Role of Media

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HealthJustice Philippines

Presented by Newsbreak Business Editor, Ms. Lala Rimando

5/11/10

The Role of Media

Lala Rimando
Newsbreak

Tobacco Tax Strategizing Forum
22 April 2010
Sofitel Philippine Plaza Manila

The stakeholders
Finance
NGOs
Dep’t

Marketing,
Lawmakers
Advertising

Health Agriculture,
Dep’t farmers

Tobacco
Media industry
CSR

1

5/11/10

News has higher
credibility than
advertising, so getting
How media works reporters to deliver
your message to the
public is ideal.

Editorial Business

MEDIA

How media works
MUST :
SPOT?
New media?
• Timeliness,
Analytical Old media? • Accuracy,
Explanatory • Impartiality,
Investigative • with public
Opinion interest,
• Uniqueness,
• Scale,
Sound byte
Video /
Visuals /
Graphics
Quotable quote

2

5/11/10

ISSUE

HEALTH

ISSUE

INVESTMENTS

3

5/11/10

ISSUE

LEGISLATION

ISSUE AGRICULTURE

4

5/11/10

ISSUE

MARKETING

ISSUE

NATIONAL
BUDGET

5

5/11/10

ISSUE

CSR,
Local
concerns

“If people behave normally, that is
not news. If companies donate
books, that is not news. There is no
impact to the community. But if the
money or the impact is substantial
enough to empower the
communities, then that is news.”

6

5/11/10

When everyone gets together

The case of the Cast of Characters:
Eraserheads   Multinational
concert: company
  Health officials

  Anti-tobacco NGOs

  Law (advertising
ban)

7

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Role of Media

1. 5/11/10 The Role of Media Lala Rimando Newsbreak Tobacco Tax Strategizing Forum 22 April 2010 Sofitel Philippine Plaza Manila The stakeholders Finance NGOs Dep’t Marketing, Lawmakers Advertising Health Agriculture, Dep’t farmers Tobacco Media industry CSR 1

2. 5/11/10 News has higher credibility than advertising, so getting How media works reporters to deliver your message to the public is ideal. Editorial Business MEDIA How media works MUST : SPOT? New media? • Timeliness, Analytical Old media? • Accuracy, Explanatory • Impartiality, Investigative • with public Opinion interest, • Uniqueness, • Scale, Sound byte Video / Visuals / Graphics Quotable quote 2

3. 5/11/10 ISSUE HEALTH ISSUE INVESTMENTS 3

4. 5/11/10 ISSUE LEGISLATION ISSUE AGRICULTURE 4

5. 5/11/10 ISSUE MARKETING ISSUE NATIONAL BUDGET 5

6. 5/11/10 ISSUE CSR, Local concerns “If people behave normally, that is not news. If companies donate books, that is not news. There is no impact to the community. But if the money or the impact is substantial enough to empower the communities, then that is news.” 6

7. 5/11/10 When everyone gets together The case of the Cast of Characters: Eraserheads   Multinational concert: company   Health officials   Anti-tobacco NGOs   Law (advertising ban) 7

Role of Media

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