1. Experiences of the audiences Leadership Hiring & Contracting The Workplace Community Connections Program Development Marketing & Communications Six Cylinders of Diversity May 2011Tuning in to Diversity 2011

2. Experiences of the Audience Six Cylinders of Diversity May 2011 Tuning in to Diversity 2011

3. Experiences of the Audience Leadership Six Cylinders of Diversity May 2011Tuning in to Diversity 2011

4. Experiences of the Audience Leadership Hiring & Contracting Six Cylinders of Diversity May 2011Tuning in to Diversity 2011

5. Experiences of the Audience Leadership Hiring & Contracting The Workplace Six Cylinders of Diversity May2011Tuning in to Diversity 2011

6. Experiences of the Audience Leadership Hiring & Contracting The Workplace Community Connections Six Cylinders of Diversity May 2011Tuning in to Diversity 2011

7. Experiences of the Audience Leadership Hiring & Contracting The Workplace Community Connections Marketing & Communications Six Cylinders of Diversity May2011Tuning in to Diversity 2011

8. Experiences of the Audience Leadership Hiring & Contracting The Workplace Community Connections Program Development Marketing & Communications Six Cylinders of Diversity May2011Tuning in to Diversity 2011

9. Experiences of the Audience Leadership May 2011Tuning in to Diversity 2011 Commitment, role model and guardian To formulate mission and vision on cultural diversity To facilitate the development and execution of diversity policies To formulate the ‘business case’: professional advantages for the organisation To decide on targets and figures To decide on action plan To anchor the responsibility in core tasks on management levels Budget Evaluation “Celebrate success”

10. Experiences of the Audience Hiring & Contracting May 2011Tuning in to Diversity 2011 “Fish where the fish are” Recruit in different ways and via different channels Develop a mentoring scheme Identify “high-potentials” Evaluate the hiring & selection procedures Be aware of your presuppositions and change them when needed

11. Experiences of the Audience The Workplace May 2011Tuning in to Diversity 2011 Emphasize the professional importance Train all staff members in intercultural competencies Provide support/coaching/mentoring Managers have to take responsibility; key role for chief editors “Celebrate successes”

12. Experiences of the Audience Community Connections May 2011Tuning in to Diversity 2011 Make the internal organisation cultural divers, board of directors, advisory groups, commities Investigate the existing externe relations/ partnerships and make the cultural divers Inform and advertise: in PR and information cultural divers in ethnic minority communities and their information channels Include a diverse photo policy in publications and PR materials Identify good practice “Celebrate successes”

13. Experiences if the Audience Marketing & Communications May 2011Tuning in to Diversity 2011 Make clear how the reach within ethnic minority audiences can be enlarged Make concrete plans on how cultural diversity in different genres of programming targetting diferent age groups will be realized Adequat representation of ethnic minority audiences in audience surveys are needed to measure the effects of the new diversity efforts in programming. Dialogue between media and multicultural society (entry to correct information and networks) precondition for balanced and programs and productions.

14. Experiences of the Audience Program Development May2011Tuning in to Diversity 2011 Regular content analysis with the entire editorial team Communicate good examples Keep in touch with relevant communities Do not avoid sensible cases, problems and dilemma’s, SOLVE THEM! Invest in talentdevelopment of writers, etc. Develop in new formats and programs Involve communities in (news) programs

15. Test and evaluate progress Six Cylinders of Diversity May2011Tuning in to Diversity 2011 “What gets measured, gets done” Programs identify gaps in news coverage (in theme’s and perspectives and blind spots) Audience: which audience is / or is not served Personnel: diversity in front and behind the camera

16. Mira Media Six Cylinders of Diversity May2011Tuning in to Diversity 2011 Ed Klute Mira Media PO-Box 1234 3500 BE Utrecht The Netherlands Tel: +31 30 2302240 Email: e.klute@miramedia.nle.klute@miramedia.nl Info:www.miramedia.nlwww.miramedia.nl www.tuningintodiversity.eu