1. © World Scout Bureau Inc. / • Design by WSB Geneva

2. Target Audience & Media Understanding your target audience
By the World Scout Bureau, Communications and Partnership

3. Programme of the session

4. Identifying the Target Audiences

5. Target audiences vs. Strategy

6. Mapping the target audiences

7. Working with the media

8. Working with the media

9. Working with the media

10. Working with the media

11. Working with the media

12. Working with the media

13. Working with the media

14. Advertising vs. Public Relations
We control
Image
Key messages
No issues
We pay
Less believable
Public Relations
Media control
Image
Key messages
Unpredictable
It’s free
More believable

15. Various objectives Media objectives
They want to ask questions and find a good story
They want to sell papers and attract a big audience
They want to make your story fit their agenda
Your objectives
You’re not there to answer the journalist’s questions…
You’re there to tell them what you want to tell them
You want to get them to write your story

16. Types of Media Press TV Radio
Online (web, blogs, forums, social networks…)
Word of mouth
How many media outlets are there in your country?

17. Your job now

18. Situation in your country
In small groups find out about your national and regional media Outlets.
Group 1: Printed Media (Newspapers)
Group 2: Audiovisual media (Radio, TV)
Group 3: Online media
Spend some time identifying
Your top 10 Key media outlets
Identify the different types of media and which ones you can work with
Be prepared to feed back individually in 10 minutes
(Keep your material for the session 4 to 9)

19. Thank you. Good luck with the media!
Thank you for your attention!

20. Thank you for your attention!
Communications & Partnerships
June 2018

21. Thank you for your attention!
The slideshows are produced by the Communications and Partnership Team of the World Scout Bureau as a digital abstract of Scout.Boom.Comm Concept and writing: Richard Amalvy Photos: Archives of the World Scout Bureau © World Scout Bureau, June All rights are reserved concerning the reproduction and translations for national scout organisations that are members of the World Organization of the Scout Movement. Credit is obligatory and must mention the source and the author.