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New Media Advocacy - Draft
 

New Media Advocacy - Draft

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    New Media Advocacy - Draft New Media Advocacy - Draft Presentation Transcript

    • New Media Advocacy
    • Introduction
    • Agenda
      • What is New Media Advocacy?
      • Types of New Media
      • Group Activity #1
      • Case Studies
      • Group Activity #2
      • How To Blog
      • How To Tweet
    • What is New Media Advocacy?
    • New Media Advocacy
      What is New Media?
      NEW MEDIA is a term meant to encompass the emergence of digital, computerized, or networked information and communication technologies in the 21stcentury
    • New Media Advocacy
      What is Strategic Advocacy?
      STRATEGIC ADVOCACY is using a series of tactics to convince a target audience to take action on behalf of a marginalized group.
    • New Media Advocacy
      New Media + Advocacy =
      NEW MEDIA ADVOCACY is the use ofmodern communications and technologyto helphuman rights and social justice defenders overcome structural obstacleswhen fighting for people’s rights
    • New Media Advocacy
      Why New Media?
      • Can alter the meaning of geographic distance
      • Allows for a huge increase in the volume of communication
      • Provides the possibility of increasing the speed of communication
      • Allows forms of communication there were previously separate to overlap and interconnect
    • New Media Advocacy
      Why New Media?
      TRADITIONAL MEDIA
      NEW MEDIA
      • Creating and
      giving the information
      • Dependant on advertisers
      • Top down approach
      • Creating, building upon, sharing information
      • Dependant on users
      • Multidimensional Approach
    • New Media Advocacy
      Types of New Media
      • Print Media
      • Digital Media
      • The Internet
      • Guerrilla Marketing
    • Print Media
    • Print Media
      PRINTED MEDIAare materials that are either distributedor placedto provide information about and/or advertise a certain cause
    • Print Media
      Newsletters / Magazines
      Printed report or publication which gives news or information of interest to a specific target group on a regular basis (monthly, quarterly, annually, ect.)
    • Print Media
      Newsletters / Magazines
      • Formats need to be sustained over time
      • Preparation of quality content
      • Delegating, coordinating, team work and distribution are crucial
      • Size and over-all design
    • Print Media
      Newsletters / Magazines
      PROS
      • Provide in-depth coverage
      • Can include text and graphics
      • Can be distributed on the internet
      • Can encourage long-term engagement
      • They can be shared and passed on
    • Print Media
      Newsletters / Magazines
      CONS
      • These formats are costly;they demand skills, time anda good team
    • Print Media
      Brochures / Fliers
      A small booklet, pamphlet, or piece of paper often containingeducational material, key messages or data
    • Print Media
      Brochures / Fliers
      • Clear, concise writing and layout are essential
      • A striking design tostand out
      • One color is usually fine and less expensive
      • Include a link to the website
    • Print Media
      Brochures / Fliers
      PROS
      • Fairly quick to produce
      • More in-depth.
      • Online distribution is easy
      • Generally Inexpensive
    • Print Media
      Brochures / Fliers
      CONS
      • Distribution
      • Requires some design skills
    • Print Media
      Fact Sheets
      Presents data in a short format, emphasizing brevity, key points of interest or concern, a sparse design and a desire to convey the most important information in the smallest amount of space
    • Print Media
      Fact Sheets
      • Demands research
      • Fact-checking
      • Clear writing
    • Print Media
      Fact Sheets
      PROS
      • Quick and easy production
      • Relatively inexpensive
      • More in-depth
      • Online distribution is easy
    • Print Media
      Fact Sheets
      CONS
      • Distribution
    • Print Media
      Posters
      A typically large visual, usually including pictures and illustrations, to advertise or publicize something
    • Print Media
      Posters
      • Needs a strong concept and possibly a designer
      • Putting it in the right places can have big impact
      • Include the website URL
    • Print Media
      Posters
      PROS
      • Fast and simple
      • High impact
      • Online distribution possible
    • Print Media
      Posters
      CONS
      • Can be costly,
      • Potential legal/security issues for people distributing
      • Can’t be updated
    • Print Media
      Books / Reports
      Officially published content which generally explores a specific subject in great detail based on studiesand/or research
    • Print Media
      Books / Reports
      • Carefully decide if the materials will be sold or distributed for free,
      • Can also be turned into an e-book and downloaded
    • Print Media
      Books / Reports
      PROS
      • Very in-depth
      • Can be self-fundingthrough sales
      • Online distribution is possible
    • Print Media
      Books / Reports
      CONS
      • Can be heavy
      • Expensive to print and distribute
      • Sales systems required
    • Print Media
      T-shirts / Stickers
      Promotional items are easily distributed and can generally have anything printed on them.
    • Print Media
      T-shirts / Stickers
      • Needs a strong concept and design
      • Can be printed using one color
      • Include website URL
    • Print Media
      T-shirts / Stickers
      PROS
      • Fast and simple
      • High visibility
      • Stickers are inexpensive
      • Durable
      • Online distribution and sale
    • Print Media
      T-shirts / Stickers
      CONS
      • T-shirts are costly
      • Information is not in-depth
      • Can’t be updated
    • Print Media
      Maps
    • Print Media
      Graphs
    • Print Media
      Graphs
    • Print Media
      Graphs
    • Digital Media
    • Digital Media
      DIGITAL MEDIA are materials that are created anddisseminatedthrough means of electronic devises such as televisions and computers
    • Digital Media
      Video
      Creating video for advocacy might mean making a high-impact, tightly edited one-minute piece made up of moving images and sound, an hour-long documentary, or a short piece of unedited footage showing a key moment. Video is versatile, need not be costly or very difficult to produce and can be distributed in many ways
    • Digital Media
      Video
      ADVANTAGES
      DISADVANTAGES
      It is a powerful medium, which can convey high emotion and personal stories
      Video is multi-sensory – it is seen and heard
      Production and distribution are getting easier and more accessible
      It is good for audiences with low literacy levels
      • Video is not right for all audiences: it requires access to viewing technology
      • It is not best for content such as maps, charts and lengthy text
      • May be more expensive than other media and requires technical knowledge
      • Can put allies in danger
    • Digital Media
      Video Advocacy Techniques
      • Providing evidence before a court, meeting or tribunal
      • A grassroots educational and mobilizing tool for communities, individuals and groups
      • Viral, humorous short animations
      • Mash-ups made of pre-existing material (video, audio, photos),
      • Footage that illustrates and documents your campaign actions
      • Public service announcements
      • Documentaries
      • Testimonials
      • News broadcast and archive footage
      • Focused and action-oriented videos, screened for decision-makers
    • Digital Media
      Animation
      Animation can be a great tool for advocacy communications,
      bringing life to your story and presenting your idea quickly and
      attractively. Animation can take the form of a slideshow with
      floating text or it can emulate a short movie. Color, movement,
      expressions and action can be effective in attracting the viewer’s
      attention in ways that text cannot. Animations can also evoke
      responses from diverse audiences, helping to overcome cultural
      or linguistic barriers.
    • Digital Media
      Animation
      • They can be funny
      • They can attract attention more effectively than a still image or photograph does
      • They can be used in lots of different spaces and shared and distributed in different ways: via e-mail as attachments, on a website or even via mobile phone
      • Small banner animations are a great way for you to publicize your blogor campaign; you can put an animated banner on your website, and ask others to include it on their site
      • They can help you talk about sensitive issues through fictional characters.
    • Digital Media
      Animation
      Save2Life Animation
    • Digital Media
      Audio
      Audio content can be distributed to audiences through a variety of ways:
      • CD’s
      • Radio
      • Mobile Ring Tones
      • Websites
      • Podcasts
    • Digital Media
      Audio
      • Public – many people can listen at the same time
      • Private – people have the option to listen by themselves
      • Can be heard by large numbers of
      people who may not otherwise be exposed to your message
      • Very effective to those who are illiterate
    • Mobile Media
      Mobile Media
      MOBILE MEDIA is informationwhich is shared through the use of cellular phones, PDA’s, and other easily portable devices
    • Digital Media
      Mobile Media – SMS
    • Digital Media
      Mobile Media – Apps
    • The Internet
    • The Internet
      THE INTERNET is a global system of interconnected computer networks that use the standard Internet Protocol Suite (TCP/IP) to serve billions of users worldwide
    • The Internet
      The Internet and Advocacy
      • Always accessible, anytime anywhere
      • Cost effective
      • Flexible
      • Ideal for collaboration and dialogue
    • The Internet
      Websites
      Unique websites should be designed for target users. The content should further the goals of this audience and that of the organization.
    • The Internet
      Website Goals
      • To educate and inform
      • To create an organizational identity
      • To expand your base and mobilize your supporters
      • To improve media outreach and engagement
      • To campaign
      • To influence decision makers and people in power
      • To serve as a trusted news source
      • To provide specialized data, research or information which relates to
      your advocacy
      • To support a conversation with your audience around a particular issue
    • The Internet
      Website Users
      • Supporters/members
      • First time visitors
      • Press
      • Funders (small donors or other, larger, funders)
      • Other organizers and activists
      • Decision makers
    • The Internet
      Website Users
      • Who are your audiences?
      • Name them and rank their importance; for example, primary, secondary,
      Tertiary
      • Name three other sites they use regularly
      • What do you want them to learn or do?
      • How do they get to your site?
      • What are they trying to find?
      • Where do they click on the front page?
      • What do they do next?
    • The Internet
      Website Content
      • About Us
      — Mission statement
      — Staff and board biographies
      — Contact information
      — Annual reports
      — Jobs & volunteering
      — History & victories
      — FAQs
      • Campaign Updates
      — About the issues
      — Event reports
      — Pictures, audio or video documentation
      — Legislative updates
      — A link to ways for users to get involved
    • The Internet
      Website Content
      • Online Engagement
      — Sign up for email newsletters
      — Action alerts/Petitions
      — Contact the media/Letter to the editor
      — Contact your representative in government
      — Tell a friend
      — Donate/Become a member
      • Offline Engagement
      — Volunteering opportunities
      — Events
      — Local groups
      — Toolkits/Action resources
    • The Internet
      Blogging
      A blog is a type of website that is very easy to publish and to update. The name comes from ‘web-log’, the idea being that it is regularly updated with new ideas and events
    • The Internet
      Blogging
      • Setting up a blog and adding content is extremely easy
      • Can exist on its own or be incorporated into an existing website
      • Can include text, images, audio and video content
      • Great tool for updating content on a regular basis
      • Minimal technical skills are required
      • Posts are published chronologically
      • Posts are automatically archived
      • A blog can be interactive
      • Content is easy to publicize
      • Posts are searchable
      • Can be updated remotely
    • The Internet
      Blogging Best Practices
      • Choose your blog name carefully
      • Create an ‘About’ page with information about your organization
      • Keep your design simple
      • Post often
      • Write good quality texts
      • Try not to make your posts too long
      • Revisit old posts
      • Get to know your readers
      • Read other organizations’ blogs and make comments
      • Register your blog on a blog directory
      • Change your blog in response to changing needs
      • Include a ‘Contact Me’ form or provide an e-mail address
    • The Internet
      Twitter
      Twitter is a service that allows users to send ‘updates’ (text-based posts called tweets)up to 140 characters long viaSMS (text message), instant messaging, e-mail, the Twitter website or any application that can connect to these services
    • The Internet
      Twitter
      • Can send updates to one person, to a closed group of contacts or as public messages that can be seen by anyone
      • Updates are displayed instantly
      • Is highly effective in urgent situations because it can be updated by mobile phone and sent many people simultaneously
      • Content can be aggregated with the use of #hash tags
    • The Internet
      Social Networking
      SOCIAL NETWORKING websites focus on building online communities of people who share interests and/or activities. Users interact in a variety of ways, such as e-mail and instant messaging services
    • The Internet
      E-mail Marketing
      Email can be an effective way to reach decision makers and get your message across to thousands of people. Many experts think email is still the key tactic to use in communicating your cause
    • The Internet
      E-mail Marketing
      • Reach decision makers directly, with a personal communication
      • Propagate your message and build awareness. A successful viral
      email campaign, where people pass the message on to others, has the
      potential to reach thousands
      • Keep interested individuals and organizations up-to-date and involved with your activities via e-newsletters and ad-hoc emails
      • Save money
    • The Internet
      E-mail Marketing Best Practices
      • Don’t show all recipients in the ‘To’ box, put them in BCC (Blind Carbon Copy)
      • Don’t pass on viruses
      • Don’t spam
      • Make sure you keep your mailing list up to date
      • Have a privacy statement in the footer of your email and give people the opportunity to unsubscribe
      • Take steps to ensure the security and privacy of your list of email addresses
      • Include a link to your website
      • Target your emails as accurately as possible
      • Ask the recipient to forward your message to others who may be interested
    • The Internet
      E-mail Marketing Best Practices
      • Use a clear and compelling subject line
      • Send your email as plain text
      • Personalize the greeting: ‘Dear <name>’
      • Make sure the main points you wish to make are viewable in the first part of the email
      • Break your paragraphs up so none are more than four lines in length
    • Guerrilla Marketing
    • Guerrilla Marketing
      GUERRILLA MARKETING techniques are unconventional interventions in public or commercial space in order to spread your message to an extended audience
    • Guerrilla Marketing
      A personal letter intentionally left on the back seat of a bus
      A billboard altered to subvert its message
      A banner hung from a bridge
      A costumed hero handing out bundled letters of protest
      captures attention and imagination because it is out of the ordinary!
      • Because creativity, imagination and resourcefulness are more important for successful guerrilla marketing than big budgets and access to mass media, it is particularly suited to NGOs and rights advocates
    • Guerrilla Marketing
      Things to Consider…
      • Who is your target audience? Where is the best place to reach them? What is the best time of day or season?
      • What is your desired outcome? What do you want your audience to
      experience or do?
      • Do you have the resources and capacity to undertake your action?Do you need help from outside professionals or volunteers?
      • How visible is your target location? Different types of people frequent different neighborhoods, and different locations have different safety, security and accessibility concerns
    • Group Activity
    • Group Activity
      Based on your organization’s current advocacy strategy, what would be the most appropriate new media tools that could be use to help deliver your messaging? Discuss in groups of 2 or 3. After we will share our findings with the rest of the group.
    • Case Studies
    • Case Study – Stop Stock Outs
    • Case Study – My Body My Rights
    • Case Study – ICAP
    • Group Activity
    • Group Activity
      Please create an innovative new media advocacy campaign based on your organization’s current advocacy messages. Use at least 2 different media discussed earlier today. You will have 20 minutes to work on this in groups of 2 or 3, and we will then present our campaigns to the whole group.
    • How To…
    • How To…
      BLOG
    • How To…
      TWEET
    • Questions & Discussion