Note: As of July 1, 2007, Covering Kids & Families has closed. For current information about the uninsured in America, please visit RWJF Coverage.
  Robert Wood Johnson Foundation :: Cover the Uninsured Week  
Covering Kids & Families

Site Map
Communications Action Center
Are You Uninsured?

You and your children may be eligible for low-cost or free health insurance! Programs exist in every state and the District of Columbia. For information about low-cost and free children's health coverage, visit For information on coverage for adults, read the Guides to Finding Health Insurance Coverage in Your State from Cover the Uninsured.

Insure Kids Now

Promising Strategies

Promotion of the national toll-free 1(877) KIDS-NOW number on Giant brand milk cartons and on customized posters and in-store circulars
Read more

Get Email Updates

Covering Kids & Families is no longer open to subscribers. Please visit to sign up for e-mail updates on the issue of the uninsured.

Working with the Media
Developing Media Lists and Newsroom Contacts

Related Materials

Document Type Associated Press state-by-state listings
Lists AP state bureau phone numbers in major cities.
File size: 35.8KB

Document Type Sample Media List
Use this list to keep track of your media contacts.
File size: 40.4KB

Document Type Taking Your Media Campaign to the Next Level
This presentation details more long-term media strategy, including media budgets and planning.
File size: 7.1MB

Document Type Tools of the Trade
This presentation will walk you through the basics of media outreach, from pitching stories to developing on-message talking points.
File size: 807.4KB

Updated: 6.1.06      Printable Printable version

If you do not already have a list of reporters, editors, columnists and producers who might cover the issue of the uninsured or the availability of Medicaid and SCHIP in your community, here are some strategies for creating one.

Some key people you will want to include are: news staffers who are responsible for assigning stories to reporters, key reporters or producers who cover health and education issues, and Hispanic and African-American community reporters, and editors of the op-ed and editorial pages of the local newspaper.

How do you build a media list?

1. Check with your coalition members to see if they have a list they will share with you. If the existing list is more than six months old, call everyone on the list to make sure it is up to date.

2. If you do not have access to an existing list, create one. Begin by looking in your local phone book for listings of TV and radio stations and local daily and weekly newspapers and magazines. You can also use the U.S. Newspaper List Web site at, "Bacon's Media Yellow Book" and the "News Media Yellow Book," which can be found at your local library. Call each outlet to determine the appropriate media contact. People to include on your list are:

• Print: 1) city editor/writer; 2) writers for the calendar or community events page; 3) columnists who have an interest in health, the uninsured community and family issues; and 4) photo editor (for particularly visual events)

• TV: 1) planning editors; 2) assignment editors; 3) reporters/on-air personalities; and 4) producers of specific shows like morning shows or community programs

• Radio: 1) news directors; 2) assignment desk staff; 3) public affairs show hosts and/or producers; and 4) on-air personalities

3. Remember to include smaller media outlets on your list, including local cable access TV, community newspapers and local parenting magazines and tabloids.

If you have a bureau of the Associated Press (AP) wire service in your community, add the bureau chief or assignment editor to the list. To learn more about placing your event on the AP daybook and finding an AP bureau in your community, see the state-by-state AP bureau listing section.

Copyright Robert Wood Johnson Foundation

About CKF ::  Policy Center ::  What You Can Do ::  Press Room ::  Communications Action Center
Promising Strategies ::  Materials & Downloads ::  Materiales en Español