1. Build on any existing awareness of The Common Good to enhance the reputation and credibility of the organisation. 2. Through earned and shared media publicity, recruit 5,000 participants of The Common Good’s Time Walk, which will take place on Sunday 7 June, 2020, on Brisbane’s South Bank. This is an individual assignment. You will develop and submit a media rationale that outlines and justifies a media plan for your client. The plan must detail a campaign of earned and shared (social) media engagement that responds to your client organisation’s media relations problem or opportunity. Media Rationale (2000 words) The Media Rationale outlines your decision making (rationale/ justification) underpinning your media relations plan. Your rationale must include the following elements: 1. Introduction: A very brief introduction to the document and its purpose/structure. You outline the core media relations opportunity that you are addressing and establish the scope of your planning. 2. Target publics: Identify, describe and justify the target publics. Use a theoretical framework to justify your selection. 3. Goal/s and objectives : Identify and justify your overarching goal for your media relations plan • List 3-5 objectives (i.e.: Must be measurable, timely, public/s specify, and outcome specific) • Outline evaluation 4. Underpinning approach/ strategy: Identify, discuss and justify (with theory) your underpinning approach(s) for your plan. Remember this must include both earned and shared media. 5. Key messages: Provide five key messages and associated supporting facts/proof points to deliver on your strategy. Discuss how and where you will use these across earned and shared media outlets. 6. Media tactics and timeline: Describe and justify your media tactics relevant to the strategy (and publics). • Explain how, when (timeline, outlining a minimum of 10 tactics) and where you will use each tactic i.e.: o Earned media § Media releases § Media alerts § Fact sheet § Media events o Shared media § Associated shared social media activity (posts/links/commentary) across relevant platforms. • Media tactics should identify use of messaging (key messages) and targeted media outlets (i.e.: link to publics). Provide a timeline to show the timeframe for these. 7. Media distribution list: This list (minimum 10) could identify: • Earned media – the publication or outlet, section and journalist. • Shared media – platforms (i.e.: Twitter, Facebook, Instagram, snapchat etc.), accounts, opinion leaders (Bloggers). I had attach the sample of the assingement only for the reference.
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