[afro-nets] Need to work with the media?

[Claudio Schuftan <claudio@hcmc.netnam.vn>]

Need to work with the media?
----------------------------

ENGAGING THE MEDIA

Padmaja Padman
Editorial Consultant

Regional Consultation on Healthcare Financing
Health Action International Asia-Pacific
Universiti Sains Malaysia, Penang
April 15-16, 2004

The press was once a creature that was simple to understand. It
had clearly-defined roles and functions, was filled with ideal-
istic people who deemed their job a vocation, and was able to
inject healthy doses of social justice into its output. It was,
after all, a creature designed to serve the public interest even
in environments that could not be considered entirely free.

Even then, there were professional constraints. Each day saw
competition as editorial and advertising material jostled for
limited space. Every day, events within the country and around
the world forced editors to make judicious selections that would
feed the information needs of a diverse audience.

Over-arching every decision, however, were two fundamental ques-
tions: what is the news value, and how does it meet the 'public
interest'?

In earlier days, there was a slightly slower pace of life -
newspapers had the whole day to gather the news, sub-editors had
until midnight to process the final edition, and production time
was tailored to fit into the distribution schedule. Radio and
television had fixed slots for news, and were necessarily dif-
ferent in delivery in many ways.

Holding news operations together was a large core of dedicated
professionals with a capacity to understand and deliver informa-
tion. So, the big picture was one in which most media consumers
felt a sense of ownership.


A 'pressured' press

The landscape has changed almost worldwide. Media owners and
editors are under intense and ever-increasing pressure from
shareholders to deliver financial results. There is often covert
and overt political pressure on news operations. There is pres-
sure of time as production technology took a quantum leap for-
ward and demanded speedier responses of journalists. And there
are pressures to remain relevant as the broadcast and Internet
media came into their own, even as the traditional audience de-
manded a 'dumbing-down' of news because of a less comprehensive
education system.

As consumer comfort levels expanded with rapid economic growth,
a 'softer' breed of journalists is entering the profession in
many countries. They are not always interested in - or able to
absorb or critique - complex information and issues. Correspond-
ing to this is an audience more interested in 'soft' news rather
than the hard stuff.


Blurring of lines

Whether in newspapers, radio or television, the public interest
is being overtaken by the political-corporate interest. This
nexus has a powerful influence on news content and placement of
reports. It decides what kind of news is printed, who is author-
ised to speak on issues, and which views prevail.

Since the incidents of Sept 11, 2001, the media in many coun-
tries has become a nationalistic force rather than a watchdog
and source of impartial and balanced information.

Significantly, too, incursions by marketing and advertising
forces have eaten away the hitherto fierce protection of sacred
editorial 'turf'. Newspapers are constantly re-inventing them-
selves with gloss and new paint. They have entered into 'adver-
tising support' and 'sponsorship tie-ins' with great enthusiasm,
if this can cut down costs and widen consumer appeal.

In the process, the lines have blurred so much that media con-
sumers are unable to differentiate between news and editorial
opinion, or news and advertising, or news from 'spin'. And this
is the reality that confronts activists and journalists of con-
science today, especially in taking on the juggernaut of a poli-
ticized, commercialized media.


Rules of engagement

The response then must be a practical, but updated strategy that
is quick to recognize and utilise entry points. The old rules
still apply in sustaining high profile for issues.


Ø Infiltrate newsrooms

1. Find out who's who in newsrooms, maintain personal contacts
with senior editors, and keep track of personnel movements.
2. Make appointments to visit and brief deskbound editors on de-
velopments.
3. While there, walk around to meet journalists informally at
their work stations. Distribute your call cards, including email
address and hand-phone number.
4. Say hello occasionally - editors will answer the phone, but
may not check email.
5. Inform editors and journalists of any change of office bear-
ers within your organisation.


Ø Invest in journalists

1. Work with established media partners - the press institute,
funding agencies or communications development agencies - to
train journalists and build issue-specific knowledge.
2. Develop the right story ideas to entice journalists into cov-
ering the issues - human interest stories always sell and get
the message across quickly.
3. Call them, don't wait to be called - issue comments and
statements in response to issues of the day.
4. Provide exclusives - this helps journalists to build spe-
cialisation and in career advancement.
5. Inform journalists ahead if interesting personalities are
visiting, and arrange an interview if requested.
6. Send out periodic email alerts/digests to those interested
without flooding the inbox (or they will soon delete mail with-
out reading it).


Ø Produce resources and materials

1. Write features, columns and analysis pieces for publication.
Be balanced and professional - it influences the selection proc-
ess.
2. Send out post-conference/event reports as immediate press
statements; include relevant resolutions or follow-up plans.
3. Utilise the Internet media for hard-hitting pieces that may
not be acceptable to a controlled, conventional media (and re-
member that controls can come from the private sector as well).
4. Identify slots in specialist magazines and broadcast pro-
grammes; go on radio for 'live' interviews within entertainment
programmes.
5. Compile a manual/handbook that outlines basic issues. Include
a directory of local, regional and global experts/web sites for
quick reference. Translate this into local languages or modify
for different user-groups.
6. Create dedicated web sites for issues to update developments
and to serve as a one-stop resource centre with links to rele-
vant sites. Publicise this.
7. Build visibility at policy level - for instance, through sub-
missions to the human rights commission or health ministry, and
public dialogues with stakeholders.


Be Engaged - A Checklist

a. Be pro-active in making available comment, information and
    interviews.
b. Meet the media's deadlines.
c. Know the new audience for media products/programmes.
d. Talk the talk - avoid technical jargon, be reader-friendly.
e. Use 'sound bites' for radio and television interviews.
f. Put on an authoritative face - bring out your best experts.
g. Re-package the message for different sectors of society.
h. Reach out periodically with useful information and story
    ideas.
i. Update your media contact list and cast the net ever wider.


Plan B

Today, the media can only serve as one communications tool
rather than as the definitive solution to all information needs.
It is easy enough to set up a Plan B, not for an alternative
role but a complementary one to Plan A.

Create a community for your cause that can operate outside the
media. Collaborate with NGOs, community groups, patients' sup-
port groups, academicians, researchers, medical personnel and
legislators wherever possible. Use email, websites and publica-
tions.

Project your cause into these groups to build a holistic case.
Educate their membership and utilise their reach into the grass-
roots to spread the message. Use the language and perspective
that addresses their immediate concerns.

Be aware, too, that:

* Corporations will not be watching quietly but will be actively
sending out delegations to newsrooms with their own spin on is-
sues.

* There will be pressure from both government and advertisers on
the media.

* The media does not work in a vacuum; it is influenced by the
climate in which it operates.

A free, ethical and critical media can be the activist's best
friend. But so long as restrictive laws prevent open and free
discussion, activism in any field will be curtailed.

Where the media comes under attack unreasonably, activists
should act to safeguard what is essentially the public domain.
Even if this does not substantially broaden the space available,
it will prevent further shrinkage.

To be able to engage the media effectively, there must first be
an effective media to engage.