Media & CommunicationsModule 6

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.

Communicating Your Message

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.

Communicating with Supporters

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!

Public Action/Pressure

"Public opinion is everything. With public sentiment

nothing can fail. Without it, nothing can succeed."

— Abraham Lincoln