1 / 22

WORKING WITH THE MEDIA Communications

Learn how to effectively engage with the media to promote your message and gain coverage. Discover strategies for developing a media strategy, understanding media bias, and handling negative attacks.

calbright
Download Presentation

WORKING WITH THE MEDIA Communications

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. WORKING WITH THE MEDIACommunications The National Democratic Institute

  2. INTRODUCTIONS/ GROUND RULES • Introductions • Ground rules • Ice breaker exercise Photo: Amy Hamelin, NDI

  3. WORKING WITH THE MEDIA OBJECTIVES • Identify benefits of and strategies for engaging media • Learn how to prepare a media strategy and gain coverage of your message • Understand media bias and attacks and how to respond

  4. TOPICS • Definition and forms of media • Media relationships • Media strategies • Tips and tools to gain coverage • Media bias • Negative attacks

  5. WHAT IS MEDIA? Photo: Susan Markham, NDI

  6. KEY TERMS • Editorial (Op-ed) • Media bias • Other terms? Photo: Caroline Hubbard, NDI

  7. PRINT MEDIA • Newspapers • Magazines • Newsletters

  8. ELECTRONIC MEDIA • Television • Radio Photo: NDI

  9. SOCIAL MEDIA • Facebook • Twitter • YouTube • Personal/organization website

  10. INFORMAL MEDIA • Word of mouth • Pamphlets/flyers • Loudspeakers • Special events • Community meetings • Walk-abouts Photo: Amy Hamelin , NDI

  11. MEDIA RELATIONSHIPS • Why media relationships? • How do we establish them?

  12. DEVELOPING A MEDIA STRATEGY • Involve others • Goals/objectives • Message • Target audience • Media opportunities • Resources • Be flexible!

  13. EXERCISE: DEVELOPING A MEDIA STRATEGY • Goal? • Message? • Target Audience? • Resources? • Relationships? Photo: Amy Hamelin , NDI

  14. GAINING MEDIA ATTENTION • Supply photos, sound clips, video • Appeal to their audiences • Tell a “newsworthy” story • Link to current news • Time special events carefully

  15. PREPARING A PRESS RELEASE • Who? • What? • When? • Where? • Why? • Best Practices: • Be Brief • Follow up!

  16. PRESS CONFERENCES • Location • Lighting and sound • Photo/video • Copies of documents • Advance notice Photo: NDI

  17. WRITING EDITORIALS • Own your expertise • Stay current • Go for good • Be creative • Use plain language • Respect the reader Photo: Shiho Fukada for The New York Times

  18. EXERCISE: MEDIA STRATEGY CASE STUDY • Plan press event • Develop press release • Convince reporter to cover the event

  19. MEDIA BIAS • Gender discrimination and sexism in coverage • Reversibility test • Unequal air time

  20. PREPARE FOR NEGATIVE ATTACKS • Anticipate attacks • Assess vulnerabilities • Have a plan Under attack? Stay on message! Photo: www.pixabay.com

  21. HANDLE NEGATIVE ATTACKS • Deny • Admit and explain • Admit and apologize • Admit and compare

  22. WORKING WITH THE MEDIA REVIEW • Identify media outlets and develop relationships • Develop media strategy • Gain coverage by using tools • Identify media bias • Prepare for attacks

More Related