The document discusses developing a media strategy and outreach campaign. It outlines the key steps as: 1) assembling a media team, 2) defining a goal for the campaign, 3) identifying the target audience, 4) defining the message, 5) choosing appropriate media outlets, 6) executing outreach by contacting journalists, and 7) evaluating the outreach efforts and whether the goal was achieved. An example advocacy goal and repeat process is also mentioned.

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. To play the media game just remember: What does that mean?

3. Media Strategy : THE OUTREACH CAMPAIGN

4. Media Strategy : THE OUTREACH CAMPAIGN

5. 1) Who’s on your media team ? photo: ninkinanka (Flickr) Fellow Web Site Coordinator Supervisor

6. Media Strategy : THE OUTREACH CAMPAIGN

7. 2) Define a goal photo: ogimogi (Flickr)

8. Media Strategy : THE OUTREACH CAMPAIGN

9. 3) Identify Audience photo: Flickr/ alancleaver_2000, Plutor, Extraordinary Chambers in the Courts of Cambodia, Colorado National Guard Lawyer Doctor Judge Patient

10. Media Strategy : THE OUTREACH CAMPAIGN

11. 4) Define the message photo: centralmnstories (Flickr)

12. Media Strategy : THE OUTREACH CAMPAIGN

13. 5) Choose your Media photo: Flickr/ Jacob Botter, Cindy Funk, Siter72, David Boyle Patient Blog TV Radio News- paper

14. Media Strategy : THE OUTREACH CAMPAIGN

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. Media Strategy : THE OUTREACH CAMPAIGN

17. Evaluate outreach. Photo: eggman (Flickr)

18. Media Strategy : THE OUTREACH CAMPAIGN

19. ....until you achieve your advocacy goal 1: Plan Outreach 2: Execute Outreach Goal 3: Evaluate Outreach

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. To play the media game just remember:

22. Thank you!