Media, outreach, advocacy

2010 may 13EYC Strasbourg

>>training session: Media, outreach, advocacy

Media and you ?

PProject cycle

Forming a group

Analysis of situation,research

Goals and strategicdecisions

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 / participantspartnersopinion leadersinterest groupscommunitysocietyinstitutions

Military spending versus development aid. TG?

How creativity could help?

message/content

channel

Tool / mean

How creativity could help?

MESSAGE/CONTENT

• What / where / when?• why is it interesting, relevant? • what will (it) change?• who’s benefiting from that?• how will it happen?

How creativity could help?

CHANNEL

• via media or direct contact? • traditional media or Web2.0?• all target groups or one or some• national or regional?• etc

Printed media > reader surveysTV> surveysWeb audience >Social networks>

How creativity could help?

MEAN / TOOL

• Verbal (meeting, call)?• Text information (invitation, announce of

event, post-fact press release, information for

media)?• Static visual (poster, photos, sculpture)?• Visual – sound (video footage, coverage)?• Direct interaction /action (event)?• WoM (manipulation, gossip)?

How creativity could help?

Society

Media

Organization

Interest reconciliation

TG

Channel- media: who wants what?

News value criteria

noveltyEvent is not lasting but at

a critical point when state is changing

importance/scale

Impacts a lot of people or important aspect of life

PersonalitiesIndividuals who atract interest

conflict/drama

Collision of different interests

rare/extraordinarity

Exeption of a rule, Unique event / person

negativityNegtive trend / event

News value criteria

1. __________

2. __________

3. __________

1. Visual aspects

2. Scale / importance

3. Extraordinarity, conflicts

1. News

2. Scale / importance

3. Extraordinarity, personalities, conflicts

1. __________

2. __________

3. __________

1. Local aspect

2. Personalities

3. Conflicts

News portals National media Regional media

TV RADIO W2.0

1. Involvement

2. specificity

3. Visual aspect

Key to success

Key to success

Formulating message

Be aware of the context: is your project/cause different? How?

Preparing press release

9 rules

• Do not state “event” but attract interest through:

novelty and relevance Importance / scale personalities, personification drama and conflict extraordinarity negative trends

• Only one message

• Should be expressed in one sentence

1. Clear

message

• short

• active

• informative

• catchy

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

• at the introduction present result not a condition

•Do not repeat same information

• Clear emphasis / stress

4. iron

logic

• Judgements are NOT facts: subjective judgements can be introduced by quotesAccording x, like x said,“…………”, - said x.

• Facts shouldn’t be quoted

5. Facts vs.

judgements

• when you mention person for the first time, you have to mention full name and position• when repeating, you variate N.Surname and position• long titles of organizations are given full at beggining with abreviation, later in the text you can use only abreviation

• instead of adjectives you can use illustrative arguments

• active verbs

6. express

ion

• illustrative number

7. position

ing• When it is clear what is what - easier to stand out

• find parameter, according which your organization, event, cause is “-est”

• abbreviations and symbols

• round off numbers

8. viva

simplicity

• avoid:

Bureaucratic expressionsStereotypes and cliche international words, technical terms

• date

• contacts

• not more than 2-3 quoted persons

• title

9. details

• no longer than 1 page (12 ft)

Talking poins

DRAFTING

DISTRIBUTING

USING

Spokesperson

Media list

marius.ulozas@gmail.com +370 685 06074skype: mierkawww.mariusulozas.ltFacebook, twitter

Q?