Scope & preparation
When this is useful
Media strategy is the planning layer beneath individual releases and pitches. It is useful when a team has several potential stories, limited spokesperson time or conflicting expectations about publicity. The output should explain priorities and trade-offs rather than simply produce a longer contact list.
How ADPR can help
ADPR can help clarify the communications objective, map relevant media categories and assess readiness for outreach. Timing, evidence and audience relevance should shape the plan. Success measures need to distinguish actions the team controls from editorial decisions it does not.
A typical process
Clarify the audience and the decision communications should support.
Assess story quality, evidence and spokesperson readiness.
Prioritise channels, timing and practical measures of progress.
What to prepare
- Business context and communication objectives
- Potential stories with supporting evidence
- Budget boundaries and team availability
Possible scope outputs
- Audience and channel map
- Prioritised story calendar
- Measurement and reporting brief
The proposal will confirm what is included, who is responsible and the applicable timeline. These are scope examples, not a fixed package.
Questions worth asking
How is strategy different from campaign planning?
Strategy decides the audience, role of media and priorities. Campaign planning translates a particular objective into tasks, approvals and dates.
Should reach be the only measure?
Reach alone does not show relevance or understanding. Agree measures that reflect the intended audience and the nature of the communication.