric medical emergencies call 1-888-ASK-HRSA or call the Emergency Medical Services for Children National Resource Center at 202-884-6843. To learn more about [your event] or becoming involved with [your organization] call [name, phone number].
[Date]
Dear [name]:
Each year, over 30 million children need emergency care due to injury or illness. It could be a fall from a bikeÉa sudden high fever or seizureÉa pot knocked from the stove. What if a child started choking during dinner? What if she were stung by a bee and suddenly couldn't breathe? Would most parents know what to do? Would you?
National Child Health Day is October 7, 2002 and the theme is The Right Care When It Counts. When you're choosing stories for October, will this topic be important to you? Is it important to your [readers/listeners/ viewers]? The American Academy of Pediatrics notes an emergency exists if a child could die or suffer permanent harm unless care is received right away. Recent research conducted by Emergency Medical Services for Children, a program of the Health Resources and Services Administration, shows that most parents feel they are prepared for emergencies because they know when and how to call 9-1-1. But that may not be enough. A child may need care before emergency medical service personnel arrive. Being prepared can also help assure that a child gets the right care when it counts.
How can we provide better care to children facing a medical emergency? In support of the 74 th annual National Child Health Day, [describe your organization's current projects related to pediatric medical emergency preparedness/care and/or activities planned especially for Child Health Day. Provide information on how these projects/activities impact the health of children in your community.]
[Name of organization] has several spokespeople available to talk with you about how parents, caregivers and the community can be better prepared to pediatric medical emergencies. We may also be able to introduce you to some of the families who have benefited from [name of your organization]'s services, including [briefly describe one or two family stories].
[Name of organization] wants to remind parents that no matter how hard we try to protect our children— emergencies happen. Preparedness is key to ensuring children in need receive The Right Care When It Counts. Please give me a call if you would like more information or want to set up an interview. I hope that you will help spread the word about this important issue.
Sincerely,
[name, title]
[organization]
[phone number]
Many of the materials in this promotion guide were adapted or reprinted from
the following sources:
• Making Health Communications Programs Work: A Planner's Guide, Office of Cancer
Communications, National Cancer Institute, National Institutes of Health, 1992.
• MacEachern, Diane, Enough is Enough! The Hellraiser's Guide to Community Activism,
Avon Books, 1994.
COMMUNICATIONS RESOURCES
Media directories are available at most libraries. Your partners or other organizations
that you frequently work with may also have copies. The most popular directories
are Bacon's Media Directories, Gale's Directory of Publications, and News Media
Yellow Book, all of which are national in scope. Call your local chamber of
commerce or press club for information on media directories for your city or
State.
Remember, whatever printed source you use, special sections and programs are likely to change, people in the media are likely to move around, and the information reported in the latest annual directory may, in fact, already be dated by the time it is published. To ensure accuracy, a phone call is the best source for up-to-the-minute information.
HEALTH COMMUNICATIONS
Making Health Communications Programs Work: A Planner's Guide, Office of Cancer
Communications, National Cancer Institute, National Institutes of Health, 1992.
(Free from the Cancer Information Service at http://oc.nci.nih.gov/services/HCPW/HOME.HTM.)
Strategies for Diffusing Health Information to Minority Populations, National Heart, Lung, and Blood Institute, 1987. For more information call 301-251-1222 or write P.O. Box 30105, Bethesda, MD 20824-0105.
HRSA/MCHB Office of Communications, 5600 Fishers Lane, Room 14-15, Rockville, MD 20857; 301-443- 3376.
COMMUNITY ACTIVISM AND COMMUNICATIONS TACTICS
Enough is Enough! The Hellraiser's Guide to Community Activism, by Diane MacEachern,
Avon Books,1994. For information, contact Vanguard Communications, 2121 K Street
NW, Suite 300, Washington, D.C. 20037 or 202-331-4323.
PUBLICITY CAMPAIGNS
Guerilla PR, by Michael Levine, Harper Collins, 1993.
Strategic Communications for Nonprofits, Benton Foundation and Center for Strategic Communications, Washington, D.C., 1992.
WRITING AND STYLE
The Elements of Style (4th Edition), by William Strunk Jr. and E.B. White, Allyn
& Bacon, 2000.
The Associated Press Stylebook and Briefing on Media Law, Perseus Publishing, 2000.
The Chicago Manual of Style, 14 th Edition University of Chicago Press, 1993.
Please Preview the other Child Health Day resources in this E-Kit:
• Public Service Advertising
• Drop-In Article
• Consumer Brochure (order in quantities for local events)
• Poster (copies available for local posting)
• Presidential Proclamation
• Other Useful Products, including downloadable fact sheets, a coloring book
(or use as coloring sheets) for kids, brochures, and resource lists