沉浸式翻译Weighting:30%
权重：30%
Due:Friday August 9, submitted as PDF via Moodle, through Turnitin, by midnight.
截止日期：8 月 9 日星期五，午夜前通过 Moodle 和 Turnitin 以 PDF 格式提交。
Length:1,500 words
长度：1,500字
Title: Media Plan for a Non-Profit Organisation
标题：非营利组织的媒体计划
Expectations: Campaign Plan
期望：活动计划
Write a media relations campaign plan for a real non-profit organisation. Your aim is to obtain coverage in the mainstream mass media. Essentially you will be presenting the steps that would go into an MBO (Management by Objective) campaign. Note, most organizations show little or no evidence of understanding the role played by the media in relation to publicising their issue(s) and building relationships with stakeholders/publics; some do. In either case, you will be proposing media relations activities for the mainstream media,not social media.
为一个真正的非营利组织编写媒体关系活动计划。你的目标是获得主流大众媒体的报道。从本质上讲，您将展示 MBO（目标管理）活动的步骤。请注意，大多数组织很少或根本没有证据表明了解媒体在宣传其问题和与利益相关者/公众建立关系方面所扮演的角色;有些人会这样做。无论哪种情况，您都将为主流媒体而不是社交媒体提出媒体关系活动。
The media relations plan must be designed to get coverage of an issue in the mass media,not social media, that is of central importance to your non-profit organisation. For example, framing your media relations plan around a major newsworthy event that your organisation is already planning. The assignment is not to develop a new event, or to create or organise a fictitious event, so you should not be focusing on creating an event, or organising an event yourselves. You can use an existing event for your starting point, but your focus is not on how to execute the event—this is not an event planning or campaign planning activity but a media relations plan.
媒体关系计划必须旨在报道大众媒体而不是社交媒体上的问题，这对您的非营利组织至关重要。例如，围绕您的组织已经在计划的具有新闻价值的重大事件来制定您的媒体关系计划。任务不是开发一个新活动，也不是创建或组织一个虚构的活动，所以你不应该专注于创建一个活动，或者自己组织一个活动。您可以使用现有事件作为起点，但您的重点不是如何执行事件，这不是事件策划或活动策划活动，而是媒体关系计划。
The Media Relations Plan must be presented in a professional manner with headings, client logo and clear, succinct writing.
媒体关系计划必须以专业的方式呈现，包括标题、客户徽标和清晰、简洁的文字。
A suggested outline might include:
建议的大纲可能包括：
A cover page with a title for the plan, a client logo, your group members’ names as they appear in the Moodle (as the PR practitioners), date, and contact details for your group.
包含计划标题、客户徽标、您的小组成员在 Moodle 中显示的姓名（作为 PR 从业者）、日期和小组的联系方式的封面。
A TOC(table of contents)—optional.
目录（目录）- 可选。
A situation Analysis—this is a short description of your client and a short description of either the issue or the event that you will be trying to use to build up media relations capacity.
情况分析——这是对客户的简短描述，也是对您将尝试用于建立媒体关系能力的问题或事件的简短描述。
RSPCA background info, history
RSPCA背景信息，历史
background info about puppy farms (statistics, ...)
关于小狗农场的背景信息（统计数据，...
https://www.rspca.org.au/campaigns/puppy-farms
https://kb.rspca.org.au/knowledge-base/what-is-a-puppy-farm/
what are RSPCA is trying to do with th puppy farms
RSPCA试图对小狗农场做什么
A Goal statement—a brief summary (approximately 2 sentences) of what you are trying to achieve with this one (small) Media Relations Plan.
目标陈述——简要总结（大约 2 句话）您试图通过这个（小型）媒体关系计划实现的目标。
build relationships with media publics who can benefits our organisation in the future
与媒体公众建立关系，他们可以在未来使我们的组织受益
5. Clear Objectives—articulate clear, achievable, objectives to reach your target public through the mass media. Identify at least 2 informational, and 2 motivational/behavioural persuasive objectives.
5. 明确的目标——阐明清晰、可实现的目标，以通过大众媒体接触您的目标公众。确定至少 2 个信息目标和 2 个动机/行为说服目标。
Identify your Target Audience—the audience that you hope to reach with the information about your issue or event for your client. The audience in this case are members of the mainstream media. Audience are not all the readers of the newspaper but journalists. Be specific and identify existing publics. Again, your target audience(s) are members of the media and relevant publics (politicians/lawmakers, community leaders, etc.), not “customers” “soccer moms,” etc.
确定您的目标受众 - 您希望通过向客户提供有关您的问题或事件的信息而接触的受众。在这种情况下，受众是主流媒体的成员。受众不是报纸的所有读者，而是记者。要具体，并确定现有的公众。同样，您的目标受众是媒体成员和相关公众（政治家/立法者、社区领袖等），而不是“客户”、“足球妈妈”等。
Identify your Target Media outlet(s)—your choice(s) of media with an explanation for your choices (e.g. appropriate for your audience given their past coverage of related issues; reaches your target audience; is favourable to your issue, etc.).
确定您的目标媒体渠道——您选择的媒体，并解释您的选择（例如，鉴于他们过去对相关问题的报道，适合您的受众;接触您的目标受众;有利于您的问题等）。
A list of Tactics—how will you reach your audience (e.g. by writing a media release and sending it to a particular newspaper, by setting up a plant tour, by arranging for meetings with journalists, etc.). Note:employing multiple tactics for each objective is expected.
策略列表——您将如何接触您的受众（例如，通过撰写新闻稿并将其发送给特定报纸，通过安排工厂参观，通过安排与记者的会面等）。注意：预计每个目标采用多种策略。
A Calendar or planning/timeline(a Gantt chart)—include every detail of what you expect to do in your plan, including what specific tasks you would assign to each group member.
日历或计划/时间线（甘特图）- 包括您希望在计划中执行的操作的每个详细信息，包括您将分配给每个组成员的特定任务。
A Budget—create a brief tabular budget with a budget narrative of the costs of implementing the plan.
预算 - 创建一个简短的表格预算，其中包含实施计划成本的预算叙述。
Evaluation Strategies—a list of techniques you will recommend to use to evaluate the plan after it is over. Note: Evaluation is always liked to goals and objectives, and any post campaign assessment should be tied to baseline data (i.e., you cannot ask people about opinions and knowledge at the end of a campaign, unless you have a baseline from the beginning). Gathering research should be part of the plan and this section should be both talked about early in your campaign and at the end.
评估策略 - 建议在计划结束后用于评估计划的技术列表。注意：评估总是与目标和目的有关，任何活动后的评估都应与基线数据相关联（即，除非您从一开始就有基线，否则您不能在活动结束时向人们询问意见和知识）。收集研究应该是计划的一部分，这部分应该在你的竞选活动早期和结束时讨论。
The media plan should be developed using the information presented in lectures and in the readings. Remember, this campaign plan is for your client, so assume you will be writing it and presenting it to them.
媒体计划应使用讲座和阅读材料中提供的信息来制定。请记住，此活动计划是为您的客户准备的，因此假设您将编写它并将其呈现给他们。
Presentation, Structure, and Strategy | FL–PS Issue not articulated. Audiences/media not strategically chosen based on research. Over/under word limit. Poor grammar or presentation. No cover-page. Confused structure. Strategy not articulated. Objectives not written properly. | PS–CR Some presentation of the issue and client. Partial selection of media/audiences. Structure does not include all required elements. Some typos or errors. Basic content but not æsthetically pleasing. Part of strategy articulated but does not tie in all areas of plan. | CR–DN Clear presentation of client/issue. Strategically selected audiences/media. Includes all required elements. Presented well, few flaws. Style is concise and lucid. Strategy draws on theory and ties in objectives, aim, & tactics. | HD Excellent presentation of client/issue. Clear & strategic choices of media/audiences backed up with strong research. Covered assignment question in full. Error free. Well written and flows clearly. Excellent presentation with logo, design, details of group.Strategy draws on theories but clearly articulates these for client and ties in aim, objectives, & tactics. |
Aim or Goal, and objectives | FL–PS No clear separation between goal and objectives. Unclear objectives that are not measurable and do not fulfill any of the SMART criteria. No understanding of the difference between informational/motivational. Only one type of objective. | PS–CR Has a clear goal but not clearly differentiated from objectives. Demonstrates an understanding of informational & motivational objectives, but not clearly identified. Not all are specific and measurable—uses SMART categories. | CR–DN Goal is appropriate. Sound objectives including both informational & motivational. Objectives articulated and are specific and measurable—Uses SMART. | HD Clearly articulated overarching goal. Sound description of objectives, clearly separating out informational and motivational. Specific and measurable objectives for each audience, relating clearly to targeted media. Uses SMART correctly. |
Target audiences
| FL–PS Weak choice of audience—not relevant to issue/client’s needs. No description of audiences. Only one type of audience addressed. | PS–CR Adequate description of audience. No secondary audience listed. Brief explanations of audiences but barely relevant to your client’s interest. | CR–DN Sound description of key audiences based on issue/client research. Well described with some explanation for choices made. | HD Key audiences clearly and strategically identified. Content succinctly presented and described. Audiences clearly linked to client interests. Creative and strategic choices made. |
Target media | FL–PS Poor choice of target media based on issue/audience. No connection between the two. Target audience are not the media but customers, etc.
| PS–CR Some media chosen to reach target audience, other media seemingly chosen randomly. Some media not favourable to client/issue. | CR–DN Strategic selection of media to reach target audience. Media chosen that are favourable to issue. | HD Excellent strategic choice of media that both reaches target audience and is highly likely to cover issue or event favourably. |
Tactics, timeline, and budget | FL–PS Confusion between tactics and strategies/objectives. Very little detail in tactics—no information on target media contacts. Budget does not account for all aspects of costing or has too much information. Timeline is not detailed enough—very limited outline of tactics. | PS–CR Adequate details of tactics but no information on who/where to contact (media outlets). No details in timeline of who is responsible for what action. Basic details in budget but not everything included. | CR–DN Most tactics included with most of the details (journalists contacts, etc.). Timeline clearly presented and logical. Most activities accounted for—who is responsible and deadlines mostly covered. Budget covers all details of possible costs. | HD Thoroughly researched—all key tactical activities including responsibilities and deadlines covered. Details of all media outlets to be targeted including name of media outlet and name of journalist/editor/producer to be contacted. Timeline clear and with every item listing who is responsible. All budgetary items included. Almost perfect.
|
Evaluation | FL–PS Loosely covered. Not linked to objectives at all. Recommendations not feasible or realistic. Too much academic language (should be language understandable for client).
| PS–CR Some reference to stated objectives. Not all objectives covered. Recommendations only somewhat feasible. Too many types of evaluation suggested and not budgeted for properly. | CR–DN Reference to most objectives—including motivational, informational. Realistic measures recommended. | HD Reference to all stated objectives: motivational, informational, etc. Realistic measures recommended. Strategic evaluations chosen to give a good all-round evaluation of the success of the plan. |
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your campaign is focus on your MEIDA
您的活动专注于您的 MEIDA
purposr: to build relationships with media
PURPOSR：与媒体建立关系
target: it’s not the public, it the media outlets (media people)
目标：不是公众，而是媒体（媒体人）
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main goal: build relationships with media publics who can benefits our organisation in the future
主要目标：与媒体公众建立关系，使他们在未来受益
print media
印刷媒体
GOAL: to build relationships with key journalists based in Sydney who can help us achieve our future goals
目标：与悉尼的主要记者建立关系，他们可以帮助我们实现未来的目标
OBJECTIVE 1: raise 10 journalists’ awareness about our organization within two months (informational objective)
目标 1：在两个月内提高 10 名记者对我们组织的认识（信息目标）
S1: introduce ourselves to the journalists
S1：向记者介绍自己
T1: mail them comlimentary copies of RSPCA publications with business card attached
T1：向他们邮寄RSPCA出版物的复印件，并附上名片
T2: send emails
T2：发送电子邮件
T3: schedule a phone calls
T3：安排电话
T4: reach out via social media (LinkedIn)
T4：通过社交媒体（LinkedIn）联系
S2: set up individual meetings (face to face meet an greet)
S2：设置个人会议（面对面见面打招呼）
T1: talk about our organization
T1：谈谈我们的组织
T2: learn about their background and interests
T2：了解他们的背景和兴趣
T3: come up with talking points
T3：提出谈话要点
objective: try to interact with media professional (behavioural) extra objective:
目标：尝试与媒体互动 专业人士（行为） 额外目标：
extra side objectives: mailing list/ christmas cards/birthday list/holiday cards (before discussion) additional activities apply to everybody → behaviours relational activities (database) or calendar → know them → adding them to linkedin network, get to know them down the road
额外的支线目标：邮件列表/圣诞贺卡/生日列表/节日贺卡（讨论前） 其他活动适用于每个人→行为、关系活动（数据库）或日历，→了解他们→将他们添加到LinkedIn网络，了解他们
OBJECTIVE 2: encourage journalists to publish 10 stories within four months (behavioural)
目标2：鼓励记者在四个月内发表10篇报道（行为）
S1: maintain relationship with them strengthen
S1：加强与他们的关系
T1: monthly update reports
T1：月度更新报告
T2: encourage journalists to visit our media page/opt into mailing list (stories of interest to them)
T2：鼓励记者访问我们的媒体页面/选择加入邮件列表（他们感兴趣的故事）
already on the website (fact sheet + ) op-ed + backgrounder
已经在网站上（情况说明书+）专栏+背景资料
T3: follow up the editors by email
T3：通过电子邮件跟进编辑
send info about current events
发送有关当前事件的信息
join professional journalism associations
加入专业新闻协会
attend luncheons
参加午餐会
S2: pitch ideas them
S2：向他们推销想法
T1: call
T1：呼叫
T2: email pitch letter (pics/interview) if you this it will be easy (convincing)
T2：电子邮件推销信（图片/采访）如果你这样做会很容易（令人信服）
T3: give them media releases included in pitch
T3：向他们提供包含在推介中的媒体发布
TV
电视
GOAL: to establish relationships with television broadcast media professionals based in Australia who can help us further our goal
目标：与澳大利亚的电视广播媒体专业人士建立关系，他们可以帮助我们进一步实现目标
OBJECTIVE 1: start a relationship with broadcast media
目标1：与广播媒体建立关系
S1: introduce ourselves to television program producers
S1：向电视节目制作人介绍自己
T1: send emails with hyperlink to website and business card (if they dont respond to phoencall)
T1：发送带有网站和名片超链接的电子邮件（如果他们不回复phoencall）
T2: schedule a phone call
T2：安排电话通话
meeting (tactic) email (tactic) phonecall (better) leave messages → this is how we meet them, talk to receptionist. resort to email when we have to. email if we had trouble reaching them, lets set up meet and greet/ coffee
会议 （战术） 电子邮件 （战术） 电话 （更好） 留言 →这就是我们认识他们的方式，请与接待员交谈。必要时求助于电子邮件。如果我们无法联系到他们，请发送电子邮件，让我们设置见面会/咖啡
s2: second step: meet face to face (lunch)
S2：第二步：面对面见面（午餐）
here we can tell them what we have coming up
在这里，我们可以告诉他们我们即将发生的事情
get them to take on our cause (CSR) make connection with them
让他们承担我们的事业 （CSR） 与他们建立联系
bring material to meeting (update on what we do ) media kit with info → (informal opportunity to build relationship with them)
将材料带到会议（更新我们的工作） 带有信息→的媒体工具包（与他们建立关系的非正式机会）
proximity (being closer to them).
接近（离他们更近）。
objective 2: maintain relationship (already know them see them and maintain relationship)
目标2：维持关系（已经认识他们，看到他们并维持关系）
s1: see them face to face
S1：面对面地看他们
T1: monthly luncheon
T1：每月午餐会
T2: go to awards
T2：前往奖项
give them media kit
给他们媒体工具包
s2: keep up them updated
S2：保持更新
t1: send them regular updates through email about (follow up incase they dont see direct mail from organization)
T1：通过电子邮件向他们发送定期更新（如果他们没有看到组织的直接邮件，请跟进）
t2:get them to subscribe to our direct mail
T2：让他们订阅我们的直邮
t3: set up lunchs or coffee and discuss
T3：安排午餐或咖啡并讨论
objective 3: get them to talk about our organizaion and feature us
目标 3：让他们谈论我们的组织并介绍我们
S1: prepare contents to pitch
S1：准备要推销的内容
video content/commercials/good videos (show them what we have)
视频内容/广告/好视频（向他们展示我们所拥有的）
photographer for pictures
摄影师拍摄图片
S2: pitch ideas
S2：推销创意
meeting
会议
have discussion of how bad issues are
讨论问题有多糟糕
bring material that could be useful
带上可能有用的材料
produce talking points about ideas that we have
就我们的想法提出谈话要点
get to know them know about what to do
了解他们，知道该怎么做
pitch specific show ideas (we want to get on a community based talk show)
推销特定的节目创意（我们想参加一个基于社区的脱口秀节目）
send segment of sthn we did before
发送我们之前做的 sthn 片段
include our content to offer in a pitch
在推销中包括我们提供的内容
broadcast need images/interesting people/talking heads/videos (bias for attractive people)
广播需要图像/有趣的人/会说话的人/视频（偏向有吸引力的人）
make a portfolio of RSPCA rescued dogs from the puppy farms for producers (to email)
为生产者制作来自幼犬农场的 RSPCA 获救狗的作品集（发送电子邮件）
T1: hire a photographer to take a before and after photos (of the rescued puppies)
T1：聘请摄影师拍摄（获救小狗）的前后照片
T2: taking the undercover videos
T2：拍摄卧底视频
T3: testimonials from people who adopted dogs from puppy farms
T3：从幼犬养殖场收养狗的人的推荐
radio:
收音机：
radio: storytelling entertaining/ more flexible
广播：讲故事有趣/更灵活
pitch story idea to dj/talkshow/morning shows/
向DJ/脱口秀/早间节目推销故事创意/
(segmented and targeted/reaching them directly/talk to young people
（细分和有针对性/直接接触他们/与年轻人交谈
evaluation:
评估：
have meetings: evaluate success of meetings, how many ppl we met, did we build relationships
开会：评估会议的成功，我们遇到了多少人，我们是否建立了关系
did our stories get published
我们的故事发表了吗
track vists to website (media portal) did specific ppl come (pay)
跟踪网站（媒体门户）的访问是否特定 PPL 来了（付费）
did we get on the shows
我们上节目了吗
did we have discussions on talk shows
我们在脱口秀节目中讨论过吗
weekend community show are we on it?
周末社区节目 我们上了吗？
quarterly report (links to newsstories/info on viewership and audiences)
季度报告（链接到有关收视率和观众的新闻报道/信息）
tangible benefits, did we get more coverage
实实在在的好处，我们得到了更多的报道
time:
时间：
timeframe for meetings
会议时限
maintaining relationships is always happening
维持关系总是在发生
window to get on show (create dates/ proposed event/get media coverage for it) pitch ideas send out content before 1 month
展示窗口（创建日期/提议的活动/获得媒体报道） 推销创意 在 1 个月前发送内容
get on a show cause we have smthn happening
参加表演，因为我们有 SMTHN 发生
first 3 months get to know them after 3 months get on the show
前 3 个月了解他们 3 个月后上节目
strategies will involve pitching ideas about key events taking place in the year (range of 6 months)
策略将涉及对一年中发生的关键事件（范围为 6 个月）提出想法
tactic would be pitch
战术是投球
key messages: journalist: wed like to be a resource for you
关键信息： 记者：WED 喜欢成为你的资源
we can give you content
我们可以为您提供内容
these are the kinds of things we have to help you (events this year)
这些是我们必须帮助你的事情（今年的活动）
tv: rly good video content
电视：Rly Good 视频内容
good messages for tv
电视的好信息
radio: good stories
电台：好故事
talented spokesperson (on air personality)
才华横溢的代言人（播音员）
list of key messages: 1 paragraph) each public has different interests (tv: images and video) radio(story) print (wants smthn interesting)
关键信息列表：1段） 每个公众都有不同的兴趣（电视：图像和视频） 广播（故事） 印刷品（希望SMTHN有趣）
discussion of research: background research on ppl/look at their stories/
研究讨论：PPL的背景研究/看看他们的故事/
how will we plan for this
我们将如何为此进行计划
look back at old successful stories (what has print published) this give insights
回顾过去的成功故事（印刷出版的内容），这提供了见解
research paragraph.
研究段落。
have description of our cause then a list of key issues use them to talk to journalist (dog racing/puppy farms) → make this a table
描述我们的事业，然后列出关键问题，用它们与记者交谈（赛狗/小狗农场），→做成一张桌子
timetable: team gantt
时间表：甘特队
Situational Analysis
情境分析
The RSPCA Australia (Royal Society for the Prevention of Cruelty to Animals) is an Australian non-government organisation established in 1981 fighting for the promotion of animal welfare. The RSPCA prevents cruelty to animals by advocating animal care and promoting protections. The RSPCA aims to become “the leading authority in animal care and protection” (2019).
RSPCA 澳大利亚（皇家防止虐待动物协会）是一个澳大利亚非政府组织，成立于1981年，致力于促进动物福利。RSPCA通过倡导动物护理和促进保护来防止虐待动物。RSPCA的目标是成为“动物护理和保护领域的领先权威”（2019年）。
According to the RSPCA website (2019), its main objectives can be classified as formulating, enforcing and improving animal protection policies and laws; educating the public about the humane treatment of animals; and promoting animal welfare by seeking communication and cooperation with relevant stakeholders for the care and protection of animals. The RSPCA runs several campaigns that focus on various animal issues. The issues include puppy farms, horse racing, hen welfare, pig farms, cow welfare, live sheep export, animal slaughter, animal testing, and pet adoption.
根据RSPCA网站（2019年），其主要目标可归类为制定、执行和改进动物保护政策和法律;教育公众了解人道对待动物;以及通过寻求与相关持份者的沟通和合作来促进动物福利，以照顾和保护动物。RSPCA开展了几项针对各种动物问题的运动。这些问题包括幼犬养殖场、赛马、母鸡福利、养猪场、奶牛福利、活羊出口、动物屠宰、动物试验和宠物收养。
To build a good relationship with media is essential for the RSPCA to gain the public’s attention on its issues. A good media plan can help the organisation both engage the discussions about its issues but also manage the relationship with its target media outlets (Johnston, 2013, p. 6 & Mahoney, p. 73). When a good media relationship is established, the RSPCA can maintain a certain media exposure on its issues. Thus the RSPCA can enhance its influence on the issues of promoting animal welfare.
与媒体建立良好的关系对于RSPCA获得公众对其问题的关注至关重要。一个好的媒体计划可以帮助组织参与有关其问题的讨论，还可以管理与目标媒体的关系（Johnston，2013，第6页和Mahoney，第73页）。当建立良好的媒体关系时，RSPCA可以在其问题上保持一定的媒体曝光率。因此，RSPCA可以增强其在促进动物福利问题上的影响力。
Goal statement
目标声明
This media relations plan aims to build strong, long lasting relationships with relevant media professionals across different channels. Long term outcomes are to increase media exposure and obtain favourable coverage to better achieve RSPCA’s goals.
该媒体关系计划旨在通过不同渠道与相关媒体专业人士建立牢固、持久的关系。长期结果是增加媒体曝光率并获得有利的报道，以更好地实现RSPCA的目标。
Print
打印
· Objective 1: Raise awareness among 10 relevant journalists about RSPCA’s mission within 2 months.
·目标 1：在 2 个月内提高 10 名相关记者对 RSPCA 使命的认识。
To inform journalists about RSPCA’s mission, goals and key issues, the first step is introduction. Journalists do not build relationships with organizations, they build relationships with the organization members who actively seek out opportunities to interact with them. Establishing initial contact points is an essential prerequisite to relationship building. This objective is informational with the purpose of increasing journalists’ knowledge levels.
为了让记者了解RSPCA的使命、目标和关键问题，第一步是介绍。记者不与组织建立关系，而是与积极寻找机会与他们互动的组织成员建立关系。建立初始联系点是建立关系的必要先决条件。这个目标是提供信息的，目的是提高记者的知识水平。
o Strategy 1: Introducing ourselves to journalists to reach acquaintance status.
o 策略1：向记者介绍自己，以达到熟人状态。
Ø Tactic 1: Send individual emails to journalists with the hyperlink to RSPCA’s website included in the email along with our personal contact details.
Ø 策略1：向记者发送个人电子邮件，并在电子邮件中包含RSPCA网站的超链接以及我们的个人联系方式。
Ø Tactic 2: Obtain journalists’ personal contact details and schedule follow up phone calls.
Ø 策略二：获取记者的个人联系方式，并安排后续电话。
Ø Tactic 3: Connect with journalists via professional social media platforms such as LinkedIn.
Ø 策略3：通过LinkedIn等专业社交媒体平台与记者联系。
o Strategy 2: Set up a meet and greet with each journalist to establish face to face contact.
o 策略 2：与每位记者见面并打招呼，以建立面对面的联系。
Ø Tactic 1: Learn about the journalist’s background, interests and hobbies through secondary research.
Ø 策略一：通过二次研究了解记者的背景、兴趣和爱好。
Ø Tactic 2: Come up with talking points such as their career, current affairs, and the journalism industry.
Ø 策略 2：提出他们的职业、时事和新闻业等话题。
Ø Tactic 3: Briefly discuss RSPCA’s mission, key campaigns and end goals to inform the journalist of our line of work.
Ø 策略3：简要讨论RSPCA的使命、主要活动和最终目标，以告知记者我们的工作。
· Objective 2: Encourage 10 journalists to publish a minimum of 1 media release each within 4 months.
·目标2：鼓励10名记者在4个月内每人至少发表1篇新闻稿。
Relationships with the media are not built overnight. It is important to consistently put in effort to remain in touch and keep journalists up to date on our organization. This will help keep them interested in RSPCA. This objective is behavioural since we are trying to motivate the journalists to act in a way that is favourable to our organization.
与媒体的关系不是一蹴而就的。重要的是要始终如一地努力保持联系，让记者了解我们组织的最新情况。这将有助于保持他们对 RSPCA 的兴趣。这个目标是行为上的，因为我们试图激励记者以有利于我们组织的方式行事。
o Strategy 1: Constantly work on maintaining and strengthening our relationships with journalists.
o 策略1：不断努力维护和加强我们与记者的关系。
Ø Tactic 1: Send monthly update reports on RSPCA’s activities by email.
Ø 策略1：通过电子邮件发送有关RSPCA活动的月度更新报告。
Ø Tactic 2: Encourage journalists to visit our media page and opt into our mailing list to keep up to date on stories of interest.
Ø 策略2：鼓励记者访问我们的媒体页面并选择加入我们的邮件列表，以了解感兴趣的最新故事。
Ø Tactic 3: Keep our media page up to date with fact sheets, backgrounders, op-eds, and news updates.
Ø 策略 3：让我们的媒体页面及时更新情况说明书、背景资料、专栏文章和新闻更新。
Ø Tactic 4: Send information to journalists about upcoming events RSPCA will be hosting.
Ø 策略4：向记者发送有关RSPCA即将举办的活动的信息。
Ø Tactic 5: Join professional journalism associations and attend luncheons or conferences to create more face to face contact opportunities with journalists.
Ø 策略五：加入专业新闻协会，参加午餐会或会议，创造更多与记者面对面接触的机会。
o Strategy 2: Pitch ideas after 4 months of building our relationships with journalists.
o 策略 2：在与记者建立关系 4 个月后提出想法。
Ø Tactic 1: Set up phone calls.
Ø 策略1：设置电话。
Ø Tactic 2: Email pitch letters with pictures, videos and interview transcripts attached to demonstrate that RSPCA has high quality factual content ready.
Ø 策略 2：通过电子邮件发送投稿信，并附上图片、视频和采访记录，以证明 RSPCA 已准备好高质量的事实内容。
Ø Tactic 2: Set up individual meetings and provide journalists with media releases.
Ø 策略二：安排个人会议，向记者提供新闻稿。
Television
电视
· Objective 1: Start a relationship with 5 broadcast media professionals.
·目标 1：与 5 名广播媒体专业人士建立关系。
These individuals are always looking for interesting content to feature. However, they are bombarded with content daily. Making our name known to key producers will differentiate our organization from the masses.
这些人总是在寻找有趣的内容来展示。然而，他们每天都受到内容的轰炸。让主要生产者知道我们的名字将使我们的组织与大众区分开来。
o Strategy 1: Introducing ourselves to television program producers.
o 策略 1：向电视节目制作人介绍自己。
Ø Tactic 1: Visit the television stations where our producers work to speak to the receptionist, hand out our business cards and try to obtain personal contact information of producers.
Ø 策略1：访问我们制片人工作的电视台，与接待员交谈，分发我们的名片，并尝试获取制片人的个人联系信息。
Ø Tactic 2: Schedule phone calls and leave messages when we are unable to get a hold of a producer.
Ø 策略2：当我们无法联系到制片人时，安排电话并留言。
Ø Tactic 3: Send individual emails to producers introducing ourselves and providing a hyperlink to RSPCA’s website. This will be done if we are unable to reach producers through the previous tactics.
Ø 策略 3：向生产者发送个人电子邮件，介绍我们自己并提供指向 RSPCA 网站的超链接。如果我们无法通过以前的策略联系到生产者，就会这样做。
o Strategy 2: Meet face to face following formal introduction within a week.
o 策略 2：在一周内正式介绍后面对面会面。
Ø Tactic 1: Set up a meeting.
Ø 策略1：安排会议。
Ø Tactic 2: Bring a media kit with information to the meeting.
Ø 策略2：带上包含信息的媒体资料袋参加会议。
Ø Tactic 3: Discuss RSPCA upcoming events. Convince producers that RSPCA is an appealing Corporate Social Responsibility candidate since animals are part of Australian identity and culture.
Ø 策略 3：讨论 RSPCA 即将举行的活动。让生产者相信RSPCA是一个有吸引力的企业社会责任候选者，因为动物是澳大利亚身份和文化的一部分。
· Objective 2: Maintain relationships with key producers over a period of 6 months.
·目标 2：在 6 个月内与主要生产者保持关系。
Proximity is an important factor in relationship building. Once initial contact is established, it is necessary to maintain the relationship over time to become top of mind whenever producers need an interesting story for their programs.
亲近是建立关系的重要因素。一旦建立了初步联系，就必须随着时间的推移保持这种关系，以便在制片人需要为他们的节目提供有趣的故事时成为首要考虑因素。
o Strategy 1: Leverage opportunities to meet with producers.
o 策略 1：利用机会与生产者会面。
Ø Tactic 1: Attend luncheons.
Ø 策略1：参加午餐会。
Ø Tactic 2: Go to broadcast award ceremonies and give out media kits.
Ø 策略二：参加广播颁奖典礼并分发媒体资料袋。
o Strategy 2: Keep producers up to date on RSPCA.
o 策略 2：让生产者了解 RSPCA 的最新信息。
Ø Tactic 1: Convince producers to subscribe to direct mail.
Ø 策略1：说服生产者订阅直邮。
Ø Tactic 2: Send monthly update reports through email.
Ø 策略2：通过电子邮件发送月度更新报告。
Ø Tactic 3: Follow up through phone call in case emails are ignored.
Ø 策略3：通过电话跟进，以防电子邮件被忽略。
Ø Tactic 4: Set up monthly casual coffee outings.
Ø 策略4：设置每月一次的休闲咖啡郊游。
· Objective 3: Convince producers to feature RSPCA stories on their channels within 6 months.
·目标 3：说服制片人在 6 个月内在其频道上展示 RSPCA 故事。
This is a behavioural objective that is based on RSPCA’s ability to convince producers that their content is interesting enough to boost ratings and attract an audience.
这是一个行为目标，基于RSPCA的能力，使制作人相信他们的内容足够有趣，可以提高收视率并吸引观众。
o Strategy 1: Prepare content to pitch.
o 策略 1：准备要推销的内容。
Ø Tactic 1: Hire a photographer to take before and after photos of rescued animals.
Ø 策略1：聘请摄影师拍摄获救动物的前后照片。
Ø Tactic 2: Compile video content, commercials, testimonials and undercover video footage.
Ø 策略二：汇编视频内容、广告、推荐信和卧底视频片段。
o Strategy 2: Pitch ideas.
o 策略 2：提出想法。
Ø Tactic 1: Schedule meetings with producers.
Ø 策略1：安排与制片人的会议。
Ø Tactic 2: Bring compiled content to the meeting.
Ø 策略二：将汇编好的内容带到会议中。
Ø Tactic 3: Produce talking points about ideas.
Ø 策略 3：提出关于想法的谈话要点。
Ø Tactic 4: Discuss why RSPCA’s content is relevant in the current environment and is newsworthy.
Ø 策略4：讨论为什么RSPCA的内容与当前环境相关，并且具有新闻价值。
Public specific messages
公共特定消息
Public | Messages | Reasoning |
Print | We can be a resource for you. |
|
We can provide you with quality content. | ||
We have several newsworthy events coming up this year. | ||
Television | We have high quality video content. |
|
We have before and after photos of rescued animals that will evoke audience sympathy. | ||
We have undercover footage from a puppy farm. | ||
Radio | We have interesting rescue stories to discuss. |
|
One of our employees is a talented spokesperson who could be an interesting on-air personality. |
Reference:
参考：
Mahoney, J.S. (2017). Public relations goals and objectives. In Public relations writing (third edition) (pp. 66–87). Melbourne: Oxford University Press.
马奥尼，JS（2017 年）。公共关系目标和目标。在公共关系写作（第三版）（第 66-87 页）。墨尔本：牛津大学出版社。
Johnston, J. (2013). Media relations: Issues and strategies (2nd edition), Crows Nest NSW: Allen & Unwin. pp. 1–8.
约翰斯顿，J.（2013 年）。媒体关系：问题和策略（第2版），新南威尔士州乌鸦巢：艾伦和昂温。第1-8页。
RSPCA (2019). What is a puppy farm. Retrieved from https://kb.rspca.org.au/knowledge-base/what-is-a-puppy-farm/
RSPCA（2019 年）。什么是小狗农场。取自 https://kb.rspca.org.au/knowledge-base/what-is-a-puppy-farm/
RSPCA (2019). Mission. Retrieved from https://www.rspca.org.au/what-we-do/about-us/mission
RSPCA（2019 年）。任务。取自 https://www.rspca.org.au/what-we-do/about-us/mission
BUDGET | |
Project | Fees($) |
Write media releases |
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Write letters to the editors |
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Write backgrounders |
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Prepare copies of publications with business cards |
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Write pitch letters |
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Set up individual meetings (transportation / snacks / drinks) |
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Professional journalism associations Joining fee |
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Transportation |
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Organize monthly Luncheons (place? food? …..) |
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Conduct lunches and coffee outings (TV) |
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Conduct meet up lunches |
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Prepare media kits |
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Attend broadcast awards ceremonies |
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Prepare media pitches |
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prepare photos (including hire a photographer) |
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prepare videos (including hire a photographer) |
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Prepare a portfolio |
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Prepare contents for meetings |
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Write media outlets |
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Benchmark research: focus group |
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Benchmark research: survey |
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Evaluation: survey |
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Evaluation: statistic analysis |
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Timeline:
时间线：
Evaluation happens in the middle and in the end
评估发生在中间和最后
Qustions:
问题：
When to start? Christmas?
什么时候开始？圣诞节？
3 target publics start at the same time?
3个目标公众同时开始？
Do we need to divide three target outlets?
我们需要划分三个目标出口吗？
sending monthly reports for each (if dont need, can say it as one time line)
为每个发送月度报告（如果不需要，可以说成一个时间线）