media (noun) the means of communication, as radio or television, newspapers, and magazines, that...

media (noun) the means of communication, as radio or television, newspapers, and magazines, that reach or influence people widely: The media are covering the speech tonight.

“All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it on to a higher level” - William Bernbach

“The media. It sounds like a convention of spiritualists” – Tom Stoppard

- Print

- Broadcast

- Online

what is the truth?

the golden rules…

the golden rules…Journalists are people

Always be available

ASAP the hack

Do your homework

Be pitch perfect

Human interest is key

Conflict is in their DNA

Timing is everything

Youtube clip West Wing

Messages

Evaluation

Methods, tools and tactics

Audiences

ObjectivesTargets

ResourcesTiming

The diary piece

Profiles

BlogsArticles

News releases

Letters to the editor

The press conference

Briefings

Who? What? Why? Where? When?

Prince Charles has enraged the government by criticising their housing policies at a dinner in London’s Guild Hall last night.

Celebrity endorsement

more campaign tricks…

- Surveys

- Secrets

- Stunts

- Exclusives

… is already here

3 million donors

6.5 million donations online

Total = more than $500 million

6million of these were $100 or less

13 million email addresses

1 million text message receivers

2 million profiles on MyBarackObama.com

5 million supporters on Facebook and MySpace

(source: Richard Edelman)