Harness the Power of Earned Media to Promote Home Care

July 25, 2024

In today’s dynamic media landscape, earned media is a potent tool for advocating on behalf of home care. Engaging with the press enables you to amplify your message, reach a broader audience, and drive significant public and policy changes. Here’s how you can effectively utilize the press to advocate for home care issues:

Send a Letter to the Editor

A Letter to the Editor (LTE) is a quick and impactful way to share your perspective on home care. These letters are often read by community leaders and policymakers, making them a valuable advocacy tool. To craft an effective LTE:

  1. Be Brief: Keep your letter concise and focused—aim for one page.
  2. Be Timely: Respond to recent articles or events to ensure your letter is relevant.
  3. Mention Legislators: Name your local legislator and consider sending them a copy.
  4. Be Concise and Accurate: Focus on key arguments and provide accurate information.
  5. Share Personal Impact: Explain how the issue affects you personally.
  6. Address Gaps Respectfully: Point out any gaps in the current debate without being confrontational.
  7. Include a Call to Action: Suggest concrete steps or solutions.
  8. Provide Contact Information: Include your name, address, and email or phone number.
  9. Encourage Others: Motivate others to write similar letters.

Write an Opinion Editorial (Op-Ed)

An Op-Ed provides a platform for a deeper exploration of home care challenges and opportunities. Use this space to highlight personal stories, share expert insights, and propose impactful solutions. To write a compelling Op-Ed:

  1. Do Your Research: Check the opinion pages of your target publication for gaps in coverage.
  2. Understand Submission Guidelines: Most Op-Eds are 500-800 words—know your space before drafting.
  3. Get Personal: Start with a personal anecdote and revisit it to create a strong connection.
  4. Stay Focused: Address one main issue in depth rather than multiple topics.
  5. Include a Clear Call to Action: Clearly state what you want readers or legislators to do.
  6. Provide Contact Information: Include your name, agency, address, email, and phone number for verification.

Contact Your Local News Outlets

Reach out to local news outlets to pitch feature stories about home care. Highlighting a caregiver’s dedication or showcasing success stories can humanize the issues and garner significant support. Use our PHA Media Directory to find contact information for local news outlets and maximize your outreach.

By leveraging these strategies, you can ensure that your voice—and the voices of those you represent—are heard loud and clear. Your efforts can help shape the narrative around home care and drive meaningful change in our communities.