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MEDIA

ITF: Developing strategic campaigns Campaign tools. MEDIA. Media. Which radio, television, newspaper, magazine, industry, business or social media will best impact your target? Will local, regional or international media have the most impact?. What goes into a media release?. Letterhead

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MEDIA

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  1. ITF: Developing strategic campaigns Campaign tools MEDIA

  2. Media • Which radio, television, newspaper, magazine, industry, business or social media will best impact your target? • Will local, regional or international media have the most impact? ITF: DEVELOPING STRATEGIC CAMPAIGNS

  3. What goes into a media release? • Letterhead • FOR IMMEDIATE RELEASE • HEADLINE • Opening sentence or two includes who, what, when, where and why. Be concise. Include key facts. Make sure accurate and legal. Avoid jargon or technical words. Use short clear sentences. Include quotes from workers and allies. • Contact: Name, phone, email. ITF: DEVELOPING STRATEGIC CAMPAIGNS

  4. ITF: DEVELOPING STRATEGIC CAMPAIGNS

  5. Quotes Headline Opening scentence Contact details Key facts ITF: DEVELOPING STRATEGIC CAMPAIGNS

  6. Follow up • Call each reporter or editor soon after they receive your media release • With television, ask to speak to the assignment editor for the day of your event ITF: DEVELOPING STRATEGIC CAMPAIGNS

  7. Develop relaionships • Look for reporters who cover related stories • Let reporters know that you appreciate their story and also what they might have missed • Assign specific union leaders to specific media outlets ITF: DEVELOPING STRATEGIC CAMPAIGNS

  8. Media and factsheets • Attach your factsheet to your media release • Factsheets provide important background information for busy reporters • Reporters may quote from or publish your entire factsheet ITF: DEVELOPING STRATEGIC CAMPAIGNS

  9. Social media • An engaged and active presence in 1 or 2 social media sites is better than showing inactivity • Expect to interact. The content you put up is not one way ITF: DEVELOPING STRATEGIC CAMPAIGNS

  10. Social media example LAN Peru Mechanics Twitter and Facebook spread information about delays to: • Passengers • Airports • Journalists • Tourism companies • LAN and TAM company sites • World Cup fans ITF: DEVELOPING STRATEGIC CAMPAIGNS

  11. Social media and news media ITF: DEVELOPING STRATEGIC CAMPAIGNS

  12. Activity: Create a media release Aim: To prepare an outline of a media release Tasks: Select a facilitator and timekeeper • Select an event to which you would like to invite the media. • Make a media contact list. Plan how you might improve this list. • Write a draft media release. ITF: DEVELOPING STRATEGIC CAMPAIGNS

  13. Activity: Social media Aim: To create a social media plan Tasks: Select a facilitator and timekeeper Identify the top 1 or 2 social media sites most of your members and allies use. Who will be responsible for • setting up the site? • managing the site? • posting information to the site? • responding to comments? Write down 1-3 steps to improve each social media site. ITF: DEVELOPING STRATEGIC CAMPAIGNS

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