1. ABOUT THE MEDIA By Deo ODIE

2. Outline By the end of this session, the participant should be able to; a.Identify relevant media for their engagement b.Have gained skills to identify key audiences they want to reach through the media. c.Understand and have strategies to overcoming the challenges often met when trying to reach various audiences through the media.

3. What do you need communication for? To frame –People are talking about poor quality education but not about the role of reading in improving it To fortify and amplify –People are talking about children dropping out by Grade 4, but not about what goes on in Grades 1- 3. To reframe –People are talking about poor quality education as a government problem, not one they can affect

4. Pick your audience(s) Students Parents Teachers, principals Community leaders Unemployed, educated youth Education officers at decentralized level of government “Targeting everyone means you reach no one”

5. Working with the News Media Traditional media: –Television, Radio, Newspapers Who’s Who in the newsroom Building relationships Citizen journalists Social media outlets Traditional media reaching out Federal, State, and local Emergency Managers working with social media

6. Building an Effective Communication Capacity How to build an effective Communication capacity Developing a Communication Plan Staffing, training, and exercise requirements Monitor, update, and adapt

7. Communication Audiences Four important audiences: –The general public –Elected officials and community officials –Partners and other stakeholders –The media (partner in the campaign)

8. Traits of successful communicators Communicator’s speaking ability Reputation among audience members (trustworthiness and credibility) Subject matter knowledge Image of authority Obvious lack of vested interest Ability to connect, sympathize, or empathize with the audience

9. Potential Communicators Managers Other appointed officials Elected officials Community leaders Women Group Leaders Business leaders Voluntary group leaders Animated characters

10. Social Media New media outlet such as YouTube, FaceBook, Twitter, and others that have joined the traditional media in recent years in reporting campaigns and events. Internet bulletin boards and other community- based information management tools have taken on bigger roles recently in helping communities and neighborhoods to recover.

11. Citizen journalists All cell phone owners are potential “citizen journalists” able to provide text/audio messages and video/photographs from a program/event/campaign zone often long before the media and first responders arrive. Most “citizen journalists” post their reports on social media sites, but traditional news outlets, especially network, cable, and local TV stations are now using “citizen journalists’ reports in their broadcasts.

12. Communication Terms Market Research Provides communicators with a much deeper understanding of how the issues with which they are dealing apply to the target audience in particular. Settings Situations in which communication occurs. Factors that distinguish settings are time, location, and situation.

13. Communication Terms Channel A route or mechanism by which a message is delivered; examples of channels include, interpersonal channels, group channels, organizational and community channels, mass media channels, and interactive digital media channels. (Communication) Method An actual item, action, interface, or event that communicators use to draw the attention of the recipient, and to inform him or her of the behavior change that is necessary (or how to access that information).

14. Common communication mistakes: The authorities attack the media and the victims They obfuscate the facts They deny the problem (diplomats) Communication is reactive and defensive No crisis management plan No trust in the authorities to handle the problem The CEO (President) is silent on the subject

15. Resultant effects Frightened people absorb negative information more than positive information. In a crisis it takes three pieces of good news to balance one piece of bad news. Audiences are less tolerant of complexity when they’re upset.

16. Way-forward Keep your friends close but your enemies closer Chart the waters Ask yourself tough questions and have answers ready Be on message all the time Nominate a crisis management team Make sure your frontline people are well-trained! The buck stops with the board of management Media training is essential - comfort in front of the press does not come naturally.

17. Way-forward continues… Be honest and prompt with information In a crisis it’s okay to admit what you don’t know. Communication advisors must be trusted by the board. Be sensitive – all communication matters have a human element.

18. Any Questions?

19. Thanks