How to Start a Media Campaign

UNICEF provides an online guide to help young people start a local HIV/AIDS media relations campaign to help educate their peers and their community. The guide covers several categories of news media including television, radio, newspapers, and magazines and describes their different characteristics, deadlines and ways of using media material.

For example, the following information is provided for radio media:

Characterisitics:

• "Both national and local radio are usually hungry for news stories";
• Uses 10 to 15 second 'sound bites', short statements that can be used to sum up the key message and actions. Sometimes longer interviews;
• Have the spokesperson practice before going on air. Speak clearly and firmly, don't hesitate in responding to questions.

Deadlines:

• Allow several days notice for public events that need outside coverage;
• The same day is usually fine for studio-based news items.

This guide also provides the steps required to plan a successful event; write an effective press release; and what to do 2 weeks before the event, the day of the event and after the event.

Click here for the online media guide.