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A Media Plan
Objectives state what you need to change in order to create what you want to achieve.
Effective communication efforts flow from clearly defined and carefully considered objectives.
An objective should follow the format:
To provide x frequency of exposure to x% of the population segment
considerations
approach support
♦ humorous ♦ facts
♦ logical ♦ demonstrations
♦ emotional ♦ guarantees
♦ twist ♦ comparisons
♦ contrast ♦ testimonials
♦ ridiculous
♦ visual
♦ surprise desired response
what should the audience:
♦ know?
audience ♦ think?
♦ literate? ♦ do?
♦ years of formal education?
♦ income?
♦ age? impact
♦ habits?
♦ knowledge of issue? ♦ inform & educate?
♦ knowledge of organization? ♦ persuade & promote?
♦ increase intention to act?
♦ encourage change?
♦ reinforce change?
barriers ♦ nurture advocacy?
♦ weak media infrastructure
♦ high media costs
♦ high government control
timing
♦ festivals
♦ national holidays
geographic variation ♦ weather
♦ in policies ♦ seasons
♦ in needs ♦ agricultural &
♦ in behaviour manufacturing cycles
♦ in infrastructure ♦ life events
♦ in media reach ♦ fiscal year cycles
Developing Communication Objectives &
A Media Plan
media analysis
media recommendations
Lanthorn, H. Adapted from Lozare, BV. Johns Hopkins University Center for Communication Programs, HCP STOP TB
Team. Intercountry training workshop on ACSM for TB control in countries of the Eastern Mediterranean Region
[Presentation]. Islamabad, Pakistan, 21–24 February 2006. (http://www.stoptb.org/wg/advocacy_communication/assets/
workshop_cd/workshop/documents.htm, Accessed 15 May 2006). Please see stoptb.org for more information.