Working together to protect and respect refugees- How to involve the media 6 October 2010

Why can the media help you? Because there is something you want to change Because there is people in position of power to make the change you want Because seeing the issue covered in the news may convince decision makers to feel that the topic is a priority and that they are expected to act on it

How can the media help you? What do you want to change What is the problem What is the solution + The environment Who can make the necessary change How to reach them How to say it to convince them to act Evaluation

What do we want to change: ECRE’s goals ECRE will work to influence the realisation of an accessible Common European Asylum System at the highest standards of protection Influencing new legislation Influencing the implementation and interpretation of current asylum legislation

The environment we work in Policy & Politics environment Economic crises Increased public anxiety about immigration - >> Political desire to “appear tough”: trend to more restrictionist immigration measures Media environment Economic crises >> Reductions of staff >> General decrease on the quality of journalism

Who can make the necessary change? European Commission, exclusive right of legislative initiative EU Council of Ministers and European Parliament – colegislators Implementation: EU Governments / European Commission, power to initiate infringement procedures

How to reach them

PRACTICAL EXERCISE (I) 1.What is the problem 2.What is the solution 3. + The environment 4. Who can make the necessary change - Identify who can make the change you need - Which media they read or watch? List your target media

PRACTICAL EXERCISE (II) 5. How to reach them: Which tools you are going to use to reach them Press Releases Talk to journalists (interviews, media enquiries) Letters to the Editor Paid print ads Internet / blogging

PRACTICAL EXERCISE (III) 6. How to say it to convince them to act a)Why your story is newsworthy? Why would people be interested in your story? –Is it new? It has just happened? –Is it extraordinary? –How many people are affected by the story? –Proximity: Is the story happening near your public? ( –Conflict, controversy –Human interest / emotion b) Who is saying what you say? Get support for your message c) Timing: the broader agenda

Material for the press Information in descending order of importance No more than 2 / 3 messages Short title “Inverted piramide” The 6 Ws : What, Who, Where, When, Why, hoW Why your story is important Supported by concrete examples + facts & figures (i.e. findings from research); quotes; interview opportunities KISS: Keep It Short and Simple. Don´t use long words and long sentences. Use mainstream language, avoid jargon

Ana López Fontal