A media plan must understand the environment, have clear objectives, and understand the nature of different media. It should follow agreed policy, provide training to understand different media, and have clear and memorable messages. The plan should include a background document answering key questions, a calendar of events, and guidance on media releases, conferences, and monitoring effectiveness.

1. Media Planning

2. A media plan must Take full account of the environment Have clear objectives Understand the nature of the media itself Work within agreed policy

3. Environment Research, scan, SWOT Monitor

4. Media Policy Appointment of spokesperson (s) Rules about what can and can’t be said Operational and policy/governance Efficient approval process

5. Training Essential Understand the nature of the beast! Performance Packaging the messages Regular review of needs

6. Messages and positioning Clear and unambiguous Short and memorable Say it, say it again, repeat what you said Keep numbers manageable Get agreement on them

7. Resources Media database Email, fax and post

8. Plan content

9. Backgrounder Base document Who, what, where, why and how Answers all the questions Base for Q & As/FAQs Details contacts

10. Calendar of Events AGM Conferences Product/service launches Government Budget round Media feature programmes Visiting VIPs

11. Meet-the-media Planned programme Spokesperson and experts Relationship management

12. Media releases Understand deadlines Understand media audiences Don’t editorialise Keep it succinct

13. Media Conferences Only if you have something REALLY important to say Useful briefing tactic in complex situations Radio will always have the scoop Can alienate other media

14. Off the record? ONLY if you are certain of your relationship Embargoes only a loose convention Don’t tempt fate

15. Monitoring Has story still got legs? Any new opportunities? Whoops, they got it wrong?

16. Evaluation Column inches IBM says worth 7 times equivalent purchased advertising Clippings, logs and transcripts Ministerial piles Assess by more than simple appearance