The aim of this paper is to identify the best media strategy for a Maltese union in order to stop an governmental policy not in their favour. It is here requested to find a way to convince the union not to use the social media strategy; the assumption is that it would not be cost effective.
In the first part the paper highlights some basic background information about what outside lobby is and then it goes more into detail, and analyses the different media strategies the union could use and which steps exactly are requested. In the second part, the goal is to bring out arguments against the use of social media, for this purpose second literature will be used. This paper will also consider some alternative strategies before getting to the conclusion.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Outside lobby
- Unions in Malta
- Media strategy
- Contact your MEP
- Alternative: Protesting
- Arguments against social media strategy
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The primary objective of this paper is to determine the most effective media strategy for a Maltese union to oppose a government policy detrimental to their interests. The paper aims to persuade the union to avoid a social media strategy, citing its potential ineffectiveness. It analyzes various media strategies, considering the union's limited budget and resources, and explores alternative approaches.
- The effectiveness of outside lobbying strategies
- The role of media in influencing public opinion and policymakers
- The challenges and limitations of social media in lobbying campaigns
- Alternative media strategies for unions with limited resources
- The importance of engaging with key stakeholders, including MEPs and the media
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: The paper sets out the objective to find a suitable media strategy for a Maltese union to oppose a government policy. It emphasizes the need to convince the union not to use social media due to its potential cost inefficiency.
- Outside Lobby: This chapter defines outside lobbying, highlighting its goal of influencing decision-makers through public opinion mobilization. It discusses four key strategies: media-related activities, information dissemination, mobilization, and protest.
- Unions in Malta: This chapter outlines the specific challenges faced by Maltese unions, including limited budgets and resources, and emphasizes the need for strategic planning and target identification.
- Media Strategy: This chapter analyzes the role of media in lobbying campaigns, focusing on traditional media strategies like interviews, press releases, and press conferences. It also discusses the importance of maintaining professionalism and engaging with media outlets to ensure maximum coverage.
- Contact your MEP: This chapter explores the potential of engaging with Members of the European Parliament (MEPs) in lobbying efforts, highlighting the importance of the European Parliament as an open institution receptive to lobbying activities.
Schlüsselwörter (Keywords)
The paper focuses on key terms and concepts such as outside lobbying, media strategy, social media, public opinion, decision-makers, unions, limited resources, cost-effectiveness, alternative strategies, traditional media, press releases, interviews, MEPs, European Parliament, and public awareness.
- Citation du texte
- B.A. Integrated European Studies Amelia Martha Matera (Auteur), 2018, Lobbying in the European Union, Munich, GRIN Verlag, https://www.grin.com/document/433452
