ENGAGING MEDIA

1
ENGAGING MEDIA
Luc Tayart de Borms
20 April 2007, Copenhague
2
Jump to my conclusions

• Chief executives Need to Develop Communication
  Strategies
• - For Accountability Transparency in a
  government related industry
• - For our impact
• In a marketing approach
• As partners
• Anticipate on crises
• have a crisis communication plan

3
MEDIA FOUNDATIONS

• Accountability of the sector
• Leverage for our impact
• ? marketing of our messages
• ?partner for our impact
• Depends on
• - Theories of change
• - Philanthropic toolbox

4
Social change paradigms

• Civil society
• Research
• Market
• Governments (?institutional)

5
Non-financial tools
6
MARKETING OF OUR MESSAGES
7
Journalist objectives
Specialist press
News
Boring for public Inside/out
Interesting Outside/in
No news
Potential news
Foundations objectives
8
TARGET OF OUR COMMUNICATIONS

• Decision makers Converted
• Larger public Not converted
• Not a question of either/or

9
Conditions for a good communication strategy

• Brandname
• Readiness to invest financial resources
• Creation of a department
• Build in project planning
• Leadership

10
Unique Brand King Baudouin Foundation
cause
Cause
Organisation Multistakeholder Convening Many
issues
Financial resources
Trust
Encouraging change
Sector foundations
11
DNA OF A BRANDNAMEGIVES LEVERAGE
facts
stories
values
associations
12
(No Transcript)
13
(No Transcript)
14
(No Transcript)
15
(No Transcript)
16
(No Transcript)
17
THINGS TO KEEP IN MIND FOR MEDIA

• Clear Messages
• Provocative Arguments
• Memorable Stories
• Target opinion leaders
• Timely issues
• Short/Simple formats
• Push-Pull methods

18
MEDIA AS PARTNERS

• Partners in leverage
• Co-ownership

19
CASES/ media as partners

• Senlis Council Global drug policy SC on TV -
  small.wmv
• Digi-Award Digital divide and the eldery
• Coup de chapeau engagement of citizens
  coupchapeau.mpg
• Grants for journalists on migrant communities
  media training gtNGOs
• Novatris Foundation Science writers

20
Two challenges for the future in relation to the
Media THE FOURTH ESTATE

• Industrialisation of gossip
• Blogs Internet Second life

21
Back to my conclusions

• Chief executives Need to Develop Communication
  Strategies
• - For Accountability Transparency in a
  government related industry
• - For our impact
• In a marketing approach
• As partners
• Anticipate on crises
• have a crisis communication plan