Media Strategy
The purpose of a media strategy is entirely dependent on what the company hopes to achieve with it. Improving public relations is a completely different goal than increasing profits, but both can be achieved through a well-written, well-planned-out media strategy.
All media strategies take the same approach during reaction. They must all have specific goals and a specific demographic in mind; however, their objectives may be totally different. In this sense, there are different types of media strategies. For example, a strategy implemented to raise awareness of a certain issue or condition is far different than a strategy that is used to promote the upcoming release of a product or movie.
The demographics of your target audience should be taken into consideration. The more you know about your target market, the more effective your overall marketing strategy will be. You will need to identify your market, where and how they spend their time, and how the audience can most effectively be reached. For example, marketing through mobile apps and social media would be more effective for reaching the teenage demographic than print, and traditional media would be.
One thing to keep in mind during the strategy process is your overall marketing objectives and goals. They need to be measurable and specific; if a goal is simply, "make more money," it can be measured, but there are no specifics tactics involved. "Increase profits by 20% by Q3" is a much more specific, realistic goal -- and it introduces a time aspect that creates a sense of the ability to measure and draft a workable timeline.
The most effective media strategies are those that evolve over time. If a company launches one strategy that doesn't have the expected results, the company can learn from where it went wrong and improve subsequent launches. It is why measuring results are important; they provide valuable data that can be implemented into future media strategies to improve them.