Earned media checklist
Earned media project kick-off checklist: program/idea generation
1. Communications objective/s
☐ Clear communications objective/s defined
☐ Key Performance Indicator/s (KPI) identified
☐ Success criteria realistic for earned media identified
2. Target audience
☐ Primary target audience defined
☐ Secondary audiences identified
☐ Clear reason audience would care identified
3. Risk & compliance
☐ Regulatory issues assessed (TGA)
☐ Any legal considerations reviewed
☐ Reputational risks identified
4. Capacity & approvals
☐ Internal workflow confirmed
☐ External approvals identified if required (e.g. a hospital comms team)
☐ Timeline set
5. Story angle
☐ Clear news angle identified
☐ Timeliness established (Why now?)
☐ Compelling stats/research included
☐ Credible expert spokespeople/HCPs/patients/PAGs identified
6. Key messages
☐ Core messages developed
☐ Supporting messages prepared
☐ Key statistics included
☐ Geographic relevance identified
7. Spokespeople
☐ Client spokesperson/s confirmed
☐ Experts, HCPs & PAGSs confirmed
☐ Patient case studies confirmed
8. Supporting materials
☐ Research report / clinical papers / new data
☐ Corporate client background
☐ Previous media coverage reviewed
9. Media value identified based on the following 8 key news values
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☐ Impact
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☐ Timeliness
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☐ Currency
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☐ Proximity
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☐ Novelty
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☐ Prominence
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☐ Human Interest
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☐ Conflict
Final check
☐ Story reviewed against media values
☐ Weak areas strengthened.