Working with the media to promote competition

Ahmed Qadir, Office of International AffairsCompetition Commission of Pakistan

Competition and

Consumer Protection Consultati

ons10-14

August 2015,

Istanbul

Why is the support of the media important?

The CA and media can keep the public informed about competition law and enforcement activities

Keeps the public informed about the work of the CA – in fact, media is the predominant source of initial awareness of the CA

Promotes compliance with the lawHelps build a “culture of competition”Get competition messages across in a manner that consumers can understand

Helps counter the efforts of lobby groups, vested interests

Types of media activity

Press releases(occasional or regular) press conferences

Interviews with CA representatives

Contributions to papersCompetition-related conferences (5 December?)

Meetings with individual journalists

Getting the media’s attention

Focus on stories of interestFocus on stories that affect everybody – e.g., food, consumer goods, energy

Whatever the story, look for an angle that will attract media

Figures, statistics, and infographics help – use lots of them

Getting the media’s attention

Enforcement actions are newsworthy!

But have to be balanced against a possible trial by media.

Great care needed. Best to comment very little and only to confirm investigation, enforcement if matter is sub judice.

No problem commenting afterwards

Getting the media’s attention

Market studies help create media opportunities for CA.

Studies contain facts, statistics, analysis, quotable quotes, recommendations, etc. that can be explained in terms consumers understand

Market studies have a long shelf life. Version 2.0 can happen relatively quickly.

Getting the media’s attention

Some media people will be easier to work with than others. Cultivate them!

Particularly business/economic journalists who understand “competition”

And “consumer” journalistsThese relationships are not automatic…need to be built on mutual trust. This can take a lot of time.

Simple communication works best

Talking “competition” is not easy, so very important to translate legal terminology into consumer-speak

Media releases in ordinary language. Abuse of dominance may not be of interest to everybody but how a particular issue affects them will be.

Simple communication works best

Every activity with media, use examples! If you find international examples of what you are doing locally, that helps!

Reports, documents, market studies should be in accessible, easy-to-understand language. Avoid legal and economic jargon as much as possible!

Types of Media and the approaches to take for them

Radio and Television (Electronic or Broadcast Media)

Newspapers and Magazines (Print)

Other Types of Media

Electronic or broadcast media

Broadcast news is not always interested in what you are interested in – competition cannot compete with sensationalism.

Discussions, debates, arguments on merits of competition, international examples are ideal ways of getting the message out.

The CA tone has to be reasonable and relatable. People should be able to relate to you.

A good media appearance requires preparation. Use cheat sheets and note cards.

Electronic or broadcast media

Demands of broadcast media is different from that of print media

60-90 seconds to make an impression and body language and tone of voice matter

The ability to condense material is essential.

Print media

Mainstream press and business press different dynamics hence different requirements.

Business press is interested in economics and financial implications of CA’s work and actions.

Can you use specialist trade and professional magazines?

National media v regional media

National electronic and print media is not the only one that matters.

Local radio/television also reach a wide audience

Local media may be easier to access – competition for good content.

May be more receptive to CA material and personnel

Paid and unpaid media special supplements

Other types of media

This is the era of social media!Some jurisdictions use Facebook and Twitter extremely well. Should you and can you?

Can be useful to self publish a message or story quickly

Print and broadcast media can pick up a tweet.

Other types of media

Informational material, videos, etc.

Preparation and Dissemination has become easier.

SoftwareYoutube!

Who should speak for the CA?

In some CAs, on the CEO, Chairman, Director General speaks. In others, media is handled by HoDs.

Credibility of agency and consistency of message.

Some CAs train all personnel so that the relevant expert speaks when necessary

Most CAs have a dedicated unit initial point of contact and allowed to communicate message to a limited extent.

Who should speak for the CA?

Broadcast media interviewsIdeally, the Chairman or CEO should do these

More likely to get air timeMore likely to enhance CA credibility

Builds up a “go-to” profile for the Chairman/CEO and the CA itself

Final Thoughts

An authority will ultimately be judged on its perceived VALUE to the economy

Important to demonstrate this value quickly

keeping focused on the ’main game’, i.e., key priority issues and avoiding easy but low[er] priority issues is essential.

Communicating about what one does is also important helps get support

Thank you very much