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CDC Influenza Awareness Campaign media relations toolkit
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  • Description:
    About the campaign -- Using media to support the campaign -- Step 1: Developing key messages -- Step 2: Developing press materials -- Step 3: Preparing for outreach -- Step 4: Training your spokespeople -- Step 5: Pitching the media -- -- Appendix A: Key messages and talking points -- Appendix B: News release template -- Appendix C: Public service announcement tip sheet -- Appendix D: Sample matte article -- Appendix E: Checklist for conducting a news conference -- Appendix F: Media advisory template -- Appendix G: Speechwriting tip sheet -- Appendix H: Public speaking tip sheet -- Appendix I: Additional resources.

    Each year, the Centers for Disease Control and Prevention (CDC) invests in a national awareness campaign to educate the general population about the importance of influenza vaccination. As a critical public health issue, it is CDC’s mandate to inform at-risk populations about the importance of vaccination and provide them with useful information about where to get vaccinated.

    Throughout the fall and winter months, CDC promotes this campaign nationally through print and Internet ads, matte articles, TV and radio public services announcements, personal testimony videos featuring parents who have been greatly affected by influenza, radio interviews, bites and b-roll packages, special events, and collaboration with partners. One cornerstone of the campaign is National Influenza Vaccination Week (NIVW), December 4 through December 10, 2011. NIVW is intended to raise awareness about the importance of flu vaccination and encourage vaccination through December, January and beyond. CDC recommends that partners use this designated week to promote vaccination to their constituents, members, and employees through their various communications channels as well as host free flu clinics that will include the public as much as possible. In past years, NIVW included theme days to reach specific audiences and promote flu vaccination among these groups. NIVW 2011 will not include theme days in order to focus efforts on the universal flu vaccination recommendation. Though everyone 6 months of age and older is now recommended to get vaccinated, tailored messaging and materials for specific populations will still be available during NIVW.


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