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.

Setting up a media strategy
Date: Three 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.

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: 23 June 2008 to 25 June 2008
Location: IAJ Parktown, Johannesburg
More info: 9 Jubilee Road
Parktown

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

Share this page (Tell me more)

Click on one of the links below to share this page on a social bookmarking website. To read more on social bookmarking click here