Communication & Media (In an Ideal World)

1. Communication & Media (In an Ideal World) AMSUK Annual Conference LEICESTER APRIL 2010

2. Disclaimer All images used here have been taken for the purposes of this presentation only and are widely available on the web

3. What do you get from this picture?

4. Communications • Why do it ? • What do we mean by communication? • What are the different types of communication methods?

5. Purpose of Communication • Get your message across to others (effectively) • 2 way process – sender and receiver • Message is only successful when the sender and receiver perceive it in the same way

6. What do you want to deliver? How do you want to deliver it? The audience with their actions and reactions and feelings Verbal and non verbal reactions which ensure whether the audience has understood or not • Know: • Your subject • Your audience • Context The situation in which your message is delivered Achieving Clarity RECEIVER SENDER MESSAGE CHANNEL FEEDBACK CONTEXT

7. Too long / disorganised / errors Wrong method of communication audience background / culture No means of feedback / lack of control / offensive and emotional / inattentive listening Ability to get message across / lack of insight to communication process / lack of emotional management / not assertive / defensiveness Too much information being sent too fast Barriers to Communication RECEIVER SENDER MESSAGE CHANNEL FEEDBACK CONTEXT

8. Forms of Media • Mainstream - TV, Radio, Broadsheets • E-media - Internet, Mailing Lists, Websites Blogs, Chat, Youtube • Advertisements / Magazines • Citizen Journalism – Mobile Phone Uploads, SMS, Online Posts, Personal Blogs, Letters • Community Journalism – Community Newspapers / Media, Newsletters, Leaflets • Collaborative Journalism – More interactive (Wikipedia style) • Graffiti, T-Shirts, Tattoos, Photos, Cartoons, Film, Drama • Social networking - Twitter, Facebook, Myspace

9. The Importance of Images (1)

10. The Importance of Images (2)

11. The Crucial Role of the Mainstream Media • Mass production of influence on public opinion • Acceptability, credibility and legitimacy • The ‘whole story’? • Access: Who gets to have their say? • Accountability & Regulation

12. Essential Objectives of Media • Tell a story: • Inform • Report • Cover • Analyse / Opinion • Educate (?)

13. By-Products of Modern Media • Educate • Communicate • Entertain • Propagate • Instigate Change

14. Importance of Media • The essential nature of Da’wa • Effective and efficient means of delivery • Instant broadcast and transmission • Absence of borders, obstacles & restrictions • Infinite broadcasting space • Affordable

15. Hidden Elements of the Media • Proprietors • The Markets • Government Influence (or Control) • Context

16. The Context • History • Current and Landmark Events • Over-riding Perceptions • Power Dynamics

17. Problems In Coverage/Reception • Little appreciation of historic, geographic and demographic dimensions • Cultural Vs. Religious • Overlapping Identities (Arab, Asian, Pakistani, European, etc.) • “Lost in Translation” • The “Photoshop Effect” • Volume of presupposed knowledge and stereo-typical material

18. Facts to be considered • The quantitative explosion in ‘Alternative Media’, including the Internet and Mobile Phone uploading have made news and debates more accessible than ever before. • The link between Media establishments and the markets. • Media cannot be isolated from others dimensions of society including government, public attitudes, etc.

19. Positive Aspects • Increasing number of Muslims working within mainstream and alternative media • Increased understanding of Islam and Muslims amongst European media professionals • Louder and more effective Muslim voices within mainstream and alternative media • Islam becoming recognised as one of the main religions of Europe

20. Necessary Steps • Increased awareness and education among all public authorities and services • Increased visible proof of Islam and Muslims in Europe • More effective discourse by Muslims on issues of common concern • More research and surveys as to the impact of Media coverage on rise of Islamaphobia

22. PART 2

23. The Need for Media Strategy • ‘Public Opinion’ is not one monolithic entity, but rather a diverse array of trends and tendencies. • Utilising the media through real events • Dealing and interaction with all elements of the media world • ‘He who isn’t with us…is not necessarily against us

24. The Perception Test

25. Perception Test

26. Media Plan: Aims and Objectives • To inform • To publicise and promote • To lobby for change • To influence Public Opinion • To defend the wronged • To show support • To use-up vacant media space

27. The Strategy • Develop your organisational vision • If you don’t know where you are going, you will end up somewhere else’ – Yogi Bear • Outline the organisational plan and goals for working with the media • SMART(ER) –Specific Measurable Achievable Realistic Timebound (Extensive Reviewed) • SWOT – Strengths Weaknesses Opportunities Threats • The Media Strategy Questionnaire • See Section 2 (page 17) of the Media Guide

28. The Media Strategy Questionnaire • Long Term Message • Narrative & Relevance • KISS (Keep It Short and Simple) • Accessing the media • Different types: • News • Features • Targeting the approach • Strategic Questions • USP • Vulnerabilities • Human Resources • Contingencies • Practical questions • Budget • Skills • Agenda

29. The Basic Elements of a Media Strategy • Getting to know the Media • Media Monitoring • Developing the message • Media Response • Feedback - Performance Assessment (KPIs)

30. Getting to Know the Media • Developing a rapport / networking • T.V. • Radio • Newspapers • Magazines and Journals • Internet websites • ‘Alternative Media’

31. Getting to Know the Media (2) • Main Editors • Reporters • Presenters • Columnists • Analysts and Experts • Proprietors

32. Media Monitoring • Coverage of my own organisation • Coverage of country and the region • Coverage of the opposition • Reports of important issues

33. The Constituents of the Media Message • News (Content) • Images • Discourse

34. Developing the Message • What is the message? • 3 facts to be considered • 5 w and 1 H • Method of Delivery • Audience • Relevance of the message • Type of Message: • News • Features • Investigative

35. Media Response • News Reports • Press Releases • Action Alerts • Letters to the Editor • ‘Phone-ins’ • Interviews • Audience Participation

36. Press Releases • Short, Sharp, To the Point (KISS) • Distribution • Timing • Follow up • photos

37. Letters • KISS – less is more • No jargon • No metaphors / similies / slang • Complain / Compliment • Write with a cool head • Plan the letter • Know the newspapers • Accuracy • Avoid generalisations • Avoid insulting • Punctuation • UK English / American English • Patience and perseverance

38. Tips for Interviews • Calmness • Planning • No Off the Cuff • Don’t answer leading questions • Appearing on TV

39. Feedback We must encourage feedback of all sorts and from all sectors of the public. Remember…you are more likely to learn from the criticism more than you do from the praise.

40. Assessing Performance • KPIs • Effect on issue or policy • Change of Public Opinion • Type and quality of feedback • Immediate and long-term public reaction • Volume of media appearances

41. Vital Resources • Awareness and understanding • Sound and clear language • Ability to respond instantly • Good and sound research • Professional appearance and performance • Continuous Development

42. Media Toolkit • Pre-planning check list • Determine news outlet • Language and approach • 10 commandments of the media officer (page 43 of the media guide)

43. And Finally… • Sincerity (true and correct Niyyah) • Reliance on Allah • Doing our utmost • Abiding by Islamic boundaries

45. والحمد لله رب العالمين