1Paul Mathews HM Revenue & Customs UK How to write, implement and evaluate a successful proactive media strategyPaul Mathews HM Revenue & Customs UK
2Proactive 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!’
3Proactive 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
4Proactive Media Strategy Key ElementsObjectiveKey MessagesTarget AudienceTarget MediaActivityRisksEvaluation
5Objective 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
6Key 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.
7Target Audience Who are your key messages aimed at? You can have several target audiencesDifferent target audiences can have different key messagesExamples:The general publicRetailersManufacturers
8Target 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
9ActivityThe 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
10Risks 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.
11EvaluationHow 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
12SummaryEvery 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