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