Media, outreach, advocacy
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Media, outreach, advocacy



Presentation on Media, outreach, advocacy presented May 13, 2010 @ European Youth Centre, Strasbourg for Pax Christi International (Youth)

Presentation on Media, outreach, advocacy presented May 13, 2010 @ European Youth Centre, Strasbourg for Pax Christi International (Youth)



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Media, outreach, advocacy Media, outreach, advocacy Presentation Transcript

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