3. P Project cycle Forming a group Analysis of situation, research Goals and strategic decisions Tactic (calendar) plan Implementation Evaluation of results
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. How to determine target groups members / participants partners opinion leaders interest groups community society institutions Military spending versus development aid. TG?
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
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