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News Media
for Awareness and Advocacy in
Livestock Research for Development
Susan MacMillan and Jules Mateo
ILRI Communica...
The Challenge
• Communications that target news media are
public/official kinds of communications
• They may contain news ...
The Approach
• Engage: The public have a right to know—
and, they don’t speak science
• Keep public awareness and public r...
Do’s and Don’ts
Don’t
• Worry if the media sometimes get things wrong
• Produce videos of ‘talking heads’ or give everyone...
Insights Gained
• Create a voice from the ‘South’
distinct from the voice from the ‘North
• We can’t ‘manage’ the media bu...
Key Lessons
• Speak in a natural voice
• Tell stories
• Tell the truth—and say why it matters
• Keep you partners close
• ...
Links
• ILRI News Blog: News.ilri.org
• ILRI Clippings Blog: Clippings.ilri.org
• ILRI YouTube: YouTube.com/user/ILRIFILM
...
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News media for awareness and advocacy in in livestock research for development

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Presented by Susan MacMillan and Jules Mateo at the ILRI-ICAR Workshop on Communication and Knowledge Management in Animal Science Research and Development, New Delhi, 4 March 2016

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News media for awareness and advocacy in in livestock research for development

  1. 1. News Media for Awareness and Advocacy in Livestock Research for Development Susan MacMillan and Jules Mateo ILRI Communications and Knowledge Management ILRI-ICAR Workshop on Communication and Knowledge Management in Animal Science Research and Development New Delhi, 4 March 2016
  2. 2. The Challenge • Communications that target news media are public/official kinds of communications • They may contain news (hard news stories), stories (feature articles) or opinions (op-eds) • They are intensively ‘produced’ and institutionally vetted • Print and online media are changing fast and dramatically, blurring traditional boundaries
  3. 3. The Approach • Engage: The public have a right to know— and, they don’t speak science • Keep public awareness and public relations work distinct; employ different approaches • Tailor vehicles as appropriate: Advisory, news release, media roundtable, field visit, interview, phone chat, pitching a story • Tell stories and use visuals (images, data journalism, infographics, short videos)
  4. 4. Do’s and Don’ts Don’t • Worry if the media sometimes get things wrong • Produce videos of ‘talking heads’ or give everyone equal air time (this is not a democracy) • Produce long (expensive) documentaries (unless you have a ready market for them) DO • Show rather than tell • Note down what strikes you immediately after an interview and organize your story/article around that • Do quick film interviews of interesting speakers
  5. 5. Insights Gained • Create a voice from the ‘South’ distinct from the voice from the ‘North • We can’t ‘manage’ the media but we can manage your relations with the media & partners • All media is ‘new media’ these days: If we don’t keep up, we’ll be left behind • Say when you are speaking from science vs when you are giving an opinion
  6. 6. Key Lessons • Speak in a natural voice • Tell stories • Tell the truth—and say why it matters • Keep you partners close • Keep communicating • Boring people is a crime against humanity • Mastery takes lots and lots of practice
  7. 7. Links • ILRI News Blog: News.ilri.org • ILRI Clippings Blog: Clippings.ilri.org • ILRI YouTube: YouTube.com/user/ILRIFILM • ILRI Feeds: ILRI.org/NewsFeeds • CGSpace: CGSpace.cgiar.org

Presented by Susan MacMillan and Jules Mateo at the ILRI-ICAR Workshop on Communication and Knowledge Management in Animal Science Research and Development, New Delhi, 4 March 2016

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