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Planning a Media Campaign
Regardless of whether you're trying to get publicity for a single event or laying the groundwork for a three-year plan to raise
awareness, planning is critical. Some groups and agencies have developed special task forces or committees to oversee media work.
Creating a successful plan includes clarifying objectives, determining whom you want to reach, creating the message you want to convey,
selecting the media you want to reach, and finding effective ways to get coverage.
- Clearly define your media objectives, including long and short-term priorities.
- Define the audience you want to reach. Is it seniors, caregivers, underserved groups or the general public?
- Match the media to the audience. Find out what sources of information your audience relies on, including daily papers, weekly tabloids, magazines, TV, radio, list serves, web sites and Internet publications, for information
- Develop a budget. Include staff and volunteer time in addition to monetary costs.
- Develop a timeline. Work backwards from your absolute deadline and plan for unanticipated delays and interruptions.
- Include plans for monitoring impact.
More Tips
- Timing is critical. Sending out information late can kill a campaign and damage your credibility.
- Don't be afraid to ask members of your target group(s) what publications they read, what broadcasts they listen to, or what other sources of information they rely on. This can be done through focus groups or informal conversations
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