Draft of Outreach / Media Plan

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Draft of Outreach/Media Plan The target audience for the outreach plan The Outreach plan is tailored towards propagating the information pertaining to 'Toronto For All' in order to reach all the strategic media outlets and personalities with the intention of driving the point home. There is a need to bring to the attention of all the stakeholders about the need for equality, both for documented and undocumented residents. The campaign to create a Toronto city that is caring for all is handy in saving the undocumented residents from the hardships they have endured for a long time. Given that Canadian society supports the rights and freedoms of minority groups such as immigrants, it is expected that the campaign will be positively treated by the target outlets and media personalities so as to push the agenda.

Defining the media outreach goals The goals for the media outreach are as follows: 1. Getting as many people as possible to talk about the issue so that it can get the attention of the relevant stakeholders and influence the required action, i.e., minimizing the disparities in the provision of services between the documented Canadian citizens and the undocumented citizens.

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2. Promoting cohesion in the manner in which the issue is approached by bringing all the important media platforms, personalities, and members of the public on board.

3. Take advantage of people's access to the internet and technology to propagate the equality agenda by taking advantage of communication networks tools such as emails, social media sites, and Zoom networks that can be widely used to promote interaction between stakeholders.

4. Apart from bringing the issue to the attention of the stakeholders, there is a need to educate and sensitize public members on the need to address the issue by using tools such as Edmodo, which can link various stakeholders in dialoguing the issue.

Media lists to be used in the campaign There will be the need to leverage many channels in the outreach program. Getting the attention of the journalists will be the first step forward. This will be done by use of emails.

While they are the primary contact method for most journalists, there is a need to incorporate other channels (social networks, phone, networking events) and experiment with the content of your email pitches. We can consider the following: A compelling story idea, press releases, a report or any original data that might interest the media about the matter, a sneak peek of an interview with anyone who has something relevant to say, a report or any original data that might interest the media, or even resources which may be harder to find for the reporters (i.e., third party sources—consultants, analysts, academic subject matter experts) (Hobbs, 2010). These will make it more compelling for the journalists and media personalities to take a keen interest in the matter and escalate it into the public domain. It is important to also note that media outlets thrive on exclusivity, and therefore the journalists' access to unique content can easily help us stand out.

When trying to contact media personalities and the various journalists, it will be important to

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distinguish ourselves by portraying how the information is compelling and that it deserves urgent attention. Creating a personal relationship with these personalities will be a sure way of ensuring that we get frequent invites to push our agenda.

Gathering contact information In gathering contact information, finding email addresses will be the first step. Even Though that are many email finder tools out there, finding them may be a major problem. That notwithstanding, there should be an initiative to make sure we have the most updated information regarding the journalists' beat, contact information, and media outlets. A list of content creators will be gathered, as well as relevant publications and content creators. It may also be possible to contact journalists directly through social media or a listed email address to write an article. Many journalists work on a freelance basis and include their contact details on their professional websites or digital portfolio. Networking will also help in this regard. Many media creators tend to host events such as conventions, professional meetups, and conferences, among others. Attending such events and developing an extensive network may help create awareness and intensify the campaigns through diverse channels (Hobbs, 2010).

Reaching out Courtesy of the thorough preparations described above, reaching out is expected to be easier. With time, it is expected that other lobby groups may take the initiative hence intensifying the campaigns. The media personalities will be highlighting the identified disparities and put the policymakers to task to respond on why there should be the disparities. Social media posts will frequently be done to sensitize the communities. The more the information gets out there, the more people take up the mantle to push for their rights. The ultimate outcome should be

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favorable policies that are tailored towards ensuring equitable services for both documented and undocumented citizens.

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Reference Hobbs, R. (2010). Digital and Media Literacy: A Plan of Action. A White Paper on the Digital and Media Literacy Recommendations of the Knight Commission on the Information Needs of Communities in a Democracy. Aspen Institute. 1 Dupont Circle NW Suite 700, Washington, DC 20036.