Template: Media and Narrative Strategy
Media Ecosystem Mapping
Issue/cause I’m focusing on: _________________________________ Geographic scope: ☐ Local ☐ Regional ☐ National ☐ Global
Key Media Outlets Relevant to My Issue
Media Type | Specific Outlets | Audience | Editorial Stance | Contact Information |
Traditional News | ||||
Social Media | ||||
Community Media | ||||
Alternative Media |
Current Narrative Analysis
Dominant frames currently used to discuss this issue: 1. ________________________________________ 2. ________________________________________ 3. ________________________________________
Perspectives or information consistently omitted: 1. ________________________________________ 2. ________________________________________ 3. ________________________________________
Traditional Media Engagement Plan
Journalists to build relationships with:
Name | Outlet | Beat/Focus | Previous Coverage | Contact Information |
Potential story angles to pitch: 1. ________________________________________ 2. ________________________________________ 3. ________________________________________
Press release template for my issue: - Headline: _________________________________ - First paragraph (who, what, when, where, why): _________________________________ - Quote: _________________________________ - Background: _________________________________ - Call to action: _________________________________
Interview preparation: - Key messages to emphasize: _________________ - Anticipated questions and responses: ________ - Quotable statements: ______________________ - Follow-up plan: __________________________
Digital Content Strategy
Platform selection and approach:
Platform | Target Audience | Content Type | Posting Frequency | Engagement Strategy |
Visual content plan: - Image sources: _____________________________ - Infographic templates: ______________________ - Video content guidelines: ___________________ - Visual identity elements: ___________________
Community-building approaches: - Ways to foster shared identity: ______________ - Opportunities for audience contribution: ______ - Methods for collecting community stories: _____ - Recognition systems for contributions: ________ - Online-to-offline connection points: __________
Message Development
Core narrative about my issue: _________________________________________________ _________________________________________________
Connection to widely shared values: 1. ________________________________________ 2. ________________________________________ 3. ________________________________________
Audience segmentation and message adaptation:
Audience | Key Concerns | Message Adaptation | Best Channels |
Storytelling elements: - Characters/protagonists: ____________________ - Conflict/challenge: _________________________ - Journey/arc: _______________________________ - Resolution/vision: __________________________
Message testing plan: _________________________________________________ _________________________________________________
Misinformation Response Protocol
Common misinformation about my issue: 1. ________________________________________ 2. ________________________________________
Verification checklist before sharing information: 1. ________________________________________ 2. ________________________________________ 3. ________________________________________
Response strategies for different types of misinformation:
Type of Misinformation | Response Approach | Example |
False information | ||
Misleading statistics | ||
Manipulated images | ||
Out-of-context quotes |
Pre-bunking strategies for anticipated misinformation: _________________________________________________ _________________________________________________
Implementation Timeline
Media Activity | Timing | Resources Needed | Responsible Person(s) |
Evaluation Metrics
How I’ll measure the effectiveness of my media engagement:
Goal | Indicators | Measurement Method | Timeline |
Reflection Questions
- Does my media approach reach the audiences I need to influence?
- Is my messaging connecting to values and emotions through stories?
- Is my content creation plan sustainable?
- How does my approach promote evidence-based discourse?
Remember: Shaping public narratives isn’t about manipulation—it’s about democratizing whose stories get told and how issues are framed. When community voices and evidence-based perspectives can effectively enter public discourse, we create the conditions for more inclusive, informed civic engagement.