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IAMCR Conference, Budapest, Hungary
June 20-25, 2009
NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA
NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA
NGOs Communication
• - legitimacy
• - tool for influencing policy
• changes in public attitudes/knowledge
Qualitative Data (Interviews 6 plus 2, 20 Questions)
Quantitative data (names and numbers)
2007
Slovak NGOs
NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA
Socio-political Experts in the Media
46%
54%
Non-NGOs Experts
NGOs Experts
NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA
Number of Socio-political Experts in the Media
52%48% Non-NGOs Experts
NGOs Experts
NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA
Number of Citations of Experts on Economy in the Media
66%
34%
Non-NGOs Experts
NGOs Experts
NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA
Number of Experts in Economy in the Media
64%
36%
Non-NGOs Experts
NGOs Experts
CAMPAIGNS
NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA
• What/Who/Why gets coverage?
NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA
a) experience with the media (or media training)
• b) ability to communicate in short messages and/or giving concrete examples
• c) interesting topic
NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA
• d) availability/interest to communicate
• e) very specific (narrow) subject of expertise
• f) personal contacts/renomé
NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA
OLD MEDIAPrint
TelevisionWire agency
Radio
NEW MEDIA
Website (sometimes not updated)
BloggsE-newsletter (PDF)
Mobile phonesE-mails
NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA
NEW MEDIA
• - Web conferences• - Skype• - DVDs• - e-petitioning• - Facebook (invitation)
NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA
PLANS/WISHES
• Web manuals (Education, Tools)• Crowd sourcing (Wisdom of the Crowd)• Virtual database system• Viral marketing/communication• Podcast
NGOs COMMUNICATION OF PUBLIC ISSUES IN OLD AND NEW MEDIA
Why not new media?
• Lack of staff/time – Key Individual!
• Lack of ideas
• No need?