Partnering with Media

Resources – Partnering with Media

From IZTA – 

Understanding New Media Terminology

In the last few years, media has evolved substantially, creating an entire new vocabulary to learn. While it can feel like studying a foreign language, understanding new media introduces a range of options for communicating with your members, donors, and supporters. Below are some of the most common terms and technologies. 

Blog: A blog is an online journal or diary. The author usually writes about a specific topic and the most recent entries are shown first. A blog may contain anecdotes related to the topic, news updates, and web links for more information. Visit the CDC website for an example of how blogs can be used in public health settings:

A podcast is an audio file containing information about a particular topic. The podcast is downloaded from the Internet and played on a computer or a portable music device, such as an Ipod. Downloads are usually free, and users are able to access the information whenever they want. Podcasts often have dedicated audiences and are a valuable way to get your message to users. View examples of immunization podcasts at:

RSS Feeds: RSS (Really Simple Syndication) feeds are formats used to publish blogs, videos, podcasts, and other Internet content. RSS feeds allow Internet users to post and access content in a simple, inexpensive way. Most social networking sites such as Twitter, Facebook, and YouTube use these feeds.

Search Engine Optimization (SEO): SEO is a process that enhances the search ability of a website. SEO uses keywords, tags, images, and maps to ensure that a particular website racks prominently in a search on sites like Google or Yahoo. Optimizing your website is a great way to increase the reach of your programs. Google offers a free optimizer service at:

Skype: Skype is software that enables users to make video and voice calls through the Internet. The service is free when the calls are made from computer to computer. In addition, Skype offers instant messaging services and allows users to see when their contacts are online. Businesses and organizations can use Skype for long-distance meetings, conferences, inexpensive calls during travel, or for networking. Anyone with a broadband Internet connection can use Skype, and the software is available for free at: It is also possible to make calls to cell phones and land lines, but there is a charge for this service.

Texting: Texting is a fast convenient way to communicate by sending written messages via cellular phone. Sending text messages is popular among adolescents and young parents. Coalitions could remind people in these age groups about their upcoming immunizations by texting.  Also, coalitions can receive and respond to questions via text message.  View an example of a health organization successfully using text messages at: For a list of text messaging abbreviations visit:—SMS-Dictionary-Examples&id=534837.

Video Sharing: Video sharing refers to Internet sites where users can distribute video files. Users of sites such as YouTube are able to upload and share their video files for free. View an educational video on immunizations, shared by the CDC at:

Wikis: A wiki, also known as collaborative editing, is a website that allows anyone to add and edit information on a particular topic. It is based on the premise that one person does not know everything and everyone knows something. A site administrator controls the amount of editing that people can do. See an example of a wiki about flu at:

If you have any questions about new media terminology please contact IZTA by sending an email to: [email protected].  



Media Relations: The How To’s of Working with the news        


News for a Change by Lawrence Wallack, Katie Woodruff, Lori Dorfman, Iris Diaz 1999, Sage Publications

Tools of the Trade: Media Do’s and Don’ts by Goldman, K.D. and Zasloff, K.D., 1994, SOPHE News and views 

Changing the Media’s Perspective on Public Health by Whitman, A, 1998, from the Community Tool Box


Media Alliance 

Community Tool Box 

California Community Health Education 

Andy Goodman: Good Ideas for Good Causes