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Australian Womensport and Recreation Association offers Media Strategy advice

Australian Womensport and Recreation Association offers Media Strategy advice
April 30, 2010

The Australian Womensport and Recreation Association (AWRA) has released an online learning module for sports clubs and associations wanting to develop a public/media relations strategy.

AWRA explain that "a media relations strategy is essential for any organisation seeking to create a profile in the marketplace. This training program is designed to assist in providing a strategic approach to developing a communications strategy."

The widely misunderstood process of media relations is simply explained in a free-to-access 11 module online training resource.

The modules cover:

Module 1 - Objectives: Define your objectives
• What are the objectives of your media campaign
• How to make them measurable

Module 2 - Audience: Identify target audiences
• How to identify your target audience
• What role different audiences play in your campaign

Module 3 - Strategic Plan for traditional channels
• How to develop a strategic plan
• Methods of identifying communication tools for specific audiences
• Selecting the most appropriate tools to achieve your objectives

Module 4 - Defining new channels/Strategic Planning for new channels
• What new media is?
• Definition of new media - the tools
• Why it has become so popular
• Facts around usage

Module 5 - Understanding Traditional Media and its role in a PR strategy
• Defining what is the media
• What traditional media is
• Definition of the different forms of traditional media
• How to work with traditional media

Module 6 - Key Messages
• How to develop relevant key messages
• How to write a media alert and a media release
• How to work with traditional media

Module 7 - Understanding New Media
• what you can do with social media
• new media strategy
• managing the conversations
• campaign examples
• tips and implementing guidelines
• resourcing

Module 8 - Crisis and Issues media management
• How to recognise and identify potential media issues
• Preparing media strategies for dealing with issues
• Action plans for managing a crisis in the media
• Minimizing the negative impact of issues and crises

Module 9 - Implementing and Evaluating the PR Strategy
• How to evaluate or measure whether your campaign has met the initial objectives
• How to ensure whether your initial objectives are SMART specific, measurable, achievable, realistic and timely
• Tools currently used to measure campaign effectives in media including AVE's (what are these?)
• Determining whether your message reached its intended audience(s)

Module 10 - Budgeting
• How to budget for a campaign
• In-house budgeting
• Consultancy budgeting
• Contingencies

Module 11 - Reviewing the whole process
•  Have you got it all right?

For more information visit



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