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Role of media

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Presentation on the Role of Media by Ms. Lala Rimando

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Role of media

  1. 1. 5/11/10 The Role of Media Lala Rimando Newsbreak Tobacco Tax Strategizing Forum 22 April 2010 Sofitel Philippine Plaza Manila The stakeholders Finance NGOs Dep’t Marketing, Lawmakers Advertising Health Agriculture, Dep’t farmers Tobacco Media industry CSR 1
  2. 2. 5/11/10 News has higher credibility than advertising, so getting How media works reporters to deliver your message to the public is ideal. Editorial Business MEDIA How media works MUST : SPOT? New media? • Timeliness, Analytical Old media? • Accuracy, Explanatory • Impartiality, Investigative • with public Opinion interest, • Uniqueness, • Scale, Sound byte Video / Visuals / Graphics Quotable quote 2
  3. 3. 5/11/10 ISSUE HEALTH ISSUE INVESTMENTS 3
  4. 4. 5/11/10 ISSUE LEGISLATION ISSUE AGRICULTURE 4
  5. 5. 5/11/10 ISSUE MARKETING ISSUE NATIONAL BUDGET 5
  6. 6. 5/11/10 ISSUE CSR, Local concerns “If people behave normally, that is not news. If companies donate books, that is not news. There is no impact to the community. But if the money or the impact is substantial enough to empower the communities, then that is news.” 6
  7. 7. 5/11/10 When everyone gets together The case of the Cast of Characters: Eraserheads   Multinational concert: company   Health officials   Anti-tobacco NGOs   Law (advertising ban) 7

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