2010 may 13 EYC Strasbourg >> training session:   Media, outreach, advocacy
Media and you ?
P Project cycle Forming a group Analysis of situation, research Goals and strategic decisions Tactic (calendar) plan Imple...
Planning Strategic decisions What i will say? MESSAGE/ CONTENT How will i do it MEANS Where/via what i will inform? CHANNE...
How to determine target groups members / participants partners opinion leaders interest groups community society instituti...
How creativity could help? message/ content channel Tool / mean
How creativity could help? MESSAGE/ CONTENT <ul><li>What / where / when? </li></ul><ul><li>why is it interesting, relevant...
How creativity could help? CHANNEL <ul><li>via media or direct contact?  </li></ul><ul><li>traditional media or Web 2.0? <...
How creativity could help? MEAN /  TOOL <ul><li>Verbal  (meeting, call)? </li></ul><ul><li>Text information  (invitation, ...
How creativity could help?
Society Media Organization Interest  reconciliation TG Channel-  media: who wants what?
News value criteria novelty Event is not lasting but at a critical point when state is changing  importance/ scale Impacts...
News value criteria <ul><li>__________ </li></ul><ul><li>__________ </li></ul><ul><li>__________ </li></ul><ul><li>Visual ...
Key to success
Key to success
Formulating message Be aware of the context:  is your project/cause different? How?
Preparing press release 9 rules
<ul><li>Do not state “event” but attract interest through: </li></ul><ul><li>novelty and relevance </li></ul><ul><li>Impor...
<ul><li>short </li></ul><ul><li>active </li></ul><ul><li>informative </li></ul><ul><li>catchy </li></ul>NB.  Mentioning or...
when? where? what? how?   why?  why?   how?  context Effective press release 3 .  inverted pyramid
<ul><li>at the introduction present result not a condition  </li></ul><ul><li>Do not repeat same information </li></ul><ul...
<ul><li>Judgements are NOT facts:   </li></ul><ul><li>subjective judgements can be introduced by quotes </li></ul><ul><li>...
<ul><li>instead of adjectives you can use illustrative arguments </li></ul><ul><li>active verbs </li></ul>6 .  expression ...
7 .  positioning <ul><li>When it is clear what is what -  easier to stand out  </li></ul><ul><li>find parameter, according...
<ul><li>abbreviations and symbols </li></ul><ul><li>round off  numbers </li></ul>8 .  viva simplicity <ul><li>avoid: </li>...
<ul><li>date </li></ul><ul><li>contacts </li></ul><ul><li>not more than 2-3 quoted persons </li></ul><ul><li>title </li></...
Talking poins DRAFTING DISTRIBUTING USING Spokesperson  Media list
[email_address]   +370 685 06074 skype: mierka www.mariusulozas.lt Facebook, twitter  Q?
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Media, outreach, advocacy

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  • Nuo publikos priklauso ir žinutė (aktualus aspektas), kanalas (pasiekiantis publiką). Priemonės priklauso ir nuo tikslo, ir nuo žinutės, ir nuo kanalo.
  • Norint pasiekti visuomenę per žiniasklaidą, reikia žaisti pagal pastarosios taisykles
  • Leadas ir boiler plate
  • Media, outreach, advocacy

    1. 1. 2010 may 13 EYC Strasbourg >> training session: Media, outreach, advocacy
    2. 2. Media and you ?
    3. 3. P Project cycle Forming a group Analysis of situation, research Goals and strategic decisions Tactic (calendar) plan Implementation Evaluation of results
    4. 4. 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.
    5. 5. How to determine target groups members / participants partners opinion leaders interest groups community society institutions Military spending versus development aid. TG?
    6. 6. How creativity could help? message/ content channel Tool / mean
    7. 7. How creativity could help? MESSAGE/ CONTENT <ul><li>What / where / when? </li></ul><ul><li>why is it interesting, relevant? </li></ul><ul><li>what will (it) change? </li></ul><ul><li>who’s benefiting from that? </li></ul><ul><li>how will it happen? </li></ul>
    8. 8. How creativity could help? CHANNEL <ul><li>via media or direct contact? </li></ul><ul><li>traditional media or Web 2.0? </li></ul><ul><li>all target groups or one or some </li></ul><ul><li>national or regional? </li></ul><ul><li>etc </li></ul>Printed media > reader surveys TV> surveys Web audience > Social networks>
    9. 9. How creativity could help? MEAN / TOOL <ul><li>Verbal (meeting, call)? </li></ul><ul><li>Text information (invitation, announce of event, post-fact press release, information for media)? </li></ul><ul><li>Static visual (poster, photos, sculpture)? </li></ul><ul><li>Visual – sound (video footage, coverage)? </li></ul><ul><li>Direct interaction /action (event)? </li></ul><ul><li>WoM (manipulation, gossip)? </li></ul>
    10. 10. How creativity could help?
    11. 11. Society Media Organization Interest reconciliation TG Channel- media: who wants what?
    12. 12. News value criteria novelty Event is not lasting but at a critical point when state is changing importance/ scale Impacts a lot of people or important aspect of life Personalities Individuals who atract interest conflict/ drama Collision of different interests rare/ extraordinarity Exeption of a rule, Unique event / person negativity Negtive trend / event
    13. 13. News value criteria <ul><li>__________ </li></ul><ul><li>__________ </li></ul><ul><li>__________ </li></ul><ul><li>Visual aspects </li></ul><ul><li>Scale / importance </li></ul><ul><li>Extraordinarity, conflicts </li></ul><ul><li>News </li></ul><ul><li>Scale / importance </li></ul><ul><li>Extraordinarity, personalities, conflicts </li></ul><ul><li>__________ </li></ul><ul><li>__________ </li></ul><ul><li>__________ </li></ul><ul><li>Local aspect </li></ul><ul><li>Personalities </li></ul><ul><li>Conflicts </li></ul>News portals National media Regional media TV RADIO W2.0 <ul><li>Involvement </li></ul><ul><li>specificity </li></ul><ul><li>Visual aspect </li></ul>
    14. 14. Key to success
    15. 15. Key to success
    16. 16. Formulating message Be aware of the context: is your project/cause different? How?
    17. 17. Preparing press release 9 rules
    18. 18. <ul><li>Do not state “event” but attract interest through: </li></ul><ul><li>novelty and relevance </li></ul><ul><li>Importance / scale </li></ul><ul><li>personalities, personification </li></ul><ul><li>drama and conflict </li></ul><ul><li>extraordinarity </li></ul><ul><li>negative trends </li></ul><ul><li>Only one message </li></ul><ul><li>Should be expressed in one sentence </li></ul>1. Clear message
    19. 19. <ul><li>short </li></ul><ul><li>active </li></ul><ul><li>informative </li></ul><ul><li>catchy </li></ul>NB. Mentioning organization not necessarily strengthens the title 2 . Atention To title
    20. 20. when? where? what? how? why? why? how? context Effective press release 3 . inverted pyramid
    21. 21. <ul><li>at the introduction present result not a condition </li></ul><ul><li>Do not repeat same information </li></ul><ul><li>Clear emphasis / stress </li></ul>4 . iron logic
    22. 22. <ul><li>Judgements are NOT facts: </li></ul><ul><li>subjective judgements can be introduced by quotes </li></ul><ul><li>According x, like x said,“…………”, - said x . </li></ul><ul><li>Facts shouldn’t be quoted </li></ul>5 . Facts vs. judgements <ul><li>when you mention person for the first time, you have to mention full name and position </li></ul><ul><li>when repeating, you variate N.Surname and position </li></ul><ul><li>long titles of organizations are given full at beggining with abreviation, later in the text you can use only abreviation </li></ul>
    23. 23. <ul><li>instead of adjectives you can use illustrative arguments </li></ul><ul><li>active verbs </li></ul>6 . expression <ul><li>illustrative number </li></ul>
    24. 24. 7 . positioning <ul><li>When it is clear what is what - easier to stand out </li></ul><ul><li>find parameter, according which your organization, event, cause is “-est” </li></ul>
    25. 25. <ul><li>abbreviations and symbols </li></ul><ul><li>round off numbers </li></ul>8 . viva simplicity <ul><li>avoid: </li></ul><ul><li>Bureaucratic expressions </li></ul><ul><li>Stereotypes and cliche </li></ul><ul><li>international words, technical terms </li></ul>
    26. 26. <ul><li>date </li></ul><ul><li>contacts </li></ul><ul><li>not more than 2-3 quoted persons </li></ul><ul><li>title </li></ul>9 . details <ul><li>no longer than 1 page (12 ft) </li></ul>
    27. 27. Talking poins DRAFTING DISTRIBUTING USING Spokesperson Media list
    28. 28. [email_address] +370 685 06074 skype: mierka www.mariusulozas.lt Facebook, twitter Q?

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