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Media, outreach, advocacy

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Marius Ulozas
Marius Ulozas
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2010 may 13 EYC Strasbourg >> training session: Media, outreach, advocacy
Media and you ?
P Project cycle Forming a group Analysis of situation, research Goals and strategic decisions Tactic (calendar) plan Implementation Evaluation of results
Planning Strategic decisions What i will say? MESSAGE/ CONTENT How will i do it MEANS Where/via what i will inform? CHANNEL Whom i want to inform? PUBLIC/ INTEREST GR.
How to determine target groups members / participants partners opinion leaders interest groups community society institutions Military spending versus development aid. TG?
How creativity could help? message/ content channel Tool / mean
How creativity could help? MESSAGE/ CONTENT ,[object Object],[object Object],[object Object],[object Object],[object Object]
How creativity could help? CHANNEL ,[object Object],[object Object],[object Object],[object Object],[object Object],Printed media > reader surveys TV> surveys Web audience > Social networks>
How creativity could help? MEAN / TOOL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How creativity could help?
Society Media Organization Interest reconciliation TG Channel- media: who wants what?
News value criteria novelty Event is not lasting but at a critical point when state is changing importance/ scale Impacts a lot of people or important aspect of life Personalities Individuals who atract interest conflict/ drama Collision of different interests rare/ extraordinarity Exeption of a rule, Unique event / person negativity Negtive trend / event
News value criteria ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],News portals National media Regional media TV RADIO W2.0 ,[object Object],[object Object],[object Object]
Key to success
Key to success
Formulating message Be aware of the context: is your project/cause different? How?
Preparing press release 9 rules
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1. Clear message
[object Object],[object Object],[object Object],[object Object],NB. Mentioning organization not necessarily strengthens the title 2 . Atention To title
when? where? what? how? why? why? how? context Effective press release 3 . inverted pyramid
[object Object],[object Object],[object Object],4 . iron logic
[object Object],[object Object],[object Object],[object Object],5 . Facts vs. judgements ,[object Object],[object Object],[object Object]
[object Object],[object Object],6 . expression ,[object Object]
7 . positioning ,[object Object],[object Object]
[object Object],[object Object],8 . viva simplicity ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],9 . details ,[object Object]
Talking poins DRAFTING DISTRIBUTING USING Spokesperson Media list
[email_address] +370 685 06074 skype: mierka www.mariusulozas.lt Facebook, twitter Q?

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Media, outreach, advocacy

  • 1. 2010 may 13 EYC Strasbourg >> training session: Media, outreach, advocacy
  • 3. P Project cycle Forming a group Analysis of situation, research Goals and strategic decisions Tactic (calendar) plan Implementation Evaluation of results
  • 4. Planning Strategic decisions What i will say? MESSAGE/ CONTENT How will i do it MEANS Where/via what i will inform? CHANNEL Whom i want to inform? PUBLIC/ INTEREST GR.
  • 5. How to determine target groups members / participants partners opinion leaders interest groups community society institutions Military spending versus development aid. TG?
  • 6. How creativity could help? message/ content channel Tool / mean
  • 7.
  • 8.
  • 9.
  • 11. Society Media Organization Interest reconciliation TG Channel- media: who wants what?
  • 12. News value criteria novelty Event is not lasting but at a critical point when state is changing importance/ scale Impacts a lot of people or important aspect of life Personalities Individuals who atract interest conflict/ drama Collision of different interests rare/ extraordinarity Exeption of a rule, Unique event / person negativity Negtive trend / event
  • 13.
  • 16. Formulating message Be aware of the context: is your project/cause different? How?
  • 18.
  • 19.
  • 20. when? where? what? how? why? why? how? context Effective press release 3 . inverted pyramid
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27. Talking poins DRAFTING DISTRIBUTING USING Spokesperson Media list
  • 28. [email_address] +370 685 06074 skype: mierka www.mariusulozas.lt Facebook, twitter Q?

Hinweis der Redaktion

  1. Nuo publikos priklauso ir žinutė (aktualus aspektas), kanalas (pasiekiantis publiką). Priemonės priklauso ir nuo tikslo, ir nuo žinutės, ir nuo kanalo.
  2. Norint pasiekti visuomenę per žiniasklaidą, reikia žaisti pagal pastarosios taisykles
  3. Leadas ir boiler plate