1. Achieving Social
Marketing Goals through
Partnerships with
Ethnic Media

2. Kay Leventhal
Marketing Director, New America Media
kleventhal@newamericamedia.org
415-503-4170x120

3. Topics
• Brief introduction of New America Media
• How does NAM work with ethnic media?
• Relevant projects
• 10 tips for working with ethnic media

4. About New America Media
• Nation’s first and largest collaboration and
advocate of 3000 ethnic news organizations
• A multi-channel, multi-media news and
communications agency
• Headquartered in San Francisco with offices
in Los Angeles, Fresno, New York, and
Washington, D.C.

5. NAM’s Mission
• Strengthen ethnic media as an
indispensable sector of American
journalism and communications
• NAM is dedicated to bringing the voices of
the marginalized - ethnic minorities,
immigrants, young people, elderly - into
the national discourse

6. NAM’s Coverage

7. How Does NAM Work
with Ethnic Media?
• Sustains close ties with more than 3,000
ethnic media outlets nationwide
• Inclusive Journalism
• Journalism schools partnerships
• Awards, expos and fellowship programs
• Professional trainings
• Marketing campaign partnership
• National Directory of ethnic media
• Newsletters

8. Relevant Projects
• The California Endowment - Statewide Education
Campaign on Health Care Reform Law
• Centers for Disease Control and Prevention -
National Ethnic Media Outreach Campaign on seasonal
flu and Vaccination
• California Department of Public Health/CDC -
Ethnic Media News Briefings on Whooping Cough
• American Institutes for Research - National
research campaign on ethnic media’s coverage on H1N1

9. Relevant Projects: TCE
• 7 Ethnic Media News Briefings: Los Angeles,
Orange County, San Francisco, Sacramento, Fresno, Inland
Empire, San Diego
• 4 Advertorials - “Ask the Expert” Columns
• Multilingual “Before” Poll
• 4 Multimedia Segments

10. Relevant Projects: TCE

11. Relevant Projects: TCE

12. Relevant Projects: TCE

13. Relevant Projects: CDC
• 8 Ethnic Media News Briefings:
Albuquerque, Anchorage
Las Vegas, Chicago,
Newark/New Jersey, Los Angeles
Miami, Houston

14. Relevant Projects: CDC

15. Relevant Projects: CDC

16. Relevant Projects: CDPH
• 2 Ethnic Media News Briefings:
San Francisco
Los Angeles.

17. Relevant Projects: AIR
• Site Visits, One-on-one Editorial Meetings
• Ethnic Media Roundtable: Atlanta, E. Chicago,
McAllen, Pueblo
• Assessment Report
• CDC In-language Story Placement

18. 10 Tips to Work With
Ethnic Media
1. Develop relationships with the ethnic news
media organizations in your area
2. Continue communicating with ethnic media
practitioners, not just when you have pitches
3. Target your event, story or news release to
specific ethnic media audiences. Decode
generic information (statistics, studies, etc.)
4. Partner with and engage ethnic media
practitioners in your work

19. 10 Tips to Work With
Ethnic Media
5. Create opportunities for ethnic media to
access decision makers and experts in the
issue areas you work on.
6. Don’t rely on emails alone to communicate
with ethnic media
7. Cross the language barrier and provide
translations whenever possible
8. Wherever possible, customize your
messages to a “news you can use” format

20. 10 Tips to Work With
Ethnic Media
9. Provide ethnic media with a list of your own
staff experts whom they can call when they
need information on the issues you cover.
10. Include ethnic media at your events and
highlight their role in your own and your
community’s communications.