Communications- and media strategies Anna Havula Workshop in Gdansk for The Fisheries Secretariat 16 April 2013

What are the different aspects that need to be included in a communications plan?

A communications plan should not look like this.

Writing a good communications plan is NOT rocket science. But it demands TIME.

1. Campaign/Project Objectives What do you want to achieve with the project? State the objectives of the project. The objectives should be short-term and achievable. The project objectives serve as a starting point to all communication.

2. Communications Objectives  How can communication help you to achieve the project objectives? State the communications objectives.  Qualitative objectives: What do you want the audience to feel, think or know about the project?  Media objectives: Outline specific objectives regarding media coverage (qualitative and/or quantitative).  Digital Objectives: Outline specific objectives regarding digital outcomes from the project (often quantative).

Who are you talking to?

3. Main audiences  Who are important for you to reach your objectives?  There is no such audience as ”everyone”.

4. What is the story?  Explain the key elements and drama of the story. Why should people care?  What’s the media hook and the communications opportunity - what is 'new' that makes it 'news'?  Have your story already been told so many times that it is no news anymore? Do communication activities that gives the story newsworthiness!

5. Topline message(s)  List the key messages we want media to report.  Three main messages.

6. Communication activities For every communications goal – choose communication activities that can enable you to reach the goals.

7. Channels  Which media channels can you use to reach your main audience?  Do a mapping over all the key journalists who work in the media that is important to you. Make a list with their name, , phone number and if they have a Twitter account etc.

8. Activity plan, responsibilities, timeplan Write a report ActivityResponsibleDeadlineStatusOther info ResearchAnnaApril 16DoneNo Write a debate article LisaApril 20Draft article has been sent out No

Other things to include in a communications plan:  Inspiration  Risks – Q&A  SWOT analysis of the project  Mapping of the interest groups in this issue  Evaluation – important!

Summary  Campaign/project objectives  Communications objectives  Main audiences  Topline messages(s)  Communications activities  Channels  Activity plan, responsibilities, timeplan  Other: Inspiration, risks, SWOT-analysis, other interest groups, evaluation.

Targeting national media: TV & papers

 What are the top news of today?  Why did these stories become the top news?

News criterias  Crises  Unknown ending  Expectations  The non expected  Different/Abnormal  Suprising/Sudden happenings  Controversial  Timing  Strong senders  Proximity principle  Good vs. Bad  Benefit and pleasure  Celebrities

Working conditions in the media business Short on time Too much/too little material No special knowledge Commercialization Results in: Simplifications Carelessness Generalizations Ethical transgressions Working conditions:

What is good publicity?  You reach the target audience  The story communicates your messages  Good placement (eg. first page, headline)  The audience is reached through several different media  The publicity is positive  Not all publicity is good

Toolbox to reach out to media

Press releases  Important - but not the only tool  Learn how to write them

Give your story exclusively to media Much better possibility to sell the story to media. Might look like the media channel “reveals” the story – but you will be the one commenting it.

Do an opinion poll, present new facts/statistics  Statistics and numbers seem objective and trustworthy  ”A new investigation shows that…” – in the news every day  Doesn’t cost so much to order an opinion poll  Do your own survey  Good to get a lot of local media

Debate articles  Reveal something - newsworthiness  Timing is important: ”Today…”  Use current debates to communicate your message  Who are you debating with? Have a clear target, eg. a minister  Follow the rules for how long the article should be, have a respectful tone etc.

Use pictures to communicate your message

Arrange a press trip

Summary – toolbox: Press releases Exclusive information to journalists Do an opinion poll, present new facts/statistics Write debate articles and letters to the editor Press conference/ press trips Use pictures Write a report/expose a scandal Have a clear spokespersons/ other ambassadors Start a competition – communicate results in media Arrange an event, seminar, exhibition Start a cooperation with media

To measure publicity  Right audience  Message impact in the media hits  Number of media hits  How many you reached though the media  Advertising value  Placement  Picture Most important = decide what parameters you want to use and do it consequently over time.

Good luck! Anna Havula