QUESTIONS

• Do you have an overall media strategy in place?

• What are your key messages?

• Who do you want to reach?

• How do you want to reach them?

• Which media are read, listened to or watched by your target audiences?

• Which languages are needed for your media communication?

• Which are the most important communication multipliers, for example news agencies,

influential publications, specialised media or commentators?

• How do you position yourself in the media landscape of the EU?

• How can your agency complement media communication by other EU bodies and institutions?

• Which hooks can be employed to help align the agencies’ outputs with the media cycle?

• Do you have any information which you can use for pitching local angles, for example data

comparing country performance or regional peculiarities?

• Who would be potential partners for pushing common messages? (e.g. NGOs, other EU or

national agencies). How can you work together with them?

• Are there budget implications to the plans?

• Are there any stakeholders (including the European Commission) that you should inform in

advance/send embargoed information to?

• Who is allowed to speak to the media and in what context? Identify appropriate spokespeople

with internal authorisation to speak to the media?

• How is media monitoring done and evaluated? Is it proportional and appropriate?

• Is there regular media training? What level of media training is required for staff?