1. media (noun) the means of communication, as radio or television, newspapers, and magazines, that reach or influence people widely: The media are covering the speech tonight. “All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it on to a higher level” - William Bernbach “The media. It sounds like a convention of spiritualists” – Tom Stoppard

2. - Print - Broadcast - Online

3. what is the truth?

5. the golden rules…

6. Journalists are people Always be available ASAP the hack Do your homework Be pitch perfect Human interest is key Conflict is in their DNA Timing is everything

7. Youtube clip West Wing

8. Messages Evaluation Methods, tools and tactics Audiences Objectives Targets Resources Timing

9. The diary piece Profiles Blogs Articles News releases Letters to the editor The press conference Briefings

10. Who? What? Why? Where? When? Prince Charles has enraged the government by criticising their housing policies at a dinner in London’s Guild Hall last night.

11. Celebrity endorsement

12. more campaign tricks… - Surveys - Secrets - Stunts - Exclusives

13. … is already here

14. 3 million donors 6.5 million donations online Total = more than $500 million 6million of these were $100 or less 13 million email addresses 1 million text message receivers 2 million profiles on MyBarackObama.com 5 million supporters on Facebook and MySpace (source: Richard Edelman)