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First Global Communications Meeting, 16 May 2014

First Global Communications Meeting, 16 May 2014 Media Relations and Monitoring in the Run-up to 2015 Eric Karstens. The satisfied audience. … is silent. 2. Metrics everywhere. Across the board , we currently have an obsession with impact metrics . Rationales:

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First Global Communications Meeting, 16 May 2014

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  1. First Global Communications Meeting, 16 May 2014 Media Relations and Monitoring in the Run-up to 2015 Eric Karstens

  2. The satisfied audience... …issilent 2

  3. Metrics everywhere Acrosstheboard, wecurrentlyhave an obsessionwithimpactmetrics. Rationales: • Eachdollarspent on mediais a dollar not spent on vaccines, clean water, sanitation, etc. • Accountabilityandneedtojustifyinvestments • Apparentblanketavailablityofmeasurementsforanythingandeverything

  4. Media impactmetrics • Bill & Melinda Gates Foundationand Knight Foundationaresponsoringthe „Media Impact Project“ at USC Annenberg tothe tune of $3.25m for 2.5 years • Central andfocusedmethodologydevelopmentandcritique • Charts andmanualshowtodefine, achieve, andmeasuremediaimpact, in particularwhenitcomestosocialcausesordevelopment

  5. Media impactmetrics

  6. Media impactmetrics

  7. Real-world metrics ProPublicaunderstandingofimpactmetrics: Palpablychangingthe real world • Mayors ousted • Laws enacted • Corruptionrevealed …

  8. Media and real-worldimpact Doesthismeanreducingjournalismandmediatoactivisttools? „Yourparentsdonatemoney, you send a Tweet.“ Internet activist Sascha LoboatRe:Publica 2014 „The publicgoodis not identicalwiththeaggregatedintentionsoforganisedinterest“ „Quality does not emergefromtheaggregationofdiverginginterests, but fromkeeping open divergence“ German Constitutional Court, 2014

  9. A changing public • Is an informedpublicisbydefinition also a proactivepublic? • Coulditbethatwearefacedwith a different generationofaudiencethat‘swearyoforganisations? Choice andfragmentationmayhaveloweredthewillingnessofindividualstocopewithorganisedinterestandactivism

  10. (Social) Media engagement “The people who share content are a small fraction of the people who visit that content. Among articles we tracked with social activity, there were only one tweet and eight Facebook likes for every 100 visitors. There is no relationship whatsoever between the amount a piece of content is shared and the amount of attention an average reader will give that content.” Tony Haile, CEO, Chartbeat

  11. Engagement metrics Online engagementmetricsarelargelyunsuitable, because • youpreachtothealreadyconverted • youmeasurepeoplewhoareactivists/„meddlers“ tobeginwith • Socialmediapostsoftenmake a publicstatementaboutinterestsorcurrentpreoccupations, ratherthanbeing a genuine recommendation • „Dark social“ makesupfor 50-80% oftraffic on popularmediawebsites But: • People whospendmore time readingaremorelikelytoreturn (TTR)

  12. The inverted pyramid of media impact Whenitcomestoimpact, thebestmeasurementisthebefore-and-after differential in knowledge, awareness, understanding,and – perhaps – opinion Howtogetthere? • Change, orat least furtherdevelop, people‘sminds • Tothis end, producecoveragethatattractsandkeepsearnestattention • Tothis end, supportqualityjournalismwiththeappropriate narrative and style • Tothis end, engagejournalists (andtheireditors) first • Tothis end, createinteresting, compelling, engagingsituationsforjournalists

  13. COP16 Climate Conference in Cancun, 2010 • A „short-term, issue-specific transnational publicsphere“ • „Networks ofco-production“ • Sharedworkspacewith „campfeeling“: Journalists, PR pro-fessionals, andpoliticianspulled out oftheirusualroutinewithbasciallynochoice buttointeract • Journalistssee NGOs „like acompass“, puttingdelegationinformationintocontext, pro-vidingstoryhooksand back-groundexplanations • Directspinning/correctionopportunity

  14. Quality-consciousandsustainablemediarelations • Makesuretocreate an event/settingthatembracesdivergence, evenifthisappearstobecontrarytoyourowncommunicationinterest • Foster interdisciplinarycooperationandco-production in an unobtrusivefashion • Buildlastingrelationshipswithjournalistsevenifatfirstthey do not seemtoproducecoverage, letthemexperience a process • Systematically put journalists and stakeholders from different countries in a room to break up “national containers” • Leveragethe transnational communicationsroleofnewsagencyjournalists • Enablejournalism in thefirstplace: e.g., BMGF-supportedgrantsprogramme „Innovation in Development Reporting“, stipends, exchanges, internships, „embedding“

  15. Thankyou! ek@karstens.eu

  16. Selected references • Manuel Adolphsen, Julia Lück: Non-Routine Interactions Behind the Scenes of a Global Media Event. In: Medien & Kommunikations-wissenschaft, Sonderband 2, Baden-Baden 2012, p. 141-158 • Richard J. Tofel: Non-profit journalism – Issues around impact: A white paper from ProPublica, 2013http://s3.amazonaws.com/propublica/assets/about/LFA_ProPublica-white-paper_2.1.pdf • LFA Group: Learning for Action/Bill & Melinda Gates Foundation/John S. and James L. Knight Foundation: Deepening Engagement for Lasting Impact: Measuring Media Performance and Results, 2013-14(forthcoming) • Tony Haile: What You Think You Know About the Web Is Wrong, 2014 http://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/

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