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COMMUNICATION & SHARING KNOWLEDGE. LIBRARIES WORKING WITH THE MEDIA . What is media? All means of Communication to disseminate information to a large audience Collecting and publicizing information to create awareness and public knowledge. What channels?
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COMMUNICATION & SHARING KNOWLEDGE LIBRARIES WORKING WITH THE MEDIA
What is media? • All means of Communication to disseminate information to a large audience • Collecting and publicizing information to create awareness and public knowledge
What channels? • Broadcast –Radio,Television,Internet • Print –Newspapers,Magazines,Newsletters • Social –Facebook,Twitter,Blogs,YouTube
Key Elements of News • Timeliness (how new is it) • Prominence (well known public official or celebrity) • Impact (how many people are affected) • Controversy (may be an opportunity to explain your side of the story) • Proximity ( Local angle)
Why should you work with the media? • They reach vast and influential audiences • For legitimacy and transparency • Important change agents • It is cost-effective • Form of Accountability • They set the agenda
Working with media continued… • Build allies • Share success stories • Tell your story your way • Raise your profile
Are there Disadvantages? • You may lose some control over the audience • You may lose some control over the message • Possibility of clashing with those in power • Misuse of data,distortion of facts • Sensationalism • Unbalanced information (use of single sources)
What the media may not do for you • Guarantee that your message will be communicated accurately • Guarantee change overnight • Guarantee extra funding • Guarantee sustained interest in your cause
What makes libraries newsworthy? • Have big impact on people’s lives • New discoveries,developments,changes • Human interest • Impact’s on children’s future • Involves leaders/news makers
