Setting up a media strategy

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• Setting up a media strategy Johannesburg 9 Mar

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Setting up a media strategy

By course end you'll be able to understand the needs of the mass media and turn these to your advantage, define specific goals and objectives in utilising the media etc.

Date: 3 days
Candidates: Corporate communications executives from both public and private sectors and civil society organisations - professionals whose enterprises would be enhanced by strategic interaction with the mass media.
In a nutshell: The mass media are the fastest, cheapest channels for promoting a corporate message and reaching target publics, yet most organisations have sporadic, ad hoc relationships with these carriers of news. Media releases are randomly sent out without much thought to long term strategic relationship and interaction occurs mainly when things go wrong. To be effective, a media strategy should be structured on sound business principles with careful planning and supervised implementation and evaluation.

Course outcomes - by course end you'll be able to:
• Understand the needs of the mass media and turn these to your advantage
• Define specific goals and objectives in utilising the media
• Classify and target different audiences
• Develop specific messages
• Identify and compensate for weak areas
• Select a media team
• Design a media action plan
• Create an evaluation system

Venue

Date: 27 October 2008 to 29 October 2008
Location: Johannesburg
More info: IAJ Offices
Parktown

Contact: Gugu Ndaba
Company name: Institute for the Advancement of Journalism
Telephone number: 27 11 484 1765
Email address cmtu@iaj.org.za