11 steps to successful media coverage

2. Think headlines. If the crux of your message cannot be expressed in a few words (maybe a sentence) it's unlikely to be successful.

3. Use a consistent slogan and logo. This is the best way to make your campaign instantly recognisable, especially over an extended period.

4. Do it regularly. Regular communication is essential to build a loyal and expectant constituency.

5. Be positive. Don't have a message which is totally negative. Offer a practical solution to the problem. This can inspire people. Litanies of disaster simply depress your audience and ruin the motivation.

6. Set the agenda. Redefine the problem to fit your solution.

7. Be visual. Pictures are much more effective than words. Pictures should reinforce emotions. Forget the intellectual high ground.

8. Appeal to emotions in news stories eg. conflict, fear, triumph over adversity (David & Goliath).

9. Entertain. Think of the media as theatre; it is primarily for entertainment.

10. Match the medium. Tailor the message to fit the different types of media.

11. Limit the campaign. Keep campaign segments to less than three months, otherwise everyone forgets the message, people lose interest and the campaign loses momentum.

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Last Modified: Tuesday, 15-Nov-2005 19:27:24 EST