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Developed by BrightLite Communications
TARGETTING THE
MASS MEDIA Understanding different uses of media for
communication
Understanding the role of media advocacy in influencing the public and policy
Developed by BrightLite Communications
INDIAN MEDIA :
A SNAPSHOT
History of Indian Media : Independence vs. Freedom
Bengal Gazette in 1780
Largely independent media
The Argumentative Indian: Oral and Visual Culture
Developed by BrightLite Communications
INDIAN MEDIA :
A SNAPSHOT
From 214 in the 1950s to over 4,000 today
Second largest newspaper market globally : over 99 million readers
Top 5: Dainik Jagran,Dainik Bhaskar, Times of India, HT,The Hindu
Television Media Fury : over 500 channels
Over 130 million television households
Developed by BrightLite Communications
The TV Fury
Peepli Live !
Developed by BrightLite Communications
THREE KEYS TO
MEDIA ADVOCACY
Key 1 : What about my message!
( Who,Why ,What, So What, Where , When , How )
Developed by BrightLite Communications
THREE KEYS TO
MEDIA ADVOCACY
Key 2: The town crier! Who is conveying my message (Print, Television, Social Media )
Developed by BrightLite Communications
THREE KEYS TO
MEDIA ADVOCACY
Key 3 : Is anyone listening! Talk Louder!
( Shaping Public Opinion, Influencing Policy)
Developed by BrightLite Communications
Key 2 : The Town Crier Print Television
• International, National, Regional
• Newspapers
• Magazines
• News agencies
• News Stories, Columns, Editorial Page Articles
• TV Structures
• National, State, TV News Agencies
• News Stories, Studio Chats, Live Chats, Panel Discussion
• Video News Releases
Developed by BrightLite Communications
Newsgathering for Print The Newspaper
Reporter : The Foot soldier
Copy Desk : Platoon Commanders
Editors : The General
Editors: National,Business
International, Opinion
Copy Desk
Reporter/Bureau
Developed by BrightLite Communications
Newsgathering for Television
NEWS EDITOR/PRODUCER
INPUT EDITOR
REPORTER ENG CREW/OB
VAN
INPUT DESK
ENG CREW/OB VAN/REPORTER
Developed by BrightLite Communications
Media Access Tools
Key 1 : What about my message!
The Pitch
Press Releases
Press Conferences
Conference Calls
One to Ones
Developed by BrightLite Communications
THREE KEYS TO
MEDIA ADVOCACY
Key 1 : What is News is simply : What is New(s)
What
Why Now
So What
Developed by BrightLite Communications
Story Break Down The Anna Hazare Blitz What : Corruption Why Now : Piggybacked on 2 G, other scams, People’s Demonstration So What: National Issue after 35 years, People’s Demonstration
,Specific Solution : Lok Pal Bill, Escalated Attack , Parliament in Session , Political Parties Debate at Jantar Mantar Proof Points : Vox Pops, Experts, Political Parties, Multi Platform Approach
Developed by BrightLite Communications
Story Breakdown:
World AIDS Day
2009 What : Established TB HIV Co-infection
Why Now : Case Studies speak their stories publicly on TB-HIV on eve of World AIDS Day
So What : Study has been released
Proof Points: Expert Quote , study
Developed by BrightLite Communications
THREE KEYS TO
MEDIA ADVOCACY
Key 1 : The Pitch!So What!
( Business card test)
Who
Why
Where
When
How
So What
Developed by BrightLite Communications
Dos and Donts’ Do Share
Information Consistently and clearly
Do follow up with requests for information
Don’t share long documents sporadically
Don’t insist on being featured above the issue
Developed by BrightLite Communications
Media Policy • Priority Stakeholders
• Priority Issues
• Platforms
• Spokespersons
• Aims of Media Conversations
• Level of Transparency
• Policy of covering sensitive communities
• Ethics Code
• One Page Document
Developed by BrightLite Communications
Understanding
Television
PICTURE
BYTE
COMMENTARY
( Byte : Either they are talking on their cell phones or they just got slapped for eve teasing)
Developed by BrightLite Communications
Understanding
Television
SESSION 1 and 2,
Day 2
Dressing For TV
Solid Colors
No Thick and intricate Patterns
Dress for Comfort
Well groomed
Out Damned White!
Developed by BrightLite Communications
THE PRESS KIT
Press Release
Background Paper
Data Sheet
Contact Info
Pictures
Appearances matter
Developed by BrightLite Communications