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Developed by BrightLite Communications
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
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
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
The TV
  Fury
Peepli Live !




            Developed by BrightLite Communications
THREE KEYS TO
      MEDIA ADVOCACY
Key 1 : What about
  my message!
( Who,Why ,What, So
  What, Where , When
  , How )




             Developed by BrightLite Communications
THREE KEYS TO
MEDIA ADVOCACY
                 Key 2: The town
                 crier!

                 Who is conveying
                 my message
                 (Print, Television,
                 Social Media )



   Developed by BrightLite Communications
THREE KEYS TO
      MEDIA ADVOCACY
Key 3 : Is anyone
  listening! Talk
  Louder!
( Shaping Public
  Opinion, Influencing
  Policy)




               Developed by BrightLite Communications
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
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
Newsgathering for Television
NEWS EDITOR/PRODUCER

                                                      INPUT
  INPUT EDITOR
                                                      DESK

                      ENG CREW/OB                   ENG CREW/OB
REPORTER
                          VAN                       VAN/REPORTER

           Developed by BrightLite Communications
Media Access Tools
Key 1 : What about
  my message!
The Pitch
Press Releases
Press Conferences
Conference Calls
One to Ones


              Developed by BrightLite Communications
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
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
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
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
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
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
Understanding
Television

PICTURE
BYTE
COMMENTARY

( Byte : Either they are
talking on their cell
phones or they just got
slapped for eve teasing)




                       Developed by BrightLite Communications
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
THE PRESS KIT

 Press Release
Background Paper
Data Sheet
Contact Info
Pictures
Appearances matter




                      Developed by BrightLite Communications

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Media advocacy for public health

  • 1. Developed by BrightLite Communications
  • 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
  • 19. Understanding Television PICTURE BYTE COMMENTARY ( Byte : Either they are talking on their cell phones or they just got slapped for eve teasing) 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