Unit 7
RELATION WITH THE MEDIA
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Learning sub-units: Sub-unit 1: Media Types and Media Instruments Sub-unit 2: Specifics and Principles of How Media Works Sub-unit 3: Dissemination Strategies This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
Objectives of Unit 7  To establish a plan for the relation with Media  To create the materials for the dissemination of a specific event
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
Knowledge  Media structure, its main formats, and operation dynamics models  Media regulations, legislation, codes and standards  Media tools and instruments
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
Skills  Media main characteristics, particular media suitability for a specific event  Communication plan development  Respond to media according to circumstances (press conferences, telephone interviews, discussions)
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
Competences Production technologies for different objectives and supports (print, audio, video, digital) Approriate model for the relationship with the media Solutions for a successful cooperation with Media Create and shape a powerful recognisability and image of an event This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
MEDIA RELATIONS Media relations / Public relations Integrated marketing communication Media relations and the Internet This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
MEDIA MESSAGE Compact and precise Key to sucess – avoiding mass communication
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
WRITTEN MEDIA Four different genres: News Feature (long, analytical news article) Comment Interview
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
THE STRUCTURE OF THE NEWS
 Upside down pyramid This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
TELEVISION Mass media No 1 A visual medium Behaviour in front of the camera can (and must) be trained
This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
RADIO Use more nouns and verbs, moderately using adjectives and conditional words, avoiding long, decorative descriptions. Similar as in television – information about events on the radio most often appears in the news or in morning talk shows, also, sometimes there may be live streams from events on the spot when they take place This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
PRESS RELEASE A press release is a “formal, official statement to the press about something new or significant” It must contain information that is new and topical, as well as it must be given to the right person at the right time Structure of the release must be made based on the previously mentioned upside down pyramid principle This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
PRESS CONFERENCE A press conference is “a media event organized in order to make a public statement, after which journalists will be able to ask questions” The best time to organize a press conference is from Tuesday to Thursday, from 11:00 to 16:00 The length of a press conference shouldn’t exceed an hour. At the entrance of the conference, journalists should be asked to register at a previously made form After the press conference it is a positive practice to send a post-press conference release This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
E-NEWSLETTER  A summary of the most essential and important information.  The easiest way to create a newsletter is by using an already made template (for example, Mailchimp (https://mailchimp.com) This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
SPECIFICS AND PRINCIPLES OF HOW MEDIA WORKS
Mass communication is defined as a form of communication by which a message is communicated to receivers through media Media convergence – gradual merging of traditional media and the Internet Like all goods and services in EU, audiovisual media should be accessible in all EU countries and create a single digital market. This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
DISSEMINATION STRATEGIES
There are seven aspects that should be considered when shaping a communication plan: goal of the communication; target audience; human, financial resources; technological expertise and technological means available to carry out communication activities; key messages; communication channels; budget; evaluation (impact assessment). This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7
TIMETABLE FOR DISSEMINATION STRATEGIES 5 – 6 month before the event a date and a place for a press conference should be booked 5 – 6 month before the event you can start to prepare the press kit 4 – 5 month before the event the first press release is sent out 3 – 4 month before the event it is possible to start arranging first interviews with media 2 – 3 month before the event – sending out invitations for registration (if a registration is planned) Month of the event – hold a press conference Week of the event – send out a press release After the event – last media publications This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Unit 7