Media training for neighborhood spokespersons/media strategy

1. Media training for neighborhood spokespersons/media strategy Zoë Papaikonomou, 27th of January 2012

2. Thisafternoon Part 1, theoretical: • Short introduction workshop • Short introduction participants/trainer • Ways to develop a media strategy for your district • The importance of media training for neighborhood spokespersons • Necessary elements in a media training • Necessary means to organize a media training Part 2, practical: • The participants will create a media strategy for their district and write a short proposal for a media training for neighborhood spokespersons. • The participants will pair up and choose one of the proposals. They will assume the role of journalist and spokesperson in a television news item.

3. Zoë Papaikonomou • Half Dutch/half Greek, but foremost ‘Amsterdammer’ • Studied history and Arabic Language • Worked for: AT5, Amsterdam Television Specialties: Islamic community and diversity • Talk shows/debate programs • Reporter daily news • Now: lecturer at the School of Media in Zwolle and freelance journalist (columnist for the multicultural news platform: Wereldjournalisten.nl)

4. Media courses • Together with Mira Media I trained: • NGO’s and migrant organizations • Different kinds of ‘media users’, mostly (young) pioneers/neighborhood spokespersons in their communities • And: - (Regional) journalists in thinking more diverse, for example in news selection and the point of view.

5. What is your biggest frustration about the way your district is portrayed?

6. Ways to develop a media strategy for your district • Recognize the importance of developing a media strategy in stead of pointing fingers (it’s all their fault). • Develop a ‘realistic’ strategy. Accept the media landscape as it is working now. • Take the way your district is portrayed in the media in to your own hands -> make journalists attentive on the positive news/subjects in your district. BUT take the lead in negative publicity as well. • Train the spokespersons in your district. • Train journalists covering your area. • Set up a website for your district with all the important organizations, spokespersons etc. Do not forget phone numbers! And social media! Example: shootings in the Southeastern part of Amsterdam

7. Practical: • Do not run away when you see camera’s/journalists. • Make sure your ‘best’ people get in front of the camera. • Make sure journalists can get in contact with you/important figures in your district! • Address shared values. Point out similarities, in stead of focusing on the differences. • Get connected to the most important journalists covering your neighborhood. Influence them. Trade news/quotes (“in good times and in bad…”) • Let the different media know what you think about their reports about your district. E-mail them. Send in opinion articles etc.

8. The importance of training neighborhood spokespersons • Increasing the feeling of responsibility throughout the community: we are also responsible for honest media coverage. • Creating translators: individuals that understand the neighborhood and the way media works. They can translate both ways. Explain difficulties. Create understanding.

9. Necessary elements in a media training Theory: • Develop a media strategy (social media): think like a journalist • General overview of the media landscape • Who are the relevant journalists/media in my field? Who can I trust? • News is urgent: which subjects are interesting? • A typical day of a reporter: create understanding of the media professional • Interview training But mostly practical: • Developing a media strategy combined with writing a press release/involving social media • First contact with journalist about the press release by ‘phone’ • Give an actual interview on camera -> feedback by the group and the trainers.

10. Necessarymeans to organize a media training • A professional trainer: • A (local) journalist • A media expert • A communications expert • Camera equipment + laptop + internet • A suitable room

11. Practise! First: Create a media strategy for your district and write a short proposal for a media training in the neighborhood you coach. (10minutes) • - For witch spokespersons would you like to organize a media training? • - What do they (the spokespersons) know about media?/What is their experience with media? • - What is the most important issue to address in this training? (in which way is your neighborhood portrayed in the news?) • - Which (local) journalists/trainers can you ask to train the spokespersons? • - What facilities do you need for the training and where can you find them?

12. Then: Pair up and choose one of the proposals. One of you will assume the role of journalist and the other part of your duo will play a spokesperson. The journalist of every group will conduct a short news interview with the spokesperson about the selected ‘important’ issue in front of the group.