Beyond the :30-Spot and Nightly News: Ten Effective Outreach Techniques

Beyond the :30 Second Spot and Nightly News: Ten Techniques for Effective Outreach Audience: A dynamic media environment and tough economy are challenging marketers and communications professionals in how best to reach consumers – especially about an issue - ‘tobacco use’ - that some dismiss as ‘old news.’ Key Points: An increasingly fragmented media, cluttered news environment and budget challenges call for creative, low-cost ways to effectively reach audiences. Breathe new life into your media campaigns or key messages by using a mix of new and traditional marketing and public relations tactics. Presenters will share experiences from Legacy campaigns such as truth® and EX®, as well as public service outreach and partnership campaigns to illustrate ways to reach consumers and the public as part of a wider communications initiative. Educational Experience: - see examples of tools that can help drive outreach, both from the traditional media realm and “new’ media techniques -- from webchats and live tweeting, to surveys and grassroots efforts. - learn how personal stories and direct communication can play a role in the outreach mix - see how partnerships and community outreach tactics can help drive marketing results, or media coverage. - learn effective ways for communications and marketing staffs to work together – even when goals or approaches diverge. Benefits: After this session, attendees will: - have delved into ten techniques, tools or channels to distribute information - learned ways to make tobacco messages more timely or tobacco information more fresh