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Role of Media
The document summarizes the role of media in tobacco tax strategizing forums. It discusses how getting reporters to deliver messages to the public is ideal since news has higher credibility than advertising. It also outlines the key characteristics media must have like timeliness, accuracy, and impartiality while serving public interest. The rest of the document outlines various issues discussed in such forums, including health, investments, legislation, agriculture, marketing, national budget, and corporate social responsibility concerns. It notes that substantial community empowerment through donations is newsworthy.
Role of Media
- 1. 5/11/10 The Roleof Media Lala Rimando Newsbreak Tobacco Tax Strategizing Forum 22 April 2010 Sofitel Philippine Plaza Manila The stakeholders Finance NGOs Dep’t Marketing, Lawmakers Advertising Health Agriculture, Dep’t farmers Tobacco Media industry CSR 1
- 2. 5/11/10 News has higher credibility than advertising, so getting How media works reporters to deliver your message to the public is ideal. Editorial Business MEDIA How media works MUST : SPOT? New media? • Timeliness, Analytical Old media? • Accuracy, Explanatory • Impartiality, Investigative • with public Opinion interest, • Uniqueness, • Scale, Sound byte Video / Visuals / Graphics Quotable quote 2
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- 4. 5/11/10 ISSUE LEGISLATION ISSUE AGRICULTURE 4
- 5. 5/11/10 ISSUE MARKETING ISSUE NATIONAL BUDGET 5
- 6. 5/11/10 ISSUE CSR, Local concerns “If people behave normally, that is not news. If companies donate books, that is not news. There is no impact to the community. But if the money or the impact is substantial enough to empower the communities, then that is news.” 6
- 7. 5/11/10 When everyone getstogether The case of the Cast of Characters: Eraserheads Multinational concert: company Health officials Anti-tobacco NGOs Law (advertising ban) 7