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Presentation on Media, outreach, advocacy presented May 13, 2010 @ European Youth Centre, Strasbourg for Pax Christi International (Youth)
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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
