Media Issues for Sister City Programs

Back to Basics

Media: plural of the word ‘medium’‘a method of transmitting information’

Mass Media‘media designed to reach a large

audience’

News Media‘the portion of the media dedicated to

presenting current affairs to the public’

WHAT IS THE MEDIA?

Back to BasicsWHY DOES THE MEDIA EXIST?

State Information

Community Service

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Back to BasicsWHY DOES THE MEDIA EXIST?

State Information

Community Service

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Town criers

Back to BasicsWHY DOES THE MEDIA EXIST?

State Information

Community Service

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Town criers

Acta Diurna

Back to BasicsWHY DOES THE MEDIA EXIST?

State Information

Community Service

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Town criers

Acta Diurna

Localised community

news

Back to BasicsWHY DOES THE MEDIA EXIST?

State Information

Community Service

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Town criers

Acta Diurna

Localised community

news

Special interest

Back to BasicsWHY DOES THE MEDIA EXIST?

State Information

Community Service

PROFIT

Town criers

Acta Diurna

Localised community

news

Special interest

Back to BasicsWHY DOES THE MEDIA EXIST?

State Information

Community Service

PROFIT

Town criers

Acta Diurna

Localised community

news

Special interest

National networks

Back to BasicsWHY DOES THE MEDIA EXIST?

State Information

Community Service

PROFIT

Town criers

Acta Diurna

Localised community

news

Special interest

National networks

NewsLtd.

Back to BasicsTYPES OF MEDIA

MetroTalk radio (2UE, 3AW, 6PR)•Often AM•Older listener demographic•Issues based

B/fast radio (Kyle & Jackie O)•Often FM•Younger listener demographic

News bulletins•Often hourly•Format depends on station

RADIO

RegionalAM Radio•Gold or classic hits music with some local talk•Older listener demographic•Community service•Detailed news bulletins

FM Radio•Pop or rock music with breakfast•Younger listener demographic•Entertainment focus•Lighter news bulletins

ABC Radio•Local news and lifestyle format•Mid to older listener demographic

Back to Basics

National (ABC)

News Radio: talk format with national focus news and current affairs

Radio National: magazine style format with arts, community, lifestyle and current affairs segments

Triple J: youth orientated, mostly alternative music, some current affairs content

TYPES OF MEDIA

RADIO

Back to BasicsTYPES OF MEDIA

NationalThe Australian

MetroTabloid dailies (Daily Tele,

Courier Mail)Broadsheet dailies (SMH, The Age)

NEWSPAPERSRegionalRural pressCumberland Newspaper GroupFairfax media

General news FeaturesOpinion

Back to BasicsTYPES OF MEDIA

The ABCABC National News

MetroEach network broadcasts news from each capital city

TELEVISION RegionalSome regional centres have a local television news service

Back to BasicsTYPES OF MEDIAMainstream media affiliate sites

ninemsn.comyahoo7.comnews.com.au

Search and summary sites

Google newsDigg.com

INTERNET

Original content sites

Alternative news sitesLocality sites

‘Newsworthiness’

NEWSWORTHY

‘Newsworthiness’

NEWSWORTHY

TIMELINESS

‘Newsworthiness’

NEWSWORTHY

TIMELINESS PROFILE

‘Newsworthiness’

NEWSWORTHY

TIMELINESS PROFILE PROXIMITY

‘Newsworthiness’

NEWSWORTHY

TIMELINESS PROFILE PROXIMITY

UNIQUENESS

‘Newsworthiness’

HUMAN INTEREST

NEWSWORTHY

TIMELINESS PROFILE PROXIMITY

UNIQUENESS

‘Newsworthiness’

HUMAN INTEREST

NEWSWORTHY

TIMELINESS PROFILE PROXIMITY

UNIQUENESS SIGNIFICANCE

Media tools

Personalisation

Media tools

PersonalisationSensationalism

Media tools

PersonalisationSensationalism

Angles

Media tools

INTEREST RATES SKYROCKET

Personalisation

Media tools

FAMILY BUDGETS STRETCHED AS INTEREST RATES SKYROCKET

INTEREST RATES SKYROCKET

Personalisation

Media tools

SCHOOLS BANS JUNK FOOD

Sensationalism

Media tools

SCHOOLS BANS JUNK FOOD

Sensationalism

STUDENTS FORCED TO STARVE BY FOOD BAN

Media tools

COUNCILS LOWER RATES

Angles

Media tools

COUNCILS LOWER RATES

Angles

TOO GOOD FOR OUR MONEY:WHAT SERVICES YOU WILL MISS

OUT ON

Sister Cities Media“Positive Angles”

JAPANESE VISIT STRENGTHENS

CULTURAL UNDERSTANDING

SUPPORTING OUR SISTER CITIES

PLACING GEELONG ON A WORLD STAGE

Sister Cities Media“Negative Angles”

$200,000 SISTER CITY VISIT – BUT WHERE ARE OUR KERBS?

COUNCILLORS REVEL ON SISTER CITY JUNKET

‘YES PLEASE!’ THE COUNCILLORS CASH IN ON YOUR SISTER CITY

BUDGET

Sister Cities Media

PURPOSE OF PROMOTING YOUR SISTER CITY PROGRAM

• Educate the community to SCP goals

LOOKING FOR OPPORTUNITIES

Sister Cities Media

PURPOSE OF PROMOTING YOUR SISTER CITY PROGRAM

• Educate the community to SCP goals

• Promote your council’s innovation

LOOKING FOR OPPORTUNITIES

Sister Cities Media

PURPOSE OF PROMOTING YOUR SISTER CITY PROGRAM

• Educate the community to SCP goals

• Promote your council’s innovation• Justify SCP program expense

through communication wins

LOOKING FOR OPPORTUNITIES

Sister Cities Media

PURPOSE OF PROMOTING YOUR SISTER CITY PROGRAM

• Educate the community to SCP goals

• Promote your council’s innovation• Justify SCP program expense

through communication wins• Promote value added to the

community through SCP

LOOKING FOR OPPORTUNITIES

OPPORTUNITIES TO PROMOTE

RED SCENARIOS

• Your council visiting sister cities

Sister Cities MediaLOOKING FOR OPPORTUNITIES

OPPORTUNITIES TO PROMOTE

RED SCENARIOS

• Your council visiting sister cities

• Your council providing gifts to your sister city

Sister Cities MediaLOOKING FOR OPPORTUNITIES

Sister Cities MediaLOOKING FOR OPPORTUNITIES

OPPORTUNITIES TO PROMOTE

AMBER SCENARIOS

• Appointment of a new sister city

Sister Cities MediaLOOKING FOR OPPORTUNITIES

OPPORTUNITIES TO PROMOTE

AMBER SCENARIOS

• Appointment of a new sister city• Visits from sister city delegates

Sister Cities MediaLOOKING FOR OPPORTUNITIES

OPPORTUNITIES TO PROMOTE

AMBER SCENARIOS

• Appointment of a new sister city• Visits from sister city delegates• Functions featuring sister city

delegates

Sister Cities MediaLOOKING FOR OPPORTUNITIES

OPPORTUNITIES TO PROMOTE

AMBER SCENARIOS

• Appointment of a new sister city• Visits from sister city delegates• Functions featuring sister city

delegates• Gifts received from sister cities

OPPORTUNITIES TO PROMOTE

AMBER SCENARIOS

• Appointment of a new sister city• Visits from sister city delegates• Functions featuring sister city

delegates• Gifts received from sister cities• Opportunities for residents in sister

cities

Sister Cities MediaLOOKING FOR OPPORTUNITIES

OPPORTUNITIES TO PROMOTE

GREEN SCENARIOS

Sister Cities MediaLOOKING FOR OPPORTUNITIES

Sister Cities MediaLOOKING FOR OPPORTUNITIES

Look at your sister city program and its activities and find angles

Sister Cities MediaLOOKING FOR OPPORTUNITIES

Look at your sister city program and its activities and find angles

Develop a plan based on these angles:

Sister Cities MediaLOOKING FOR OPPORTUNITIES

Look at your sister city program and its activities and find angles

Develop a plan based on these angles:Which media will be approached

Sister Cities MediaLOOKING FOR OPPORTUNITIES

Look at your sister city program and its activities and find angles

Develop a plan based on these angles:Which media will be approachedWhat are your ‘media lines’?

Sister Cities MediaLOOKING FOR OPPORTUNITIES

Look at your sister city program and its activities and find angles

Develop a plan based on these angles:Which media will be approachedWhat are your ‘media lines’?What are your goals? (mention on radio, photo in local paper)

Sister Cities MediaLOOKING FOR OPPORTUNITIES

Look at your sister city program and its activities and find angles

Develop a plan based on these angles:Which media will be approachedWhat are your ‘media lines’?What are your goals? (mention on radio, photo in local paper)

Timeline for approaches

Sister Cities MediaLOOKING FOR OPPORTUNITIES

Look at your sister city program and its activities and find angles

Develop a plan based on these angles:Which media will be approachedWhat are your ‘media lines’?What are your goals? (mention on radio, photo in local paper)

Timeline for approaches

Test your plan for:Newsworthiness

Sister Cities MediaLOOKING FOR OPPORTUNITIES

Look at your sister city program and its activities and find angles

Develop a plan based on these angles:Which media will be approachedWhat are your ‘media lines’?What are your goals? (mention on radio, photo in local paper)

Timeline for approaches

Test your plan for:NewsworthinessSensationalism potential

Sister Cities MediaLOOKING FOR OPPORTUNITIES

Look at your sister city program and its activities and find angles

Develop a plan based on these angles:Which media will be approachedWhat are your ‘media lines’?What are your goals? (mention on radio, photo in local paper)

Timeline for approaches

Test your plan for:NewsworthinessSensationalism potential Angle potential

Sister Cities MediaLOOKING FOR OPPORTUNITIES