Module 6 - Media and Communications
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Transcript of Module 6 - Media and Communications
Mass Communication
The media is the only effective method of mass communication
Which is vital when you need to achieve ‘critical mass’ for your issue
Media Importance
The media – press, radio and television (TV) – shapes public opinion
It is probably the single most effective vehicle for spreading social change messages
It is the most effective way of reaching mass audiences
Which enables the animal protection movement to reach new supporters (and move towards critical mass)
It should be a leading priority for a campaigning organization
Media Strategy
It is important to establish a media strategy toenable the organization to work the mediaproactively, as well as reactively
Effective forward planning can ensure thatyou use the media for your own mission, ratherthan be used by media to fit their own agenda
Proactive Media - Examples
Using research and investigations for in-depth investigative programs
Lobby for program covering own work
Planning press conferences, demos, events, campaign actions, photo-calls, celebrity occasions etc.
Write/place feature articles (draft key points for target media)
Reactive Media
Reactive media work can also be useful
But approach and extent still need to be planned
Priorities need to be established and resource constraints considered
Media Aims
Set an agenda
Put decision makers 'on notice'
Get people thinking
Soften the ground
Stimulate debate & awarenessof your issues
Turn concern into desire to ACT
Media Planning
Carefully plan the time and place of press conferences and media events
Include visual impacts in planning
Decide the extent and limits of your search for media
(e.g. What is appropriate to your organization’s image and your message?)
Develop and use a celebrity strategy
Include media in research and investigations planning
Media Planning cont.
Analyze audiences and target relevant media
Prepare and maintain a media contacts list, including details of interests and past coverage
N.B. Commercial databases exist in some countries
Rank media and lobby the most important systematically
Plan so the media has regular, but not too persistent, approaches - with variety
Link to major world events, where possible
If seeking a high level of reactive coverage, decide which subjects will be covered and establish a system
Use supporters as part of your media strategy –particularly for local media
Methods of Obtaining Coverage
Press releases
Press conferences/Media packs
Letters to editors
Writing articles
Making footage and photographs available
Media worthy demonstrations, events and photo-calls
Use of celebrities
Advertising
Helping documentaries/investigative programs
Agreeing to be featured on topical issues
Persuading ‘soaps’ to take up your cause/campaign
Media Hits
Type of stories that make it into the media:
'We name the guilty'
'We reveal the startling facts'
'The powerless will fight'
'Underdogs win'
'Shock statement'
'Incredible facts'
'Cuddly pets' (the aw factor)
13 Steps to Successful Coverage
1. Keep it short
2. Think headlines
3. Use consistent slogans/’soundbites’
4. Do it regularly
5. Be positive
6. Set the agenda
13 Steps cont.
7. Be visual
8. Appeal to emotions in news stories
9. Entertain
10. Match the medium
11. Limit the campaign segment
12. Use events to boost your release
13. Develop your theme over time
Media Contacts
Only put forward ‘newsworthy’ items
Always remember the visual
In all contacts, give essentials before background
Always be factual and accurate
Think carefully about media opportunities/requests
Respond immediately to media inquiries - deadlines
Never lie to a reporter
You can protect sources
Never use ‘off the record’ briefings!
Always be helpful and polite
Local media may be easier targets (especially if local angle)
Targeting
Target the right:
Publication/TV station: Your target groups
Column/article
Journalist: Position and individual
Message: to target groups and media
Timing/schedule
Letters to Editors
Keep letter tightly composed
Use specific examples
One point per letter
Accurate, up-to-date information
Don’t make personal attacks on those opposing your viewpoint
Always sign your name
Include contact details
Press Releases
Consider: the message, the audience, and the desired result
Most important information in first paragraph
Rest in descending order of importance
Heading: short, eye catching, includes main points
First paragraph should answer 5W’s:
Who
What
When
Where
Why
Press Releases cont.
Body: Give essentials, then ‘background notes’. Include:
One issue only
Background on organization
One page only – short and to the point
Quotes – from credible figure, include ‘sound bites’ that are readily quoted and remembered
Photo opportunities
Facts only – don’t exaggerate
Statistics
Press Releases cont.Background notes include:
Contact details
Any explanations for clarity but not publication
An ‘all hours’ contact and phone number and spokesperson details
(If you are doing a national release, try to find local people to be available to speak to local media)
Send press releases to named journalist, where possible
Follow up with a call afterwards, ostensibly to offer them something further
TV and Radio
Don’t forget news directors of radio and TVstations when circulating press releases
You will need a visual angle for TV
A picture tells a thousand stories!
(Videos should be broadcast quality (Betacamor Mini DV) with separate sound tracks)
TV and Radio Interviews
Prepare well for radio and TV interviews
Find out the aim and angle of the interview
Why you, and who else will be interviewed?
Ask for type of questions to be asked, and the first question
Live or recorded?
Who will be interviewer?
Length of interview?
Audience?
Interview Preparation
Research the issues
Research the program
Formulate and learn 3 Main ‘points tomake’
Consider all possible questions andpractice answers
Be sure of your facts
‘Off the cuff’ quotes should be wellrehearsed
Interview Tips: Dos
Dress smartly
Be punctual
Be relaxed, be yourself
Answer crisply and directly, speak slowly andclearly
Give ‘sound bites’ of around 20 seconds
Get your main points in
Always sound reasonable and thoughtful
Paint pictures, use examples
Be positive and upbeat
Mention your organization
Interview Tips: Don’ts
Exaggerate
Lose your cool
Be aggressive, even if challenged
Be tricked by leading questions
Waffle or ramble on
Get side-tracked from your message
Press ConferencesPlanning should include:
Choose chairperson
Key ‘points to make’
Good quotes/examples
Considering all possible questions beforehand and prepare
Ensuring everybody is well briefed
Giving media reminder call on day before conference
Making certain audio systems are flawless
Name plates on the ‘top table’
Press Conferences cont.
You will need to know:
Location that will attract reporters
Hour press most likely to attend
How far in advance press to be notified, and best method for notifying
Press conference presentations should be brief, with more time for questions
Visual evidence presented at the conference should be brief and full of impact
Media Packs
Copy Press Release
Background information on the organization
Background information on the issue
Photo CD (or thumbnails of available photos)
Details of further information available (e.g. reports, footage/Betacams)
NB. Keep list of Press Conference
attendees for follow-up
Criticism
Get an independent expert speaker to answer the criticism
Reclaim the agenda - redefine the issue in a more appropriate light
This is hard because once you are responding to criticism you no longer have control over the agenda
Divert attention away from the issue by having an event or a press release on a different but related topic
You will need a credible and firm spokesperson for each of these options
Mobilizing
Media is not just about getting messages or issues across…
It is about reaching people emotionally, in order to translate knowledge into action
Media Evaluation
Evaluate against objectives
Celebrate successes
Replicate successful formulas
Don’t apportion blame
Use as opportunity for improvement
Communicate and learn through failures
No ‘One Size Fits All’
The media in each country works differently
What makes absolutely no impact in one country may be novel and hit the headlines in another!
Factors:
The level of press freedom
Extent of private media
Links to advertisers
Most popular media (TV, radio, papers)
Relevant magazines, programs etc.
The stage of development of animal protection issues
Each organization needs to ‘try and test’ approaches, evaluate these, and build successful formulas into media planning.
Communications
The 3 W’s
Define your purpose WHY?
Know your audience WHO?
Select content and structure WHAT?
Target Audiences
It is vital to identify your target audiences and speak directly to them
Make your message a simple campaign against the unacceptable
Always give ways to help!
Communications Impact
Grab attention
Make an impact
Compel action
Powerful conclusion - memorable
33%60%
Approximately
7% depends of words used
33% on voice and intonation
60% on body language
7%
Internet CampaigningThe Internet is fast-becoming a major
campaigning tool
It provides a fast and cheap way to relay information, including pictures and video
Can provide instant lobby facility
Social media is vital in any media strategy.
Valuing Supporters
Your supporters are vital to your work
To gain maximum benefit from them you need to:
Communicate with them appropriately
Don’t send them inappropriate requests
Make them feel special and valued
Targeting
Supporters need to be categorized in order to be addressed appropriately e.g.
Activists
Letter-writers
Media contacters
Office volunteers
Fundraisers
Donors
Legacy prospects
And also interests noted e.g. which campaigns/projects they support
Supporter Development
Just as with fundraising, the aim with supporters should be to move them up the pyramid of involvement e.g.
Activists
Enquirers
Responders
Occasional campaigners
Occasional protest writers
Regular
campaigners
Regular writers
Engagement
To take supporters beyond awareness to engagement you
need to:
Move the problem up their list of priorities
By indicating: seriousness and/or urgency
Show them that they can make a difference
Make their job easy!
Making Activists
The seven-stage model for engagement is:
Ignorance
Knowledge
Motivation
Skills/Resources
Optimism
Facilitation
Reinforcement
There’s More!
Don’t forget the Module notes which refer to the many advocacy tools on media and various communications!