media outreach strategy
DESCRIPTION
This deck presents a strategic framework for media outreach: just play T-GAMMEE (Team > Goal > Audience > Message > Media > Execution > Evaluation... repeat)TRANSCRIPT
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ORIENTATION | Fellowship in Law, Human Rights and Patient Care
MARY JOYCE | for the Open Society Institute’s Health Media Initiative | October 9, 2009 | Tbilisi
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To play the media game just remember:
What does that mean?
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Media Strategy: THE OUTREACH CAMPAIGN
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Media Strategy: THE OUTREACH CAMPAIGN
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1) Who’s on your media
team?
photo: ninkinanka (Flickr)
FellowWeb Site Coordinator
Supervisor
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Media Strategy: THE OUTREACH CAMPAIGN
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2) Define a goal
photo: ogimogi (Flickr)
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Media Strategy: THE OUTREACH CAMPAIGN
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3) Identify Audience
photo: Flickr/ alancleaver_2000, Plutor, Extraordinary Chambers in the Courts of Cambodia, Colorado National Guard
Lawyer Doctor Judge
Patient
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Media Strategy: THE OUTREACH CAMPAIGN
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4) Define the message
photo: centralmnstories (Flickr)
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Media Strategy: THE OUTREACH CAMPAIGN
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Patient
5) Choose your Media
photo: Flickr/ Jacob Botter, Cindy Funk, Siter72, David Boyle
Blog TV Radio News-
paper
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Media Strategy: THE OUTREACH CAMPAIGN
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6) Execute outreach.
Photo: glasswindow(Flickr) Select a journalist to contact so you can
send your message to the media.
blog/ press release
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Media Strategy: THE OUTREACH CAMPAIGN
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Evaluate outreach.Photo: eggman (Flickr)
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Media Strategy: THE OUTREACH CAMPAIGN
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1: Plan Outreach
....until you achieve your advocacy goal
2: ExecuteOutreach
Goal
3: EvaluateOutreach
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Advocacy Goal
8. Repeat 1 to 7 New campaign
7. Evaluate What worked/didn’t?
6. Execute Contact media
5. Media Where is your audience?
4. Message What do you want to tell them?
3. Audience Who do you want to talk to?
2. Goal What do you want campaign to achieve?
1. Team Who will do media outreach?
Media Strategy: EXAMPLE
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To play the media game just remember:
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Thank
you!