MED Communication Handbook - Programme Med

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The role of each partner involved might be as follows: � Provide details on their country’s PR strategy, objectives and tactics � Translate, adapt and distribute centrally produced news releases � Initiate news releases on local activities � Develop proactive PR opportunities to leverage key messages and awareness for local activities � Handle media enquiries from their country � Arrange and prepare interviews and briefings with key media and spokespeople � Reporting � Evaluation and measurement of activity PR manual It is a good idea to have a PR manual that lays out all the ground-rules for PR activities, but also has background information of all countries involved. Suggested contents might be: � Contact details of all involved in the work � Procedures and expectations, including approval process � Overall strategy � Key messages � Summary of suggested tactics � Target audience and media - including priorities � Evaluation, reporting required with associated timelines 12 � Factsheet 10: Media Communications �
Pan-European PR programme template To provide consistency and aid reporting, it is useful to have templates for activities in each country. The one below is a basic example. Programme title: _________________________________________ Objectives: To promote maximum awareness of partners’ activities Use the partners’ programme as a ‘news hook’ to generate general awareness of project activities etc.: ________________________________________ Target audiences: � Main media in each region � Politicians � etc.: ________________________________________ Geographic execution � Regions involved: � ____________________________________________ � ____________________________________________ Timing: __________________________________________________ Implementation: � Series of press releases and other material to be developed and distributed to the media � Media interviews – spokespeople to be put forward on programmerelated topics � Etc.: ________________________________________ Measurement/evaluation: __________________________________ Analysis of media coverage Budget: _________________________________________________ Region contact: __________________________________________ Project participants: � ____________________________________________ � ____________________________________________ � ____________________________________________ � ____________________________________________ 13 � Factsheet 10: Media Communications �
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COMMMUNICATION HANDBOOK
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Communication Handbook - Factsheet
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For instance, it is not sufficient
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Messages State your key messages. T
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happens when you deliberately set o
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for the individual stakeholders on
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ideas at the same time, your audien
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� Free from jargon � Strong, ac
Page 21 and 22: IN SHORT Don’t rush the process.
Page 23 and 24: Why to evaluate communication activ
Page 25 and 26: If you have a small budget it is fi
Page 27 and 28: Communication Handbook - Factsheet
Page 29 and 30: Things to consider when designing a
Page 33 and 34: Hosting Your website can often be h
Page 35 and 36: IN SHORT When designing or commissi
Page 37 and 38: Leaflets and brochures General leaf
Page 41 and 42: Do they fit with your branding and
Page 43 and 44: IN SHORT Only spend money on promot
Page 45 and 46: There are many opportunities to hol
Page 47 and 48: Programme The format of your event
Page 49 and 50: knife and fork. For the benefit of
Page 51 and 52: Invitations Develop the invitation
Page 53 and 54: Try to get all your printing done a
Page 55 and 56: A press conference should only be h
Page 57 and 58: Event Checklist Planning � Clarif
Page 59 and 60: Presentations � Projectors , lap-
Page 63 and 64: When projects find it hard to gener
Page 65 and 66: Hard news Soft news � Novelty �
Page 67 and 68: News devices The opportunities for
Page 69 and 70: Where just two countries are involv
Page 71: Larger scale pan-European PR campai
Page 75 and 76: IN SHORT The media cares about resu
Page 77 and 78: This factsheet runs through the fun
Page 79 and 80: � When it happened � Why it hap
Page 81 and 82: Language and content Keep it simple
Page 83 and 84: Always ask whether what you are des
Page 85 and 86: paragraph, if not the second. Delay
Page 89 and 90: Planning and preparation Preparatio
Page 91 and 92: handout; use your spoken presentati
Page 93 and 94: Link your presentation points with
Page 95 and 96: � Characters � Anecdotes and st
Page 97 and 98: � Trustworthiness � Composure
Page 99 and 100: . Hands c. Visual aid d. Charts e.
Page 101 and 102: Posture Stand or sit with a relaxed
Page 103 and 104: etween slides. Use simple typefaces
Page 105 and 106: Resist the temptation to use alcoho
Page 107 and 108: The stakes are high when you talk t
Page 109 and 110: proof - particularly when defending
Page 111 and 112: DO Push your messages. Your message
Page 113 and 114: DON’T Don’t digress. Politician
Page 115 and 116: interviewed is to talk more than th
Page 117 and 118: Victory is no longer measured in te
Page 119: and can make eyes and teeth look ye
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MED Communication Handbook - Programme Med

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