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TASK 7-11: IDENTIFY & EXECUTE EARNED MEDIA OPPORTUNITIES (BROADCAST) <br />(SUMMER/FALL 20241 <br />Objective: Develop and execute media relations activities to entice local <br />broadcast outlets to promote ROC's objectives. <br />Task Description: Develop and implement media relations strategy including, but not <br />limited to, the creation of media events, press conferences, distribution of press <br />releases, photos, and video, as well as direct outreach to broadcast outlets to <br />inform OC residents about S4 program messaging and encourage reporting. <br />Activities will include: <br />a. Conduct media outreach to targeted broadcast outlets to achieve a minimum <br />of two (2) earned or sponsored placements during the task period. <br />b. Provide necessary support, resources, and dedicated ROC spokespeople for any <br />earned media opportunities. <br />c. Share earned story placements throughout ROC online and social channels. <br />Responsibilities: <br />Comm LAB shall: <br />a. Plan and execute earned media outreach strategy for broadcast channels. <br />b. Execute distribution in accordance with approved plans. <br />c. Seek approval of Santa Ana Project Manager on earned media stories. <br />Santa Ana shall: <br />a. Approve initiative concepts, production, and distribution plan. <br />Completion Criteria: <br />This task is considered complete upon the completion of the deliverables detailed in <br />the task description above and when the Santa Ana Project Manager signs the task <br />completion letter. Planned completion and invoicing will be at the end of Dec. 2024. <br />TASK 7-C: IDENTIFY EARNED MEDIA OPPORTUNITIES (PRINT/DIGITAL) (WINTER/SPRING <br />2025 <br />Objective: Develop and execute media relations activities to entice local print and <br />online publications to promote ROC program elements, initiatives, and activities. <br />Task Description: Develop and implement media promotions including, but not limited <br />to, management and enhancement of the ROC's messaging, values and/or micro <br />campaigns. Task includes ongoing measurement and tracking of promotional <br />elements. <br />Activities will include: <br />a. Conduct media outreach to targeted local publications (print/digital) to <br />achieve a minimum of two (2) earned or sponsored placements during the task <br />period. <br />b. Placement of a minimum of two (2) ROC stories on Behind the Badge website. <br />Ready OC Statement of Work t� <br />FY 24-25 LWI(QQ <br />CommunicationslAS <br />IFi <br />