1 Paul Mathews HM Revenue & Customs UK How to write, implement and evaluate a successful proactive media strategyPaul Mathews HM Revenue & Customs UK
2 Proactive v Reactive Reactive Respond to enquiries Media set news agendaStandard approach: media briefing‘Sit back and wait’ProactiveSell your storyHelp set news agendaMany different approaches‘Get up and go!’
3 Proactive Media Strategy Before you start you must have…A news story or angle – something new, unusual, a change, an update or reminder etcTime and resources to draft, implement and evaluateSomeone who can manage the project through to completionThe agreement of your officials/operational staff
4 Proactive Media Strategy Key ElementsObjectiveKey MessagesTarget AudienceTarget MediaActivityRisksEvaluation
5 Objective What are the key aims of your media strategy? What do you want to achieve/ people to do?Good Examples:Raise awareness of the dangers of counterfeit goodsEncourage the public to report suspected fraudBad Examples:To get some positive publicity for our organisationOur director wants his photo in the newspapers
6 Key Messages What are the key messages of your campaign? Short ‘soundbites’ in order of importanceCan be general and/or specificGood Example:Fake toys can harm childrenBad Example:EU Directive 745/1A, issued in December 2004, prohibits the sale of counterfeit products.
7 Target Audience Who are your key messages aimed at? You can have several target audiencesDifferent target audiences can have different key messagesExamples:The general publicRetailersManufacturers
8 Target MediaWhich media will you use to communicate key messages to the target audience?Consider national, regional and local mediaConsider press (newspapers and magazines), broadcast (TV and radio) and websites/onlineExamples:National consumer correspondentsTrade press e.g. clothing, toy magazinesConsumer magazines/websites
9 ActivityThe key part of the strategy – what will you actually do and when will you do it?Can be short- or long-termShould ideally include key events / milestonesLots of different options:News releases / quotesPress conference / briefings / spokespeopleTV footage/photosCase studies/examplesArticlesStatistics
10 Risks Identify any risks to successful implementation of the strategy Make sure you list an ‘Action’ for each ‘Risk’Examples:Risk: Recent stories on EU’s inability to tackle fake goods could influence media coverageActon: We will explain the EU’s extensive work at the press briefingRisk: Key officials are not available on launch dayAction: Offer interviews with officials before launch day.
11 EvaluationHow will you judge/demonstrate the success of your proactive media strategy?If you can’t evaluate, you can’t show other people the value of your workExamples:Media coverage reportNumber of calls/ sDownloads/website visits
12 SummaryEvery strategy needs a news story; a reason for the media to be interestedThe best strategies are long-term and have a number of different events to help build awareness over timeBe proactive – don’t sit back and wait – contact media and sell your storyReview regularly and change your approach if necessaryEvaluation is the key