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Santa Ana shall: <br />a. Approve the plan and promotional elements <br />Completion Criteria: <br />This task will be continuously implemented throughout the promotional period. Completion is <br />planned to occur by December 31, 2013. <br />Task 1-E: Publicitv Outreach <br />Objective: <br />Pursue and secure 3-4 editorial stories within regional print, broadcast and/or online media <br />promoting ROC and ROC's emergency preparedness messaging. <br />Task Description: <br />The emphasis of this effort will be to develop and implement a plan to secure major editorial <br />stories within regional print, broadcast and/or online media. Sample media outlets might <br />include the Orange County Register, Good Day LA, KTLA Morning News, La Opinion, <br />Telemundo, OC Metro, and others. Activities include creating, pitching and securing stories <br />within print and broadcast press that reach OC readers, listeners and/or viewers. <br />Responsibilities: <br />WBC Shall: <br />a. Develop the publicity and seek plan approval from the ROC Steering Committee <br />b. Execute the media relations outreach in accordance with the approved plan <br />Santa Ana shall: <br />a. Approve the plan and publicity elements <br />Completion Criteria: <br />This task will be continuously implemented throughout the outreach period. Completion <br />coincides with the end of Q1/2014. <br />Task 1-F: Video PSA Initiative <br />Objective: <br />Develop 2-3 video vignettes that support public service messaging on behalf of the ROC <br />campaign. <br />Task Description: <br />Create and execute video PSAs to expand and extend the ROC messaging across OC <br />communities, with an emphasis on distribution through OC-based cable stations and online <br />platforms such as ROC's YouTube channel and the ROC website Home Page. These <br />vignettes may be an extension of the previously introduced "Ready & Freddy" PSA video <br />series, or they may be a new concept depending on needs. <br />Responsibilities: <br />WBC Shall: <br />14