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consumersinternational.org
Using the media
Luke Upchurch
Consumers International
Cairo, October 2009
consumersinternational.org
About Consumers International
• Global federation of consumer organisations
• 220 member organisations in 115 countries
• Independent and not-for-profit
consumersinternational.org
Press coveragePress coverage
consumersinternational.org
Press coverageAlways ask yourself:
Why do we need a media campaign?Who are we targeting?How can we use the media?What message do we want to get across?When is the best time?
consumersinternational.org
Press coverageBuilding a strategy
1. Aim of the overall campaign
2. Messaging
3. Strategy and timeframe
4. Evaluation and success criteria
consumersinternational.org
Press coverageBuilding a strategy
1. Aim of the overall campaign
Media objectivesGeneralSpecific
consumersinternational.org
Press coverageBuilding a strategy
2. Messaging
AudienceBrief summary of position (in a sentence)Key messages
consumersinternational.org
Press coverageBuilding a strategy
3. Strategy and timeframe
Key datesSharing materials, research and experienceResources
consumersinternational.org
Press coverageBuilding a strategy
4. Evaluation and success criteria
Column inches?Wider reaction?
consumersinternational.org
Press coverage
Case study: Journalism competition, Benin
consumersinternational.org
Case study: Journalism competition, Benin
