2. TARGETTING THE
MASS MEDIA
Understanding different uses of media for
communication
Understanding the role of media advocacy in
influencing the public and policy
Developed by BrightLite Communications
3. INDIAN MEDIA :
A SNAPSHOT
History of Indian Media
: Independence vs.
Freedom
Bengal Gazette in 1780
Largely independent
media
The Argumentative
Indian: Oral and Visual
Culture
Developed by BrightLite Communications
4. INDIAN MEDIA :
A SNAPSHOT
From 214 in the 1950s
to over 4,000 today
Second largest
newspaper market
globally : over 99 million
readers
Top 5: Dainik
Jagran,Dainik Bhaskar,
Times of India, HT,The
Hindu
Television Media Fury :
over 500 channels
Over 130 million
television households
Developed by BrightLite Communications
5. The TV
Fury
Peepli Live !
Developed by BrightLite Communications
6. THREE KEYS TO
MEDIA ADVOCACY
Key 1 : What about
my message!
( Who,Why ,What, So
What, Where , When
, How )
Developed by BrightLite Communications
7. THREE KEYS TO
MEDIA ADVOCACY
Key 2: The town
crier!
Who is conveying
my message
(Print, Television,
Social Media )
Developed by BrightLite Communications
8. THREE KEYS TO
MEDIA ADVOCACY
Key 3 : Is anyone
listening! Talk
Louder!
( Shaping Public
Opinion, Influencing
Policy)
Developed by BrightLite Communications
9. Key 2 : The Town Crier
Print Television
• International, National, • TV Structures
Regional • National, State, TV
• Newspapers News Agencies
• Magazines • News Stories, Studio
• News agencies Chats, Live Chats, Panel
• News Stories, Columns, Discussion
Editorial Page Articles • Video News Releases
Developed by BrightLite Communications
10. Newsgathering for Print
The Newspaper
Reporter : The Foot Editors:
National,Business
soldier International, Opinion
Copy Desk : Platoon
Commanders Copy Desk
Editors : The General
Reporter/Bureau
Developed by BrightLite Communications
11. Newsgathering for Television
NEWS EDITOR/PRODUCER
INPUT
INPUT EDITOR
DESK
ENG CREW/OB ENG CREW/OB
REPORTER
VAN VAN/REPORTER
Developed by BrightLite Communications
12. Media Access Tools
Key 1 : What about
my message!
The Pitch
Press Releases
Press Conferences
Conference Calls
One to Ones
Developed by BrightLite Communications
13. THREE KEYS TO
MEDIA ADVOCACY
Key 1 : What is News
is simply : What is
New(s)
What
Why Now
So What
Developed by BrightLite Communications
14. Story Break Down
The Anna Hazare Blitz
What : Corruption
Why Now : Piggybacked on 2 G,
other scams, People’s Demonstration
So What: National Issue after 35
years, People’s Demonstration
,Specific Solution : Lok Pal Bill,
Escalated Attack , Parliament in
Session , Political Parties Debate at
Jantar Mantar
Proof Points : Vox Pops, Experts,
Political Parties, Multi Platform
Approach
Developed by BrightLite Communications
15. Story Breakdown:
World AIDS Day
2009
What : Established TB HIV
Co-infection
Why Now : Case Studies
speak their stories publicly on
TB-HIV on eve of World AIDS
Day
So What : Study has been
released
Proof Points: Expert Quote ,
study
Developed by BrightLite Communications
16. THREE KEYS TO
MEDIA ADVOCACY
Key 1 : The Pitch!So
What!
( Business card test)
Who
Why
Where
When
How
So What
Developed by BrightLite Communications
17. Dos and Donts’
Do Share Don’t share long
Information documents
Consistently and sporadically
clearly Don’t insist on being
Do follow up with featured above the
requests for issue
information
Developed by BrightLite Communications
18. Media Policy
• Priority Stakeholders
• Priority Issues
• Platforms
• Spokespersons
• Aims of Media Conversations
• Level of Transparency
• Policy of covering sensitive communities
• Ethics Code
• One Page Document
Developed by BrightLite Communications
20. Understanding
Television
SESSION 1 and 2,
Day 2
Dressing For TV
Solid Colors
No Thick and intricate
Patterns
Dress for Comfort
Well groomed
Out Damned White!
Developed by BrightLite Communications
21. THE PRESS KIT
Press Release
Background Paper
Data Sheet
Contact Info
Pictures
Appearances matter
Developed by BrightLite Communications
