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Communicating Corruption To Different Audiences
How to convey your message clearly and imaginatively to
raise public awareness of the need to fight corruption
worldwide
© Simon C.Devilly, Communications Consultant. 2008e-mail: devilly@eircom.net
The Media as AllyBuilding goodwill and understanding
By dealing with the Media you can -Influence journalists views on your work and areas of interest
Enhance your own and your organisation’s reputation and profile
Persuade people of the importance of the fight against global corruption in all its forms
Demonstrate how the damaging effects of corruption pose a major barrier to the realisation of human right around the world
What is Corruption
Transparency International defines corruption as
“The misuse of entrusted power for private gain”
A definition which applies to both the public and private sectors.It can take many forms including but not limited to bribery and theft of public assets
Explaining Why CorruptionMatters To Everyone
How will you - Inform, interest, entertain the audienceSpread KnowledgeCreate UnderstandingAffect ChangeMake clear recommendations for actionShow what steps each individual can take to highlight, prevent and counter corruption
Understanding Corruption
Corruption takes many formsBribery, paying kickbacks, money laundering, tax havens and counterfeiting all involve illegal activitiesThere is a supply and demand side of corruptionNobody can be bribed unless someone else offers a bribe
Counting The Cost Of Corruption
Just counting the moneySome €1 Trillion is paid in bribes around the world every yearAlmost another € 1 Trillion is laundered every yearCounting the human cost3 billion people live on less than € 2 per dayThe costs that result from corrupt decision making are truly devastating
Corruption Damages All Of Us
Fosters human rights abuseRegimes become more secretive
Weakens democratic institutionsLoss of legitimacy and of public trust
Leads to competitive bribery Undermines fair trade
Threatens the environmentThe foundations of human development are eroded
Denies basic necessities to the poorest and most vulnerable people
Demanding Reforms To Fight Corruption
The most effective way to fight corruption is by promoting
Integrity - in government, business and civil society
Transparency
Accountability
Democratic participation
Corruption thrives on secrecy, political indifference and public apathy
Action on Key Issues
Raising public awareness of corruption and campaigning for reforms worldwideShowing why Ireland should ratify the UN Convention Against Corruption
Thus making it more difficult for companies to give bribes
Demanding that Ireland supports the putting in place of mechanisms and legislation on transparency and accountability in both developing countries and their partner countries in the developed world
Your MessageWhat do you want to say?How are you going to say it?What do you want to achieve or change?.
Greater understanding of the effects of corruption on the lives of individuals and whole communitiesThat corruption can be effectively fought by well devised programmes of global reformEnhanced credibility for your organisation on key issue
What do you want your audience to know and remember?
Explaining What You Do
VALUE EACH OPPORTUNITY TO INFORM YOUR AUDIENCE
Think about the range of activities in which you are involved - explain how corruption affects peopleFocus on the positive changes your work makes to the lives of individuals, families and communitiesShow how your policy positions have helped to shape attitudes in the international community to make the fight against both poverty and corruption key priories
Your Audience
Who are they - Age, gender, educational level
- The general public, donors, potential donors,
volunteers, potential volunteers, the media,
key influencers, educators, policy makers,
politicians, governments
Matching your content to the interests and
experiences of your audience
Consider their sources of information
What media do they use
What Public Relations Means
“The planned and sustained effort to establish and maintain goodwill and mutual understanding between an
organisation and its publics.”
Institute of Public Relations
Critical Evaluation Process
Is this message exactly what I wanted to convey?Is it well targeted?Is it attention-grabbing and interesting?Is it understandable and believable?Is it persuasive and does it prove its case?Is it likely to gain the result I desire?
Defining Your Message
If you want people to understand your role and that of your organisation you must get your message across clearlyYour message must be interesting to the Media and to the audience Relevant information and stories well toldUse examples to make your message interesting, exciting and memorable
Understanding Your Audience
Knowing and trying to understand what unites and divides themConsidering what they will respond toUsing language and images that they will understand and may identify withAnticipating their concerns / fearsCounting negative images or publicity by using evidence delivered with convictionAlways think of yourself as a reader /
listener / viewer
The Role Of Creative Thinking
Consider the perspective of your audiencePropose positive solutions and actionCreate and build on common groundPresent evidence tailored to their needsAdd to their picture of the worldConvey a sense of shared belief Encourage them to arrive at their own reasons for saying “yes”
Making A Strong Case
Explain your views clearly - no ambiguityShow how you have reached your positionInclude “vital” information and research to support your viewsArgue your case with convictionDisplay knowledge of a range of optionsMake clear recommendations for action
Media ProfileWhat is our starting position?Do people know we exist?What do they think about our aims / services / policies / past record?How much media coverage do we get?Do we have regular contact with journalists?What forms of media are best suited to conveying our message?Do we need to counter any negative images?How can we improve our present profile?
The Benefits of a Planned Publicity Strategy
Creating a time-framed plan will enable you to publicise all elements of your activities
Services, policy issues, events, fundraising
Building constructive relationships with the media and goodwill with your audiences
Showing what makes your role unique
Highlighting your capacity to innovate
Sustaining constant publicity to maintain a strong public awareness of your message
Planning your Media Strategy
What elements of your work do you want to promote?
Who are your target audience?
What is likely to interest them?
Where do they get their information?
What media do they use?
How should you get your message to them?
Your Publicity Think TankPooling Ideas - Sharing Tasks
Even a small amount of publicity work should make a significant difference Strategic planning saves timeSmall publicity committee - BrainstormingBuilding links with local media (journalists)Finding exciting angles that will grab media and audience attention
Your Publicity Year
Focus on a small number of eventsDecide what publicity tools you will use Target your audience through different mediaPlan publicity. Pre- event / Post-event
Record all media coverageLearn from successes and failuresReview plans at regular intervalsBuild links with local media - for the future
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