ORIENTATION  |  Fellowship in Law, Human Rights and Patient Care MARY JOYCE  | for the Open Society Institute’s Health Med...
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 ...
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 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  Conta...
To play the media  game  just remember:
Thank you!
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Media Outreach Strategy

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This deck presents a strategic framework for media outreach: just play T-GAMMEE (Team > Goal > Audience > Message > Media > Execution > Evaluation... repeat)

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Media Outreach Strategy

  1. 1. ORIENTATION | Fellowship in Law, Human Rights and Patient Care MARY JOYCE | for the Open Society Institute’s Health Media Initiative | October 9, 2009 | Tbilisi
  2. 2. To play the media game just remember: What does that mean?
  3. 3. Media Strategy : THE OUTREACH CAMPAIGN
  4. 4. Media Strategy : THE OUTREACH CAMPAIGN
  5. 5. 1) Who’s on your media team ? photo: ninkinanka (Flickr) Fellow Web Site Coordinator Supervisor
  6. 6. Media Strategy : THE OUTREACH CAMPAIGN
  7. 7. 2) Define a goal photo: ogimogi (Flickr)
  8. 8. Media Strategy : THE OUTREACH CAMPAIGN
  9. 9. 3) Identify Audience photo: Flickr/ alancleaver_2000, Plutor, Extraordinary Chambers in the Courts of Cambodia, Colorado National Guard Lawyer Doctor Judge Patient
  10. 10. Media Strategy : THE OUTREACH CAMPAIGN
  11. 11. 4) Define the message photo: centralmnstories (Flickr)
  12. 12. Media Strategy : THE OUTREACH CAMPAIGN
  13. 13. 5) Choose your Media photo: Flickr/ Jacob Botter, Cindy Funk, Siter72, David Boyle Patient Blog TV Radio News- paper
  14. 14. Media Strategy : THE OUTREACH CAMPAIGN
  15. 15. 6) Execute outreach. Photo: glasswindow(Flickr) Select a journalist to contact so you can send your message to the media . blog/ press release
  16. 16. Media Strategy : THE OUTREACH CAMPAIGN
  17. 17. Evaluate outreach. Photo: eggman (Flickr)
  18. 18. Media Strategy : THE OUTREACH CAMPAIGN
  19. 19. ....until you achieve your advocacy goal 1: Plan Outreach 2: Execute Outreach Goal 3: Evaluate Outreach
  20. 20. 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?
  21. 21. To play the media game just remember:
  22. 22. Thank you!

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