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Communications- and media strategies

Communications- and media strategies. Anna Havula Workshop in Gdansk for T he 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.

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Communications- and media strategies

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  1. Communications- and media strategies Anna Havula Workshop in Gdansk for The FisheriesSecretariat 16 April 2013

  2. Whatare the different aspects that need to be included in a communications plan?

  3. A communications plan should not look like this.

  4. Writing a good communications plan is NOT rocket science. But it demands TIME.

  5. 1. Campaign/ProjectObjectives • Whatdo you want to achieve with the project? State the objectives of the project. • The objectives should be short-term and achievable. • The projectobjectives serve as a starting point to all communication.

  6. 2. Communications Objectives • Howcancommunicationhelp you to achieve the projectobjectives? State the communications objectives. • Qualitativeobjectives: Whatdo you want the audience to feel, think or knowabout the project? • Media objectives: Outlinespecificobjectivesregarding media coverage (qualitative and/or quantitative). • Digital Objectives: Outlinespecificobjectivesregarding digital outcomes from the project (oftenquantative).

  7. Who are you talking to?

  8. 3. Main audiences • Who are important for you to reach your objectives? • There is no suchaudience as ”everyone”.

  9. 4. Whatis 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 alreadybeentold so manytimes that it is no news anymore? Do communicationactivities that gives the story newsworthiness!

  10. 5. Toplinemessage(s) • List the key messageswewant media to report. • Three mainmessages.

  11. 6. Communication activities For every communications goal – choose communicationactivities that canenable you to reach the goals.

  12. 7. Channels • Whichmedia channelscan you use to reachyour mainaudience? • Do a mapping over all the key journalists who work in the media that is important to you. Make a list with theirname, email, phonenumber and iftheyhave a Twitteraccount etc.

  13. 8. Activity plan, responsibilities, timeplan

  14. Otherthings to include in a communicationsplan: • Inspiration • Risks – Q&A • SWOT analysis of the project • Mapping of the interestgroups in this issue • Evaluation – important!

  15. Summary • Campaign/projectobjectives • Communications objectives • Main audiences • Toplinemessages(s) • Communications activities • Channels • Activity plan, responsibilities, timeplan • Other: Inspiration, risks, SWOT-analysis, otherinterestgroups, evaluation.

  16. Targeting national media: TV & papers

  17. What are the top news of today? • Why did these stories become the top news?

  18. Newscriterias • Crises • Unknownending • Expectations • The non expected • Different/Abnormal • Suprising/Sudden happenings • Controversial • Timing • Strong senders • Proximityprinciple • Good vs. Bad • Benefit and pleasure • Celebrities

  19. Workingconditions in the media business Working conditions: • Results in: • Simplifications • Carelessness • Generalizations • Ethical transgressions • Short on time • Too much/too little material • No special knowledge • Commercialization

  20. What is goodpublicity? • 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

  21. Toolbox to reach out to media

  22. Press releases • Important - but not the onlytool • Learnhow to writethem

  23. Give your story exclusively to mediaMuch 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.

  24. Do an opinion poll, present new facts/statistics • Statistics and numbersseemobjective and trustworthy • ”A new investigation shows that…” – in the news everyday • Doesn’tcost so much to order an opinion poll • Do your ownsurvey • Good to get a lot of local media

  25. Debate articles • Revealsomething - newsworthiness • Timing is important: ”Today…” • Usecurrentdebates to communicate your message • Who are you debating with? Have a cleartarget, eg. a minister • Follow the rules for howlong the articleshould be, have a respectfultone etc.

  26. Use pictures to communicate your message

  27. Arrange a press trip

  28. Summary – toolbox: Press releasesExclusive information to journalists Do 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 scandal Have a clear spokespersons/ other ambassadors Start a competition – communicate results in media Arrange an event, seminar, exhibition Start a cooperation with media

  29. 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.

  30. Good luck!  Anna Havula anna@oneplanetpr.se 0046 -722 25 46 03 www.oneplanetpr.se

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