CCMC Presentation www.ccmc.org M ay 29, 2003. In-house publication, listserv Professional journals, e-mail chat rooms Business pages, back sections, Web.

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Presentation transcript:

CCMC Presentation M ay 29, 2003

In-house publication, listserv Professional journals, chat rooms Business pages, back sections, Web sites Op-ed, editorial pages Front-page stories Television & cable news TV movies, soap operas, feature films Months Years TIME Thousands Millions How Issues Move Through The Media Media Food Chain

Key Elements of a Strategic Media Campaign Agreement on Action To Be Taken Message Messenger (s) Target Audience

Identify Audiences Who needs to be informed, persuaded or mobilized? Possible targets: Segment of the public by age, race, sex, etc. Schools boards and education community Parents and teachers Influentials Policy-makers, elected officials and bureaucrats Community leaders, advocates and activists Business community Schools of public policy or education Think tanks Foundations and corporate partners Others (?)

Media Options News CoverageOpinions Balance Journal Integrity Conflict as News News You Can Use Solutions Editorials Columnist Op-Eds TV Commentators Left/Right

Develop and Train Spokespeople Who….. Target audiences will find credible Have personal stories to tell Recognize the importance of the media Are willing to be trained

Tools of the Trade One-on-one relationships with press Press briefings Press conferences Press kits and written materials Editorial page visits Op-ed pieces