communications- and media strategies anna havula workshop in gdansk for the fisheries secretariat 16...
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Communications- and media strategies
Anna HavulaWorkshop in Gdansk forThe Fisheries Secretariat 16 April 2013
What are the different aspects that need to be included in a communications plan?
A communications plan should not look like this.
Writing a good communications plan is NOT rocket science. But it demands
TIME.
1. Campaign/Project Objectives
• What do you want to achieve with the project? State the objectives of the project.• The objectives should be short-term and achievable. • The project objectives serve as a starting point to all communication.
2. Communications Objectives How can communication help you to
achieve the project objectives? State the communications objectives.
Qualitative objectives: What do you want the audience to feel, think or know about the project?
Media objectives: Outline specific objectives regarding media coverage (qualitative and/or quantitative).
Digital Objectives: Outline specific objectives regarding digital outcomes from the project (often quantative).
Who are you talking to?
3. Main audiences
Who are important for you to reach your objectives?
There is no such audience as ”everyone”.
4. What is the story?
Explain the key elements and drama of the story. Why should people care?
What’s the media hook and the communications opportunity - what is 'new' that makes it 'news'?
Have your story already been told so many times that it is no news anymore? Do communication activities that gives the story newsworthiness!
5. Topline message(s)
List the key messages we want media to report.
Three main messages.
6. Communication activities
For every communications goal – choose communication activities that can enable you to reach the goals.
7. Channels
Which media channels can you use to reach your main audience?
Do a mapping over all the key journalists who work in the media that is important to you. Make a list with their name, email, phone number and if they have a Twitter account etc.
8. Activity plan, responsibilities, timeplan
Write a report
Activity Responsible Deadline Status Other info
Research Anna April 16 Done No
Write a debate article
Lisa April 20 Draft article has been sent out
No
Other things to include in a communications plan:
Inspiration Risks – Q&A SWOT analysis of the project Mapping of the interest groups in this
issue Evaluation – important!
Summary
Campaign/project objectives Communications objectives Main audiences Topline messages(s) Communications activities Channels Activity plan, responsibilities, timeplan Other: Inspiration, risks, SWOT-
analysis, other interest groups, evaluation.
Targeting national media: TV & papers
What are the top news of today? Why did these stories become the
top news?
News criterias
Crises Unknown ending Expectations The non expected Different/Abnormal Suprising/Sudden happenings Controversial Timing Strong senders Proximity principle Good vs. Bad Benefit and pleasure Celebrities
Working conditions in the media business
• Short on time • Too much/too little material • No special knowledge• Commercialization
Results in: •Simplifications•Carelessness•Generalizations•Ethical transgressions
Working conditions:
What is good publicity?
You reach the target audience The story communicates your messages Good placement (eg. first page, headline) The audience is reached through several
different media The publicity is positive Not all publicity is good
Toolbox to reach out to media
Press releases
Important - but not the only tool Learn how to write them
Give your story exclusively to media
Much better possibility to sell the story to media.
Might look like the media channel “reveals” the story – but you will be the one commenting it.
Do an opinion poll, present new facts/statistics
Statistics and numbers seem objective and trustworthy
”A new investigation shows that…” – in the news every day
Doesn’t cost so much to order an opinion poll
Do your own survey Good to get a lot of local media
Debate articles
Reveal something - newsworthiness Timing is important: ”Today…” Use current debates to communicate
your message Who are you debating with? Have a
clear target, eg. a minister Follow the rules for how long the article
should be, have a respectful tone etc.
Use pictures to communicate your message
Arrange a press trip
Summary – toolbox:
Press releasesExclusive information to journalistsDo an opinion poll, present new facts/statistics Write debate articles and letters to the editorPress conference/ press trips Use pictures Write a report/expose a scandalHave a clear spokespersons/ other ambassadorsStart a competition – communicate results in mediaArrange an event, seminar, exhibition Start a cooperation with media
To measure publicity
Right audience Message impact in the media hits Number of media hits How many you reached though the media Advertising value Placement Picture
Most important = decide what parameters you want to use and do it consequently over time.
