IAMCR Conference, Budapest, Hungary

June 20-25, 2009

NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA

School of Communication and Media Bratislava Slovakia

Dr Andrej Školkay

skambratislava@gmail.comwww.skamba.sk

NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA

NGOs Communication

• - legitimacy

• - tool for influencing policy

• changes in public attitudes/knowledge

Qualitative Data (Interviews 6 plus 2, 20 Questions)

Quantitative data (names and numbers)

2007

Slovak NGOs

NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA

Socio-political Experts in the Media

46%

54%

Non-NGOs Experts

NGOs Experts

NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA

Number of Socio-political Experts in the Media

52%48% Non-NGOs Experts

NGOs Experts

NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA

Number of Citations of Experts on Economy in the Media

66%

34%

Non-NGOs Experts

NGOs Experts

NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA

Number of Experts in Economy in the Media

64%

36%

Non-NGOs Experts

NGOs Experts

CAMPAIGNS

NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA

• What/Who/Why gets coverage?

NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA

a) experience with the media (or media training)

• b) ability to communicate in short messages and/or giving concrete examples

• c) interesting topic

NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA

• d) availability/interest to communicate

• e) very specific (narrow) subject of expertise

• f) personal contacts/renomé

NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA

OLD MEDIAPrint

TelevisionWire agency

Radio

NEW MEDIA

Website (sometimes not updated)

BloggsE-newsletter (PDF)

Mobile phonesE-mails

NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA

NEW MEDIA

• - Web conferences• - Skype• - DVDs• - e-petitioning• - Facebook (invitation)

NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA

PLANS/WISHES

• Web manuals (Education, Tools)• Crowd sourcing (Wisdom of the Crowd)• Virtual database system• Viral marketing/communication• Podcast

NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA

Why not new media?

• Lack of staff/time – Key Individual!

• Lack of ideas

• No need?