HeartsNParks Community Mobilization Guide - National Heart, Lung ...

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Here’s a media strategy checklist:
✔ Define your goal. Are you trying to recruit
participants to programs, draw attendance
at an event, inform potential partners or
sponsors?
✔ Think about which audiences you want to
target. If your goal is to recruit program
participants, do you want to reach children
or adults? Do you want to reach individuals
of certain ethnic or cultural backgrounds or
from a specific socioeconomic class or
neighborhood?
✔ Develop an appropriate message. Try to
identify ONE key message and ONE call
to action. The key here is to not try to
communicate several concepts at
once—that approach can backfire.
For example:
Key message: “Hearts N’
Parks is an innovative,
nationwide initiative that
aims to reduce the growth
in the number of obese
people and the risk of
coronary heart disease.”
Call to action: “Help us
launch this exciting and
prestigious program in
our community by
attending [YOUR
ORGANIZATION’S
SPECIAL EVENT,
ETC.].”
Key message: “Two
ways to reduce
your risk of heart
disease are to
participate in
regular physical
activity and to eat
heart-healthy
foods.”
Call to action: “Register now to discover easy
ways to be more active and eat
healthfully by calling or visiting
[YOUR ORGANIZATION].”
✔ Create a targeted media list. Be sure that
your list is up-to-date and covers all media
you are interested in contacting.