A strategy or plan for packaging, targeting, channelling and disseminating messages through the
mass media in a systematic and coordinated way.
Developing a media-advocacy strategy...involves defining what you want to achieve, and how you can do it.
Here are some of the steps and activities that are necessary to do this.
1. What is your aim? Your objective?
This involves defining your aim – what you hope to achieve or change in the long term, and your more immediate short-term objective. Remember to make your objective
SMART – Specific, Measurable, Achievable, Realistic, Time-bound.
2. Who do you want to influence – who is your target audience?
Which individuals or groups it is you want to target is key to realising your aim and objective.
You need to think about who has the power to make the changes (in policy, legislation, practice,
behaviour) needed to achieve your objective .
3. What media channel(s) should you use?
Different audiences are reached through different media. You need to identify which forms of media
will best reach those who you wish to inform and influence (your target audience).
For example, if you are targeting a government official at national level the national printed press and
TV might be suitable. If however your target is community leaders in remote areas not reached by
the national press then local media, such as local radio stations broadcast in local languages might
be more appropriate. It is also important to remember that men and women may also sometimes
receive information and be able to access the media in different ways and at different times.
It is also important to consider the literacy levels of your target audience. If for example you are
Finally it is very important that you think about the language used by your targeted audience. If you
are targeting government officials then media channels that use the country’s main official language
may be most appropriate. However if you are targeting areas local or community leaders, teachers,
parents or students in areas where other languages are spoken it is important to ensure that the
media you chose is available in a language that is accessible to them.
Remember that women and men may often have different levels of literacy and different levels of
access to local and official languages.
When deciding which media channel to use it is helpful to consider the advantages and
disadvantages of each:
Radio – wide appeal but message cannot be stored for future reference. Radio stations often
available in local languages. Phone in programmes in some countries give wide access.
Television – powerful because it uses vision and sound. However it is not always accessible to all
sections of the population due to cost and infrastructure limitations.
Newspapers – large audience if the country has a high literacy level and can be stored for future
reference. However they have circulation limitations – for example they may not be sold outside the
main cities – and are not always available in local languages. They can only be read by those with
good literacy skills.
Traditional media (drama, music, dance, folklore and community theatre) – has grassroots appeal
but very labour intensive if used to reach large audiences. Useful for local-based advocacy issues.
New media (information and communication technologies) – quick, spontaneous and allow for
interaction, take the news beyond national boundaries. However they are limited to those with
access to technology and the skills to use it.
Often it is helpful to use a combination of various different media channels for effective
communication. This helps to reinforce the message, reach many people and keep the message in
people’s minds.
Activity 6
Sunday, May 19, 2013
How Gender-related issues are Reported?
Globally women are dramatically underrepresented in the news, and are unlikely to be the central figure. Many stories miss opportunities to:
explore how issues affect men and women differently and the language and images used frequently
reinforce gender stereotypes in subtle ways.
Women are more than twice as likely as men to be portrayed as victims – perpetuating a stereotype of female weakness.
Topics that specifically affect women – such as sexual and domestic violence and cultural practices that are harmful for women – are given little coverage. Gender based violence only accounts for 1% of total
stories globally. And even in stories about issues that affect women profoundly such as gender-based
violence, it is the male voice (64% of news subjects) that dominates. News reporting on gender
(in)equality is virtually non-existent, with only 4% of stories highlighting equality issues, such as
differences in pay or in access to education or jobs.
When thinking about how the media covers gender in education it is important to consider two
closely related things:
1 How much and what type of coverage does the media give to gender issues in education (For
example sexual harassment of girls in school)
2 How is gender addressed? For example, if we are told a story about numbers of children out of school, are we told how many are girls and how many boys or about how boys and girls are affected?
Media coverage of education
Why is gender often not adequately addressed?
It is clear that gender is often inadequately addressed in education reporting, both through a lack of
attention to gender issues, and a lack of gender sensitivity and gender analysis in general. This is due
to a combination of factors, which include:
Lack of gender sensitivity and awareness among journalists and editors
Lack of support from media owners and managers
Lack of policy or guidelines on gender reporting
Shortage of women in senior positions in media houses
Negative attitudes towards gender-based stories
Lack of sympathy with gender equality
Fear of religious misinterpretation
The media can play a very important role in shaping how the general public, teachers, parents, NGOs and politicians and policy makers perceive and understand issues. Gender insensitive or gender blind media reporting plays a role in reproducing gender stereotypes and inequalities. On the other hand, media coverage
that is gender sensitive can play a positive role in helping to transform these inequalities. It can do this
by drawing attention to the way in which policies or practices often discriminate against girls or
women and by promoting positive changes to help change these.
What can be done?
Having a clear understanding of how the media currently reports on education, and how gender is
addressed within this reporting is an important first step to enable activists to work with the media on
education and gender issues and support them to give more, and more gender sensitive coverage of
gender and education issues. This will require being able to explain the meaning of gender clearly,
avoiding jargon. It will also require developing strategies of how to work with the media, in order to
increase media interest in the issues, and sensitise media personnel so that they are able to address
gender issues in education and promote gender sensitive reporting.
explore how issues affect men and women differently and the language and images used frequently
reinforce gender stereotypes in subtle ways.
Women are more than twice as likely as men to be portrayed as victims – perpetuating a stereotype of female weakness.
Topics that specifically affect women – such as sexual and domestic violence and cultural practices that are harmful for women – are given little coverage. Gender based violence only accounts for 1% of total
stories globally. And even in stories about issues that affect women profoundly such as gender-based
violence, it is the male voice (64% of news subjects) that dominates. News reporting on gender
(in)equality is virtually non-existent, with only 4% of stories highlighting equality issues, such as
differences in pay or in access to education or jobs.
When thinking about how the media covers gender in education it is important to consider two
closely related things:
1 How much and what type of coverage does the media give to gender issues in education (For
example sexual harassment of girls in school)
2 How is gender addressed? For example, if we are told a story about numbers of children out of school, are we told how many are girls and how many boys or about how boys and girls are affected?
Media coverage of education
Why is gender often not adequately addressed?
It is clear that gender is often inadequately addressed in education reporting, both through a lack of
attention to gender issues, and a lack of gender sensitivity and gender analysis in general. This is due
to a combination of factors, which include:
Lack of gender sensitivity and awareness among journalists and editors
Lack of support from media owners and managers
Lack of policy or guidelines on gender reporting
Shortage of women in senior positions in media houses
Negative attitudes towards gender-based stories
Lack of sympathy with gender equality
Fear of religious misinterpretation
The media can play a very important role in shaping how the general public, teachers, parents, NGOs and politicians and policy makers perceive and understand issues. Gender insensitive or gender blind media reporting plays a role in reproducing gender stereotypes and inequalities. On the other hand, media coverage
that is gender sensitive can play a positive role in helping to transform these inequalities. It can do this
by drawing attention to the way in which policies or practices often discriminate against girls or
women and by promoting positive changes to help change these.
What can be done?
Having a clear understanding of how the media currently reports on education, and how gender is
addressed within this reporting is an important first step to enable activists to work with the media on
education and gender issues and support them to give more, and more gender sensitive coverage of
gender and education issues. This will require being able to explain the meaning of gender clearly,
avoiding jargon. It will also require developing strategies of how to work with the media, in order to
increase media interest in the issues, and sensitise media personnel so that they are able to address
gender issues in education and promote gender sensitive reporting.
How local media can help with raising awareness and fundraising?
Step 1: Preparing a media release that summarizes the key information.
When inserting information into this template, make sure you include and consider the following: Key information: The first paragraph or ‘lead’ (generally 30 to 40 words) should include the ‘who, what, when, where and why.’
The most important or eye-catching information should be in the first couple of paragraphs; the least important towards the end.
The catchier, the better.
Quotes: Include a quote from one of your team members about why you are participating in...
It feels goofy to write about yourself in the third person so try to speak them out loud and rework if necessary so they sound natural.
Make it different: your media release should show the journalist why your story is unique and newsworthy.
Short, simple and clear: Media releases should use clear language, be only one page and consist of paragraphs that are no more than a sentence or two.
DD/MM/YY (Today’s date)
MEDIA RELEASE <> to walk 100km for Oxfam <>, <>, <> and <> from <
> will walk 100 km together from Wasaga Beach to Midland in under 48 hours to help raise money for Oxfam and help people living in poverty all over the world. Doesn’t sound so tough? Imagine the blackened toenails, the blisters and the back strain of walking for two consecutive days! < > <> are just one of 200 teams of four expected to walk from XXX to XXX, as part of the international endurance challenge Oxfam Trailwalker. <> <> aim to raise <> for Oxfam’s work to help communities overcome poverty. Oxfam is an international confederation of 14 organizations working together with partners and allies in 99 countries around the world to find lasting solutions to poverty and injustice. Oxfam Trailwalker began in 1981 as a military exercise in Hong Kong and is now one of the world’s largest and longest fundraising extreme endurance challenges. It takes place annually in Australia (Melbourne, Sydney and Brisbane), New Zealand, Japan, Hong Kong, Netherlands, France, Germany, Ireland, UK (North & South), Belgium and Canada. To sponsor <>, go to www.oxfamtrailwalker.ca/ <> For more information, please contact <> on <>.
Step 2: Contacting media Once you have prepared a media release, identify the local media (papers, radio stations, news blogs or television stations) and collect email addresses or fax numbers. Send the release around between 10.30 a.m. and noon on a Monday, Tuesday or Wednesday. Feel free to follow up with a call to the news desk. You should introduce yourself, and quickly outline the key points that make your story interesting.
For example: “Hi, this is Jane calling from Toronto. I’m calling because I have a story idea that I thought would be interesting for your viewers/readers/listeners. Myself and a few other mothers will be walking from XXX to XXX in less than two days. < >. We’re doing this as part of Oxfam Trailwalker, which raises money for people living in poverty all over the world.”
When speaking to the journalist, you should have at hand:
• A copy of your media release. You should offer to re-send this to someone specific.
• A digital team photo
• Contact details of someone they can interview, who will be able to speak about your involvement. This can either be yourself or one of your team members.
Step 3: Preparing for an interview Journalists look for energy, enthusiasm, a bit of humour and great quotes in an interview. Think about the questions they’re likely to ask: Why are you doing this? How are you training? What does Oxfam do? Do you think you’ll make it? Be prepared, but try not to be over-scripted! When you’re asked why you’re doing this, think about the challenge, perhaps the team building, or maybe it’s a fitness goal. But don’t forget to mention us over here at Oxfam!
Understand the difference between print and broadcast In a print interview, you have more time and can explain in greater detail, but remember, the journalist is still looking for a great quote! In broadcast, the interviews are shorter, sharper and need to have easy-to-understand answers.
Specifics for broadcast
• Feel free to ask the reporter what kinds of questions they may ask you on tape. They want you to be prepared too! Think about your answers, have a relatively clear idea of what you want to say.
• Keep your answers short. A great interview is one where the interview and interviewee have an exchange. So don’t feel like you need to get it all in in one mouthful!
• If you tend to speak quickly when you get nervous, try to remember to slow down.
• Be mindful of your ummmms and your ahhhhhs.
• If you’re on camera, try to avoid nodding at the questions. It’ll give the viewer the impression that you agree with the question, even if that’s not the case!
• Above all, have fun. Trailwalker is about fun – the challenge should be the walk, not the media!
Step 4: In most cases, the newspaper will ask you to send them images of you on the trail after the event.
Step 5: After the event Please follow up with journalists who expressed an interest in your team or fundraising event. Select your best images from the event, and put together some quotes from your team about your experiences on the trail. Send it all in an email and offer to do a follow-up interview. It really helps “close the loop” to people who supported your fundraising efforts to know that you completed the event. And they really do want to hear your survival stories!
Saturday, May 18, 2013
Crowdsourcing the next global development agenda by DIGITAL media
Crowdsourcing the next global development agenda
Digital media and mobile phone technology enables people from across the world to take part in setting the next generation of MGDs, which have helped to reduce by half the proportion of people living in extreme poverty in the course of the past decade. .
The web platforms in this global conversation, the World We Want 2015website, where people collaboratively develop policy ideas on issues such as inequality, and the My World survey, where people vote for development priorities, are building active user-driven communities which crowdsource development solutions for critical global challenges.
As the world now has more mobile phones than toilets, we are also using both short message service (SMS) and interactive voice response (IVR) to engage the public. For example, in Uganda, in cooperation withU-report, a free, SMS-based citizen-reporting system, we captured the views of more than 17,000 young people in a survey. In India and Rwanda, we have established local language voice recognition systems for people to call in with their views.
Workshops maximise the inclusivity of the process, allowing people who lack access to communication grids to participate.
To date, almost half a million people have taken part in the ongoing global conversation, with three key issues emerging.
First, achieve the MDGs by the end of 2015. Second, the future goals need to address challenges like sustainability, governance, security from violence and jobs. Finally, people want to participate, both in agenda-setting as well as monitoring progress toward the future development goals.
The wealth of data is feeding into the process of shaping the future development agenda that will be put in place after the MDGs target date in 2015.
A new dimension in global policy-making: people all over the world are expressing their concerns about the present and their desires for the future.
As the world now has more mobile phones than toilets, we are also using both short message service (SMS) and interactive voice response (IVR) to engage the public. For example, in Uganda, in cooperation withU-report, a free, SMS-based citizen-reporting system, we captured the views of more than 17,000 young people in a survey. In India and Rwanda, we have established local language voice recognition systems for people to call in with their views.
Workshops maximise the inclusivity of the process, allowing people who lack access to communication grids to participate.
To date, almost half a million people have taken part in the ongoing global conversation, with three key issues emerging.
First, achieve the MDGs by the end of 2015. Second, the future goals need to address challenges like sustainability, governance, security from violence and jobs. Finally, people want to participate, both in agenda-setting as well as monitoring progress toward the future development goals.
The wealth of data is feeding into the process of shaping the future development agenda that will be put in place after the MDGs target date in 2015.
A new dimension in global policy-making: people all over the world are expressing their concerns about the present and their desires for the future.
real-time and real-world intelligence available to negotiators and decision makers, which was unthinkable only a few years ago.
Mark the International Day Against Homophobia
UN officials issued a call on governments worldwide to protect rights of lesbian, gay, biosexual and transgender (LGBT) individuals, and strike laws that discriminate against them.
The fight against homophobia is a core part of the broader battle for human rights for all.
The Universal Declaration of Human Rights promises a world that is free and equal.
Honour that promise. Everyone without exception enjoys the protection.
UNOHCR calls for more public education to end negative stereotypes and underlined Governments' responsibility of promoting greater understanding of the issue.
Some areas, such as hate crimes, criminalisation of homosexuality, discriminatory practices against LGBT, require immediate attention.
I am outraged that we still have to fight prejudice, stigma, discrimination, exclusion, criminalization
The fight against homophobia is a core part of the broader battle for human rights for all.
The Universal Declaration of Human Rights promises a world that is free and equal.
Honour that promise. Everyone without exception enjoys the protection.
UNOHCR calls for more public education to end negative stereotypes and underlined Governments' responsibility of promoting greater understanding of the issue.
Some areas, such as hate crimes, criminalisation of homosexuality, discriminatory practices against LGBT, require immediate attention.
I am outraged that we still have to fight prejudice, stigma, discrimination, exclusion, criminalization
Friday, May 17, 2013
Shot Design_ Video production
Main problems: over exposure, focus, camera settings (aperture, ISO, shutter be controlled manually. The smaller the aperture, the clearer the background is.
ISO: 100- 6400. regulate the brightness
shutter speed: 1/48s at 24 fps; 1/50s at 25 fps always double the frame rate
or use filter to avoid over exposure when shooting outdoor
Take sharpness out completely
Color temperature:
daylight= 5500 to 5600 kelvin
artificial light= 3100 to 3400 kelvin (indoor)
The right gear
audio recorders
Choose a lens
prime lenses with wide open aperture for feature films, commercials.
zoom/wide angle lenses for documentaries and news
recommended depth of field for documentaries: F/4-F/8
Low Light performance
old models: max. ISO 1600 at night (for Canon 7d, 60D, 650D) shutter speed: 1/50s
aperture at night: F/1.2-F/4
Normally has more noise because of high ISO values-- arifacts
Cinematic Film look
own taste
shoot slightly underexpose in daylight to keep details in bright areas
flat image, not harsh contrasted-- define the look before the actual shoot (contrasted or flat)
Depth of field
stunning images!
aperture: F/1.4 shallow depth of field F/22 everything is in focus
closer to a person:
a lot of people: should not too focus, F/8
someone walks from back to front: pull the focus right of lens, F/1.4 is not possible to focus instantly
Outdoor shots
Try different angles
Zoom in
Outdoor shooting, too much light
Don't close the iris, the depth of the field will become high. Put ND filters.
Increase the shutter speed. Throw the background little out of focus
The color of subject should not blend with the background
Editing Suite
color correction, by using basic color curves-keep the skin tone neutral, not jarry and freaky
Color correction
Adobe online color wheel
The footage can be a little too dark and can be corrected later. But over-exposure can't be saved.
go through b-road
new item; new title, keep titles on the top of timeline. copy the first title and rename it
color grading: many ways to do it.
RGB curves. use same camera settings makes the color grading much easier
control+c on the clips
put bumpers for the video
audio peaking around 26-27 check if it eclipses
Thursday, May 16, 2013
Blog content ideas for NPO
1.
Share and Comment on Breaking News
Tap
into the breaking news cycle to generate buzz for and traffic to your
blog.
write
up a quick two-paragraph summary of or commentary about the
breaking news story, add a link to the original source, and then distribute
your blog post to your communities.
Avoid
becoming a breaking news spammer.
2. Post Calls to Action
A call to action can be an urgent donation pitch, a request to sign an online petition, or a call for volunteers.
2. Post Calls to Action
A call to action can be an urgent donation pitch, a request to sign an online petition, or a call for volunteers.
3. Share Stories, Photos, and Videos from Events
Be
regularly photographing and recording videos at important events. Write
up a brief blog post summarizing the event, with a Flickr slide show
or YouTube video recapping the event. It’s good to feature quotes
from supporters who attended the event.
4. Provide Organizational Updates
If your nonprofit is launching a new program or campaign, definitely write a blog post to share the news and summarize the new program or campaign’s goals.
5. Share Stories from the Field
Encourage staff to send in reports with photos for blog posts. A first-person voice is best. This sort of storytelling applies to print materials and website articles, but it also works extremely well as blog content.
6. Interview Experts
A 10-question blog interview with an expert in an area related to your nonprofit’s mission and programs can be interesting to your supporters. Interview a professor, government official, or esteemed professional, such as a scientist, social worker, activist, or artist. Be sure to insert and bold the questions in the blog post, keep answers limited to two or three paragraphs, and always include the expert’s photo.
7. Allow Guest Bloggers to Post Commentary and Share Their Expertise
Additionally, you can ask experts to write guest blog posts. Some will be too busy to take the time to write, but others will happily embrace the opportunity. Your role is to give them a word limit, a general topic, and a deadline, and to solicit photos.
8. Share Resources and Useful Tips
Blog posts that share resources and useful tips are some of the most popular on the Social Web. For example, if you are a health nonprofit, write a post about foods that help lower blood pressure, or provide tips on how to exercise at home. If you are an environmental nonprofit, write about ways in which supporters can green their homes or garden without pesticides.
9. Solicit Feedback and Direction from Supporters
Go to the blogosphere for advice.
10. Write Numbered Lists
Numbered lists are the most retweeted, liked, and shared blog posts on the Social Web today. Seriously! Some examples for nonprofits are “10 Ways You Can Help Fight Poverty,” “Four Reasons Why the Green Economy Is America’s Future Economy,” “10 Tips to Help You Quit Smoking,” and “Eight Benefits of Volunteering.” Your nonprofit should set a goal of publishing a minimum of four lists per year, and it’s worth noting that these lists make great content for e-newsletters as well.
11. Highlight Special Donors, Fund-Raisers, and Volunteers
Blogs are a great platform for highlighting donors, fund-raisers, volunteers, and other supporters through “of the month” posts to show appreciation to the supporters and create an incentive for other supporters to do and give more. It makes them feel special and important. These posts can also be very effective in e-newsletters. Keep them brief, include a quote or two from the person being highlighted, and definitely add his picture.
4. Provide Organizational Updates
If your nonprofit is launching a new program or campaign, definitely write a blog post to share the news and summarize the new program or campaign’s goals.
5. Share Stories from the Field
Encourage staff to send in reports with photos for blog posts. A first-person voice is best. This sort of storytelling applies to print materials and website articles, but it also works extremely well as blog content.
6. Interview Experts
A 10-question blog interview with an expert in an area related to your nonprofit’s mission and programs can be interesting to your supporters. Interview a professor, government official, or esteemed professional, such as a scientist, social worker, activist, or artist. Be sure to insert and bold the questions in the blog post, keep answers limited to two or three paragraphs, and always include the expert’s photo.
7. Allow Guest Bloggers to Post Commentary and Share Their Expertise
Additionally, you can ask experts to write guest blog posts. Some will be too busy to take the time to write, but others will happily embrace the opportunity. Your role is to give them a word limit, a general topic, and a deadline, and to solicit photos.
8. Share Resources and Useful Tips
Blog posts that share resources and useful tips are some of the most popular on the Social Web. For example, if you are a health nonprofit, write a post about foods that help lower blood pressure, or provide tips on how to exercise at home. If you are an environmental nonprofit, write about ways in which supporters can green their homes or garden without pesticides.
9. Solicit Feedback and Direction from Supporters
Go to the blogosphere for advice.
10. Write Numbered Lists
Numbered lists are the most retweeted, liked, and shared blog posts on the Social Web today. Seriously! Some examples for nonprofits are “10 Ways You Can Help Fight Poverty,” “Four Reasons Why the Green Economy Is America’s Future Economy,” “10 Tips to Help You Quit Smoking,” and “Eight Benefits of Volunteering.” Your nonprofit should set a goal of publishing a minimum of four lists per year, and it’s worth noting that these lists make great content for e-newsletters as well.
11. Highlight Special Donors, Fund-Raisers, and Volunteers
Blogs are a great platform for highlighting donors, fund-raisers, volunteers, and other supporters through “of the month” posts to show appreciation to the supporters and create an incentive for other supporters to do and give more. It makes them feel special and important. These posts can also be very effective in e-newsletters. Keep them brief, include a quote or two from the person being highlighted, and definitely add his picture.
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