Genevieve Edwards, Director of Communications at the Terrence Higgins Trust, offers us her expert advice on building an effective media strategy:

• First be clear about your objectives and what success would look like - and how you're going to measure
• Think about what messages you're aiming to deliver to whom - then think about how
• Evaluation should be about more than just column inches. Think about what you can learn from it
• Clear communication spring from clearly thought through plans.  Discard anything that's muddying the message

Courtesy of Genevieve Edwards, Director of Communications, Terrence Higgins Trust

About Genevieve:
Genevieve Edwards joined Terrence Higgins Trust in August 2001 and is Director of Communications. She has overall responsibility for the charity's marketing, website and media relations. Genevieve has worked in voluntary sector communications for 15 years, principally in domestic and international children's charities. Most recently, she worked for Citigate Westminster on briefs for the Department of Health, the Home Office and mental health charities.