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