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Media and Web Advocacy Benchmarks and Indicators

SUGGESTED MEDIA AND WEB ADVOCACY BENCHMARKS AND INDICATORS 

Benchmark:  Establish baseline media coverage of your advocacy issue.
Indicators: Results of media database survey; results of Web surveys; records of 
interviews with journalists and other media professionals.  


Benchmark: Develop a media plan, including the human and financial resources 
necessary to implement it.

Indicators: Plan developed, reviewed and approved by decision makers within 
organization or coalition; budget allocated for media work; human resources secured and 
trained.
      

Benchmark: Develop a media list and update it frequently.

Indicators: List developed; list updated monthly or more frequently


Benchmark: Increase organizational exposure to specialized press.

Indicators: Number of calls and e-mail requests from journalists received over time; 
records of interviews of campaign spokesperson with journalists; records of journalists 
attending your events.
  

Benchmark: Secure X number of placements according to media plan. 

Indicators: Records of mentions of your organization or coalition by the press; records of 
placements dealing with your issue that can be linked to your media outreach efforts; 
records of journalists framing your issue according to your messaging.

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