Preparing for Abortion Recovery Awareness Month

INTRO

“We see so much value in coming together once a year to spend this month elevating the message of after-abortion healing,” said Kylee Heap, Executive Director of Support After Abortion. This Abortion Healing Provider webinar focused on helping providers prepare for Abortion Recovery Awareness Month in April. While Support After Abortion didn’t originate the idea of Abortion Recovery Awareness Month, Kylee expressed excitement for dedicating an entire month to raising awareness and promoting abortion recovery.

Quoting the phrase, “A rising tide lifts all boats,” Kylee emphasized the power of collaboration across the network of providers.

She noted that greater media and social media exposure in April consistently brings a significant increase in calls and texts to the After Abortion Line and higher social media engagement—momentum that often continues into May.

Kylee shared that many providers want to engage in the month, but feel overwhelmed or unsure where to start. She noted that providers often share sentiments like, “Gosh, I’d really like to support this month, but I don’t have the bandwidth to create social media resources, or I don’t know how to even engage my local media. I don’t know how to talk about this with certain people. Can you help me?”

This webinar, she explained, was created to meet those needs—offering practical tools and ideas to help providers participate in a meaningful way, starting with public relations.

Key takeaways from the webinar include:

Utilize our Abortion Recovery Awareness Month Marketing Toolkit with a ready-made, customizable graphics, flyers, email templates, and press release template and guide.
Foster strong partnerships with local media and community organizations through proactive outreach.
Optimize your social media approach with tailored content, strategic hashtags, and platform-specific best practices.
Ensure your team is ready and able to support increased client support during Abortion Recovery Awareness Month.
Use inclusive, welcoming language to support individuals without causing unintended isolation or judgment.
Anticipate ongoing engagement beyond April, ensuring continuous support and resources.

PUBLIC RELATIONS

Kylee introduced the next portion of the webinar by acknowledging that public relations might feel unfamiliar to many providers. She invited Kristina—a ghostwriter, nationally published author, and seasoned PR expert—to share practical guidance on connecting with local media.

Kristina explained that media relations centers on cultivating relationships with reporters and outlets and understanding their audience and the topics they cover. “You can’t just call a reporter and say, ‘Hey, like we have this great thing going on this month. Like, do you want to cover it?’” she said. “They’re going to be like, ‘No,’ because you didn’t give them any reason to talk to you.” She emphasized the importance of creating a timely and newsworthy pitch.

CREATING MEDIA LISTS & SENDING YOUR PITCH

Kristina advised providers to research local media outlets and identify reporters covering relevant topics. “If there’s a reporter who writes about the auto industry, don’t pitch them,” she explained. Providers should build a media list with each reporter’s name, outlet, and email address. Kristina suggested considering multiple angles—healthcare, culture, lifestyle, or mental health—to engage different reporters. Even if an immediate story doesn’t result, Kristina highlighted the value of building relationships with local media for future opportunities.

She recommended using Google and social media to identify local media contacts. For instance, providers can search their city name and “TV” to find local affiliates such as ABC, NBC, FOX, and CBS (for example, “Pittsburgh+TV.” Kristina advised finding the News Desk email for press releases or calling directly, if the email isn’t readily available.

Radio stations, Kristina explained, can be challenging since many stations feature national programming. She suggested that local morning shows and local Christian radio station programs may be more open to interviews.

Podcasts and print publications—including newspapers, journals, and local blogs—require careful research to ensure their content aligns with the topic of abortion recovery. Kristina specifically mentioned that local newspapers often feature national wire content (like Associated Press or Reuters), so providers will benefit from identifying local reporters who cover community-specific stories. If no local reporter is clearly identified, Kristina suggested emailing the Managing Editor directly, using a concise and relevant subject line, such as “Abortion Recovery Month guest.”

KRISTINA SHARED EXAMPLES FOR EFFECTIVELY WORDING PITCHES:

Press Release Email

Include a short introduction at the top of your press release email. Kristina cautioned providers against including an overly detailed introduction, like “This is my job and I talked to this lady the other day and she was just so upset…”

She suggested saying something like this:

“Hey, this is Abortion Recovery Month. I have an angle that I think you would be interested in, for our local market. There’s more information in the press release below. I would love to speak to you about it. Let me know if you’re interested.”

KRISTINA ALSO OFFERED ADDITIONAL PRACTICAL TIPS FOR SENDING PITCHES:

Paste the full press release directly into the email body beneath your short introduction and signature. Don’t attach the press release, photos, or anything else Attachments, she said, often trigger spam filters or go unread.
Always use the BCC line when sending emails to multiple contacts to ensure recipient privacy. “It’s a rookie mistake,” Kristina emphasized, to use the TO or CC line, allowing recipients to see everyone else’s email addresses.
Write concise and relevant subject lines:
- For TV stations, use “NEWS DESK” to capture assignment editors’ attention.
- For other outlets, keep subject lines short, clear, and directly related to the topic.

OPINION EDITORIALS (OP-EDS)

Kristina discussed opinion editorials, known as “op-eds,” as another effective approach to deliver messages directly, in your own words, without the filtering of reporters. She emphasized that op-eds are different from press releases and must clearly reflect personal opinions. Kristina noted that abortion recovery could be a compelling subject since it’s under-covered, potentially making editors receptive.

She outlined key guidelines for writing op-eds:

Aim for 600 to 800 words.
Clearly state your main point within the first paragraph, followed by supporting key points, and a succinct conclusion.
Include relevant facts to substantiate your main point, a few key points within paragraphs, and a closing paragraph. Kristina specifically suggested using facts from Support After Abortion, such as “over 80% of people don’t know where to find help.

Kristina explained that self-promotion in an op-ed should occur only in the author line at the conclusion of the article. For instance, providers can include their titles or credentials, like “Kristina is the director of a Pregnancy Center located in [example town].”

To submit an op-ed, Kristina advised identifying the Opinion Editor on the local newspaper’s website or reaching out to the Managing Editor if the Opinion Editor isn’t listed. She strongly recommended pitching to only one outlet at a time because op-ed editors value exclusivity—that is, they want to publish unique content that other outlets won’t have. Sending the same piece to multiple newspapers risks damaging the provider’s relationships with outlets and reporters

Kristina emphasized the importance of making op-eds timely and newsworthy.

Once published, providers can share the link to their op-ed with local radio and TV stations as a news-worthy, credible, topical reference to encourage interviews and coverage.

TIPS FOR INTERVIEWS

Kristina provided practical strategies for effective interviews with media. She emphasized preparing clear, concise message points ahead of time.

No matter what questions the interviewer asks, she told providers to stay focused on your key points and avoid being led off track. Keep responses brief and to the point—keeping in mind that what starts as a 30-minute conversation might be cut down to just 30 seconds on air.

She shared specific recommendations for staying on-message:

Prepare memorable statistics or key phrases.

For example, you could use this key stat we shared above: “Over 80%of people have no idea where to go for help.”

Use the bridging technique to steer conversations back to your main points, even when interviewers shift topics. For instance, after sharing your statistics, briefly explain how your center or practice helps.

For example, after stating “80 percent of people that have abortions have no idea where to go for help,” you can speak to what you do at your center. Or, if you’re a mental health professional, you can start with “here’s what we do to help them.”

Whatever question you’re asked, Kristina says, “go back and refer to your message points. You want to have control of the interview, not the other way around. ”

HANDLING DIFFICULT QUESTIONS

Kristina also addressed handling challenging or sensitive questions. She advised responding calmly and positively, avoiding defensive or political remarks. For example, if asked about studies showing that few women experience negative emotions after abortion, you could say:

“Anecdotally, I’ve spoken with many people who suffer silently because they don’t know where to turn. With Abortion Recovery Month, we aim to help those individuals find support.”

She specifically warned providers not to say things like:

“Well, those studies are never accurate. They’re done by the liberal media and can’t be trusted.”

Such responses risk overshadowing your intended message and creating controversy.

Finally, Kristina encouraged transparency and clarity by advising providers to:

Admit if you don’t know an answer (e.g., “I don’t have that information, but I can follow up with you.”)
Feel comfortable asking interviewers for clarification if questions are unclear.

PUBLIC RELATIONS Q&A

Kylee shared submitted questions, which Kristina addressed with practical advice:

Q: How often should providers follow up after sending a pitch email?

A: Kristina recommended following up at least once, either by phone or email. She emphasized providers should understand not receiving a response isn’t personal, advising, “have a thick skin going into this.”

Q: What if providers can’t find the correct contact information online?

A: Kristina suggested calling the media outlet directly to request the appropriate email for sending press releases.

Q: How can providers repair relationships with media after making previous mistakes?

A: Kristina advised honesty and sincerity, saying something like, “Hey, I know this wasn’t a great start to our relationship. Would you be willing to give us another try?” She noted most people appreciate transparency and are willing to forgive.

Q: Should media interviews be held at pregnancy centers or offsite?

A: Kristina strongly advised against conducting interviews at pregnancy centers due to patient privacy concerns. Interviews should ideally take place elsewhere or when the center is closed to avoid potential privacy issues.

Q: What should providers wear for television interviews, and how should they prepare?

A: Kristina recommended choosing non-flashy, simple attire to ensure the audience remains focused on the message, not clothing or jewelry. She also humorously but seriously advised providers to use the restroom beforehand, smile often during the interview, and clearly ask the interviewer where to direct their gaze to avoid distractions.

Q: What tips does Kristina have for Zoom or web-based interviews?

A: Kristina had a few suggestions for Zoom interviews:

Keep the background blurred or distraction-free.
Consider using ear pods or headsets for clearer audio.
Ask hosts or producers for specific instructions. She noted they typically provide detailed guidelines.

Kylee concluded the Public Relations Q&A session by thanking Kristina for her valuable insights and encouraged providers to share their media successes and experiences during Abortion Recovery Awareness Month.

ABORTION RECOVERY AWARENESS MONTH MARKETING TOOLKIT

The comprehensive Marketing Toolkit has been thoughtfully created to make participating in Abortion Recovery Awareness Month simple and stress-free, especially for providers who may not feel comfortable or confident with digital outreach or who already have busy schedules.

With ready-to-use, customizable resources that streamline your efforts, this toolkit empowers you to actively engage your community without needing extensive social media or marketing expertise!

Inside, you’ll find:

10 Professionally Designed Social Media Graphics: Well-crafted and ready-to-post graphics, each with clearly marked spaces to easily insert your organization’s logo or contact information, saving you valuable time and energy.

Ready-to-Go Social Media Copy and Tailored Hashtags: No need to stress about what to write! This toolkit includes thoughtfully composed copy and recommended hashtags that align with your goals. These hashtags are specifically chosen to boost visibility and resonate with your audience, varying slightly across posts to stay fresh and relevant.

Customizable Tearaway Flyers: Practical, engaging flyers designed to attract people to your support groups or events. Simply add your QR codes or logos into the designated areas and start reaching more individuals in need of your services.

Email Campaign Template and Instructions: Quickly send professional and appealing bulk emails using a beautifully designed email header and an easy-to-follow template. Detailed instructions guide you through personalizing your message and optimizing your send times, typically between 10 a.m. and 2 p.m. on Tuesdays and Thursdays, to maximize your email impact.

Press Release Guide and Template: A straightforward guide for how to do a press release and create a media list and a customizable press release template simplifies reaching out to your local media. This resource builds on earlier advice shared by Kristina, ensuring your message effectively captures media attention.

Kylee emphasized how simple it is to customize these materials. Clearly marked sections within each resource remind you exactly where to add your personalized details, ensuring your outreach is authentic and impactful.

This toolkit is designed to save you time, enhance your confidence, and amplify your marketing and messaging efforts during Abortion Recovery Awareness Month.

SOCIAL MEDIA

Kylee introduced Mari, Support After Abortion’s Marketing and Communications Associate. Mari shared her expertise on using social media effectively for Abortion Recovery Awareness Month, emphasizing that the goal isn’t simply posting content but reaching the right audience with meaningful resources.

Mari covered three key areas to help providers confidently share impactful content without needing to be social media experts.:

Hashtag strategies, optimal posting times for engagement
Effective use of platforms like Instagram, Twitter, TikTok, and Facebook
Tools to simplify content scheduling and posting.

HASHTAG STRATEGIES

Mari emphasized the importance of strategic hashtag use across different platforms:

Instagram: Use 3-5 hashtags per post, specifically selecting ones closely related to abortion healing, such as #abortionrecovery, #healingjourney, and #supportafterabortion. These hashtags are actively used within support communities and help your content reach the intended audience.
TikTok: Utilize a balanced approach with hashtags. 1-3 niche-specific hashtags, one trending hashtag, and one supportive hashtag, will allow you to effectively reach targeted communities while engaging with broader trends. Mari cautioned against overloading captions with hashtags.
Twitter: Keep tweets concise and readable by limiting to 1-2 hashtags per tweet. Given Twitter’s fast-paced nature, fewer hashtags help maintain clarity and keep the audience focused on the message.
Facebook: Aim for 2-3 hashtags per post, placed neatly at the end of the caption to avoid a cluttered or spammy appearance.

Mari stressed the importance of researching hashtags to ensure they align with supportive and healing content. She recommended:

Using broad hashtags like #abortion for visibility, but pairing them with more specific, recovery-focused tags.

Selecting hashtags like #youmatter, #abortionhealing, or #abortionrecovery to better connect with the intended audience during Abortion Recovery Awareness Month.

Keeping in mind that some hashtags may be dominated by political messaging, so pairing them with supportive hashtags can help reach the intended audience.

PRIMARY HASHTAGS

Mari provided guidance on using primary hashtags effectively. She emphasized flexibility, recommending providers adjust hashtags based on trends, community relevance, and timing of posts. Suggested primary hashtags included:

#youmatter
#healingjourney
#supportafterabortion
#abortionhealing
#abortionrecovery

Mari encouraged providers to experiment with hashtag combinations, rotating and testing them regularly to determine what resonates most effectively with their audience.

HOW TO USE EACH PLATFORM

Mari explained that each social media platform has distinct characteristics and purposes, requiring tailored approaches for best results:

Instagram: Focus on visual storytelling and community engagement through carefully curated, high-quality visuals.
TikTok: Prioritize short-form, authentic, and relatable content rather than overly polished videos.
Twitter: Ideal for real-time updates, quick news, and informative threads; content should be concise and timely.
Facebook: Create engaging, interest-driven content, as the algorithm favors posts that generate meaningful interactions.

To simplify and streamline social media management, Mari recommended several useful tools:

Later: Excellent for visually planning and scheduling Instagram content, offering features such as previews, organization, and hashtag suggestions.
Sprout: A comprehensive paid option ideal for scheduling posts across multiple platforms and tracking audience engagement, particularly useful for managing multiple accounts or team collaboration.
Meta Business Suite: A free tool specifically beneficial for Facebook and Instagram; using this native scheduler may enhance reach since Instagram favors content scheduled directly through its platform.

EXAMPLE CALENDAR

Mari highlighted the importance of timing social media posts for maximum engagement. She recommended checking analytics available through scheduling tools like Meta Business Suite, Sprout, or Instagram’s built-in analytics to identify personal peak posting times.

Based on general best practices, Mari provided a detailed overview of optimal posting times across different platforms:

Instagram: Best engagement occurs weekdays between 10 a.m. and 2 p.m., aligning with typical user routines (morning phone checks and lunch breaks). Mari recommended posting three to five times per week to maintain visibility without overwhelming followers.
Twitter: The optimal posting time is Monday at 11 a.m., when users frequently check quick news updates. While brands posting two to five times daily see increased engagement, Mari clarified that spacing out multiple updates throughout the day can effectively boost visibility.
TikTok: Highest engagement is typically seen on Sundays at 8 p.m., Tuesdays at 4 p.m., and Wednesdays at 5 p.m., as users often have more time in the evenings for video content. While daily posting is ideal for TikTok, Mari suggested aiming for two to three posts weekly if daily posting isn’t feasible.
Facebook: Peak engagement occurs weekdays between 9 a.m. and early afternoon, with another notable spike around 2 p.m., reflecting similar patterns as Instagram. Users often check their feeds during morning routines or afternoon breaks.

Mari provided an example scenario: posting at 10:30 a.m. on a Tuesday would be an optimal time for Instagram content based on these insights.

EMAIL CAMPAIGN

Michele provided clear, practical guidance for conducting an effective email campaign using resources included in the toolkit.

Michele explained how the email template simplifies the process:

The top section provides clear instructions.
The bottom section includes content ready to copy, paste, and personalize directly into your email or platforms like Constant Contact or MailChimp.
She advised, “All that yellow stuff with brackets, be sure you cut that,” reminding providers to customize highlighted essential details such as their name, organization, and services provided.

Key email best practices were also discussed:

Always use BCC (blind carbon copy), not “To” or “CC,” when sending bulk emails from a regular account, protecting recipients’ privacy.
Use platform analytics to identify your best performing send times, or default to sending emails on Tuesdays and Thursdays between 10 a.m. and 2 p.m. for optimal engagement.
Set up a strategic “resend” at least 24 hours after your initial email, at a different time and day, to increase open rates.
- Michele shared a specific example: “If you send your original email on Tuesday at 10:10, set your resend for Thursday at 1:35.”

Additionally, Michele mentioned that the toolkit includes resources like a guide to how to do a press release, how to create a media list, and a customizable press release template to complement your outreach.

Kylee wrapped up by expressing appreciation: “Thank you so much, Michele and Mari. You have both really helped us to understand a lot about social media and email marketing.”

Q&A

Kylee and Sandy addressed submitted questions related to social media, email marketing, and community outreach:

Q: How can we integrate abortion recovery awareness into our existing outreach, counseling, or church programs without overwhelming our team?

A: Kylee emphasized that this very question is one of the key reasons the Support After Abortion team created and shared so many ready-to-use resources. Not every provider has a full social media or PR team—and that’s okay. The important thing, she said, is to assess your team’s readiness and capacity before jumping in.

“This may not be your year,” Kylee said honestly. “You may be completely overwhelmed right now already, and spending extra time and resources to bring about more attention may be the last thing that your team needs.”

If the team isn’t ready, she encouraged providers to wait and revisit the opportunity next year. But if the team feels equipped and energized, now is a great time to begin—with the help of the downloadable, customizable toolkit and webinar guidance.

She also shared a personal reflection from Support After Abortion’s own experience:

In 2023, despite strong efforts in PR, social media, and email marketing, there was little response during Abortion Recovery Awareness Month.
In contrast, 2024 brought a significant surge in engagement—which extended beyond April into May.

This shift underscored the importance of not only preparing well for April, but also anticipating continued interest afterward. Kylee’s advice: take stock of your team’s bandwidth and make a decision that allows you to serve well and sustainably.

Q: How do we ensure our abortion recovery awareness efforts reach those who need support without making them feel pressure or judged?

A: Kylee said, “that’s all about language,” advising providers to choose words that feel welcoming rather than isolating or shaming. She specifically advised against using terms like “post-abortive” or automatically describing abortion experiences as a “loss” unless that’s how individuals describe their own experiences. She recommended Support After Abortion’s Language Matters resource for helpful guidance.

Q: My organization doesn’t provide abortion recovery services, but I’d like to share where people can go or start researching healing. What would I put in the blank logo spots on these posts?

A: Kylee invited providers facing this scenario to reach out directly to Support After Abortion for personalized recommendations and potentially connections to local providers or appropriate alternative options.

Q: How can we collaborate with churches, nonprofits, and other organizations to expand awareness and access to abortion recovery support?

A: Kylee acknowledged that collaboration can be challenging, but emphasized that it’s also incredibly worthwhile. She pointed to the example of Piedmont Women’s Resources, a local pregnancy center that has done this well by consistently reaching out to intersecting agencies. “I’ve been watching you do a very intentional outreach through intentional phone calls, setting up meetings, having an opportunity to share what each other does, understand how you may collaborate,” she said.

She encouraged providers to get creative and lean into their strengths when building relationships. For some, that might look like hospitality.

“This might be for some of you hostesses with the mostest,” she said. “This might be that time where you bake cookies or muffins and bring them over to that local organization that you’ve been trying so hard to get to respond to you.”

To close, Kylee reminded participants to use Abortion Recovery Awareness Month as a meaningful opportunity to start the conversation.

“Think outside the box. Think about ways that you can use this month as an opportunity to say, ‘The country is focusing on abortion recovery, and I want you to as well. And here’s that invitation.’”

This moment is not just about awareness—it’s a chance to build relationships that extend healing into your community in new and lasting ways.

RESOURCES FOR THIS WEBINAR

Click here to access your Abortion Recovery Awareness Month Marketing TOOLKIT from this webinar.

Click here to watch the video of this webinar.

NEXT STEPS

Click here to register for the next Abortion Healing Provider webinar.

Click here to access Support After Abortion’s Resource Library.

Click here to explore Support After Abortion’s services, resources, and training for Abortion Healing Providers.