Sports Technology

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
Including:
• What are the objectives of your media campaign
• How to make them measurable

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

Module 3 - Strategic Plan for traditional channels
Including:
• 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
Including:
• 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
Including:
• 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
Including:
• 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
Including:
• 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
Including:
• 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
Including:
• 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 www.australianwomensport.com.au/default.asp?PageID=198

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