Media Campagins (3)

DR.SHERIF NAFIE
 Stages of media campaigns
(1) Defining the problem) Situation
analysis(
(1) Defining the problem) Situation
analysis(
Analysis of the problem begins with
observation.
Collect information to verify and confirm the
existence of the problem before solving it.
(1) Defining the problem) Situation
analysis(
The problem or issue to be addressed is
defined through knowing more information
about the topic of the campaign, the aspects
of the issue, its nature, history, development,
causes, and its relationship to other
problems? How does the public see it?
Sources of information required to identify the
problem and its aspects
 Referring to previous studies and campaigns, as these studies
help to know the extent of the problem in society and see the
results to benefit from them.
 Contacting government and private agencies to collect as much
information about the problem.
 Seeking the opinions of experts and specialists on the
campaign’s subject.
 SWOT analysis
SWOT analysis, also known as the “SWOT matrix” or
“SWOT analysis tool”:
 Itis an analysis framework used to evaluate a company's
competitive position and identifies the strengths,
weaknesses, opportunities and threats to a business
specifically.
 A SWOT analysis is a basic evaluation model that measures
what an organization can/cannot do, as well as its
opportunities and potential threats.
SWOT analysis elements
(2) Setting goals
Setting goals is one of the most important stages of the
media campaign planning process,because setting goals will
determine what should be done in the following steps, and
is related to determine the main goal of the campaign, by
determining what behavior the campaign seeks to achieve
it, within a certain period of time.
There should be many of these goals conditions
that can be specified are as follows:
 They must be achievable on the ground, not imaginary goals.
 It must be related to the topic of the media campaign.
 To be linked to the interests and needs of the target audience.
 The achievement of these goals must be linked to a specific period of time.
 These goals should not conflict with other activities in the community.
In general, the campaign aims to achieve the
following goals:

Increased awareness (cognitive dimension).

 Change in behavior (behavioral dimension)
 Change of attitude (attitudenal dimension)
 Change in beliefs (ideological dimension)
 Goal levels

First level: Strategic objectives:

The specific decisions that the campaign seeks media
to achieve it in the long term,which addresses the
main causes of the problem,this is what we seek to
achieve within a period of time relatively long.
Second Level :Interim (tactical) objectives:
It leads to achieving long-term goals in
achieving it, it is the re-crystallization of goals
derived from strategic objectives, but can be
implemented within a short period of time
relatively.
Write one or more SMART goals for your campaign