Consumersinternational.org Using the media Luke Upchurch Consumers International Cairo, October 2009.

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Presentation transcript:

consumersinternational.org Using the media Luke Upchurch Consumers International Cairo, October 2009

consumersinternational.org About Consumers International Global federation of consumer organisations 220 member organisations in 115 countries Independent and not-for-profit

consumersinternational.org Press coverage

consumersinternational.org Press coverage Always ask yourself: Why do we need a media campaign? Who are we targeting? How can we use the media? What message do we want to get across? When is the best time?

consumersinternational.org Press coverage Building a strategy 1. Aim of the overall campaign 2. Messaging 3. Strategy and timeframe 4. Evaluation and success criteria

consumersinternational.org Press coverage Building a strategy 1. Aim of the overall campaign Media objectives General Specific

consumersinternational.org Press coverage Building a strategy 2. Messaging Audience Brief summary of position (in a sentence) Key messages

consumersinternational.org Press coverage Building a strategy 3. Strategy and timeframe Key dates Sharing materials, research and experience Resources

consumersinternational.org Press coverage Building a strategy 4. Evaluation and success criteria Column inches? Wider reaction?

consumersinternational.org Press coverage Case study: Journalism competition, Benin

consumersinternational.org Case study: Journalism competition, Benin

consumersinternational.org

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