National Midwives Association

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MEDIA RELATIONS
NATIONAL MIDWIVES ASSOCIATION
CASE PROBLEM #1

Research:
The Research process for the National Midwives Association (NMA) includes the investigation of promoting positive attitudes towards the modern day midwife. The National Midwives Association is an organization that is part of Midwives Alliance of North America (MANA), which was founded in 1982. The NMA’s main purpose is to help women, who are pregnant, to deliver their babies at home in a safe way. That benefit is very crucial because NMA has been supporting healthy and normal physiologic childbirth for years. Also, the other advantage is that the normal physiologic birth helps improving the breath and the temperature regulation of the newborn.

Client Research:
The midwives of America are people with clinical expertise, and some of them are nurses. Because the NMA is a part of MANA, the midwives have to have a license in order to continue their functions as midwives. Midwives go to school to learn about their profession. The American College of Nurse-Midwives (ACNM) is working with the government in order to increase the visibility and recognition of midwives care in order to not have a bad reputation and make them more credible so that they can offer the most comprehensive array of health care services to women. One of the strengths regarding midwives is that today, a lot of women, especially current mothers, potential mothers, and celebrities are applying for midwives’ service because they like the natural births and natural medicine awareness. Some people have a negative concept about the midwives because they see them as people who are not well trained and amateur. The NMA will hold a march in Washington, D.C. with journalists, the media, and celebrities all in attendance. This event is to give the public the opportunity to learn more about midwives and their practices.

Opportunity or problem Research:
This is a great opportunity to teach the media about midwives and persuade them to pass their information to the public about midwives in order to decrease the misunderstanding that people have regarding midwives.

Audience Research:
The media is our target audience. They will be used to let the public know about this event, taking place in Washington, D.C. We will use TV, newspaper, Internet, billboard, magazines, flyers, and word of mouth to inform the public about this event. We will have midwives will be the main speakers in Washington, D.C.

Objectives:
Impact Objectives:
* To encourage positive and exciting attitudes among future families and surrounding communities by creating buzz 6 months prior to the 5k marathon. * Increase awareness of the National Midwives Association to the future families and surrounding areas.

Output Objectives:
* Send Video News Releases and Radio new Releases to major media outlets to promote midwives. * By 2012 make one universal midwife license exam.
* The current use of midwives in the United States is at 65% according to the Washington Post. We want to encourage use of midwives by 10% after 1 year of running the campaign.

Programming:
Theme and Messages:
Surreal experience, birth is not a medical event

Movie stars and models are opting to bypass their obstetricians and gynecologists in favor of these time-tested medical professionals.

Owning the power of my own body was very, very beautiful.

Action(s) or Special Event(s):
-The NMA will hold a celebrity 5k Walk/Run that will kick off at 9 a.m. on October 6th in celebration of National Midwifery Week. The event will be held at Constitution Gardens, which is located within the boundaries of the National Mall in Washington, D.C. (50- acres)

-This educational campaign will bring the public, women, families, and midwives together to empower women to make informed choices about their health care.

- Cindy Crawford, Pam Anderson, Gisele Bündche, and Nelly Furtado plan to...
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