Media, outreach, advocacy

2010 may 13 EYC Strasbourg >> training session: Media, outreach, advocacy

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]

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]

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?

Media, outreach, advocacy

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Editor's Notes