Media plan for informing the population. Media planning

GOVERNOR OF THE YAMAL-NENETS AUTONOMOUS DISTRICT

RESOLUTION

On the procedure for the formation and implementation of the Autonomous Okrug

In order to exercise powers in the sphere of formation and implementation of the information policy of the Yamalo-Nenets Autonomous Okrug, creating conditions for the development of a system of comprehensive information to the population about the activities of the executive bodies of state power of the Yamalo-Nenets Autonomous Okrug, the Government of the Yamalo-Nenets Autonomous Okrug decides:

1. Approve the attached Procedure for the formation and implementation of the media plan of the executive body of state power of the Yamalo-Nenets Autonomous Okrug.

2. Entrust control over the implementation of this resolution to the Deputy Governor of the Yamalo-Nenets Autonomous Okrug, Chief of Staff of the Governor of the Yamalo-Nenets Autonomous Okrug I.B. Sokolova.

Governor of Yamalo-Nenets

Autonomous Okrug D.N. Kobylkin

APPROVED

Government resolution

Yamalo-Nenets Autonomous Okrug

PROCEDURE for the formation and implementation of the media plan of the executive body of state power of the Yamalo-Nenets Autonomous Okrug

I. General provisions

1.1. This Procedure regulates the procedure for the formation and implementation of a media plan of the executive body of government of the Yamalo-Nenets Autonomous Okrug (hereinafter referred to as the media plan, autonomous okrug).

1.2. The media plan is formed for:

Creating conditions for the development of a system of comprehensive information to the population about the activities of the executive bodies of state power of the Autonomous Okrug;

Solving problems related to information support for the activities of executive bodies of state power of the Autonomous Okrug within the framework of their own powers;

Coordination of interaction between executive bodies of state power of the Autonomous Okrug in planning the process of information support for their activities;

Coordinating the process of working with the media to cover the activities of executive bodies of state power of the Autonomous Okrug;

Systematization of the process of information support for the activities of executive bodies of state power of the Autonomous Okrug.

1.3. The goals of the media plan should reflect priority areas:

Activities of executive bodies of state power of the Autonomous Okrug, established in the regulations on these bodies;

Strategy for the socio-economic development of the Autonomous Okrug, approved by Resolution of the Legislative Assembly of the Autonomous Okrug dated December 14, 2011 N 839.

1.4. A media plan is understood as a targeted, programmatic document for information support of the activities of the executive body of state power of the autonomous region, structured in a certain way and representing a system of justification, a description of measures and actions for working with the media.

1.5. Information support is understood as a systematized process of covering priority areas of activity of the executive bodies of state power of the Autonomous Okrug in the media of the Autonomous Okrug.

1.6. The authorized executive body of state power of the Autonomous Okrug for the formation of a media plan is the department of internal policy of the Autonomous Okrug (hereinafter referred to as the authorized body).

1.7. A media plan can be formed with the participation of two or more executive authorities of the autonomous region.

II. The procedure for creating a media plan

2.1. The media plan is formed for the next six months on the basis of an application from the executive body of state power of the autonomous region in the form according to Appendix No. 1 to this Procedure (hereinafter referred to as the application).

2.2. Applications are accepted by the authorized body from the executive bodies of state power of the Autonomous Okrug:

Copies of materials and documents used in preparing the application are attached to the application.

Applications received after the deadline specified in this paragraph will not be considered or returned.

2.3. On behalf of the Deputy Governor of the Autonomous Okrug, who oversees the activities of the authorized body, the application is accepted by the authorized body outside the deadlines established by paragraph 2.2 of this Procedure.

2.4. Within 5 working days from the date of receipt of the application, the authorized body checks the submitted application for compliance with the form in accordance with Appendix No. 1 to this Procedure.

2.5. If the submitted application does not comply with the form in accordance with Appendix No. 1 to this Procedure, the authorized body, within the period established by paragraph 2.4 of this Procedure, returns the application to the executive body of state power of the autonomous region that submitted the application, indicating the circumstances that served as the basis for the return of the application.

2.6. The authorized body has the right to involve experts and organizations with specialized knowledge in the field of public administration, sociology, media, marketing, and information technology in the work on creating a media plan.

2.7. If the submitted application complies with the form in accordance with Appendix No. 1 to this Procedure, the authorized body, within 10 working days from the end of the period specified in paragraph 2.4 of this Procedure, generates a draft media plan in the form in accordance with Appendix No. 2 to this Procedure.

The generated draft media plan is sent by the authorized body for approval to the executive body of state power of the autonomous region, which submitted the application no later than the deadline specified in paragraph 2.7 of this Procedure.

2.8. The executive body of state power of the autonomous okrug that submitted the application, within 5 working days from the date of receipt of the draft media plan, is obliged to agree on the draft media plan or submit motivated comments or suggestions to the authorized body.

2.9. If comments or suggestions are received on the draft media plan, the authorized body, within 5 working days from the date of their receipt, finalizes the draft media plan and re-agrees it with the executive body of state power of the autonomous region that submitted the comments or suggestions, within the period established by paragraph 2.8 of this Procedure.

2.10. The authorized body, within 5 working days from the date of receipt of the agreed draft media plan, forms a media plan and sends it to the executive body of state power of the autonomous okrug that submitted the application, and to the media of the autonomous okrug.

III. The procedure for implementing the media plan

3.1. The implementation of the media plan is carried out by the authorized body together with the executive body of state power of the autonomous region that submitted the application.

3.2. The authorized body organizes and coordinates the work of the media of the Autonomous Okrug in the process of implementing the media plan.

3.3. The authorized body, within its competence, in the process of implementing the media plan, monitors information materials published in the media of the Autonomous Okrug.

3.4. The authorized body, within 10 working days after the end of the implementation period of the media plan, carries out its analysis. Based on the results of the analysis, the authorized body, within 5 working days, generates a report on the implementation of the media plan and sends it to the executive body of state power of the autonomous region.

Appendix No. 1. APPLICATION for the formation of a media plan

Appendix No. 1

media plan of the executive body
state power of Yamalo-Nenets
Autonomous Okrug

Appendix No. 2. MEDIA PLAN

Appendix No. 2
to the Procedure for formation and implementation
media plan of the executive body
state power of Yamalo-Nenets
Autonomous Okrug

AGREED

head of the executive body

state power of Yamalo-Nenets

Autonomous Okrug

_____________________________________

"___"_______________ 20___

MEDIA PLAN

for the period from ____________ to ________________years

__________________________________________________________________________________________

(name of the executive body of state power of the Yamalo-Nenets Autonomous Okrug)

Target _________________________________________________________________________________________________________________

Tasks _______________________________________________________________________________________________________________

The target audience ____________________________________________________________________________________________________

Tactics and suggested media tools

With the development of theoretical and practical knowledge in this area, it has become possible to find a suitable example of media plans. It will already present the main directions of action and specific promotional activities with an indication of costs. This will simplify the task, because you won’t have to invent them yourself and hope that it will work.

Company media plan: example for a real estate agency

The plan was drawn up for a small agency; average prices are given for the work of specialists, for the preparation and printing of printed products. Banners and streamers, stands, posters are not provided in the office, since the example was taken of an organization already operating on the market. Free sources for advertising (online bulletin boards) are also not included in the list.

An example of media plans is needed in relation to your city; it will indicate specific advertising sources. And yet you should constantly monitor its effectiveness: register responses, look for the most successful sources.

Promotion of a newspaper or magazine

How to create a media plan

An example is, of course, good. But every business has its own characteristics. Therefore, it is important to know the basics of media planning.

Properly selected advertising sources (according to your specialization, designed for the target audience), forms of advertising, places for its placement and the number of publications per month - this is the information that should be reflected in the plan, and not only. A clear placement schedule is welcome, which shows the alternation of specific advertising events. This makes it easier to track the effectiveness of a particular form of activity.

The media plans presented in this document are not clear and specific and require detailed refinement in relation to a specific city and specific advertising sources. For example: newspaper "Flowers in the Garden" - banner 200 x 300, placement - 1 page, number of publications - 2 times a month.

Advertising budget

The focus on savings is encouraged. In those sources where advertising is worthwhile, you can order it at the lowest price six months in advance.

Priorities

In addition, each example of media plans reflects the strategic goals and directions of the customer’s activities. That is, it corresponds to the priorities of the company. In the case of a newspaper, this is a striking appearance, a statement to the population and potential advertisers about its existence. In the case of a real estate agency, the campaign is to obtain an increase in the already existing stable income.

Thus, you cannot simply take an example of media plans and use it without reworking it for yourself: without introducing as much specificity as possible, without considering the possibility of saving budget funds on advertising, and especially without assessing the main goal of the plan, its compliance with the priority development of the company.

In order to build systematic relationships with the media and effectively use this resource in the implementation of public relations by election commissions, it is necessary to plan this activity.

Planning the work of election commissions with the media is called “media planning,” which includes three levels: strategic, tactical and operational.

Strategic media planning is a kind of general line of election commissions in their relations with the media and involves solving the most general and priority issues. Strategic media planning determines the role and tasks of various media in building the information policy of election commissions, the nature of materials to be placed in the media, analyzes the main media and their ratings, draws up a media map (press map), develops the main mechanisms of interaction and influence on the media information, using all available capabilities of election commissions (administrative, financial, etc.).

For optimal use of the media by election commissions in order to convey information to voters and form the necessary public opinion, it is necessary to clearly understand what role the media can play, what kind of speeches should be made in certain media. To do this, you need to have reliable information about the ratings of the media, individual programs and headings. The media rating is an integrated indicator and may include media ratings by audience coverage, by trust in information, by the relevance of the topics raised, by aesthetic perception, by mention by other media, etc. Having information on the overall media rating and ratings for individual positions can, with a high degree of efficiency, determine the time and nature of materials for publication and broadcast in the media. For example, a media rating based on quantitative and qualitative audience coverage will make it possible to correlate the media audience with the target group to which the message needs to be addressed and thereby plan the optimal means and methods of interaction with the media.

Media ratings are created in the course of sociological surveys conducted by the media themselves, advertising agencies, state authorities, local governments, political consulting centers and other persons and organizations interested in them. Election commissions can independently initiate the compilation of media ratings, since ratings compiled by other organizations are quite often distorted in favor of the customer. However, if it is impossible to independently compile a media rating, you can use the available ratings, actively using various Internet resources for this.

In order for work with the media to be more thoughtful and effective, election commissions must have information about the media available to them with which they will have to interact in the process of work. To do this, election commissions need to systematize and constantly update information about the media, which should be reflected in a special media card, and then consolidated into a single register of mass media. It makes sense to structure the register depending on the type of media (television, radio, print, Internet, news agencies), its relationship to the basic (with which interaction will be carried out to the greatest extent) or specialized media (by industry, influence groups, attitude to government, etc.) .p.) and depending on the type of media.

TABLE 4. EXAMPLE OF COMPLETION OF A MEDIA CARD

Tactical media planning of election commissions solves more specific problems and includes the development of a schedule of interaction with the media, broken down by months and weeks, identification of main events, news events, materials for mandatory publication, necessary speeches and appeals, taking into account the period of publication of the main printed publications and electronic media broadcast networks.

TABLE 5. EXAMPLE OF DRAFTING A SCHEDULE FOR INTERACTION WITH THE MEDIA

Operational media planning of election commissions involves adjusting tactical planning taking into account emerging circumstances and due to the fact that the schedule of work with the media is very flexible. Therefore, there may be a need for a mobile response of election commissions to certain events occurring during the election process.

TABLE 6. EXAMPLE OF DRAFTING AN OPERATIONAL PLAN FOR INTERACTION WITH THE MEDIA

Based on three levels of media planning, a consolidated media plan of the election commission is drawn up (see Table 7), which includes the main activities for interaction with the media, specific mechanisms for implementing these activities, taking into account the specifics of various media and the audience they cover.

When drawing up a consolidated media plan, election commissions must also plan the financial costs of implementing information policy, taking into account the possibilities of free use of the media and the need to attract budgetary funds and various resources from extra-budgetary sources.

The practice of interaction between election commissions and the media shows that improving relations with media representatives and forming a circle of loyal journalists is most facilitated by regularly inviting journalists to meetings and events held by election commissions, holding special meetings, seminars, and round tables with journalists. issues of the electoral process, regularly providing information to journalists, as well as holding competitions among the media for the best material on issues of the electoral process.

Unfortunately, election commissions today have little interaction with online publications, while these electronic media represent a rapidly developing industry, providing high-quality and timely information for clearly structured target groups.

Despite the fact that the Internet audience is limited, it nevertheless includes people who are actively searching for and consuming information. The Internet audience is extremely targeted, which allows using Internet resources to conduct outreach activities with a fairly high degree of efficiency.

The Internet also has the properties of maximum interactivity, which allows you to conduct all sorts of Internet press conferences, discussions, voting, etc. on-line, providing prompt feedback.

Election commissions should use their own websites to inform voters, election participants and the media. In this case, the official websites of election commissions will act as a kind of information agencies disseminating the most timely and reliable information regarding the activities of election commissions, the progress of the electoral process and election results. This is especially important for representatives of the media, who are one of the main consumers of information on the Internet for the preparation of publications and stories in electronic media.

Today, election commissions at all levels in Russia have accumulated significant experience in interacting with the media when carrying out outreach activities.

Table 7. Example of drawing up a consolidated media plan

Section 4

For example, during the election campaign for the election of deputies of the Sverdlovsk Regional Boom, the Election Commission of the Sverdlovsk Region reached agreements with all television and radio broadcasting channels in the city of Yekaterinburg to organize speeches by the leaders of the Election Commission in information analytical and news programs. During the week, 7-8 speeches were made by the chairman of the commission in such programs as “Accent” on “Regional Television”, “There is a Question” on ATN, “Results of the Week”, “Morning Wave” on “RTRK Ural”, “Rost of the Day” ", "Rules of Life" on the TV company "Ermak", "Stand" on Channel 4, "10 +" on Channel 10, "Third Studio" on CTU, "Afterword" on Channel 41, as well as other programs. In total, during the election campaign, the chairman of the commission made 103 speeches in information, analytical and news programs. Organized interaction with the editors of leading TV channels, interviews were given for news stories of the programs: “Vesti” - “Russia”, “Segodnya” - “NTV”. In total, over the past period, more than 90 news stories were published with various types of information about the progress of the election campaign (excluding campaign speeches by electoral associations).

All television channels, including municipal ones, showed in news programs, as well as during the screening of feature films, videos commissioned by the Election Commission of the Sverdlovsk Region, with information for voters about the upcoming elections, with explanations of the procedure and rules for voting using absentee ballots, voting by mail, as well as social media videos encouraging voters to make their choice on October 8, 2006. In total, during the election campaign, the commission prepared 8 videos, which were shown on such television channels as Regional Television, RTRK Ural, TK ATN, Channel 10 - Eubernia, TV Company Fourth Channel, REN TV - Yekaterinburg, “Mediatransit” TVC, “TRK “Studio-41”, “Russian Aom Plus” (TsTU), “Ermak”, as well as on local television and radio channels in municipalities of the Sverdlovsk region.

Each of the overrun television and radio broadcasting organizations submitted to the Election Commission of the Sverdlovsk Region a media plan for the placement of videos, and the number of releases of the commission’s videos varied from 4 (“Mediatransit” TVC) to 9 times a day (“Regional Television”), depending on the capabilities of the television company.

Together with Regional Television, the project continued to produce a monthly one-hour program in the format of a talk show “Everything as it is,” the main goal of which is to inform all participants in the electoral process about the main stages of the election campaign. The last program aired on October 1. It was devoted to issues related to the voting procedure and the establishment of election results. The main goal pursued by the organizers was to convincingly prove to voters the impossibility of falsifying the voting results of citizens, to convince them of the importance and significance of each vote for establishing the overall election results.

A special place in the information system was given to publications about the work of the Election Commission of the Sverdlovsk Region and the decisions it makes. During the election campaign, 25 ECSO resolutions were published in the Regional Gazette.

Constant interaction with journalists (meetings, round tables), information about the main events of the campaign through a system of press releases, and the work of the commission’s website contributed to the fact that about 1–5 publications on the topic of elections appeared in the regional print media (excluding campaign speeches of electoral associations).

During the election campaign, the circulation of the newspaper of the Election Commission of the Sverdlovsk Region “Ural CHOICE!” was increased from 10 to 30 thousand copies. The newspaper was published three times a month. All issues of the newspaper were special issues in which voters were provided with prompt, objective information about current and upcoming events of the election campaign, and explanations were published on the application of the current electoral legislation. For example, in the 10th issue of the newspaper, the chairman of the commission gave an analysis of the main events of the election campaign, posted information about all electoral associations participating in the elections of deputies of the Regional Duma of the Legislative Assembly of the Sverdlovsk region, and also presented lists and information about all candidates registered in the lists electoral associations. The 11th issue of the newspaper contains information for voters about the voting procedure, responsibility for violations of the electoral rights of citizens, the procedure for filling out ballot papers, possible ways for voters to obtain information about the voting process, and the procedure for summing up election results.

At the end of the calendar stages of the election campaign, press conferences were held for media representatives. Over the entire period, 15 press conferences were held, attended by an average of 25 media organizations.

All meetings of the Election Commission of the Sverdlovsk Region were held openly and publicly, with the invitation of representatives of the media (from 5 to 15 representatives of various media organizations were present at the commission meetings). At the end of the commission meetings, as a rule, mini-press conferences were held to explain the results of the meeting and the tasks of the upcoming period.

In order to obtain operational information to analyze the coverage of the election campaign, a group was organized from among the commission's staff to monitor publications in electronic and print media, information on television channels about the progress of the election campaign. The monitoring system allowed the commission to quickly influence emerging problems, resolve incoming questions, and also build a strategy and tactics for outreach activities for the coming period.

Daily information in the form of press releases, plans for upcoming events, photographic materials from past events was transmitted to the territorial election commissions, and was also posted on the Internet site of the Election Commission of the Sverdlovsk Region. During the election campaign, this site was visited by 20 thousand users.

Thus, the media are the most important tool and partner in the public relations of election commissions. Correctly building relationships with the media is the key to successfully achieving the goals and objectives facing election commissions during the election process, increasing the legal culture and voter activity, creating a positive image of election commissions and increasing confidence in the institution of elections in Russia. All this becomes possible when members of election commissions master the methods of organizing special events for the media, preparing the necessary materials for them and planning work with the media.