What Is the Media Refers to all means of communication to disseminate information to a large audience Collecting and publicizing information to create awareness and public knowledge Broadcast Radio Television ID: 692640
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Slide1
What Is The Media and
Why Work With Journalists? Slide2
What Is the Media…
Refers to all means of communication to disseminate information to a large audience
Collecting and publicizing information to create awareness and public knowledge
Broadcast
: Radio, Television
Print
: Newspapers, Magazines
Social
: Blogs, Twitter, YouTube, FacebookSlide3
Important Elements of News
Timeliness
Prominence
Well known public official or celebrity
Impact
Lots of people affected by an event
Conflict
Proximity
“Local angle” of newsSlide4
Why Work With the Media?
Important change agents
Reach vast
and
influential audiences
Cost-effective
Attention-focusing
LegitimateSlide5
Media as Change Agents
Generate discussion of the issues
Inform policy debate
Stimulate policy action
Shape public opinion
Increase public awarenessSlide6
“The media may not tell people what to think, but they tell people what to think about.”
- Politics and Public Policy
(1992)
Carl E. Van Horn, Donald C.
Baumer
, and William T.
Gormley
Media May Help Set the AgendaSlide7
Media Reach Vast and Influential Audiences
Influential individuals, Politicians, Boss, Voters, Colleagues, Spouse, Secretary, International donors
Media
PolicymakerSlide8
Media Is Cost-EffectiveSlide9
What Are Some Disadvantages of Working with the Media?
Lose some control of message
Lose some control of audience
Possible repercussions from those in power Slide10
How to Evaluate News Sources
Look carefully at domain names
For example: .lo or .com.co
Read beyond the headline
Corroborate with other sources
Check the date
Look into the authorSlide11
Special Considerations for Political Bias
Countries with highly divided political landscapes may have divided media
Special considerations:
What is the journalist’s reputation?
Does his/her media house have a political leaning?
Does their typical audience match your target?Slide12
What Media Can’t Do for
Researchers or NGOs
Guarantee extra funding
Promise that your message will be communicated correctly
Create change(s) overnight
Secure sustained interest in your issueSlide13
Reporters May…
Misuse data, distort facts
Use single-source, unbalanced information
Lack depth, clarity
Engage in sensationalismSlide14
Issues That Journalists Encounter
Must report on topics that are considered newsworthy
Competition for space/air time
Lack of understanding of issues
Editors and producers lack of interest
Government control of the mediaSlide15
How Is Your Work Newsworthy
Has a
big
impact on people’s lives now
New: discoveries, developments, changes
Involves or affects leaders
Deals with human interest
May be controversial
Impact children’s futureSlide16
Know the Media Landscape
Not all media is the same. Different media outlets cover different topics and cater to different audiences.
Build a media database
Identify which media is relevant to your target audience
Make note of the journalists who cover issues that are similar to your researchSlide17
How to Work With the Media
Be cognizant of the deadlines that the journalist is under
Establish a professional relationship
Be available and always respond
Find ways to communicate regularly
Be helpful, considerate, and honest
Keep track of the number of times you participate or contribute to the mediaSlide18
Additional Sources
Weyrauch
,
Echt
, and
Arrieta
, “How to Communicate Research for Policy Influence, Toolkit No. 3 Engage with Media” (2013),
www.cippec.org/-/toolkit-3-engage-with-media
.
David Thomas, “Engaging With the Media: A Companion to the Advocacy Toolkit for Influencing the Post-2015 Development Agenda” (May 2014), www.sustainabledevelopment2015.org/index.php/engagement-tools/media-work.Eugene Kiely and Lori Robertson, “How to Spot Fake News,” FactCheck.org, (2016
),
http://
www.factcheck.org/2016/11/how-to-spot-fake-news/