A deliberate media strategy is needed to identify and effectively use appropriate media.
Crafting the media strategy should follow the steps of strategic planning as outlined in Campaign Planning and Campaign Strategy: conducting a situation analysis, defining clear goals, planning action, and deciding how to monitor the process and outcomes of the media strategy. The analysis should include a thorough mapping of the media environment, to review existing media and identify the communication channels which are most likely to reach each of your target audiences or audience segments.
Elements of the media environment include:
Practical tips to identify which media you need to target
Consider the following factors:
Consider the advantages and disadvantages of different types of media:
Source: Making a Difference: Strategic Communications to End Violence against Women, UNIFEM, 2003.
Over the last decade, electronic media such as the internet have revolutionized audio-visual campaigning, cutting costs and enabling “viral” (i.e. rapid and uncontrolled) spread of images and sound. Please refer to the section on e-campaigning for information on using the internet, mobile telephone and other electronic tools in campaigning.
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