1. The role of media in SOCIAL CHANGE
24th June 2013

2. Despite or Inspite of Everything
We RISE and We SHINE

3. BEING THE CENTRE
WOMEN & CHILDREN
SOCIAL
ECONOMICAL
POLITICAL

4. MEDIA
For many years the media has been influencing our lives. Intellectuals and activists have been critical of the negative impact of the media on the society and blaming them for not providing enough space or air time for issues they consider important and instead focused on violent or political led items. And it is a fact that non-governmental organisations find it hard to get their issues into the news as they don’t have the resources to hire PR BUT NOW YOU HAVE SOMETHING YOU WANT TO CHANGE OR TURN AROUND HOW DO YOU DO THAT?

5. YOU cannot attain much without the media or without good relationships with journalists. You need to embrace the strength of the media to target audiences

6. WHY MEDIA BECAUSE IT WORKS:
Watchdog:This role requires the media to provide a check on powerful sectors of society, including leaders within the private and public domains. Investigative journalism, in particular, can uncover issues and monitor public interests.
Gatekeeper :This gate keeping role is often regarded as important in allowing citizens make an informed choice.
AGENDA - SETTER: The media outlets act choose the material that people should think about in their daily lives, selecting what is most significant information for the average Citizen to know. The extensive amount of information that citizens receive sends them a clear message: these are the important issues, and this is what you should be considering…..

7. IT WORKS BECAUSE IT IS THE STRATEGIC USE OF THESE TOOLS:TV
Print
Radio
Photographs
Social Media
To promote public debate, and generate support for changes in norms and policies. The manner in which policy makers and the public understand and resolve the challenges faced by communities, is guided by the quality of information available to them. The media, as a primary source of information, play a very powerful role in shaping the dialogues that eventually lead to policy change.

8. E.G CHILD MARRIAGE: ISSUES AT HAND AND WHAT NEEDS TO BE KNOWN AND ACTED UPON
Decreased economic autonomy or contribution
Increased risk of maternal mortality
Increased infant mortality
risk
Low economic & social status
Early child bearing
Education is
Prematurely ended
HIV/AIDS

9. THE ISSUE: Child Marriage
Tell why you want to end it – its effects: health, education and development. You have to start thinking of the different messages to the different audiences – the message has to simple and friendly. For the journalists – add sensitization to the 5Ws and H, to the editors, other stakeholders and policy makers inform and call for action.
To convince each party craft your message to suit that audience and be consistent. Should a news event touch your project, write a release and don’t send it at 5pm expecting it to go in the morning, because at 5pm the layout is being done – know the media to target and what times to reach them

10. WHERE IS THE MEDIA IN YOUR PLANNING?
ISSUES AT HAND
How can organizations effectively use the media for maximum impact?
What is your goal and why is it your Goal?
What to do you want to say?
How are you going to package what you say?
Who are you going to use to say what you want?
How are you going to say what you want to say?
WHERE IS THE MEDIA IN YOUR PLANNING?

11. WHY MEDIA IN Social Change
The media : Informs all the players, Influences opinion, and Involves the affected and those who can bring change
You focus on the media at the Start of a project/campaign, at each stage so that you reach your goals
Through the media you Set the Agenda, Shape the Debate and ADVANCE a policy

12. THE POWER OF MEDIA & THE KNOWLEDGE TO USE IT

13. MEDIA
To move from this
To this

14. SOME QUOTES
One of my goals upon becoming Secretary of State was to take diplomacy out of capitals,
out of government offices, into the media, into the streets of countries.
Hilary Clinton, American politician and Diplomat, 67th US Secretary of State, 2009 to 2013.
Fortunately, we have help from the media. I have to say this………. no matter what people
may feel about my husband's policies or what have you, they care about children and
that's been good to see.
Michelle Obama, American lawyer and writer, wife of the 44th and current US President &
first African-American First Lady of the US.
The media's the most powerful entity on earth. They have the power to make the innocent
guilty and to make the guilty innocent, and that's power. Because they control the minds of
the masses.
Malcom X, African-American Muslim minister & human rights activist.
Were it left to me to decide whether we should have a government without newspapers,
or newspapers without a government, I should not hesitate a moment to prefer the latter
Thomas Jefferson, 3rd President of the USA

15. THANK YOU FOR LISTENING