Transcript European Media and the Rise of Islamaphobia

Communication & Media
(In an Ideal World)
AMSUK ANNUAL CONFERENCE
LEICESTER
APRIL 2010
Disclaimer
All images used here have been taken for the purposes
of this presentation only and are widely available on
the web
What do you get from this picture?
Communications
 Why do it ?
 What do we mean by
communication?
 What are the
different types of
communication
methods?
Purpose of Communication
Get your message
across to others
(effectively)
2. 2 way process – sender
and receiver
3. Message is only
successful when the
sender and receiver
perceive it in the same
way
1.
Achieving Clarity
What do you want to
deliver?
SENDER
MESSAGE
How do you want to
deliver it?
FEEDBACK
Know:
•Your subject
RECEIVER
CHANNEL
Verbal and non verbal reactions
which ensure whether the
audience has understood or not
CONTEXT
•Your audience
•Context
The
audience
with their
actions
and
reactions
and
feelings
The situation in
which your message
is delivered
Barriers to Communication
Too long / disorganised /
errors
SENDER
MESSAGE
Wrong method of
communication
FEEDBACK
Ability to get message
across / lack of insight
to communication
process / lack of
emotional
management / not
assertive /
defensiveness
RECEIVER
CHANNEL
audience
background /
culture
No means of feedback / lack of control
/ offensive and emotional / inattentive
listening
CONTEXT
Too much information
being sent too fast
Forms of Media
 Mainstream - TV, Radio, Broadsheets
 E-media - Internet, Mailing Lists, Websites Blogs, Chat, Youtube
 Advertisements / Magazines
 Citizen Journalism – Mobile Phone Uploads, SMS, Online Posts, Personal
Blogs, Letters
 Community Journalism – Community Newspapers / Media, Newsletters,
Leaflets
 Collaborative Journalism – More interactive (Wikipedia style)
 Graffiti, T-Shirts, Tattoos, Photos, Cartoons, Film, Drama
 Social networking - Twitter, Facebook, Myspace
The Importance of Images (1)
The Importance of Images (2)
The Crucial Role of the Mainstream
Media
 Mass production of influence
on public opinion
 Acceptability, credibility and
legitimacy
 The ‘whole story’?
 Access: Who gets to have their
say?
 Accountability & Regulation
Essential Objectives of Media
 Tell a story:
Inform
Report
Cover
Analyse / Opinion
Educate (?)
By-Products of Modern Media
Educate
Communicate
Entertain
Propagate
Instigate Change
Importance of Media
 The essential nature of Da’wa
 Effective and efficient means of delivery
 Instant broadcast and transmission
 Absence of borders, obstacles & restrictions
 Infinite broadcasting space
 Affordable
Hidden Elements of the Media
Proprietors
The Markets
Government Influence (or Control)
Context
The Context
History
Current and Landmark Events
Over-riding Perceptions
Power Dynamics
Problems In Coverage/Reception
 Little appreciation of historic,
geographic and demographic
dimensions
 Cultural Vs. Religious
 Overlapping Identities (Arab,
Asian, Pakistani, European, etc.)
 “Lost in Translation”
 The “Photoshop Effect”
 Volume of presupposed knowledge
and stereo-typical material
Facts to be considered
 The quantitative explosion in ‘Alternative Media’,
including the Internet and Mobile Phone uploading
have made news and debates more accessible than
ever before.
 The link between Media establishments and the
markets.
 Media cannot be isolated from others dimensions of
society including government, public attitudes, etc.
Positive Aspects
 Increasing number of Muslims working within
mainstream and alternative media
 Increased understanding of Islam and Muslims
amongst European media professionals
 Louder and more effective Muslim voices within
mainstream and alternative media
 Islam becoming recognised as one of the main
religions of Europe
Necessary Steps
 Increased awareness and education among all public
authorities and services
 Increased visible proof of Islam and Muslims in
Europe
 More effective discourse by Muslims on issues of
common concern
 More research and surveys as to the impact of Media
coverage on rise of Islamaphobia
PART 2
The Need for Media Strategy
 ‘Public Opinion’ is not one monolithic
entity, but rather a diverse array of
trends and tendencies.
 Utilising the media through real events
 Dealing and interaction with all
elements of the media world
 ‘He who isn’t with us…is not
necessarily against us
The Perception Test
Perception Test
Media Plan: Aims and Objectives
 To inform
 To publicise and promote
 To lobby for change
 To influence Public Opinion
 To defend the wronged
 To show support
 To use-up vacant media space
The Strategy
 Develop your organisational vision
 If you don’t know where you are going, you will end up
somewhere else’ – Yogi Bear
 Outline the organisational plan and goals for
working with the media


SMART(ER) –Specific Measurable Achievable Realistic
Timebound (Extensive Reviewed)
SWOT – Strengths Weaknesses Opportunities Threats
 The Media Strategy Questionnaire
 See Section 2 (page 17) of the Media Guide
The Media Strategy Questionnaire
 Strategic Questions
 USP
 Vulnerabilities
 Human Resources
 Contingencies
 Long Term Message
 Narrative & Relevance
 KISS (Keep It Short and
Simple)
 Practical questions
 Budget
 Skills
 Agenda
 Different types:
 News
 Features
 Targeting the approach
 Accessing the media
The Basic Elements of a Media
Strategy
 Getting to know the Media
 Media Monitoring
 Developing the message
 Media Response
 Feedback - Performance Assessment (KPIs)
Getting to Know the Media
 Developing a rapport / networking
 T.V.
 Radio
 Newspapers
 Magazines and Journals
 Internet websites
 ‘Alternative Media’
Getting to Know the Media (2)
 Main Editors
 Reporters
 Presenters
 Columnists
 Analysts and Experts
 Proprietors
Media Monitoring
 Coverage of my own
organisation
 Coverage of country and the
region
 Coverage of the opposition
 Reports of important issues
The Constituents of the Media Message
News (Content)
Images
Discourse
Developing the Message
 What is the message?
3 facts to be considered
 5 w and 1 H
 Method of Delivery
 Audience
 Relevance of the message
 Type of Message:
 News
 Features
 Investigative

Media Response
 News Reports
 Press Releases
 Action Alerts
 Letters to the Editor
 ‘Phone-ins’
 Interviews
 Audience Participation
Press Releases
 Short, Sharp, To the
Point (KISS)
 Distribution
 Timing
 Follow up
 photos
Letters
 KISS – less is more
 Accuracy
 No jargon
 Avoid generalisations
 No metaphors / similies
 Avoid insulting




/ slang
Complain / Compliment
Write with a cool head
Plan the letter
Know the newspapers
 Punctuation
 UK English / American
English
 Patience and
perseverance
Tips for Interviews
 Calmness
 Planning
 No Off the Cuff
 Don’t answer
leading questions
 Appearing on TV
Feedback
We must encourage
feedback of all sorts
and from all sectors of
the public.
Remember…you are
more likely to learn
from the criticism more
than you do from the
praise.
Assessing Performance
 KPIs
 Effect on issue or policy
 Change of Public Opinion
 Type and quality of feedback
 Immediate and long-term public reaction
 Volume of media appearances
Vital Resources
 Awareness and understanding
 Sound and clear language
 Ability to respond instantly
 Good and sound research
 Professional appearance and performance
 Continuous Development
Media Toolkit
 Pre-planning check list
 Determine news outlet
 Language and approach
 10 commandments of the media
officer (page 43 of the media guide)
And Finally…
 Sincerity (true and correct Niyyah)
 Reliance on Allah
 Doing our utmost
 Abiding by Islamic boundaries
‫والحمد هلل رب العالمين‬