Media Outreach AF Resource Center

Media Tools to Raise Awareness 

Media outreach is an excellent option when reaching patient audiences. The customizable tools and resources on this page are intended to help raise awareness of atrial fibrillation in your community through various media channels.

The goal of an atrial fibrillation (AF) campaign is to educate patients and caregivers about the impact of AF and the treatment options available to them. Whether your institution plans to host a patient education seminar or simply increase awareness, the resources on this page will help you along the way.

Media Relations Critical Success Factors

To entice local media outlets to cover AF, consider the following criteria for a good media story:

  • Offer a locally renowned physician spokesperson for media interviews (Note: If your institution is also holding an event, have your spokesperson be the same physician who will lead the seminar)
  • Offer a compelling local patient spokesperson who was treated by the physician spokesperson (Note: If your institution is also hosting an event, consider your spokesperson to be the same patient who will speak at the seminar)
  • Provide local statistics on atrial fibrillation (e.g., how many people are affected with the disease in your region)
  • Present a timely news hook (e.g., September is National Atrial Fibrillation Awareness Month)
  • Highlight recent trends in the disease space (e.g. a recent study in an industry journal)

Media Relations Tactics

While there are a broad range of tactics you can implement, if you have limited time, focus on these key outreach elements:

  • Send the pitch note to your list of local healthcare and/or feature reporters/producers/bloggers
  • Follow up with a phone call to verbally pitch the story and secure their interest/schedule interviews
  • Prepare your physician and patient spokespeople for media interviews
    • Make sure you’ve given your spokespeople the following information:
      • Reporter’s name
      • Name of the media outlet
      • Type of questions that the reporter will ask
      • Logistical information (timing/location of interview; dress code if it is a broadcast interview, etc.)
    • Conduct a brief message training session and practice interview prior to a real media interview so they can think about what they want to say (key messages) and how they want to say it

Additional Media Resources

For additional media resources, contact Tracy McNulty in Public Relations, or visit our online resource kit.