| MEDIA STRATEGIES AND CAMPAIGNS |   |
| Duration: 1 day/10am-4.30pm Max number of participants: 12 |
AIMED AT
Individuals and organisations who want to get the media working for them and with them. Working with the media is an effective way to influence attitudes and opinions about your programme, issue or product. In this workshop we aim to help you develop and manage a media relations campaign, which is one of the most effective ways to reach your target audience. This workshop is ideal if you or your colleagues have a campaign to run or a new product to launch and you would like to harness the media to full effect.
CONTENT
Communicating with potential clients - whether in government, in business, in the voluntary sector or in the general public - has become an essential element in any successful organisation. And one of the most effective ways of reaching your target audiences, influencing policy and practice and changing public opinion is to make use of the media. This workshop provides some practical guidelines on how to develop a media strategy and is designed to equip each participant with the key skills needed to develop a successful media relations campaign including:
- How to identify your target audiences and define the most effective way to reach them through the media
- Addressing how the media can best be used
- Specifying the resources, both financial and human, that will be needed to promote your organisation
- How to select that one person responsible for media relations who can generate economies of scale
- Giving a focus to your media strategy, helping to build relationships with key journalists and developing your 'brand'
- Media training and its benefits & recognising the benefits of media attention
- Methods for choosing your media targets – tv, press & print, radio, online
- Understanding the aims of different broadcast programmes
- Developing, branding, writing and issuing press releases
- What to do when you are in demand
- Assessing your impact, managing the feedback you receive and monitoring the media
- Knowing how to start a media campaign
- Appreciating different forms of media campaigns, including social marketing and media advocacy
- Understanding what the media want in a story
- Establishing what goals you want to accomplish
- Developing an effective communication plan and identifying the most effective communication methods for your campaign - including feature placement, photo opportunities, drafting news releases and briefing journalists
- Defining, identifying and studying your target audience
- Determining your desired result
- Identifying and developing your core messages
- How to make sure information is provided in a clear and timely manner
- Strategies for spreading your message to influence your target audience to achieve the desired result
- Drawing up an accurate budget and identifying all the resources, including staff required for the campaign
- Agreeing timescales and deadlines
- Knowing how to select the most appropriate media channel for each audience
- Categories of news media: television, radio, newspapers, magazines and how they can each play useful roles in any media campaign
- Understanding the characteristics and deadlines for each media medium
- Researching and establishing contacts with all the key media, be it local, regional, national, ethnic minority media, the specialist or trade press and professional organisations
- Monitoring your progress, including ‘instant feedback, ‘story of the day’, and promoting your ‘thought leader’
- Drawing up a means of evaluating, measuring and communicating the campaign’s success
Your facilitator will be the BBC broadcaster, Richard Uridge. With a wealth of experience in presentation, journalism, production & direction, training & consultancy, Richard has been leading our Media and Communication workshops for the past 15 years. Should you wish to find out more about Richard, ACM Training's clients, our training programmes or productions, please return to the home page of our website, to make your selection.
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IN-HOUSE
...is the way we deliver training to most of our bigger clients. Depending on the workshop we can cater for up to a dozen people at a time - sometimes more. Contact us with your requirements.