ORIENTATION | Fellowship in Law, Human Rights and Patient Care

MARY JOYCE | for the Open Society Institute’s Health Media Initiative | October 9, 2009 | Tbilisi

To play the media game just remember:

What does that mean?

Media Strategy: THE OUTREACH CAMPAIGN

Media Strategy: THE OUTREACH CAMPAIGN

1) Who’s on your media

team?

photo: ninkinanka (Flickr)

FellowWeb Site Coordinator

Supervisor

Media Strategy: THE OUTREACH CAMPAIGN

2) Define a goal

photo: ogimogi (Flickr)

Media Strategy: THE OUTREACH CAMPAIGN

3) Identify Audience

photo: Flickr/ alancleaver_2000, Plutor, Extraordinary Chambers in the Courts of Cambodia, Colorado National Guard

Lawyer Doctor Judge

Patient

Media Strategy: THE OUTREACH CAMPAIGN

4) Define the message

photo: centralmnstories (Flickr)

Media Strategy: THE OUTREACH CAMPAIGN

Patient

5) Choose your Media

photo: Flickr/ Jacob Botter, Cindy Funk, Siter72, David Boyle

Blog TV Radio News-

paper

Media Strategy: THE OUTREACH CAMPAIGN

6) Execute outreach.

Photo: glasswindow(Flickr) Select a journalist to contact so you can

send your message to the media.

blog/ press release

Media Strategy: THE OUTREACH CAMPAIGN

Evaluate outreach.Photo: eggman (Flickr)

Media Strategy: THE OUTREACH CAMPAIGN

1: Plan Outreach

....until you achieve your advocacy goal

2: ExecuteOutreach

Goal

3: EvaluateOutreach

Advocacy Goal

8. Repeat 1 to 7 New campaign

7. Evaluate What worked/didn’t?

6. Execute Contact media

5. Media Where is your audience?

4. Message What do you want to tell them?

3. Audience Who do you want to talk to?

2. Goal What do you want campaign to achieve?

1. Team Who will do media outreach?

Media Strategy: EXAMPLE

To play the media game just remember:

Thank

you!