Experiences in Working with the Mass Media AFP TANZANIA TEAM

What Did We Do? (2011-2012) Worked through journalists’ association; Trained journalists from all walks of life – freelancers, big & small media houses, public and private, junior and senior – Oriented editors on FP Facilitated journalists’ field visit to cover FP Engaged them in press conferences; shared press releases; information packages (by FP partners including AFP) Invited journalists to cover FP meetings (some of whom were less informed about the FP issues).

Working with Mass Media 2010-2012 “During the period under review, Public education on family planning, including the proper and safe use of contraceptives and the need for men to support the idea, was reasonably well covered. The coverage was mostly in the form of feature stories and news stories, the major sources being activists and health experts” (Media Council of Tanzania Quarterly Monitoring Report Pg 27)

Sustaining Media Focus: Key Challenges Keeping Family Planning “hot”, “interesting” or “relevant” for journalists; Media houses functioning vs FP partners expectations – (coverage of issues when needed may not happen); Getting same journalists to FP capacity building sessions for continuity – (depends on assignment of the day); Inadequate analytical skills - Reporting vs analytical pieces Journalists not contracted by media houses – FP articles, programs may or may not be carried; competing journalists priorities (should they spend time in a training or a news beat that will earn them cash & visibility?)

What did we Learn? Maintaining journalists’ commitment to FP/RH topic difficult given current issues/more saleable issues; Workshop/events- generated FP coverage – fizzle out with time; Connecting journalists and FP experts is a continuous exercise; Costly, (at times); FP may not be a core concern of senior editors (packaging the ask is critical); Inadequate coordination among FP partners in media advocacy (weak message/media opportunistic behaviour/poor coverage); Journalists expectations on financial rewards vs knowledge gain;

Best Practices: Some Tips 4. Utilize avenues to generate and sustain editors support (core concerns) Packaging FP, an economic agenda 5. Flexibility, Sensitivity & Sustained Different media houses may handle FP differently (public vs private media) 1. Journalists Capacity strengthening - Continuous flow of information, evidence, data, analysis; 2. Timing - for maximum/ sustained attention Hard to get media attention pre-elections During parliamentary sessions 3. Strive to build partnership for mutual accountability Nurture media relations, be responsive

Think Marathon, Not Sprint Smarter decisions will be made by thinking of the long-term strategy, instead of the short-term gain.