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Getting Started

» MEDIA STRATEGY

» POINT PEOPLE AND RESOURCES

The Media Team

Getting your resources together

Budgets and Funding

» MESSAGE DEVELOPMENT

Research

Target group

Testing

Manage your message

» MEDIA PLAN

Steps

Case study

Implementing your media plan

Understanding media

Tools

Crisis comunications

Monitoring and Evaluation

Annex

Getting Started

Media Strategy


Media Strategy

If you want to have long-term and successful media relations, then your first and main responsibility is to work on creating a media strategy. In outlining the elements of a successful media strategy it is important to establish the overall goals and outcomes that support your organization’s mission and vision. Once developed the media strategy should be continuously updated. There are five basic steps to creating a media strategy.

1.	Decide what will be the purpose of dealing with the media for your organization.
2.	Outline your goal, what you want to achieve through your media relations, and identify the objectives you will have to fulfill to get there.
3.	Determine who, within your organization, will be responsible for carrying out the strategy and updating it.
4.	Calculate what resources in terms of staff and equipment you can make available and what your additional needs will be;
5.	Identify key indicators that can be measured against your objectives to determine the effectiveness of your strategy implementation.

Developing a media strategy is usually an interactive process that includes several members or leaders of an organization. It may be done for the organization as a whole, or for particular projects or phases of an organization’s work. The media strategy is a tool that can be referred to at any time, and should always be considered before interaction with the media.

Example 1

Goals and Objectives		Measures of Success	Resources
	Goal: Increase the visibility of the organization proactive public relations Objective 1: Establish and maintain media contacts with relevant local and national media Objective 2: Increase the amount of media coverage for the activities of the organization	1. The number of media outlets represented by journalists at the organization’s events. 2. The number of items in the organization’s clippings file of media coverage. 3. Survey research on public recognition of the organization and it’s work.	Responsible personnel: The media office consisting of the media coordinator, the spokesperson and the writer will be responsible for managing and implementing the strategy and will report to the Director. Financial Resources: The Media Office will be allocated an annual budget of 3,000 euros and will have the part time use of one vehicle belonging to the organization.


Example 2

Goals and Objectives		Measures of Success	Resources
	Goal: Use media to promote the use of recycled materials Objective 1: Increase the amount of information in the media about recycled products and the benefits of recycling Objective 2: Engage journalists in advocating for the use of recycled products through positive coverage of the topic.	1. The number of items in your clipping file on the topic of recycling and the ratio or positive to negative stories 2. A public survey or focus group study that researches how informed people are on recycling before and after implementation of the strategy	Responsible personnel: The media office consisting of the media coordinator and the spokesperson will be responsible for implementing the strategy and will report to the Board of Directors Financial Resources: The current budget for the project is 2,300 euros, but it is expected that the media office will have to raise an additional 5,000 euros to implement the strategy.