Term Media Plan Development
Code TP-6700.5200-400
Definition Programs that help nonprofit organizations, small businesses and other groups develop an annual plan which outlines their goals, objectives and strategies for utilizing the media to advance the organization's advocacy role, publicize new products and services, support fundraising efforts and gain recognition by the community at large for the organization and its mission. Media plans may be a component of an overall communications plan and generally include goals which define what the organization wants to accomplish (e.g., recognition for the organization, advocacy related to a particular issue, publicity for a product, service or upcoming event) and identify specific messages the organization wishes to communicate; the audience the organization wishes to reach; the types and names of media outlets they plan to contact; a calendar for key events; the names and roles of key spokespersons; provisions for managing media relations during a crisis; and a budget for media relations.
Created 9/17/03
Changed 7/25/07
Use References
See Also References Business Plan Development (TP-6600.1000)
Communications Plan Development (TP-6700.1400)
Marketing Plan Development (TP-5000.5200)
External Classification Terms Nonprofit Management (NTE S50)
Organizational Development & Training (NPC S04)
Other Government/Economic Services (AIRS OT-600)
Other Government/Economic Services (CAN OT-600)
Public Education and Awareness Augmentation (UW
Related Concepts
Facet Service
Bibliographic References “Media How-to-Notebook”, Published by Media Alliance in conjunction with United Way Inc., Los Angeles, Written by Alec Durbo, copyright © Media Alliance, 1983, All Rights Reserved.

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