Media Strategy

Assessment task 2: Media strategy Task: Students develop a media strategy in response to a case study scenario. Their strategy must be designed to include a media kit (for traditional media) produced as Assignment 3. Length: 1200-1500 words Purpose: To demonstrate application of understandings of the current media landscape for media relations in Australia and apply this understanding to a practical task with the development of a clearly supported and considered media strategy for a scenario. The strategy will include rationale and distribution plan for a media kit (produced for Assignment 3). Evidence of research and sound judgement will be expected. Structure: Any media strategy needs to be a part of a larger public relations strategy for your client, addressing goals and objectives for the larger project. For this reason you should begin your media strategy report with the goal(s) for your organisation/client in the overarching public relations strategy (imagined). This can then guide the contribution of the media strategy. The strategy should demonstrate your effort to narrow your focus to the most salient media outlets for your purpose (identified in your objectives). Note: Without adequately identifying your publics and your objectives, your entire strategy is without a firm foundation. This media strategy should address the following in a report format: 1. Introduction - here you should give a brief introduction to your client, to the public relations strategy and to the place of the media strategy in this. 2. Objectives – either here or in the introduction include the public relations goal and then go on to list here the objectives for the media strategy. At least one should be an outcome objective. 3. Publics – here you need to be as specific as you can about the publics you are hoping to address with this strategy. 4. Key messages – include here up to five key messages you want to communicate to your publics using this strategy. Provide a brief rationale for your framing of the issue and each message. 5. Selected media outlets and rationale – explain here which media you will approach with your material, etc. and why. The rationale should include references to legitimate sources for information about who uses which media. (Many media organisations provide information about reach/circulation/participation, however some information is commercial-in-confidence). You would then explain how this might intersect with your publics for this strategy. If you have decided to send different information or material to different outlets, explain why. 6. Evaluation of media alternatives – in this section you need to explain why you have chosen some media outlets and not others. This may relate to your research on media 'audiences' or publics for the different outlets/products/options. 7. Media schedule – include here the list of your chosen media with their deadlines, your distribution plan, etc. This component will demonstrate your research for this task as well as your ability to tailor your strategy to the needs of the media. 8. Reference list – include here your sources (academic and other) for the strategy. A useful device for developing this strategy would be to design a table with columns across the top, such as: goal, objective, public, key message, angle/hook. This would help you to keep focussed and demonstrate the relationships among these aspects. You could include this as an appendix to your report.