ABOUT THE MEDIA

By Deo ODIE

Outline• By the end of this session, the participant

should be able to;

a. Identify relevant media for their engagement

b. Have gained skills to identify key audiences they want to reach through the media.

c. Understand and have strategies to overcoming the challenges often met when trying to reach various audiences through the media.

What do you need communication for?

• To frame– People are talking about poor quality education

but not about the role of reading in improving it

• To fortify and amplify– People are talking about children dropping out by

Grade 4, but not about what goes on in Grades 1-3.

• To reframe– People are talking about poor quality education as

a government problem, not one they can affect

Pick your audience(s)

• Students

• Parents

• Teachers, principals

• Community leaders

• Unemployed, educated youth

• Education officers at decentralized level of government

“Targeting everyone means you reach no one”

Working with the News Media

• Traditional media:– Television, Radio, Newspapers

• Who’s Who in the newsroom• Building relationships• Citizen journalists• Social media outlets• Traditional media reaching out • Federal, State, and local Emergency Managers

working with social media

Building an Effective Communication Capacity

• How to build an effective Communication capacity

• Developing a Communication Plan

• Staffing, training, and exercise requirements

• Monitor, update, and adapt

Communication Audiences

• Four important audiences:– The general public– Elected officials and community

officials– Partners and other stakeholders– The media (partner in the campaign)

Traits of successful communicators

• Communicator’s speaking ability• Reputation among audience members

(trustworthiness and credibility)• Subject matter knowledge• Image of authority• Obvious lack of vested interest• Ability to connect, sympathize, or empathize

with the audience

Potential Communicators

• Managers• Other appointed officials• Elected officials• Community leaders• Women Group Leaders• Business leaders• Voluntary group leaders• Animated characters

Social MediaNew media outlet such as YouTube, FaceBook, Twitter, and others that have joined the traditional media in recent years in reporting campaigns and events.

Internet bulletin boards and other community-based information management tools have taken on bigger roles recently in helping communities and neighborhoods to recover.

Citizen journalists

All cell phone owners are potential “citizen journalists” able to provide text/audio messages and video/photographs from a program/event/campaign zone often long before the media and first responders arrive.

Most “citizen journalists” post their reports on social media sites, but traditional news outlets, especially network, cable, and local TV stations are now using “citizen journalists’ reports in their broadcasts.

Communication TermsMarket Research

Provides communicators with a much deeper understanding of how the issues with which they are dealing apply to the target audience in particular.

Settings

Situations in which communication occurs. Factors that distinguish settings are time, location, and situation.

Communication TermsChannel

A route or mechanism by which a message is delivered; examples of channels include, interpersonal channels, group channels, organizational and community channels, mass media channels, and interactive digital media channels.

(Communication) Method

An actual item, action, interface, or event that communicators use to draw the attention of the recipient, and to inform him or her of the behavior change that is necessary (or how to access that information).

Common communication mistakes:

• The authorities attack the media and the victims

• They obfuscate the facts• They deny the problem (diplomats)• Communication is reactive and defensive• No crisis management plan• No trust in the authorities to handle the

problem• The CEO (President) is silent on the subject

Resultant effects

• Frightened people absorb negative information more than positive information.

• In a crisis it takes three pieces of good news to balance one piece of bad news.

• Audiences are less tolerant of complexity when they’re upset.

Way-forward• Keep your friends close but your enemies closer• Chart the waters• Ask yourself tough questions and have answers

ready• Be on message all the time• Nominate a crisis management team• Make sure your frontline people are well-trained!• The buck stops with the board of management• Media training is essential - comfort in front of the

press does not come naturally.

Way-forward continues…

• Be honest and prompt with information• In a crisis it’s okay to admit what you don’t

know.• Communication advisors must be trusted

by the board.• Be sensitive – all communication matters

have a human element.

Any Questions?

Thanks