NGOs and the Importance of Media

NGO Playbook

I wanted to tease out some constructive ideas for NGOs in their dealings with the media.

1. The media are among your most important allies . Contrary to the views of many, the media are not out to get you. They are looking for stories, whether it's something new, important or interesting.  They are looking to be first, to set the agenda, to build an audience or make money. They can help you push your agenda, create social or political pressure, clarify misunderstandings or provide an alternative viewpoint. But you have to be on your game.

2. You must be proactive. Go after them. Don't wait to be contacted. If you haven't already, build a database of media that can be useful to you, from key editors and reporters to bloggers and influential commentators. Identify those who you perceive to be the most useful or relevant to your outreach.

3.  Identify your outreach strategy and goals. Choose your audience. What is the story, why is it significant and how can the media verify the information? Make it compelling. Every day assignment editors get material sent to them that makes them think, "Are you kidding, you expect us to do a story on this?"

4.  Create your core messages. You need to do copious preparation and research; you need to take control of the dissemination process, whether it's through traditional media or social; and you should know what your critics are saying about you and how to counter.

5.  Hone your presentation. Learn how to write clear and clean news releases. You put the news up front in the first line. When you deal with assignment editors and producers, it is not a story with a beginning, middle and end. The sexy bit comes first. Rehearse and practice what you'll say on radio and TV. Frame your message and time the release.

 6. Respect the responsibilities of the media: ethics, credibility and impartiality. You do not "use" the media -- you work with them. If you expect to build a good relationship with the public, you need to work effectively with the media. Respect their boundaries - they don't expect you to be impartial but they do expect you to be honest.

7.  What happens when you become the news outlet, as is the case when you use social media?   As NGOs, you have your own agendas, and in the past you were not expected to hew to journalistic standards of impartiality and objectivity. But when you use social media, be mindful that use standards are evolving. The public may expect more of you in this role.  

8. Develop a risk register.  It is prudent to do a comprehensive risk assessment for the work of your NGO. Be prepared for a crisis. If something happens to or by those under your care, have a checklist of steps ready for you to take. Get all of your key stakeholders in one room to plan your response.  

9.  Be creative. Harness or utilize the media. An example might be to form partnerships with various media outlets.

10. Think big.  And employ steps 1-9!!!

Tough Day for Apple Supplier AAC and Tim Cook

Apple CEO Tim Cook should be raked over the coals for not divulging issues with the Apple Watch this week. According to a report in the WSJ, the issue is with a part called the taptic engine, the part that produces a sensation on the wrist. The newspaper said of the two suppliers, AAC Technologies was found to have produced faulty parts. That might explain why the supplier's stock (HKG:2018) has performed badly over the past week, down about 14 percent while much of the HK market rallied. (Parts from the second supplier, Japan's Nidec Corp. apparently did not have similar issues).  And it also explains why production of the watch has been behind schedule, causing a delay of some customers' pre-orders. Back to Apple CEO Tim Cook. Why did he not divulge this in the conference call after Apple's earnings on Monday? Presumably he was well aware of this. In the long run, the supply issue is not likely to plague Apple - think back to snafus with the iPhone 6 and the antenna problem several years ago. But transparency issues with the CEO could mark a deeper issue. Here's the WSJ story:

http://www.marketwatch.com/story/faulty-taptic-engine-slows-apple-watch-roll-out-2015-04-29?dist=afterbell

Robert Downey Jr. walks out of an interview

Normally, we in the media frown upon this, a walkout. You accepted an interview request and you're bound to answer the questions. But there is a line between professional and private endeavors, and sometimes the questions are overly intrusive, given the nature of the interview, and in this case that's what happened. RDJ was there to talk about a film release and deep questions about his drug battles and fighting his inner demons were probably out of place given the moment. There is not a clear right or wrong here but nearly all the comments attached to the video were NOT sympathetic to the journalist. You decide. (start at 03:59)

Is he trying to lose votes?

Nigel Farage manages to insult not only the audience but the BBC. Has he ever had media training? You must be kidding. Whether Mr. Farage likes it or not, the BBC is an institution, perhaps the U.K.'s best known brand. And it never shows much moxie criticizing the audience. The video was removed from our site but you can cut and paste the embed code.

 https://youtu.be/U7DrRDro4So

Does one hand know what the other is doing?

Are Chinese policymakers panicking? Probably not but Sunday's move by the PBOC to cut the banks' reserve ratio requirements by a full percentage point was surprising to almost everyone, and shocking to some. Regulators do not seem to be on the same page.  Just a day before the central bank's chairman, Zhou Xiaochuan, was quoted as saying China's leadership had room to ease but might not need to. And just Friday, the Shanghai and Shenzhen stock exchanges announced measures aimed at curbing the recent rise in stocks (see my earlier blog). We might have been expecting a big sell off this morning (Monday) in mainland and Hong Kong shares but with the RRR cut yesterday any downward pressure will now be mitigated. The RRR cut is the largest since December of 2008. The action on Friday caused futures to tumble 5 percent. What is going on?  For a more nuanced take of the RRR cut read this WSJ article:    http://www.wsj.com/articles/china-central-bank-cuts-banks-reserve-requirement-ratio-1429436676

Oops!

Oops, we missed it! And look out below Monday morning!  Many local Hong Kong newspapers, including the main English daily, completely missed or greatly underplayed a major finance story on Friday. The Shanghai and Shenzhen stock exchanges announced that fund managers could loan shares, thus greatly easing investor difficulties in short selling. Policy makers also banned the margin-trading businesses of brokerages from using so-called umbrella trusts.  The Deutsche X-trackers Harvest CSI 300 China A-Shares ETF (wow, a mouthful) tumbled 5 percent. Stocks on Wall Street and in Europe were sold down aggressively, in part due to the announcement. A betting man would predict a lot of selling pressure on Monday morning in Hong Kong and Shanghai.  From my perch, though, it might seem an opportunity. Short selling hasn't stopped major indices on Wall Street or the Dax in Germany from setting recent all-time highs. But mainland retail investors can be emotional. Can't wait for Monday morning. 

Snarky Interview

U.S. Senator Rand Paul tells interviewer Kelly Evans of CNBC to be quiet. He appears to be angry right from the outset and criticizes Ms. Evans consistently. As you watch the interview, set aside your politics. From a media training standpoint, this is not an effective performance from the Senator, who is considering a run for the Presidency. He is sarcastic and angry, at one point "shushing" the presenter. It's better to stay calm and upbeat, and simply make your points. Nothing wrong with saying, "Your question carries assumptions rather than facts. Here's how we see it." (The exchange is a little long but entertaining throughout.)

Getting Started

We began general media advisory services in December of 2014. After a long career in broadcast journalism, our founder set up Curtis Mediaworks to provide a wide range of media-related services in the Asia-Pacific. Our early clients included Swire Properties, Cathay Pacific, the Airport Authority, the Hong Kong Institute of Bankers, the ICAC, the Hong Kong Golf Club and CS&A. Much of our early work has been in media training but we have also consulted on radio and television projects, digital audio streaming, crisis management and CSR.