The Distribution - Essay Example

MEDIA RELEASE DISTRIBUTION PLAN Name of Student Name of Institution Name of Professor Date of Submission Media Release Distribution Plan TARGET MEDIA TITLE1 (publication, station, channel, website etc.) The Australian Financial Review Justification of proposed day of placement (Mon – Sun) The media release would be released at 14:30 AEST on Tuesday, 19th August 2014 till 00:00 AEST 22nd August 2014. The timing and duration of release will ensure that the story will form a news agenda not only for the following day but also throughout the week and well into the weekend. The clients of the daily business tabloid plus its online client and the various national and international news outlets will be able to pick up the story or source it for the following day’s publication. Tuesday is a transition day where the previous week’s news wave is subsiding and news outlets are beginning to pick new stories for the week. Therefore, the publication of the media release on Wednesday morning will ensure that it is fresh and will not be drowned out by the previous week’s stories whose popularity shall have subsided by Tuesday. Moreover, British Petroleum will be able to put down a marker throughout the week and even the following week on how the issue of oil spillage in South America is discussed. Specific audience targeted (demographic, characteristics, expectations etc.) The Australian Financial Review is an international business tabloid with online content at AFR.com and is owned by Fairfax Media. With six days of publication from Monday to Saturday, the tabloid also has a television program on Sunday on Nine Network. This is in addition to the iPad application that enables readers to access content on the go. It is one of the leading business publications not only within Australia but also across the globe and provide liberal content that is of particular interest to investors and other key players in the oil and gas industry. This media release is also more likely to be picked up by the hundreds of media outlets affiliated to Fairfax Media including Australian Associated Press (AAP) which has over 1,000 newspapers, radio stations and television channels spread across Australia and with global access. This media release therefore targets both local and global audiences via numerous forms of media which are highly likely to pick up the story and spread to South America. Desired outcomes of successful placement with this particular outlet (be specific) The story should saturate the various local and international business daily and weekly newspapers and magazines. The story should make headlines especially in South America, in Brazil in particular, where the oil spill took place. It should also be picked up by various media outlets in the country and other regions such as North America which is the main operation block for BP and where BP shares prices in main stock exchange markets has slightly dipped following the negative publicity elicited by the oil spill. It is expected that the various opinion columns, mainstream social media outlets and letters to editors will discuss the story especially in South America. As a result of this media, it is expected that the BP share prices will rise. It is also expected that the story will make headline news on Wednesday and throughout the week with feature stories on BP efforts to clean up the oil. It is also expected mainstream media outlets especially in South America will ask for interviews with the company’s leaders in the region. Mechanisms for measuring success of your release (in addition to successful placement) Improvements on the BP’s share prices will be a key indicator of success. The number of media outlets picking up the story and airtime given to it including feature stories, interviews and columnists and letters will indicate how successful the media release is. Moreover, if it is picked up by the social media such as Facebook and Twitter as a trending topic, then media release will be considered a success. TARGET MEDIA TITLE 2 (publication, station, channel, website etc.) BBC Justification of proposed day of distribution (Mon – Sun) Releasing the media release at 12:30 AEST on Sunday 17th August until 14:30 AEST on Monday will ensure that BP sets the agenda for the whole week on how the oil spill is discussed. The timing will ensure that the story is picked the following morning (Monday) by the various local and international news outlets. It ensure that BBC airs the news in its various programs and in various regions with special consideration to Latin and South America. Specific audience targeted (demographic, characteristics, expectations etc.) BBC is an international news channel with television channels and radio networks which also offer online content. It also has regional segments and services offered in different languages including Russian, Brazilian-Portuguese, English and Swahili among others. With 24/7 news content and mobile application dedicated to various news segments and affiliation with various television and radio networks across the globe, BBC is capable of reaching both local and global audiences and especially industry stakeholders and investors who are well educated and prefer high quality content sourced from different locations and on different topics. Desired outcomes of successful placement with this particular outlet (be specific) Serialisation of the story in mainstream television, radio, newspaper and other media outlets in South America and Brazil in particular is the main desired outcome of this media release. The news should also be carried by other news outlets, bloggers and social media in other regions including United Kingdom where BP is headquartered, North America and other continents where BBC and BP have a presence. It is expected media outlets including BBC will call for interviews, feature columnists and letters to editors and run feature stories on the oil spill and BP in general. BP’s share prices in stock exchange markets across the globe should as rise on the backdrop of the key issues and efforts highlighted in the media release. Mechanisms for measuring success of your release (in addition to successful placement) Success will be measured by the serialisation of the story in Brazil and South America in general, United Kingdom and the rest of the regions where BP and BBC operates. The number of unique hits, social media and media outlets discussions and letter to editors, feature stories airtime and number of interviews on the story will also indicate success of the media release. An increase in BP share prices will also indicate that media release is counteracting the effects of negative publicity the oil spill had earlier attracted. TARGET MEDIA TITLE 3 (publication, station, channel, website etc.) Reuters Justification of proposed day of distribution (Mon – Sun) A release at 14:30 AEST on Sunday 17th August will ensure that the news is picked by other media outlets by the time the evening news are aired especially on radio and television networks. It will ensure that the newspapers and magazines pick up the news and publish it in the Monday circulations. It also ensures that BP lays down a foundation upon which the oil spill can be discussed while also monitoring how the release will affect the investor confidence in its shares in the global stock exchange markets. Specific audience targeted (demographic, characteristics, expectations etc.) Reuters is an international news outlet transmitting news in various languages including Japanese, English, French, Chinese and Portuguese among others. Such an international audience is further enhanced by online availability and coverage a wide range of topics including data on the performance of various stocks across the global financial markets. Therefore, it targets a broad-range of audiences including customers and investors in the oil and gas industry and others sectors. Desired outcomes of successful placement with this particular outlet (be specific) This media release is expected to lead to saturation of the local and international news outlets with the story. It is also expected to cause a rise in the market turnover and share prices of BP in the financial markets. The story should also saturate social media, news columns and letters to editors. It is expected it will lead to interviews and feature story especially in Brazil, the Americas, Australia, United Kingdom, Europe and the rest of the world. Mechanisms for measuring success of your release (in addition to successful placement) Improvements on BP’s market turnover and share prices, the story’s serialisation in major dailies and magazines throughout the week and trending of the topic in social media will be key indicators of success. The number of airtime, interviews and columns given to the story will also indicate the success of the media release. TARGET MEDIA TITLE 4 (publication, station, channel, website etc.) Australian Associated Press (AAP) Justification of proposed day of distribution (Mon – Sun) A 14:30 AEST on Sunday 17th August release will ensure that the story will be picked up by the over 1,000 media outlets under the AAP stable and sourced by other media channels on Monday and throughout the week and thereby helping BP set the week’s agenda on how the story is discussed. It will also enable BP to monitor how the story spurns out over an extended period of time in relation to performance of its market shares. Specific audience targeted (demographic, characteristics, expectations etc.) AAP has both local and global outreach especially with its over 1,000 radio and television stations, newspapers and magazines published weekly and daily. It has partnered with other entities such as Fairfax Media which also has a strong local and global presence. This can aid in reaching even a greater audience especially with online presence. AAP and its partners target a wide range of audiences drawn from varied geopolitical, social and cultural backgrounds locally and internationally. Desired outcomes of successful placement with this particular outlet (be specific) The story should heighten the awareness of BP efforts towards containing the spillage by saturating the news in the AAP’s media outlets including those of its affiliates. It should also become a trending topic on Facebook, Twitter and blogs especially in Brazil, Australia, United Kingdom and across the globe. It should be published in local and international dailies and magazines and lead to improvements of BP’s performance in the stock markets. Mechanisms for measuring success of your release (in addition to successful placement) The number hits and individuals discussing the topic on social media and improvements in the stock market will be the key indicators of success. Interviews and airtime given to the story and features on the company’s efforts will also be indicators of success. TARGET MEDIA TITLE 5 (publication, station, channel, website etc.) Agency France-Presse (AFP) Justification of proposed day of distribution (Mon – Sun) A 14:30 AEST release on Monday 18th August is suitable as it will ensure that the story takes centre stage when the rest of the news have subsided. The morning newspapers and other media outlets can easily pick up the story enabling BP to set the agenda going forward. Specific audience targeted (demographic, characteristics, expectations etc.) AFP is a global news agency with a strong online presence and with varied news content targeting different regions presented in different languages. By having a mix audience drawn from different education levels, age groups and industries, AFP provides BP with a global platform upon which it use to reach out to its current and potential investors, shareholders, customers and other stakeholders across the globe and especially in South America. Desired outcomes of successful placement with this particular outlet (be specific) This story should be picked by global and local media outlets on Tuesday and throughout the week and should a discussion topic in the next one week after release. It should trend on blogs and other social media in Brazil and the rest of the world and should generate enough interest to see BP leaders and industry experts called for interviews. The company’s efforts should get airtime and discussed in various newspaper and magazine segments. Mechanisms for measuring success of your release (in addition to successful placement) Heightened discussion of the story and its coverage in the local and international media and social media will be a key success indicator. The changes in pricing and market turnover for BP shares will also be success indicators. TARGET MEDIA TITLE 6 (publication, station, channel, website etc.) Seven Network Justification of proposed day of placement (Mon – Sun) A 14:30 AEST release on Monday 18th August will ensure that the news is watched by the millions of Australians during the Seven News services which is most watched news service in Australia. This includes Seven Morning News, Seven News at 4 and Today Tonight. This will ensure that the story saturates the media outlets the following including those affiliated Seven Network including ATN, NBC News and ITN News and over 23 newspapers, magazines and weeklies. BP will set the tone on how the story is discussed locally and globally throughout the week. Specific audience targeted (demographic, characteristics, expectations etc.) Seven Network is owned by Seven West Media, a media market leader in Australia with over 25 media outlets including newspapers, radio stations, magazines and weeklies. The company also provide online content which enables it to reach the global audiences. Its audience cuts across age, sociocultural and geopolitical demographics making it ideal for disseminating information on such a local story with global implications. Desired outcomes of successful placement with this particular outlet (be specific) The story should make headline news in the news bulletins of the Seven Network, its sister and affiliated news outlets and global media outlets. It should a discussion topic across the nation and the globe by extension on news channels, newspapers, magazines and online platforms. Mechanisms for measuring success of your release (in addition to successful placement) Heightened coverage and serialisation of the story by Seven Network, its affiliates and competitors will be key indicators of success. The popularity of the story on online platforms will indicate how success the media release is. The length of airtime given to the story and any other related to it will also indicate success. TARGET MEDIA TITLE 7 (publication, station, channel, website etc.) Nine Network Justification of proposed day of distribution (Mon – Sun) By releasing the media release at 14:30 AEST on Monday 18th August will ensure that the news makes the headlines of the network’s and its affiliates’ 4 pm and 9 pm news and the Tuesday morning news. It will be picked by the local and global audiences and news outlets through online platform thereby propelling the story to such areas as Brazil. It will also enable the network, through its overseas correspondents, to highlight BP’s efforts in containing the spillage. Specific audience targeted (demographic, characteristics, expectations etc.) Nine Network has local and global audiences drawn from various backgrounds because of its online content and local and global television programs tailor-made for specific audiences. Desired outcomes of successful placement with this particular outlet (be specific) The story should make global and local headlines both in print and web. Mechanisms for measuring success of your release (in addition to successful placement) Upon successful placement, the ability of the story generate interest in the media industry and online discussion forums will be used as indicators of success. This includes the airtime given to the story and number of individuals discussing it. Read More

Mechanisms for measuring success of your release (in addition to successful placement) Improvements on the BP’s share prices will be a key indicator of success. The number of media outlets picking up the story and airtime given to it including feature stories, interviews and columnists and letters will indicate how successful the media release is. Moreover, if it is picked up by the social media such as Facebook and Twitter as a trending topic, then media release will be considered a success.

TARGET MEDIA TITLE 2 (publication, station, channel, website etc.) BBC Justification of proposed day of distribution (Mon – Sun) Releasing the media release at 12:30 AEST on Sunday 17th August until 14:30 AEST on Monday will ensure that BP sets the agenda for the whole week on how the oil spill is discussed. The timing will ensure that the story is picked the following morning (Monday) by the various local and international news outlets. It ensure that BBC airs the news in its various programs and in various regions with special consideration to Latin and South America.

Specific audience targeted (demographic, characteristics, expectations etc.) BBC is an international news channel with television channels and radio networks which also offer online content. It also has regional segments and services offered in different languages including Russian, Brazilian-Portuguese, English and Swahili among others. With 24/7 news content and mobile application dedicated to various news segments and affiliation with various television and radio networks across the globe, BBC is capable of reaching both local and global audiences and especially industry stakeholders and investors who are well educated and prefer high quality content sourced from different locations and on different topics.

Desired outcomes of successful placement with this particular outlet (be specific) Serialisation of the story in mainstream television, radio, newspaper and other media outlets in South America and Brazil in particular is the main desired outcome of this media release. The news should also be carried by other news outlets, bloggers and social media in other regions including United Kingdom where BP is headquartered, North America and other continents where BBC and BP have a presence. It is expected media outlets including BBC will call for interviews, feature columnists and letters to editors and run feature stories on the oil spill and BP in general.

BP’s share prices in stock exchange markets across the globe should as rise on the backdrop of the key issues and efforts highlighted in the media release. Mechanisms for measuring success of your release (in addition to successful placement) Success will be measured by the serialisation of the story in Brazil and South America in general, United Kingdom and the rest of the regions where BP and BBC operates. The number of unique hits, social media and media outlets discussions and letter to editors, feature stories airtime and number of interviews on the story will also indicate success of the media release.

An increase in BP share prices will also indicate that media release is counteracting the effects of negative publicity the oil spill had earlier attracted. TARGET MEDIA TITLE 3 (publication, station, channel, website etc.) Reuters Justification of proposed day of distribution (Mon – Sun) A release at 14:30 AEST on Sunday 17th August will ensure that the news is picked by other media outlets by the time the evening news are aired especially on radio and television networks. It will ensure that the newspapers and magazines pick up the news and publish it in the Monday circulations.

It also ensures that BP lays down a foundation upon which the oil spill can be discussed while also monitoring how the release will affect the investor confidence in its shares in the global stock exchange markets. Specific audience targeted (demographic, characteristics, expectations etc.) Reuters is an international news outlet transmitting news in various languages including Japanese, English, French, Chinese and Portuguese among others.

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