PHA-Exchange> Need to work with the media?

[Claudio]

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 idealistic 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 questions: 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 different in delivery in many ways.

 

Holding news operations together was a large core of dedicated professionals with a capacity to understand and deliver information. 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 pressure of time as production technology took a quantum leap forward 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 demanded 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. Corresponding 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 authorised to speak on issues, and which views prevail.

 

Since the incidents of Sept 11, 2001, the media in many countries 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 themselves with gloss and new paint. They have entered into 'advertising 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 consumers 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 conscience today, especially in taking on the juggernaut of a politicized, 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 developments.
  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 bearers 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 covering 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 specialisation 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 without reading it).
 

Ø      Produce resources and materials

 

  1.. Write features, columns and analysis pieces for publication. Be balanced and professional - it influences the selection process.
  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 remember that controls can come from the private sector as well).
  4.. Identify slots in specialist magazines and broadcast programmes; 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 relevant sites. Publicise this.
  7.. Build visibility at policy level - for instance, through submissions 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' support groups, academicians, researchers, medical personnel and legislators wherever possible. Use email, websites and publications.

 

Project your cause into these groups to build a holistic case. Educate their membership and utilise their reach into the grassroots 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 issues.

-         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.

 

 

 

 

 

 

 

 

 

 



-------------- next part --------------
An HTML attachment was scrubbed...
URL: <http://phm.phmovement.org/pipermail/phm-exchange-phmovement.org/attachments/20040422/37618cbe/attachment-0001.html>
-------------- next part --------------
A non-text attachment was scrubbed...
Name: clip_image001.gif
Type: image/gif
Size: 379 bytes
Desc: not available
URL: <http://phm.phmovement.org/pipermail/phm-exchange-phmovement.org/attachments/20040422/37618cbe/attachment-0007.gif>