Manugender equality communicational

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Gender Equality Promotion – Focused on Social Partners

Adopting Equal Treatment on Workplace

PHARE Twinning Light CZ

Communicating Gender Equality to

Media & Public

Twinning Light Project CZ l November 2006 l © Gundel Köbke



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Talking about gender equality

for instance means…

…talking about gender…talking about sex

…talking about gender & sex

…talking about work-life balance…talking about parental & maternal leave

…talking about equal treatment at workplace

…talking about equal pay

…talking about sustainable development

…and last but not least to talk about the strategy of gender mainstreaming to implement gender equality in all fields.

Twinning Light Project CZ l November 2006 l © Gundel Köbke



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Basics about public relation

campaigning & awareness raising strategies

Public relation seeks to influence attitudes

by presenting controversial meanings & different

techniques.Public relation is not paid advertising

but a communication tool.

Press & media work turns your story into news

by press conferences & press releases.

Campaigning starts for certain purposes

it transfers political and business information with different

communication instruments & actions.

Awareness raising is a method to get problems & aims

accepted by dissamination of convincing information.

Twinning Light Project l November 2006 l © Gundel Köbke



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Credos & beliefs

of communication strategies

Credo of public relation

!to be credible

Credo of product communication

!be different & true

Credo of political communication

!be credible & true

Credo of political awareness rising as an additional task

!Clear messages & visions




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Types of policy instruments & resources

Informational and endorsing instruments: campaigns,guidelines, trainings, educational activities, conferences

& seminars

Partnering instruments: networks, partnerships

& dialogues

Mandating instruments: laws, regulations & decrees

Information resources: studies, websides, reports




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Press & Information Kit ExampleInitiative on Equal Pay

CONTENT

Press Release

Posters prepared on Equal Pay

Campaign OPEN WAGES

Frequently asked questions (FAQs)Legal background of gender equality in CZ

Women's rights and gender equality in the EU

Development of the Initiatives history & self portraits of organizations& governmental authorities and activities of in the field of equal pay.

Background information about gender equality development in CzechRepublic in the framework of The European Year of EqualOpportunities for All.

Photos and Clippings




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Example for an information campaign

Czech Awareness Initiative on Equal Pay“ (IEP)

Within the Twinning Light Project we prepared two posters, whichmay be distributed by the Ministry and the Social Partners as oneinstrument of an information campaign on gender equality focussed on

equal pay. We thank the Gender Unit of the Ministry of Labor andSocial Affairs for its generous support and the recommended agencyCreative Bazaar to work with.

The basic idea of the posters was to personalize for raising

awareness about unequal pay and to place the equal pay messages inthe context of gender equality. Personalization in communication andadvertisement is one of the basic instruments, because you givemessages a face to identify with. At least you take motives, which aretransporting facts and figures with an emotional touch.




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Now it„s up to you...



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Information by poster visualization

First Poster - shows laboratory situation with a women and a male worker. After a long time of research we took this more anonymous motive, becausereal people we asked feared about their jobs. The anticipated imagination was:in the laboratory women and men do work of equal value, but they are not paidequal.The question of the poster is: “Can you see any difference betweenwork done by a man and a woman?” The answer is quite simple: “Thesalary slip makes the difference.“ Subtitles state the fact, that there are lawsin Czech and the EU concerning equal pay. The naming of the supportersnamed as awareness initiative should indicate: there is something going tohappen.

Second Poster – shows a best practice example: Mrs. Pavilkova from the

Language School Channel Crossings represents a new generation ofundertakers who are informed and aware of gender equality and its meanings. And she was awarded for her family-friendly company in 2005. Hersaying/message is: “There are languages even I don‟t understand, but as aCzech undertaker I think it is normal to pay men and women equal for the

same work.” Twinning Light Project l November 2006 l © Gundel Köbke



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Instruments for

campaigning gender issues

Research & background information about state of the art of genderequality in your organisation prepaped for your information kit

Fact sheets with facts & figures prepared for media

Frequently asked question on gender equality & equal pay (FAQs)prepared for your press kit

Press releases prepared for media

Information materials, flyers and brochures prepared for public andmedia

Posters & give-aways (as t-shirts, free postcards, pencils etc.) Argumentation aids sheets for your contraries in public & media

Presentation of master layout and designs of the campaign

TV- , radio- and cinema spots




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Further instruments for

campaigning gender issues

Placing of interviews & statements in media

Targeted Placing of prominent person (s) with quotations &testimonials in media

Developing understandable information on the results of reasearchand studies for public & media

Placing of (sponsored) adverstisements, but: you get better effectswith an article in the newspapers, with radio or TV-shows on air.

Planning events, actions & contests about gender equality key issuesas for instance equal pay, stereotypes & diversity for public & media.

Welcoming of partners & cooperations named for media & public.

Building Advisory Boards for gender equality with well known,accepted and prominent persons.

Installing Information-Newsletters (online) for public & media

Creating Awards (...)




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Useful tools for communicating with media

Online Public Relation…is an upcoming instrument -but some journalists still prefer papers.

Your media list…contents an up dated list of print,television and radio reporters and media.

You know exactly… which representatives of media aremost likely to cover your story.

The benefit of clippings…is to know what the others

are campaigning in and how popular your campaign is.This is the tool of your media monitoring to know, if youdid target the right media.




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Keep in mind when designing your campaign

or built a plan of action

What kind of coverage are you looking for?

How much energy can you reasonably undertake?Which are newsworthy projects?

List the tasks required to get the public„s attention

Before you start: go for cooperations & networking.

Creating public awareness means to brainstormcreatively.

Mention costs and budgets.




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Success story in PR & Campaigning

The Greenpeace history of campaigning started

according to the motto “We want to be big” …

followed by the Greenpeace UK slogan: “The optimism of the action is better than the

pessimism of the thought.”

Todays headline is actually big:

www.greenpeace.org.uk




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Best Practice in Communicating

Gender Equality & Gender Mainstreaming & Diversity & Equal Pay

EU (Campaigning instruments): http://www.stop-discrimination.info+++ RESPECT

Austria (Communicating gender mainstreaming to the cities public):http://www.wien.gv.at/stadtentwicklung/gendercity+++ Gender City Vienna

EU (adopting diversity policies):http://web25s112.typo3sever.com/fileadmin/confdocs/screen_A5_8steps_EN

_16s.pdf +++ diversity at work

UK (joint campaigning) : http://www.eoc.org.uk +++15% off – why are women workersstill going cheap?

10 EU countries (aids for companies et al in communicating gender): http://www.equalpay.nu/de_main.html +++BETSY

B (ICFTU- briefing for a worlwide call): http://www.icftu.org/www/pdf/PayequityE.pdf

+++ Pay equity nowGER (BMFSFJ – Press Release on audit awards)http://www.bmfsfj.de/Politikbereiche/familie,did=77322.html +++ Audit awards for family friendly companies get more and more popular

GER (information platform for carreer orientated women)

http://www.genderdax.de/enindex.php+++ Gender dax


http://www.stop-discrimination.info/

http://www.wien.gv.at/stadtentwicklung/gendercity

http://web25s112.typo3sever.com/fileadmin/confdocs/screen_A5_8steps_EN

http://web25s112.typo3server.com/fileadmin/conf_docs/screen_A5_8steps_EN_16s.pdf

http://www.eoc.org.uk/

http://www.equalpay.nu/de_main.html

http://www.icftu.org/www/pdf/PayequityE.pdf

http://www.bmfsfj.de/Politikbereiche/familie,did=77322.html

http://www.genderdax.de/enindex.php

http://www.genderdax.de/enindex.php

http://www.bmfsfj.de/Politikbereiche/familie,did=77322.html


http://www.equalpay.nu/de_main.html

http://www.eoc.org.uk/


http://web25s112.typo3sever.com/fileadmin/confdocs/screen_A5_8steps_EN

http://www.wien.gv.at/stadtentwicklung/gendercity






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Instruments of RESPEKT campaign

stop-discrimination.info

Poster competition breaking stereotypes“ ends in exhebitionopened by EU Commissioner for Employment, Social Affairs & EqualOpportunities Vladimir Spidla.

New information materials produced to reflect the national situations.

Interactive website on anti-discrimination succeeds. To win: an anti-discrimination kit including trendy stop-discrimination T-shirt, shoppingbag, pen, sticker, pin, and notepad.

Wide media offers - from electronic press kits to media updates, pressreleases, online-services and a journalist award.




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Further instruments of RESPEKT campaign

Campaign cooperation with . The TV spot provided thecampaign in 2005 with a new look and feel and reached almost300 million people across the EU.

The Truck Tour visited 15 countries with 22 stops.

The Run for Diversity continued.

Awareness of the Journalist Award was increasing.

General awareness rising is supported by a conference.




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Gender City Vienna

wien.gv.at/stadtentwicklung/gendercity

Slogan: Share our city fair

In autumn 2003 the city authorities of Vienna decided to initiate a new sort of

game: Interested men and women, boys and girls, scholars, politicians andexperts took over the roles of citizens, city planners and politicians to learn by

“gambling” how "Gender Mainstreaming" is implemented according to typicalplanning situations in the city.

City space is influencing the every day life in various ways. The purpose of"Gender City" was to find out how city planning should be - on the different

views of men and women because it affects them different.




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Gender City Vienna - Share our city fair

The City authorities declared by using the slogan “Wishes do have a sex”: Gender Mainstreaming as a strategy wants living together with equal

chances, equal rights and equal duties of both sexes. This needs a city

which offers good conditions for both sexes. Authorities found out: 60 % of

all footways in Vienna are done by women. Under the motto Divide our city

fair“ a former councilwomen and a city planner startet a GenderMainstreaming model quarter“ in Mariahilf“, where many things changedin 2003 – for instance:

electricity was increased to make Mariahilf more safe for women at night

Crossings were made safer to travers, school ways safer for school kids

The altitude of the sidewalks was minimised for elderly people

Narrow sidewalks where widened for mothers with shopping bags and kids

An elevator was installed between to streets to reach only with steep stairsbefore. ...and so on.




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Excurse: Diversity at work - 8 steps for

small and medium-sized businesses

This recommended publication for small and medium-sized businesses publication was an initiative of theEuropean Union. It was written by Dr. Peter Garside andBob Townley from the Centre for Economic Research

and Intelligence of Kingston University, London.Step 6 named Image and reputation stresses:

Use your commitment to diversity tool (which containsgender equality!) in terms of reputation, PR andwinning business (particulary from larger and public

sector firms)http://web25s112.typo3server.com/fileadmin/conf_docs/screen

_A5_8steps_EN_16s.pdf








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Commission for Equal Opportunities/Scotland

15% off – why are women workers still going cheap?eoc.org.uk

This series of posters about equal pay was produced as part of a

joint campaign with the National Union of Students (NUS). By

despiting female students as if they were on sale at a discount

price, they drew attention to the absurdity of the pay differences

facing men and women leaving college.




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BETSYequalpay.nu/_main.html

This website is the fruit of three EU projects in ten countries that havedeveloped aids for companies and organisations wishing to work towardsequal pay.

The knowledge acquired is being disseminated via this self-instructive sitefree of charge.

Funded by the European Commission as part of its common strategy forgender equality, the site has been established through contacts with theemployment sector and with the project‟s extensive network of researchers,experts and professionals.

The aim is to promote awareness of the fact that equal pay is a human andlegal right that leads to long-term added value and profitability.




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BETSY

Good luck in the hunt for equal pay!“

We have jointly developed tools, tests, research findings and good

practices.The tools consist of checklists and descriptions of method.

We have downloaded examples of good practices from organisations that

are well on their way to achieving equal pay.

News: Here you will find information and news about books, conferences andresearch on equal pay. A network of persons who work with or have a stronginterest in equal pay issues sends the information to us.

Good practices: Here are some good practices from companies, tradesectors and unions. Perhaps there is something you can use at your ownworkplace? A contact whom you can phone or write is included with each

example

Links: This section includes research material, statistics and other usefulinformation, and links to other sites. You will also find a presentation here ofthe three projects involved: the European Project on Equal Pay, BETSY, andthe Gender Pay Gap at Sectoral Level.




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Pay equity nowInternational Confederation of Free Trade Unions


On March 8 (2001), International Women‟s Day, and as part of the Global

Unions Women‟s campaign, the trade union movement is launching aworldwide call for “Pay Equity Now!”

The International Confederation of Free Trade Unions has released a"briefing" entitled Equality throug pay equity, illustrating with figures andconcrete examples of how this shameful reality continues to persist. The newICFTU publication also explains ways in which trade unions are taking action onmany fronts to pursue pay equity: these include promoting proactive legislation,legal action, collective bargaining and decent minimum wages. The briefingevokes the union struggle to make pay equity a reality in law, by actively voicingwomen‟s demands.






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Good practices

in promoting familiy friendly workplaces

12.07.2006.Berlin

Audit awards for family friendly companies get more and more popular

Federal Minister Ursula von der Leyen awarded family friendly companies

and institutions: Familiy friendly companies are role models. They have moreproductive and motivated employees and link the best heads, because they

work more efficient and flexibel“ Mrs. von der Leyen said on the occasion ofof awarding companies with the certificate of the audit Family andprofession“ of the nonprofit Hertie-Foundation in Berlin. (...)

141 companies and institutions in Germany were awarded. The first awards

were given in 1999. Since 2002 the audit is also present at universities.

Meanwhile more than 280 companies, institutions amd universitie with550.000 employees have passed the inquiry, more than 140 ideas of family

friendly measures were collected. Leading associations of the german

economy like BDA, BDI, DIHK und ZDH recommend the audit, because it

stresses the economic and operational advantages of a family friendly

personnel policy.




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Genderdax

genderdax.de

genderdax - Information Platform

genderdax is a new information platform on the internet, providing career-orientedwomen with a comprehensive overview of working conditions and opportunities withinGerman companies.

genderdax - For Career-Oriented WomenCareer-minded women frequently have great expertise, lots of practical experience andare often highly motivated. genderdax offers online information about companies whoactively support female careers.

genderdax - For Companies

genderdax offers companies a unique opportunity and platform to specifically targetcareer-oriented women. With regard to equal opportunities top companies registered in

the genderdax gain a clear competitive advantage on the labour market.

genderdax - Application Form

Companies can immediately apply for registration in the genderdax. Use your chance ofbecoming a genderdax company and raising your attractiveness for females with highpotential.




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Excurse: Gender equality in German Media

Google in November 2006 counts 95 articles and reports on genderequality in german media. These articles mainly deal with:

general aims in politics concerning equality which is not reached yet

equality for disabled people

equality concerning sexual orientation

the lack of women in leading positions and public life – despite ourcancelor and some women in TV...

requiring an european gender institute...and in 1 article: !the tough call for equal pay stating Germany does notplay a pioneering role at all refering to an EU-study which mentioned an

average of 23 % less earnings by women in Europe.




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Pick up a new drive in 2007

European Year of Equal Opportunities for All

The European Commission has designated 2007 as 'European Yearof Equal Opportunities for All'

framework strategy designed to ensure that discrimination is effectively

tackled, diversity is celebrated and equal opportunities for all arepromoted. The strategy is set out in a Communication adopted by theEuropean Commission today.

Vladimír Špidla, said: "Europe must work towards real equality in practice. The European Year of Equal Opportunities for All and the

framework strategy will provide a new drive towards ensuring the fullapplication of EU anti-discrimination legislation, which has encounteredtoo many obstacles and delays. Fundamental rights, non-discriminationand equal opportunities will remain key priorities for the EuropeanCommission."




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The four core themes of the European Year of Equal

Opportunities proposed by the Commission

Rights – raising awareness of the right to equality and

non-discrimination

Representation – stimulating a debate on ways toincrease the participation of under-represented groups in

society

Recognition – celebrating and accommodating diversity

Respect and tolerance – promoting a more cohesivesociety




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Communication with the media in general

Good news for your media...tells public somethingunknown before, features human beings & has serioushuman interests.

Choosing your special media contacts...be clear, which media you want to target and make apersonal contact.

Setting up a press conference or an exclusive talk

with selected media participants? The number ofpeople invited makes the difference - and whom you cancatch.




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Proposal for press & information kit (10-pager)

on equal pay & gender equality

Page 1: Press release (be aware of gender sensitive use of language)

Page 2: Quotations of prominent & gender aware person/s of publicinterest

Page 3: Freqently asked questions (FAQs)

Page 4: Basics about legal background of equal pay (or your specialgender equality issue) in CZ referring on general EU treaties

Page 5: Developement of the Initiative & your history or self-portrait

Page 6: Details & time schedule of campaigning

Page 7: Poster copies (adding flyers & brochures available)

Page 8: Naming & description of partners and networkPage 9: Essential points & background information about genderequality in the framwork of The European Year of Equal Opportunitiesfor All (or information about your specific gender equality item)

Page 10: Photos & Clippings (max.3)




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Interviews

Professional preparation means: Take your time. Knowyour messages and material inside out.

Be aware of the target group of the media.

Be ready for good examples & your objectives to tell.Correct imputations immediately.

Speak clearly and simple & give short answers. Listento the questions, but: not every question needs ananswer...

Do not count on media reporting word by word.

You may insist on being correctly quoted, but you shouldnot correct the journalists opinion.




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PORTRAYING POLITICS

A TOOLKIT ON GENDER AND TELEVISION

2005portrayingpolitics.org

The mediation of politics

Most people do not experience politics at first hand. Their perceptions of politicalfigures and issues are shaped principally through the news media. So the media haveconsiderable power to frame peoples understanding of public life, key issues and therole of politicians – both male and female.

Media with its obligation to reflect the diversity and variety of the audience itserves, has a particular responsibility in this respect.

New values and priorities, the choice of languages and images and the overall journalistic framing of individuals and issues all come together in a complex process toproduce particular representations of women and men in public life.

The Portraying Politics Project aims to intervene in that process, to make visible the

media practices involved in it, and to promote critical reflection and change.

Portraying Politics call to media is to present a balanced representation of womenand men and to ensure a fair and diverse portrayal of all groups in society.


http://portrayingpolitics.org/

http://portrayingpolitics.org/



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PORTRAYING POLITICS

A TOOLKIT ON GENDER AND TELEVISIONA European Partnership Project with financial Support of the European Commission, 2005

It is not an exeggeration to say that women are relativly invisibel in thenews media.

The 2005 Global Media Monitoring Project (GMMP)found women were just 21% of all news subjects – those whom are interviewed, or whom the news isabout. In other words: for every women in the news there are four men.

If it comes to politics, women fare even worse.The same global study showed that only 12 % of politicians in the news werefemale. Europe actually lags behind the global average: women accounted fora mere 10% of politicians in the European news media.

Expert opinion in the news is overwelmingly male. Men are 83 % ofexperts and 86% of spokespersons. Women in the news tend to appear in a

personal capacity – as eye witnesses (30%), giving personal views (31%) oras representatives of popular opinion (34%)

The news agenda is dominated by stories of government , economics, crimeand defense. By comparison social issues receive little coverage as forinstance health accounts with 3% on the news, ecucation 2%, human rights1%. These are the so-called soft“ areas of news and politics.




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PORTRAYING POLITICS

Showing invisible Women & breaking conventional stereotypes

Newsnight.BBC.23.02.2005: A report on immigrants to the UK – the item begins with afull frame graphic showing passport-sized phots of the people who will be interviewed.Every one of them is male. In fact, women are the majority of immigrants to the UK.(Modul invisible women)

ARD, Sabine Christiansen, Political Talk Show,18.04.2004: A popular weekly talk show in

which six guests are invited to discuss a topic of current concern. With 10 countries – mainly from central and Eastern Europe – about the become member states of theEuropean Union, this edition tackles the issue of EU enlargement. No women isinvited to give her point of view.

News.TVM.Malta.23.03.05: A General Workers Union seminar whose topic is women inthe workforce. The Secretary General of the Union is invited to speak and he uses theoccasion to make an extend statement about the Unions response to the suspension

of energy workers. Only at the very end of the item does he briefly address theseminar theme.

News.BBC.16.11.2004: A portrait of Condoleeza Rice – it traces her background andher relationship of trust with President Bush – the report avoids obvious stereotypes:Rice„s gender, marital status and ethnicity are not singled out for special attention.




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Topics of todays discussion with

media representatives

The Global Media Monitoring Project 2005 found that – across all

media worldwide, women are only 21% of news subjects.

The percentage is highest in television (22%) lowest on radio

(17%) and in newspapers it is 21%.

How to communicate effectively with the press?

How journalists can be attracted reporting for gender issues?

How difficult is it in Czech to find female participants and experts and topersuade them to appear on television (radio or in the newspapers)?

How to involve media for instance in an equal pay information campaign?

How to built an communication & information network?

…and of course your very special questions.


Documents

Manugender equality communicational