Making Tobacco News

Smith, Joseph

Thursday, August 16, 2012

Exhibit Hall (Kansas City Convention Center)

Mr. Joseph Smith, BS in Public Relations, Masters of Science in Communication , Office on Smoking and Health, Federal Government/Centers for Disease Control and Prevention/Office on Smoking and Health, Atlanta, GA

Learning Objectives

At the conclusion of this presentation attendees will be able to:

1) Describe the value of news media coverage and proactive media relations efforts as important components of any tobacco control program. 2)Demonstrate an awareness and appreciation for proactive media outreach in disseminating public health messages. 3) Identify customized next steps in implementing their own media relations program.

Cross Cutting Program Area(s): Communications and Media and Evaluation and Surveillance

·Audience Audience can be those who have an interest in developing a media relations program as well as those who have a strong background in tobacco control. ·Key Points Purpose: The purpose of this analysis is to assess and measure media coverage resulting from the release of tobacco-related Morbidity and Mortality Weekly Report articles in 2011. Methods: Tobacco related news media coverage from MMWRs published by OSH, including television, radio, print, and Internet, was collected between January and December 2011 using an online media tracking database. Results: News media coverage of select tobacco-related MMWR articles resulted in a publicity value exceeding $5,000,000, reaching over five billion Americans through more than 600 media outlets. Conclusion: The findings in this study confirm that proactive media relations efforts are an effective method of disseminating vital public health information. ·Educational Experience ·Benefits Audience will benefit from observing measurable media message penetration of health messages.

307 Making Tobacco News