Add this item to my Toolkit!

Suggested Media Benchmarks and Indicators

Suggested Media Benchmarks and Indicators

Benchmark:  Establish baseline media coverage of your advocacy issue.
Indicators: Results of media database survey; results of Web surveys;
records of interviews with journalists and other media professionals.  

Benchmark: Develop a media plan, and include the human and financial
resources necessary to implement it.
Indicators: Plan developed, reviewed and approved by decision makers within
organization or coalition; budget allocated for media work; human resources
secured and trained.
      
Benchmark: Develop a media list and update it frequently.
Indicators: List developed; list updated monthly or more frequently.

Benchmark: Increase organizational exposure to specialized press.
Indicators: Number of calls and e-mail requests from journalists received
over time; records of interviews of campaign spokesperson with journalists;
records of journalists attending your events.
  
Benchmark: Secure X number of placements according to media plan 
Indicators: Records of mentions of your organization or coalition by the
press; records of placements dealing with your issue that can be reliably
attributed to your media outreach efforts; records of journalists framing
your issue according to your messaging.

[close window]