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CIVICUS Media Strategy 2011-2012: Being heard in the information circus. Table of Contents. SWOT Analysis The Strategy Content: Key messages and issues Tailoring to our audience Choosing the right channel Putting it into action Tracking our success * Tips: Best channel for your message.
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* Tips: Best channel for your message
Building/using these strengths better has huge potential for improving our media/communication work.
A worldwide community of informed, inspired, committed citizens engaged in confronting the challenges facing humanity.
Improved understanding of CIVICUS and civil society among stakeholders and the general public
CIVICUS is the ‘go to’ source of information on and about civil society
Without achieving 1, we cannot achieve 2.
In order to have the media (and other audiences) pay attention to our communications – they must have a value added. Our added value stems from:
Our communication must draw on this to add value for media. CIVICUS is not:
We can not communicate as if we are.
Focused communication of CIVICUS (project etc) and civil society information directly linked to the CIVICUS vision/mission as articulated in the 2009-2012 Strategic Directions
Consistent, coordinated, professional communication delivered through multiple channels.
Stakeholders, general public discuss and ponder the topic and value of CIVICUS and civil society issues.
Developing value-added communication requires three elements:
All three elements must be right for communication to be effective.
In addition, in all communication must have: bait (attract interest), a problem (issue), a solution, benefits and importantly a call to action (what to do/where to go).
In all our messaging, CIVICUS does not normally take an overtly adversarial position in order to leave the door open to engage with governments and multi-lateral institutions. Our approach is one of constructive criticism due to our natural role as a convenor of multiple stakeholders. In 2011, communication will focus on messages around CIVICUS Themes (2011-2012):
Civil society produced knowledge
Civil society space
Civil society legitimacy and accountability
Civil society effectiveness
In order to be relevant, CIVICUS key messages will be targeted through key civil society/media issues including:
The media is a means to reach other audiences – different media need to be targeted to reach different audiences. CIVICUS’ main audiences are:
Civil society organisations and activists such as NGOs, grass roots organisations, trade unions etc. Includes both those already familiar with CIVICUS and the issues we deal with and those who are not.
Other sectors/categories interested in civil society and development issues. Includes:
The general public – Not a main target given the complexity/accessibility of the issues we deal with, but on key topics may be important to try to reach.
Many available channels (room to be creative) but must fit audience and objective – include:
See “Best channel for your message” for help identifying an appropriate channel.
WHAT:IPS News, IRIN news, oneworld.net, One World Trust , One World International Foundation (OWIF), Open Democracy Digest, Reliefweb, commongroundnews,
WHEN: Global call to action/message solidarity, voice of member obtained, issue requires mass mobalisation, international appeal, opinion piece
2. International newswires:
WHAT: AFP, AP, Reuters, DPA
WHEN: Adding new facts into the dialogue
3. Regionally focused:
WHAT: Africa (Pambazuka, PANOS, Biz Community, African Press Agency, ANSA)
Europe (Telegraph, BBC, The Guardian, Tagesspiegel, Tageszeitung , Sueddeutsche Zeitung, Le Soir, Liberation, Publico, Deutsche Well, ARD, Global Post, NPR, NYT/IHT Foreign Policy Eurasianet.org)
MENA (Channel 16, Al Jazeera…)
ASIA (One World South Asia, ABC)
LATIN AMERICA (Boletín La sociedad civil)
WHEN:Key message deliverables/Reports
TARGET: Monitor comment and respond
To be effective, CIVICUS needs to be proactive, not just reactive, in engaging in global civil society dialogue. To do so, we will:
Feedback: Average of 1 media inquiry per month
Press Release/Call to action: Formally broadcasts communication from CIVICUS to a mass audience; media, partners, members, stakeholders and government bodies
Direct to journalist:Sending approved material directly to, speaking directly with a journalist: on print, radio, online, TV.
E-CIVICUS:CIVICUS newsletter, send directly to CSO organisations, members, partners, stakeholders
OPINION PIECE:Direct and informed column to newspapers, online
WEBINAR:Live moderated presentation online using audio and visual, up to 100 participants
PUBLIC SPEAKING:Direct speaking at key stakeholder meetings.
Social media: CSI blog/facebook/twitter