Media relations: Principal tools, methods and ethics

S. Gopikrishna Warrier Secretary, Forum of Environmental Journalists of India and

Regional Environment Manager, Panos South Asia

12 May 2014

Why is media important?

Source: IRS. All figures in ‘000

There has been an increase in popularity of all forms of media. The impact of media on people’s opinion and through it to public policy has strengthened in the recent years.

Higher literacy, more access to media

Source: Education for all in India

The growth in literacy has been mostly in the Central Indian belt and that explains the growth in the Hindi media

Hindi leads the pack

The maximum growth in the last decade has been in the readership of Hindi newspapers

Strategic communication can strengthen media relations

Communicating …

the right message …

to the right people …

through the right medium …

at the appropriate time.

What we have here?

• One example – of communicating an extremely difficult and sensitive subject through the media

• Lessons from the example and linking it to media relations principles

What did we try? Can an international agricultural research institute, with sensitive diplomatic relations with the host country, engage in public discussions on agri-biotechnology and genetically modified crops?

Where and when? At the International Crops Research Institute for the Semi-Arid Tropics (ICRISAT), between 2004 and 2009.

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The scenario

• The debate on genetically modified crops (GMCs) had come to India in the mid-1990s

• The pro- and anti-GMC lobbies were actively debating the issue, which had become a controversy

• The media, and through them the public, considered GMCs as the only products from agri-biotechnology

• Despite the controversy there was no public-policy discussion on the subject

• The fear of controversy prevented scientists from national and public-funded research institutions from talking about GMCs

How was it done?

• Initiated a public dialogue through the media

• Organized a series of media workshops for middle to senior journalists with special interest on reporting agri-biotechnology, or were reporting science, agriculture or environment

• Two or three-day workshops where the journalists stayed at ICRISAT, visited the labs and the field trial sites

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Why this example?

• Communicated a subject that international agricultural research institute shied away from – without controversy

• Built a strategic communication relationship with journalists

• Developed a long-term relationship with the specialist journalists

• This relationship could be tapped into during emergencies

• Prevented crisis communication situations

• Helped the communication managers to be on top of the situation if a crisis happened

• Developed a greater brand recall and credibility

• Had a strong multiplier effect

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Strategic communication – four principles

The four principles:

• Understand what the media needs

• The whole is more than the sum of the parts

• Traffic flows on bridges unexpectedly

• Strategic communication is a process and not a product. If we do the process right, we can expect the result to be positive

Communicating the right message to the right people through the right medium at the appropriate time

Why is media important?

• It multiplies the message

• It reaches the public at the local, regional, national and international levels

• Adds your voice to the larger discussion

• It reaches the Government decision makers

• It can draw the attention of Parliamentarians/ Legislators

But …

• The media works with catchwords (climate change, biodiversity, etc.) and not necessarily concepts

• It needs topicality

• Your news has to link with the larger picture

• Your idea has to catch the reporter’s attention

• Your idea has to catch the editor’s attention

This strange animal called the reporter

• Usually young and inexperienced when covering field assignments

• Working on multiple stories at the same time

• Hard pressed for time and energy

• Constantly trying hard to sell his/her story with the gatekeepers

• Works long hours, at least six days of a week

• Juggles this with his/her personal life

• Not always well paid

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Understanding the editor

• Has to balance multiple interests in his media product

• Has to ensure that his product sells

• Reports to the owners of the media house and the shareholders

• Has to prioritise news in his product. Forest-related issues and environment may not be high on his/her priority list

• Works long hours. Never really switches off

• Has very short attention-span for your ideas

Kunda Dixit, editor of Nepali Times is one of the senior-most environment editors in South Asia

Media also has periods of interest - World

There is much interest on climate change-related stories in the media just before, during and immediately after the CoPs

Media also has periods of interest - India

If you can link your news to climate change and introduce to the media during periods of interest the more chances of it being published

What do journalists want?

• A good story

• If he/she wants something more than a good story, then it is up to us to define the terms of engagement as one that is related to a good story

• Anything other terms of engagement can boomerang

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Tools for dealing with journalists

• Press release or a press statement – a written statement that can be reached to the journalists either by e-mail or during a press meeting.

• Press meeting or a press briefing – a meeting (formal or informal) where forest officials meet journalists to talk about a recent development.

• Media tour – taking journalists to the field to allow them to see, understand and report an issue.

• Media workshop – a one to three-day event where journalists have the opportunity to interact with multiple experts.

Press release or statement

• Should not be more than two pages

• Should answer the 5 Ws and 1 H (who, where, what, when, why and how) in the ‘intro’

• The most important information should be in the earliest paragraphs

• Write in straight, simple sentences

• A good press release removes confusion and gives focus to the press meeting

• Should have the name and contact details of the spokesperson

• Preferably should quote one official concerned

www.writerswin.com

Press meeting or a press conference

• Facilitates face-to-face interaction with journalists

• It is a good practice to focus a press meeting on one topic.

• The topic should be clearly articulated in the press release, and should be made available to the journalists are the press meeting.

• Speak in straight, simple, unambiguous language

• Unless there is something urgent to communicate, press meeting should not be held when the Assembly or Parliament is in session

• Preferably not when a major hard-news event is happening

• The best time to organise a press meeting is between 11 am and lunch; or between 3 and 4.30 pm

• Not more than three officials should address the press meeting

Media tour

Taking the journalists to the field helps them see and understand the situation as it is. This develops trust, builds relationship and removes misconceptions. This can help in more effective reporting on your activities. It also lets journalists appreciate the challenges that you face in the field.

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Media workshop

• A long format interaction between experts and journalists

• Can bring multiple but related experts to discuss and interact with journalists

• Permits focussed interaction with journalists

• Strengthens social interaction with journalists

• Has long-term returns and builds long-term relationships

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What happens if strategic communication is not followed with the media?

• Wrong information is communicated by the journalists

• You get adverse publicity

• This could adversely affect professional careers

• The project/ circle/ division may not get adequate funding

• Questions in Parliament and Assembly

Thank you!

Varun Warrier

Exercise for the next session

Each of the five groups will prepare a press release and conduct a press conference on one of these topics:

1. De-horning of rhinos or de-tusking of elephants – will it protect wildlife?

2. Forest fires – are they inevitable every year?

3. Dealing with a man-animal conflict – elephant corridor, panther attack or a tiger attack.

These are institutional press conferences, and not crisis press conferences. They should:

1. Present facts

2. Build into the larger picture

3. Should be backed up with figures

4. Should answer the media/ public questions

5. Can be used for sending public awareness messages

10 minutes to prepare the press release and 10 minutes for each group for organising the press conference