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Working with the media

Working with the media. a presentation by Bruce Hugman Consultant to the Uppsala Monitoring Centre Pretoria September 2004. What are the principal purposes of almost all media?. To make profits and survive To provide entertainment and/or information.

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Working with the media

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  1. Working with the media a presentation by Bruce Hugman Consultant to the Uppsala Monitoring Centre Pretoria September 2004

  2. What are the principal purposes of almost all media? • To make profits and survive • To provide entertainment and/or information Bruce Hugman/UMC – Pretoria 2004

  3. The ideal, visionary purposes of the media? • To discover and report the truth • To expose injustice and corruption • To inform and educate • To empower Bruce Hugman/UMC – Pretoria 2004

  4. What is truth? • A comprehensive account of an event, including every fact, detail and perspective, from every possible angle and viewpoint • The illusion of ‘objectivity’ Bruce Hugman/UMC – Pretoria 2004

  5. What is our everyday conception of the truth? • An account of events which matches our view of the world; our preferences, biases, prejudices, or • Events or evidence which can be accommodated within our view of the world • The illusion of ‘objectivity’ Bruce Hugman/UMC – Pretoria 2004

  6. Everything is seen from a point of view • Personal • Emotional • Intellectual • Philosophical • Social • Educational • Political • Economic Bruce Hugman/UMC – Pretoria 2004

  7. Those who don’t share our point of view are ‘the enemy’ BUT • Those with whom we don’t actively share our point of view, cannot see the world as we see it and may become the enemy Bruce Hugman/UMC – Pretoria 2004

  8. The media owe us nothing • We must earn our right to their attention What you do is of intense importance to society, but unless you promote its importance, it is invisible and mysterious Bruce Hugman/UMC – Pretoria 2004

  9. Hierarchy of journalists • Knowledgeable, dedicated, specialists • Competent generalists • Inexperienced, generalists (often juniors) • Personal and professional agendas Our world is absolutely mysterious, obscure to outsiders Bruce Hugman/UMC – Pretoria 2004

  10. The media are a fact of life • Ignore • Court disaster • Engage • Court opportunity • Moderate negativity/lack of knowledge • Encourage fairer and more comprehensive coverage • Spread the word The media as allies, collaborators Bruce Hugman/UMC – Pretoria 2004

  11. The power of the media • Print • Radio • TV What percentage of the population never sees a newspaper, listens to the radio or watches TV? Bruce Hugman/UMC – Pretoria 2004

  12. Develop an active media relations policy and strategy for all audiences • Popular • ‘Serious’ generalist • Specialist • Professional (nurses, doctors, pharmacists, etc) • International • Adult/youth/children Bruce Hugman/UMC – Pretoria 2004

  13. Be clear about your messages • What are the primary, key points you wish to communicate? • What are the issues that matter to journalists and their audiences? • What is the key background information needed to understand your messages? Bruce Hugman/UMC – Pretoria 2004

  14. Get to know key editors and journalists • Meet and brief regularly • Spread the word • Identify common agendas • Educate and inform • Provide background and context • Have allies in crisis • Take risks: off the record • Provide formal education and training Bruce Hugman/UMC – Pretoria 2004

  15. Methods • Cultivating relationships • News releases • News conferences • Sharing events and practice • Features • Availability for enquiry • Education and training Bruce Hugman/UMC – Pretoria 2004

  16. News releases • Clear, brief and effective message • Lead with the message • Write for the journalist • Provide technical detail and background in Notes to Editors • Include quotations or examples • Include pictures or graphics • Provide for follow-up enquiries • Seek feedback Bruce Hugman/UMC – Pretoria 2004

  17. Interviews • Be clear about the purpose of the interview • Be clear about your key points • Use simple language • Remain calm, relaxed and friendly • NEVER say ‘No comment’: explain problems with sensitive information • Take questions as prompts for your key points • Convey concern and commitment Bruce Hugman/UMC – Pretoria 2004

  18. Events • Conferences and briefings • Launches • Field trips: clinics, hospitals, labs, courses • Meeting VIPs, patients, clinicians • Training courses for journalists • Regular informal contact Bruce Hugman/UMC – Pretoria 2004

  19. Critical failures • Not having an active media relations strategy • Not engaging with journalists • Not taking initiatives • Being defensive or evasive • Not being available • Being invisible • Fear of debate or controversy Bruce Hugman/UMC – Pretoria 2004

  20. ‘Bad press’ results from: • Bad decisions • Dubious or corrupt behaviour • Unpopular decisions • Apparently arbitrary decisions • Unexplained decisions • Decisions implying conspiracy • Complex messages • Lack of context, background • Secrecy, evasiveness, defensiveness Bruce Hugman/UMC – Pretoria 2004

  21. Key messages • Develop a media relations strategy • Select, educate and train your internal media contact people • Get to know editors and journalists • Establish open, collaborative relationships • Keep in touch • Spread the word; clear messages • NEVER say ‘No comment’ Bruce Hugman/UMC – Pretoria 2004

  22. The End Bruce Hugman/UMC – Pretoria 2004

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