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» MEDIA STRATEGY

» POINT PEOPLE AND RESOURCES

» MESSAGE DEVELOPMENT

» MEDIA PLAN

Getting Started 

Enough cannot be said about the participation of your organization’s top people when developing media strategies. At the same time, when defining your organization’s strategy, media outreach should be an integral part of the planning.

The Media Team
A good, solid, media team includes three important roles: a media coordinator, a writer and spokesperson. Each is also independently vital to the process of effective media management. Roles may overlap and often can be handled by the same person, but each area of responsibility must be covered.

The Media Coordinator 
The media coordinator must be someone who is sociable, can concisely articulate the issues and is willing to spend a great deal of time on the telephone. This person makes sure press releases go out on time, keeps media lists updated, makes press calls and works actively behind the scenes during events. 

At an event the media coordinator ensures that all press people receive a statement or handout, that all those present are acknowledged, that all props and sound equipment are in place, that one-on-one interview requests are satisfied, that the photo opportunity is the one that has been planned beforehand (i.e. that the right people are standing in the right place, etc.) and that the event runs smoothly. 

The media coordinator also prepares your spokespeople and others from your organization on recent media coverage as well as briefs them prior to any interviews explaining what is of interest to the media and how it relates to your organization’s communications goals.

The spokesperson You may choose to have one spokesperson who is thoroughly knowledgeable on all the details of your issue, or you may choose to have several spokespeople who are experts in different subjects in which your organization is involved. . If you want to learn to be a good spokesperson, spend time listening to others who are good at the job. Research your issue until you know it thoroughly and can hold your own in a conversation or debate. Think through each question that you are likely to be asked and consider carefully the possible responses. Always be ready to revise and refine. You always have more to learn.

A good spokesperson must have the following qualities:    In-depth knowledge on the issue and your organization; Be a good listener and intuitive enough to know when a reporter is being confrontational so as not to be caught off guard; A high level of comfort talking to reporters and is not afraid to be on camera or on the air live; Familiar with the individual reporters that cover that topic or region and their reputations; A willingness to take time out of their schedule to talk with reporters;  Dresses and acts presentably.

The writer 
The writer creates the story for all your press events. Clear, concise, effective writing is essential. Just because someone is articulate does not mean he/she can write. Have a good editor available to “tighten up” news releases, background briefings, and informational materials. Everything that is written and released must reflect accurately the position of your organization. Make sure more than one set of eyes from the media team reviews what goes out.