ORIENTATION | Fellowship in Law, Human Rights and Patient Care MARY JOYCE | for the Open Society Institute’s Health Media Initiative | October 9, 2009 | Tbilisi

To play the media game just remember: What does that mean?

Media Strategy : THE OUTREACH CAMPAIGN

Media Strategy : THE OUTREACH CAMPAIGN

1) Who’s on your media team ? photo: ninkinanka (Flickr) Fellow Web Site Coordinator Supervisor

Media Strategy : THE OUTREACH CAMPAIGN

2) Define a goal photo: ogimogi (Flickr)

Media Strategy : THE OUTREACH CAMPAIGN

3) Identify Audience photo: Flickr/ alancleaver_2000, Plutor, Extraordinary Chambers in the Courts of Cambodia, Colorado National Guard Lawyer Doctor Judge Patient

Media Strategy : THE OUTREACH CAMPAIGN

4) Define the message photo: centralmnstories (Flickr)

Media Strategy : THE OUTREACH CAMPAIGN

5) Choose your Media photo: Flickr/ Jacob Botter, Cindy Funk, Siter72, David Boyle Patient Blog TV Radio News- paper

Media Strategy : THE OUTREACH CAMPAIGN

6) Execute outreach. Photo: glasswindow(Flickr) Select a journalist to contact so you can send your message to the media . blog/ press release

Media Strategy : THE OUTREACH CAMPAIGN

Evaluate outreach. Photo: eggman (Flickr)

Media Strategy : THE OUTREACH CAMPAIGN

....until you achieve your advocacy goal 1: Plan Outreach 2: Execute Outreach Goal 3: Evaluate Outreach

Media Strategy : EXAMPLE 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?

To play the media game just remember:

Thank you!