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BUSINESSADVOCACYFUND
MEDIAENGAGEMENTSTRATEGY
By Exclamation Marketing
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Background
The Business Advocacy Fund (BAF) supports BusinessMembership Organisations (BMOs) to advocate changein public policy. In particular, it supports dialogue withgovernment and government agencies and advocacywhich will lead to improvement of the environment forbusiness, to create jobs, to increase incomes and
ultimately to reduce poverty. To meet this overarchinggoal the programme is organised into four output areas:1. Building capacity for dialogue and advocacy
2. Funding dialogue and advocacy/research and evidence
3. Supporting BMOs to become financially sustainable
4. Raising awareness through the media of the importance ofthe private sector to growth and thus the importance ofensuring a conducive enabling environment
*We shall focus on output 2 and 4
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Objectives of the Strategy
Commence and drive forward the process ofengagement with selected journalists. The steps inthis process are outlined in detail under Inputs &scope of work.
Broaden the working paper into an overall BAF
strategy for engaging with the media, through: Reviewing:
the project-wide opportunities to engage with the broadcast mediaon Business Enabling Environment (BEE) issues;
the opportunities for BAF to support BMOs in engaging with the
media.
modifying the overall media strategy (where relevant);
selecting the most relevant opportunities that best meetBAFs requirements, and;
developing the operational plan for delivery.
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Work Scope
Developing a media strategy Media Engagement
Media Relations and Liaison
Advocacy through media campaigns
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Target
Donors-DANIDA Media
Partners
Staff The government
Businesses and business associations
Prospective entrepreneurs
Other key stakeholders
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Output 2-Supporting Dialogue and
Advocacy
Approach
PSAsTV Programs
and Interviews
DocumentariesMedia
Trainings
Social Media
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PSAs
Shoot short video clips that advocate for action in afocus area of BMOs e.g. create messages that lead
to improvement of the environment for business,
create jobs and reduce poverty.
A key staff of BMO can also reinforce the message inthe PSA
Such messages aim to raise awareness amongst the
public or to mobilise grass roots support, or grab the
attention of policy makers.
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TV Programs and Interviews
Solicit for radio and TV interviews with key staff ofBMOs
Solicit for newspaper and magazine interviews
The interviews will raise awareness and increase
dialogue and advocacy of BMOs key issues and theway forward in tackling these problems
Partner with local TV programs that can highlight the
work of BAF in a creative way during the program
e.g. Makutano Junction on Citizen TV
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Documentaries
Shoot a documentary highlighting: Key wins or milestones accomplished by the organization
Problems in the country that the organization tackles
Partnerships the organization has capitalized on to further
create a better business environment and ultimatelyreduce poverty
The documentary should also call on the
government, business associations, businesses and
prospective entrepreneurs to take action onrestrictive policies, and thus reinforce the other
components of BAF support.
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Media Trainings
Conduct media trainings for key staff of BMOs to: Provide training, advice and support for them to develop
and implement PR strategies
Training to undertake interviews in a way that ensures
that they communicate their messages effectively
Use the media effectively in their advocacy
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Social Media
Regular updates about BMOs on social media to: Sensitize Kenyans on key issues facing the country and
the way forward
Raise awareness concerning the work of BMOs and how
Kenyans can participate
Advocate for specific actions by Kenyans concerning key
issues facing them
Share best practices of solutions to problems so that
Kenyans can benefit from them
Create public debate and ask for peoples opinion on how
key issues affecting them should be solved
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Output 4:Media and Raising Awareness
ApproachPress Briefings
Media Discussions
Social Media
Public Workshop/trainings
Case Studies
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Press Briefings
Hold regular press briefings to: Announce major new developments/partnerships in
BMOs
Raise awareness regarding milestones achieved by
BMOs
Announce new significant appointments in the BMOs
Launch new products or services of the BMOs
Announce awards and significant financial grants or loans
obtained by the BMOs
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Media Discussions
Conduct a media training for key media houses prior to a
major launch event to sensitize the media on key issues
they should pick out
During the media training, ensure there is a question and
answer session, and take note of journalist questions and
challenges they have faced when reporting matters aboutBEE
At the event, get feedback from the journalists informally to
know whether the training was helpful and possible
recommendations
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Public workshops/trainings
Conduct public workshops to engage the public,raise awareness and create public debate on the
significance of business policy in economic terms
Invite the media to cover the opening ceremony of
the workshops and highlight key issues to bediscussed as well as expected outcomes
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Case Studies
Engage the media to do features or human intereststories on case studies identified by the BMOs
Where possible, contact journalists who have
previous covered BAF and Business Enabling
Environment(BEE) stories as they will have a greaterunderstanding of the work they do
The case studies will be projects/ business that have
made significant improvements as a result of
partnering with the various BMOs. They are alsobusinesses that create jobs and raise incomes of the
poor
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Media Monitoring
Compile a detailed media monitoring report showingPR mileage and magnitude of coverage obtained
Additional media monitoinring costs can be attained
from Synovate at an additional cost
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Ends
For more information, please contact
Sue Omanga
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