How should NGOs communicate with journalist

1. How should NGOs communicate with journalist Ivana Bursíková

2. Journalists

3. Working with journalists Content • What is news? • What sorts of journalist are there? • What does the life of a journalist look like? • What is changing in the media landscape?

4. What does the life of a journalist look like? • Loads of press releases • Unexpected news, items • Critical consumers (readers/watchers/listeners) • Internal fights for the best item • Lack of knowledge

5. What is news? • Emotion • Understandable information • Actuality • Different from the rest • Possible followup (political reaction)

6. Why shouldn’t I get in the news? • It can influence your academic image • You better write articles in internationally respected scientific magazines • You will feel used • You will be used

7. Why should I get in the news? • Transparency and Accountability • Public support (and financing) for your work • Responsibility towards society

8. Why are NGOs interesting? • NGOs can depoliticize a debate • NGOs can provide new information • NGOs can offer a new approach

9. How do I get in the news? • Think like a journalist • If you can’t get through the front door, try the window • Paint a picture • Keep the details for later • Make a deal with a journalist • Make unexpected combinations • Popular communication doesn’t mean nonscientific communication

10. How do I handle critics? • If there is a dirty spot, never start rubbing. • You should sit still while you are being shaved.

11. Tricks: Find the right one – have a list of good journalists Use emotions Always try to simplify Think about interesting stories Try to see the world through his/her eyes, try to understand his audience Do not bother him/her too much Realize that one message may not solve the problem Do not invite him to listen when you are not prepared Be honest and open, not familiar Find out what people already know Reply to the strongest remarks of your opponents If you are able to find a simple slogan, use it as often as possible HOW - Working with journalists

12. How to reach them: Politicians- mailing, lobbying, presentationsand conferences in Parliament,personal contacts, events Civil servants-education and training, institutes for education, specialised journalsconferences Citizens- media, schools, public debates Business- direct mailing Academics - networking, specialisedjournals, university publications, conferences NGO's- internet, networks

13. OECD, 2001 Informing Consultation Active Participation Three levels of public involvement Informing One way communication; passive attitude of receiving information; active informing Consultation Mutual communication (with feedback); Public authority provides topics and steers the meeting Active participation Relation between citizens and public authority based on mutual respect and partnership. Citizens involved inthe choosing of information, and in shaping the discussion.

14. HOW –Organising public meetings and debates

15. Different types of debates: • Round table • Panel • Public debate

16. Preconditions of success: • Interesting venue (depends on the audience) • Intelligent moderator • Well balanced guests (pro and contra) • Good advertising • Basic principles

17. Whathas to be prepared before the debate?

18. Before the debate • Defining the issue - Editorial board • Defining the target group • Choosing the venue (technical details – sound, setting, video presentation, refreshment) • Finding a moderator • Choosing guests • Preparing a scenario • Publicising the event, informing journalists

19. How should an interactive public debate look like?

20. During the debate Basic principles: • Open debate • Space for comments • Concise, short speeches • To the point • Prepared scenario and questions

21. What should be done after the debate?

22. After the debate • Informing journalists • Thanks to the guests • Info on web page • Internal evaluation

23. Good luck communicating science!