Characteristics of an effective media strategy: The Forum segments its audiences and implements strategies towards each of them. Consistent information is provided through different outlets. The Forum establishes long-term productive relationships with the media. A sample media audit template for defining the adequate external communication strategy is below. The tables are filled in with fictitious examples for illustration only and do not represent any particular country. Multistakeholder Forum's media audit template WHAT? PERFORMANCE? WHERE? WHY? / WHEN? 1= 5= Press Announce events and Once or Disseminate OGP information to a wide 2: Few news outlets consider press releases release of reports and other twice a audience for content. Small group of online blogs that news year follow OGP Press Disseminate information Provide society with information about the 3: Considerable attendance by main media about the development and activities of OGP in the country outlets. Some content is picked up by implementation of the Plan. mainstream media. No follow up is given by the media Twitter Share links to documents, Two Reach young audiences and provide a 3: Few followers and only sporadic retweets account photographs of events and tweets a communication for the public and direct messages disseminate basic day, on knowledge about OGP. average Disseminate OGP principles, Provide specific stakeholders or interested 4: Good level of attendance, lots of challenges, and the contents four a audiences in-depth information about information requests and identification of of the Plan Forum activities and the Plan process potential allies Provide regular updates on Once a Provide updates to interested audiences 1: Low number of subscriptions, many mail OGP month recipients classify such e-mails sent as spam, and in the last 12 months more lists people have unsubscribed than subscribed (listserv) OGP Present information about Disseminate more specialized information 5: More than 1,000 subscriptions and good the Forum activities and to interested audiences, such as feedback about content and layout on OGP. government officials, members of CSOs and academia Even in inclusive Multistakeholder Forums with representatives from a wide array of government, it is difficult to involve public officials from all institutions responsible for implementing open government projects. Frequently, OGP commitments require the collaboration of local governments or from other branches of government, such as the legislative and the judiciary. In general, it is possible to identify
Characteristics of an effective media strategy: The Forum segments its audiences and implements strategies towards each of them. Consistent information is provided through different outlets. The Forum establishes long-term productive relationships with the media. A sample media audit template for defining the adequate external communication strategy is below. The tables are filled in with fictitious examples for illustration only and do not represent any particular country. Multistakeholder Forum's media audit template WHERE? WHAT? WHEN? WHY? / PERFORMANCE? 1= 5= Press Announce events and release of reports and other news Once or twice a year Disseminate OGP information to a wide audience 2: Few news outlets consider press releases for content. Small group of online blogs that follow OGP Press Disseminate information about the development and implementation of the Plan. Provide society with information about the activities of OGP in the country 3: Considerable attendance by main media outlets. Some content is picked up by mainstream media. No follow up is given by the media Twitter account Share links to documents, photographs of events and disseminate basic knowledge about OGP. Two tweets a day, on average Reach young audiences and provide a communication for the public 3: Few followers and only sporadic retweets and direct messages Disseminate OGP principles, challenges, and the contents of the Plan a Provide specific stakeholders or interested audiences in-depth information about Forum activities and the Plan process 4: Good level of attendance, lots of information requests and identification of potential allies mail lists (listserv) Provide regular updates on OGP Once a month Provide updates to interested audiences 1: Low number of subscriptions, many recipients classify such e-mails sent as spam, and in the last 12 months more people have unsubscribed than subscribed OGP Present information about the Forum activities and on OGP. Disseminate more specialized information to interested audiences, such as government officials, members of CSOs and academia 5: More than 1,000 subscriptions and good feedback about content and layout Even in inclusive Multistakeholder Forums with representatives from a wide array of government, it is difficult to involve public officials from all institutions responsible for implementing open government projects. Frequently, OGP commitments require the collaboration of local governments or from other branches of government, such as the legislative and the judiciary. In general, it is possible to identify four
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