PUBLIC EDUCATION AND WORKING WITH THE MEDIA
Thinking Globally, Acting Locally A practical challenge to implementing an MEA is that national agendas usually prevail over the international agendas If the public is not sympathetic to the aims of an MEA, implementation can be problematic Accordingly, public education and working with the media can help to align national interests with global interests (including MEAs) 2
Public Awareness and Environmental Education Various goals To inform the public To encourage the public to care about an issue To foster a sense of responsibility and proactive environmental citizenship To mobilize the public to act To give the public the information that they need to act effectively and appropriately Audience Public at large Regulated community Certain sub-groups (e.g., youth, women, elderly, etc.) Regulators Others? 3
Targeted Messages The messages can be designed and targeted to specific groups It is often more effective to target specific audiences with tailored messages and information As each audience is identified, the challenge is to gather information and create messages likely to persuade that audience The type of audience will also determine the strategies (language, media, etc.) used to reach them 4
Framing an Environmental Message Use familiar words and short sentences Communicate the basic message so that it focuses on values, rather than in technical terms Keep the message simple Develop a common message Be consistent in communicating your message Test out the message on people who do not work on the issue Use examples to illustrate your point Explain why a particular action is important Give credit where credit is due 5
Scope of the Message Messages could address Specific issues the threats of specific pollutants, the importance of a particular protected area, the threats of climate change Relevant laws and regulations People s rights, interests, duties and responsibilities Social, economic, and environmental costs and consequences of non-compliance 6
Types of Approaches Can include any of the following types of activities: Reorienting current education and awareness programs to include environmental dimensions Basic education and awareness programs (e.g., in schools) Adult and community education and awareness programs Education, training, and awareness programs for professional, technical, and vocational personnel 7
Potential Effect of the Media Press coverage Can have a powerful effect on how the regulated community conducts its environmental affairs The prospect of bad publicity stemming from media coverage of environmental violations can deter misconduct, sometimes even more than the fear of penalties The prospect of positive media coverage highlighting a company s or industry s good environmental record can serve as a strong incentive NOTE: The public may sometimes be more familiar with global environmental problems than their own national problems 8
Working with the Media (1) The national media includes newspapers, journals, radio, television, and the internet as well as traditional channels of communication DO NOT FORGET about local media, including community radio The risks from not educating or working with the media could be high Media coverage can support public education Carries information to a large audience Can be a powerful ally in educating the public on environmental issues The Government, NGOs, and others may use the media to disseminate information and sensitize the population 9
Working with the Media (2) Capacity building efforts can include Training to provide journalists with basic environmental information on a specific topic or general environmental information Information centers that are accessible to the media and to the public These centres may be run by a governmental agency, university, or NGO Networking (e.g. of environmental journalists) 10
Working with the Media (3) The media is expanding With technological advances, ordinary citizens (even in developing countries) increasingly fulfill journalistic functions using Internet tools such as Blogs YouTube Google Web sites Listserves etc. 11
Using the Media to Help Implement an MEA Public education efforts including those engaging the media to implement an MEA can draw upon resources developed by other countries and by the international community E.g., Ozzy Ozone (developed in Barbados) 12
Engaging the Media to Promote Community Action Media campaigns can gain prominence by involving key public players, decision-makers, and opinionbuilders The media campaign by Al Gore on climate change has become emblematic There are many other regional and local examples 13
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Strategies for a Successful Advocacy Campaign (1) Target distinct, influential groups people who have been directly affected and their representatives opinion leaders government officials the media Many leaders are more likely to support an environmental initiative if they believe that the public agrees 15
Strategies for a Successful Advocacy Campaign (2) Respect the power of the media: The media can educate (or misinform) the public about the need for a proposed policy change or action Design your campaign using irrefutable facts (scientific, economic, etc.) An educated public is more likely to express their support for the campaign s goals to community and national opinion leaders 16
Strategies for a Successful Advocacy Campaign (3) Successful media plans usually follow a process Start by defining the role of the media in the advocacy campaign Reporters can provide interviews to help raise public awareness of environmental issues and build public support Consider what kind of media attention will support the advocacy goals and how to generate that attention The right message at the wrong time can hurt an advocacy campaign Be as precise as possible Be strategic about the audiences that the campaign must reach. Newspapers are popular and relatively inexpensive Working with a reporter on a story or asking a newspaper to cover an event can provide free publicity Defining the audience also suggests which media might be most effective 17
Strategies for a Successful Advocacy Campaign (4) Choose the message carefully To build public support first consider the characteristics, interests, and opinions of the intended audience then present the issue in a way that is most likely to generate support and action from that audience Make sure the information is interesting and persuasive Selecting a message should not mislead the public or create false expectations Always tell the truth in public education efforts Being untruthful can lead to a quick loss of credibility 18
Strategies for a Successful Advocacy Campaign (5) Determine what activities to hold and what materials will be needed Decide when, where, and how to work with the media Designate one or more spokespersons to work consistently with the press Cultivate relationships with reporters Reporters work on short deadlines and value contacts who quickly and promptly give them information for the story on which they are working Building a reputation as a reliable expert assures that when the spokesperson calls the reporter to suggest a story, the reporter will be likely to listen Always have some basic information or fact sheets available to give reporters 19
Strategies for a Successful Advocacy Campaign (5) Evaluate the press campaign Keep track of how the media covers your issues This can help you to improve media outreach Set realistic expectations This helps you to understand and evaluate press coverage An advocacy campaign cannot control what the media reports. It can only provide reporters with information and a key message hoping it will appear in the final story. Success is measured in how well the campaign influenced the final product. Are you effecting change? A news story should not only educate the community about an issue, but also heighten public support for solutions Keep a record Copies of press coverage that mentions advocacy efforts, records of materials created for the press, and information on contacts with members of the press This can provide a sense of how well the campaign is working with the media 20
Environmental Education Integrating environmental issues into educational programs Can be integrated into existing courses and disciplines, or Can be taught as its own subject Agenda 21 sets forth extensive provisions on environmental education has influenced reform of educational systems and practices in many countries Accordingly, environmental education is being introduced into the curriculum from pre-school through higher learning 21
Educating Community and Traditional Leaders Why is education of community and traditional leaders important? In working with such leaders, pay particular attention to: Language Educational materials may be more accessible if they are in the local language. Translation can greatly increase the costs, but it may be necessary to consider limited translation to make the material accessible. Using clear and plain language The materials should be easily understood. Use short sentences, simple words, and active verbs. Literacy Posters, radio presentations, and other approaches may be advisable if the local population (or leaders) have limited literacy. 22
Other Activities to Educate the Public What? Hold a community event to provide information Go where the audience is Ask to participate in events that other organizations are planning (hand out materials, meet with people, etc.) Give presentations at local meetings Distribute materials and talk to people about the campaign Ask opinion leaders to talk to their friends, family, and community about the issue Write articles about the advocacy effort for newsletters Why? answer questions respond to concerns encourage broader community participation 23
Exercise Identify a specific local or national experience with an MEA (campaign, controversy, etc.) that received significant media coverage. How effective was the campaign? What were the results? What were the problems? 24