Media & Power Leading Campaigns (Level 2)
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Outline • • • •
Media & Campaigns News Media Communicating with News Media Old vs New Media
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Learning Outcomes • Understand how media can benefit and detriment campaigns • Understand how news media works • Understand how to prepare for press conferences • Practice interview techniques • Learn how to utilise NEW media
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Media & Campaigns
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Media & Campaigns • How can campaigns benefit from Media coverage? • How can campaigns detriment from Media coverage?
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Profile
Leverage Misrepresen t
Belittle
Bias Entrance
Publicity
Endorsement Undermine
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
How can we get into the news? Direct action
Hold a vigil Involve a local celebrity
Give evidence to public enquiry Present a petition
Mark an anniversary Send a letter to someone important Launch a campaign
Welcome new proposals/ give reaction Stunts/displays
Condemn new proposals Hold an AGM Quiz election candidates
Lobby someone else’s meeting
Invite a dignitary to an event
Publish findings of survey or opinon poll
formation of new group HoldPerseverance a public meeting MedsinAnnounce Campaigns & Zero Generation Training Passion, & Pow
News Media
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Understanding the Messenger 1) Don’t let the Media become the reality 1) 2) 3) 4) 5) 6)
(Create your own events/public conversations)
News is not the only type of media News needs events AND people Trust Local > National Consider timing/ markets Invest in contacts News = change to something we already understand (New things = social mainstream/ specialist press first!)
1) Target the media for your audience 2) Publicity ≠ success (? Effect) 3) Don’t waste time arguing!
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
What are they looking for? News values = how valuable is the story – – – – – – – –
Frequency Threshold Clarity Meaningfulness Consonance Unexpectedness Continuity Context & Competition
– “Important” groups/ nations – Elite persons – Personalisation – Negativity – ? Educational value – ? Money – ? Sex
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Scandal & Conflict Scandal = Awfulness x
What can be done about the problem? What is being done about the problem?
x immoral profit x suppression/secrecy
Awefulness = 1st port of call = damage report Immoral profit = ?Malpractice ?Compromise at cost of ‌ Is it avoidable? Can something be done? Lots of problems – less that are clearly avoidable! Alternatives overlooked or SUPRESSED!
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Scandal & Conflict • Check…. – – – – – –
Is it an accepted problem? Is a solution suppressed? Is a solution neglected? Is someone doing something awful? Is an immoral profit being made? If those responsible could do more?
More likely to get coverage with conflict or scandal!
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Communicating with News Media
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Holding a Press Conference • Preparation & Control!!! – – – – –
Define story and key messages Remind news desk Time to suit media (10:30-11:30am) Check venue/ equipment Start & finish on time
• 3 appropriate speakers – – – – –
Different roles & subject areas Max 5 min each Experts & “real” people Provide with a brief Rehearse key points/ problem Q’s
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Holding a Press Conference • Manage journalists – Coffee & tea on tap – Names of attending journalists – Press pack on arrival • Quotes/ press release/ background material etc
– Start & finish on time
• Chairman
– Welcome/ breif intro (speakers & topic) – Invite questions
• And finally…
– No such thing as “off record” – Send press release to absent journalists – Evaluate the coverage gained!
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Getting dressed for an Interview Jacket (Headline) – the main thing you want to say!
Shirt (Reasoning) – have 3 clean (good) ones!
Trousers (Facts) – news likes numbers! (don’t get caught with your pants down!)
Socks (Anecdotes) – have a story to tell! Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Getting dressed for an Interview
Don’t bring your dirty laundry!
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Bridging How to get it back on track…. • • • • • • • • • • •
That’s an issue, but what the public are most concerned about is… Some say that, but what our research shows is… Yes that debate will run & run and today we are focused on… An important point and I’d like to answer that 3 ways if I may… I agree that needs answering and I will in a moment, if I may, but I first I would like to say… That’s an issue but the important thing to focus on is… Well I think the 3 main things to focus on are… Let me be absolutely clear… But what we know works in this field is… That’s a possibility but what we’re calling for is… That’s one view but we need to look at how this fits into the bigger picture.
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Getting dressed for an Interview • Now you are ready for your interview… let’s practice! • Groups of 3 – Interviewer – Interviewee – Observer
• Feedback
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Old vs New Media
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Awareness & Significance • Changes in news consumption – What do you use?
• Democratisation & “indymedia” • Participation news • Willingness to publish rumour/that which authority would suppress
Global Cheap & instant Interactive Distance & =ise Time Accessible Transferable Sharing Specialist info now widely available!
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Coding & Re-coding • We’ve heard this all before….. – Sounds the same as previous stories – Weary, powerlessness, cynicism, distrust
• Recoding – Different versions/ interpretations on the way to the listener/ receiver/ public arena
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Coding & Re-coding Ways to avoid recoding‌. Communicate directly wherever possible Communicate in pictures – let them tell the story! Create events that are reported, NOT shown, NOT arguments!
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
The New Rules… • • • • • • • • • • •
The law of connection The law of plentitude The law of exponential value The law of tipping points The law of increasing returns The law of inverse pricing The law of generosity The law of allegiance The law of devolution The law of churn The law of inefficiencies
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Summary • Know your enemy/ally • Look for opportunities to engage – Events, anniversaries, meetings – Elite/important groups/ individuals – Scandal & conflict
• Always dress for success (Be prepared!) • Make NEW media work FOR you! • Take back the power!
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow
Evaluation • Please complete your evaluation forms and hand in. • Enjoy your day!
Medsin Campaigns & Zero Generation Training Passion, Perseverance & Pow