AMSUK ANNUAL CONFERENCELEICESTERAPRIL 2010
Communication & Media (In an Ideal World)
Disclaimer
All images used here have been taken for the purposes of this presentation only and are
widely available on the web
What do you get from this picture?
Communications
Why do it ? What do we mean by communication?
What are the different types of communication methods?
Purpose of Communication
1. Get your message across to others (effectively)
2. 2 way process – sender and receiver
3. Message is only successful when the sender and receiver perceive it in the same way
Achieving Clarity
SENDER RECEIVERMESSAGE CHANNEL
CONTEXT
FEEDBACK
Know:
•Your subject
•Your audience
•Context
What do you want to deliver?
How do you want to deliver it?
The audience with their actions and reactions and feelings
Verbal and non verbal reactions which ensure whether the audience has understood or not
The situation in which your message is delivered
Barriers to Communication
SENDER RECEIVERMESSAGE CHANNEL
CONTEXT
FEEDBACK
Ability to get message across / lack of insight to communication process / lack of emotional management / not assertive / defensiveness
Too long / disorganised / errors
Wrong method of communication
audience background / culture
No means of feedback / lack of control / offensive and emotional / inattentive listening
Too much information being sent too fast
Forms of Media
Mainstream - TV, Radio, Broadsheets
E-media - Internet, Mailing Lists, Websites Blogs, Chat, Youtube
Advertisements / Magazines
Citizen Journalism – Mobile Phone Uploads, SMS, Online Posts, Personal Blogs, Letters
Community Journalism – Community Newspapers / Media, Newsletters, Leaflets
Collaborative Journalism – More interactive (Wikipedia style)
Graffiti, T-Shirts, Tattoos, Photos, Cartoons, Film, Drama
Social networking - Twitter, Facebook, Myspace
The Importance of Images (1)
The Importance of Images (2)
The Crucial Role of the Mainstream Media
Mass production of influence on public opinion
Acceptability, credibility and legitimacy
The ‘whole story’?
Access: Who gets to have their say?
Accountability & Regulation
Essential Objectives of Media
Tell a story:
Inform
Report
Cover
Analyse / Opinion
Educate (?)
By-Products of Modern Media
Educate
Communicate
Entertain
Propagate
Instigate Change
Importance of Media
The essential nature of Da’wa
Effective and efficient means of delivery
Instant broadcast and transmission
Absence of borders, obstacles & restrictions
Infinite broadcasting space
Affordable
Hidden Elements of the Media
Proprietors
The Markets
Government Influence (or Control)
Context
The Context
History
Current and Landmark Events
Over-riding Perceptions
Power Dynamics
Problems In Coverage/Reception
Little appreciation of historic, geographic and demographic
dimensions
Cultural Vs. Religious
Overlapping Identities (Arab, Asian, Pakistani, European,
etc.)
“Lost in Translation”
The “Photoshop Effect”
Volume of presupposed knowledge and stereo-typical
material
Facts to be considered
The quantitative explosion in ‘Alternative Media’, including the Internet and Mobile
Phone uploading have made news and debates more accessible than ever before.
The link between Media establishments and the markets.
Media cannot be isolated from others dimensions of society including government,
public attitudes, etc.
Positive Aspects
Increasing number of Muslims working within mainstream and alternative media
Increased understanding of Islam and Muslims amongst European media
professionals
Louder and more effective Muslim voices within mainstream and alternative media
Islam becoming recognised as one of the main religions of Europe
Necessary Steps
Increased awareness and education among all public authorities and services
Increased visible proof of Islam and Muslims in Europe
More effective discourse by Muslims on issues of common concern
More research and surveys as to the impact of Media coverage on rise of Islamaphobia
PART 2
The Need for Media Strategy
‘Public Opinion’ is not one monolithic entity, but rather a diverse array of
trends and tendencies.Utilising the media through real events
Dealing and interaction with all elements of the media world
‘He who isn’t with us…is not necessarily against us
The Perception Test
Perception Test
Media Plan: Aims and Objectives
To informTo publicise and promoteTo lobby for changeTo influence Public OpinionTo defend the wrongedTo show supportTo use-up vacant media space
The Strategy
Develop your organisational vision If you don’t know where you are going, you will end
up somewhere else’ – Yogi Bear
Outline the organisational plan and goals for working with the media SMART(ER) –Specific Measurable Achievable Realistic
Timebound (Extensive Reviewed) SWOT – Strengths Weaknesses Opportunities Threats
The Media Strategy Questionnaire See Section 2 (page 17) of the Media Guide
Strategic Questions USP Vulnerabilities Human Resources Contingencies
Practical questions Budget Skills Agenda
Long Term Message Narrative & Relevance KISS (Keep It Short
and Simple)
Accessing the mediaDifferent types:
News Features Targeting the approach
The Media Strategy Questionnaire
The Basic Elements of a Media Strategy
Getting to know the Media
Media Monitoring
Developing the message
Media Response
Feedback - Performance Assessment (KPIs)
Getting to Know the Media
Developing a rapport / networking T.V.
Radio
Newspapers
Magazines and Journals
Internet websites
‘Alternative Media’
Getting to Know the Media (2)
Main Editors
Reporters
Presenters
Columnists
Analysts and Experts
Proprietors
Media Monitoring
Coverage of my own organisation
Coverage of country and the region
Coverage of the opposition
Reports of important issues
The Constituents of the Media Message
News (Content)
Images
Discourse
Developing the Message
What is the message? 3 facts to be considered 5 w and 1 H Method of Delivery Audience
Relevance of the messageType of Message:
News Features Investigative
Media Response
News ReportsPress ReleasesAction AlertsLetters to the Editor‘Phone-ins’InterviewsAudience Participation
Press Releases
Short, Sharp, To the Point (KISS)
DistributionTimingFollow upphotos
Letters
KISS – less is moreNo jargonNo metaphors /
similies / slangComplain /
ComplimentWrite with a cool
headPlan the letterKnow the newspapers
AccuracyAvoid generalisationsAvoid insultingPunctuationUK English /
American EnglishPatience and
perseverance
Tips for Interviews
CalmnessPlanningNo Off the CuffDon’t answer leading questions
Appearing on TV
Feedback
We must encourage feedback of all sorts and from all sectors
of the public.
Remember…you are more likely to learn from the criticism more than you do from the praise.
Assessing Performance
KPIsEffect on issue or policy
Change of Public Opinion
Type and quality of feedback
Immediate and long-term public reaction
Volume of media appearances
Vital Resources
Awareness and understanding
Sound and clear language
Ability to respond instantly
Good and sound research
Professional appearance and performance
Continuous Development
Media Toolkit
Pre-planning check listDetermine news outletLanguage and approach10 commandments of the media officer (page 43 of the media guide)
And Finally…
Sincerity (true and correct Niyyah)
Reliance on Allah
Doing our utmost
Abiding by Islamic boundaries
العالمين رب لله والحمد