Communication Strategies Associations & Interest Groups Media Tools

Euractiv Conference 24 October 2006

About Communication

A media relations plan is critical if your organization wants to position itself as a player or participant in the issues that matter to you.

And the media is unique in its ability to shape public perception of your organisation.

About Communication

(1) The media strategy

(2) Media channels

(3) The Media Planning Process

(4) Associations and interest groups

1. The Media Strategy

1. Objective
2. Audience 3. Key Message (s)

4. How the buzz effect

5. Timing 6. Resources

7. Evaluation

1. The Media Strategy

1. Objective eg awareness, encourage belief, convince etc.
2. Audience eg define target (primary audience) and media 3. Key Message (s) eg consistent, new and not more than 3

4. How the buzz effect eg why is it relevant? Noise

5. Timing eg when is it relevant? Noise 6. Resources financial and human

7. Evaluation eg. Cuttings, opinion survey etc.

2. Media Channels (traditional)

TRADITIONAL MEDIA CHANNELS

News / Editorial Advertising

Eg Television, Radio, Newspapers, Mags, News Sites and Portals.

2. Media Channels (emergent)

COMMUNITY MEDIA CHANNELS

Inform Entertain - Educate

Eg blogs, chat rooms etc.

2. Media Channels (complementary)

INTEGRATED MEDIA
News / Editorial Advertising Community / Interactive

eg Television, Radio, Newspapers, Mags, News Sites and Portals, Blogs Chat rooms etc.

3. The media planning process (3 STEPS)

OBJECTIVES
Eg. EU decision makers

Target Audience Reach

Eg. Share of EU decision makers exposed to the media Eg. Weekly daily etc.

Frequency

3. The media planning process (3 STEPS)

OBJECTIVES
Irrespective of the media important is coverage / readership demographics Community / Interactive have highest reach value Traditional media have lead-time, new media have no lead-time (immediate)

Target Audience Reach

Frequency

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3. The media planning process (3 STEPS)

COMMUNICATION STRATEGY
Where would that message be best fitted? Key events / milestones for decision-making to be supported by communications Dont reinvent the wheel use previous experiences. Geographical breakdown (EU-national) and according to types of media

Message limits Actions & Time

Previous exp.
Resources

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3. The media planning process (3 STEPS)

LAYDOWN

Delivery Cost-efficiency Reproduction Quality Availability & Timing

Editorial Environment Advertising Clutter

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4. Associations and Interest Groups

Particularities
Represent collective v individual interests Benefit from Monopoly of information Proximity to Brussels press corps

Driven by causes v economic interests

Representation at EU and national level

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4. Associations and Interest Groups

Obstacles to overcome
Slow decision-making Lowest common denominator Underfunding cost-efficient solutions

Underfunding unreasonable solutions

The Media-phobia reactive v proactive EU National coordination affected by language

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4. Associations and Interest Groups

Preferential media channels

Editorial media preferred
Issues-focused campaigns (not usually visibility requirements) Advertising-only campaigns are rare

Online & Community focused

Highest Reach value Lower capital investment required

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4. Associations and Interest Groups

Recommendations

Consistent communications (not only campaign based)

Consider use of multiple media channels (eg blogs) Address slow decision making (by TFs or other)

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THANK YOU FOR YOUR ATTENTION

www.kelleneurope.com

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