AIR QUALITY INDEX
Your forecast to fares (fie by
9-30-03
Regional Launch Ideas
I. Venues
University Research Facility
A university or prestigious research facility can be a good launch site choice if the research
there benefits any of the sensitive groups for ozone or particles, including active adults,
children, people with lung disease (such as asthma), people with heart disease or older
adults.
Timing
o Anytime after September 30 launch
Who to Pitch for Coverage
o Local newspapers (main, life or community sections), radio stations (PSA or
talk radio shows) and TV news shows
o Publications and media outlets in your region that target families and the
healthy community
g Sample pitch letter included in this kit
Contacts
o Regional contact list included in this kit
Details
o Speakers could include the regional EPA administrator, a credible health
resource such as a lead researcher or doctor (cardiologist or respiratory) and
a local individual in the sensitive group,
o Staging could include the AQI banner, health facts from the presentation
included in this toolkit (either displayed or discussed) and a display with the
color-coded chart.
o An auditorium, atrium or the front steps of a prestigious university in your
region can be an appropriate backdrop for your announcement, especially if
high-profile research conducted at the university focuses on human
respiration or air pollution issues.
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(Ok	United States
Environmental Protection
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AIR QUALITY INDEX
Your forecast to ijreafite by
Hospital
This venue selection is especially appropriate if the focus of the hospital is treatment and
prevention of the following:
Cardiac problems
Children's health problems
Asthma and other respiratory health problems
Timing
o Anytime after September 30 launch
Who to Pitch for Coverage
o Local newspapers (main, life or community sections), radio stations (PSA or
talk radio shows) and TV news shows
o Publications in your region targeting baby boomers (defined as the
generation born between 1946 and 1964), their adult children and parents
o Sample pitch letter included in this kit
Contacts
o Regional contact list included in this kit
Details
o Speakers could include a credible health resource such as a lead researcher
or doctor (cardiologist or pulmonologist) and a current or former patient with
these health conditions. Could include a regional EPA administrator as well,
o Staging could include the AQI banner, health facts from the presentation
included in this toolkit (either displayed or discussed), regional AQI data from
EPA's Web site at www.epa.gov/airnow and display with the color-coded
chart.
o Auditorium, atrium or the front steps of a prestigious health care facility in
your region would be a backdrop that reinforces the positive health aspects of
expanded AQI forecasting.
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(Ok	United States
Environmental Protection
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AIR QUALITY INDEX
Your forecast to ijreafite by
Museum
Museums that emphasize health and discoveries in medicine and science are good site
possibilities to consider for your regional launch. Many cities are home to children's
museums and these are also appropriate launch sites.
The visual backdrop is interesting for the camera and it reinforces both the scientific and the
broad public aspects of expanded Air Quality Index forecasting.
Timing
o Anytime after September 30 launch
Who to Pitch for Coverage
o Local newspapers (life or community sections), radio stations (PSA or talk
radio shows) and TV news shows
o Publications and media outlets in your region targeting baby boomers
(defined as the generation born between 1946 and 1964), their adult children
and parents
o Sample pitch letter included in this kit
Contacts
o Regional contact list included in this kit
Details
g Speakers could include the regional EPA administrator, a local well-known
regional scientist, meteorologist or doctor,
o Staging could include the AQI banner, scientific facts from the presentation
included in this toolkit (either displayed or discussed), regional AQI data from
EPA's Web site at www.epa.gov/airnow and a display with the color-coded
chart.
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(Ok	United States
Environmental Protection
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AIR QUALITY INDEX
Your forecast to ijreafite by
School
Children represent a key group affected by air quality, so a school makes a good location for
a launch event site.
Timing
o Anytime after September 30 launch
Who to Pitch for Coverage
o Local newspapers (life or community sections), radio stations (PSA or talk
radio shows) and TV news shows
o Publications and media outlets in your region that target parents and teachers
o Sample pitch letter included in this kit
Contacts
o Regional contact list included in this kit
Details
o Speakers could include the regional EPA administrator, school principal,
school nurse, health teacher or PTA board member. A child or children who
suffer from asthma may or may not want to be included.
g Staging could include the AQI banner, health facts from the presentation
included in this toolkit (either displayed or discussed) and a display with the
color-coded chart.
o An announcement on the school's front steps or in the auditorium helps
reinforce the importance of expanded Air Quality Index forecasting to
protecting the health of children. It allows for local media crews to gather
great footage of kids on the playground or sports fields.
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(Ok	United States
Environmental Protection
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AIR QUALITY INDEX
Your forecast to ijreafite by
Senior Centers/Eldercare Facilities
Older adults with undiagnosed heart and lung diseases are a sensitive group for particle
pollution.
For these senior citizens and for those with diagnosed symptoms of heart and lung
diseases, the "breaking news" aspect of the expanded Air Quality Index will play especially
well if held at a site that emphasizes the activities of older adults.
Older adults at the news conference will be good potential candidates for "man on the
street" media interviews. One element of the expanded Air Quality Index announcement is
the accessibility and helpful nature of the information.
Timing
o Anytime after September 30 launch
Who to Pitch for Coverage
o Publications and media outlets in your region targeting baby boomers
(defined as the generation born between 1946 and 1964), their adult children
and parents
o Local newspapers (main, life or community sections), radio stations (PSA or
talk radio shows) and TV news shows
o Sample pitch letter included in this kit
Contacts
o Regional contact list included in this kit
Details
o Speakers could include the regional EPA administrator, Council on Aging
representative, a credible health resource such as a lead researcher or
doctor (cardiologist or pulmonologist) and a current or former patient with
these health conditions,
o Staging could include the AQI banner, health facts from the presentation
included in this toolkit (either displayed or discussed), and a display with the
color-coded chart.
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Environmental Protection
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AIR QUALITY INDEX
Your forecast to ijreafite by
II. Media Tips
Key Elements
Compelling local reasons for coverage - Data or statistics will increase your chances
of coverage. Tie your region's statistics on asthma and your air quality rating (from
EPA's Air Quality Trends Report) to the data included in this toolkit.
Real Local People - Real people are people who are dealing with health problems
related to air quality. Reporters want to talk to the people who are impacted by these
problems first. You should establish a bank of people who are willing to be quoted
and who are willing to be photographed.
Think "Visual" - Offer photos that illustrate visibility of a regional location during
healthy and unhealthy air quality times. Provide charts, graphs that can be adapted
for a sidebar (print) or for a full screen (TV).
Local medical spokesperson - Appoint a physician who is willing to be part of the
story. Make sure he/she is available when the media wants to conduct an interview.
EPA Spokesperson - it would be beneficial if they were available for a media event
to give it more credibility.
General Story Pitch Ideas
Pitch a story about a family dealing with their child's asthma and how the now year-
round AQI will be a handy guide to guard against asthma attacks during all kinds of
weather. Tie this together with a particle pollution primer that explains what particle
pollution is and its effect on the population's health. The new AQI could accompany
the article with an explanation of what each color means.
Since the elderly is a group susceptible to air quality health problems, pitch a story
that focuses on a group of active seniors. For example, many communities hold
versions of the Senior Olympics. Find out when that occurs in your area and tie that
together with AQI facts related to active seniors and present that as a story idea to
local media.
Develop story ideas around the seasons, i.e. sports team practice sessions in the
fall; sledding and skiing In winter; hay fever season in the spring.
Pitch a story on special projects/educational programs in your area that are providing air
quality awareness to children (schools, camps, Boy/ Girl Scouts).
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(Ok	United States
Environmental Protection
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