'Lessons Learned' at Past Conferences on the Elements of a Successful Media Strategy
Media attention is an important means of reaching the general public, generating a debate and obtaining support for ideas and actions. These may range from news, discussions, and information and education to raising awareness. The “Lessons learned” featured in this write-up is culled from reliving the experience gained mostly at the 5th HCC, and the 5th and 6th ICAAP.
While representing ISHIMA (The Interventions for Sexual Health Project of the Indian Medical Association, Munnar Branch) as a Panel discussant at the session on, “Information Networks” it soon became evident to me that a good media coverage, enhanced the visibility of ISHIMA, facilitated fundraising and increased membership. While working as a Health and Development Network’s Key Correspondent (HDN-KC), I learnt that successful NGOs had a good media strategy and a media plan, together with spokespersons, resources and people working on media contacts. But it is as a friend, a room-mate and as just ‘another’ delegate that I have heard the hottest reactions to Conference methodologies, the hasty procedures, dubious strategies and debatable future plans. Rarely does the Chairperson or Co-chair gets a phone call from the delegate who was irritated by the way things were mentioned or done in the Plenary Sessions, the Workshop or in an informal discussion over Lunch or by what has appeared in the Conference newspaper.
The moral of another story that I learnt was that, ‘Experts tend to find journalists not very interesting’. They feel that Journalists never know what really is going on and should better be avoided. Due to this trend, lots of great work and new ideas never make their way into the media, and to the general public. An expert delegate donning the mantle of an HDN-KC solves this problem, for the Expert now finds a friendly co-worker in the place of a journalist. Mostly the expert forgets that he is talking to a Correspondent, as the card I have given to him does not say so.
One of the things that I wished was that people whom I covered would have ready-made handouts for their Correspondents. I also hope that these handouts or fact sheet highlight the most important findings, framed in a way that relates it to timely discussions. How I long for these to be in a ‘KISS’ format: an acronym for, “Keep it Short and Simple!”
From a retrospective analysis of the articles submitted by me, I have found that those relating to issues, which in turn are the current topics for ongoing discussions in the various e-forums, almost always turn out to be the editor’s favourites. So, the moral is to have an eye on what is going on in the structured discussions on the moderated e-media, and then to frame the issues in a way that can convince editors that the story is an important one. More often successful Correspondents are given the hot issues to handle and report on.
Any work is news if we make it news. The secret lies in showing the new methodology or technique that was used, the new lessons learnt from the same old procedure or intervention. Even the fact there is nothing new can make waves, if the Correspondent himself can present appropriate, alternate options that he has learnt off, or the drawbacks (that was not highlighted) of a system, probable answers to questions that was ignored by the speaker or were not discussed during the presentation. Of Course all this requires that the Correspondent too be an ‘instant- expert’ on the topic.
The shutter-bug is not to be forgotten. Photographs are still an in-thing. Cheap digital cameras helps one to get on-the-spot photographs that can be imported directly into the document to be e-mailed to the editor before the day’s deadline. And a quick word on economizing. Handouts need not be glossy. Real info is recognized in whatever color or print format it lies in.
Lastly a word about the controversial. If you know you are doing something that is controversial, organize the discussion yourself. That enables you to stay in control. Put an interview in the media, announce what you want to do and ask for reactions. Discuss your case; there is nothing you have to hide and you will be able to get many people on your side. In case of real disaster, like allegations, illegal activities or other bad news, most people have a natural tendency to close the curtains and to unplug the telephone. Wrong response. Open the doors wide, be the first to announce what has happened, show commitment and report on what you have done to make sure this will not happen again. In other words: ‘Control the events before they control you’.
Some media may be hostile to the Conference, your work and your organization on purpose, because of their ownership, bias or for reasons best known to them. You are wasting your time trying to convince them, do not give them interviews or materials. Try to neutralize them with positive coverage in other media.
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