Working with the Media Information on using the media for anti-racist activists

It has been argued that modern racism is first and foremost a structural problem rather than a matter of personal prejudice. Institutional change is needed if a genuine solution is to be found. True, but what other way to change institutions than through changing individual perceptions of the world and through persuading individuals to take action against injustices? And if we want to achieve that, is there a better tool than the media?

You may not like the commercialism and sensationalism of many media outlets. That is perfectly understandable. But it is necessary to realise that the media cannot be ignored altogether. They are one of the key pillars of today's society. If you want your organisation to have any impact you need to have good co-operation with the media. And in many cases the media also play a very positive role in the fight against racism!

In numerous European countries a major obstacle in the struggle against racism is widespread denial of the very existence of racism, especially by official bodies. It needs to be challenged by anti-racist organisations working closely with the media to monitor and highlight instances of racism on various levels of society.

The media is an indispensable means for every anti-racist organisation. With this leaflets we hope to provide some basic practical information on using the media by anti-racist activists.



CONTENTS

1. ESTABLISH YOUR OBJECTIVES

2. WRITING A PRESS RELEASE

3. SENDING A PRESS RELEASE

4. LASTING RELATIONSHIP

5. WHO IS THE TARGET

6. EDUCATION

7. WHEN THE MEDIA IS THE PROBLEM...

8. NO PLATFORM FOR RACISTS

9. ALTERNATIVE MEDIA

10. USEFUL ADDRESSES




1. ESTABLISH YOUR OBJECTIVES
When you plan to contact the media you should first think about your objectives. Do you want to arouse their interest in an event you are planning? Do you want them to report something that already happened? Do you want them to expose a racist group using your information? Do you want to encourage them to conduct their own investigation? Make your objectives clear. Mixing up too many things at once may be counterproductive.

2. WRITING A PRESS RELEASE
This is the most common way of notifying the media about something. A few tips:

- An ideal press release should be clear and to the point.

- On top you should write the equivalent of 'press release' in your language, and underneath the date.

- The first line should not be too long and it should include the main news item that you want to communicate and which would be interesting to the journalist.

- The press release should normally not exceed one page A4.

- It should have 'breathing space' on the page. The print should not be too small and it should be double-spaced. If you fax the press release, try out the quality by faxing one to yourself from a computer or the fax of another organisation. If possible, use simple but serious letter paper.

- Do not forget to include your phone number, e-mail address and website so an interested journalist can contact you if they decide to follow up your story.
If you have a mobile phone, you could use that number to be reachable when the press needs you to be.

- Don't make publicity but state the facts.

- Use active language: not 'the food was eaten by the dog' but 'the dog ate the food'.

- A leading paragraph should answer the following questions: who? what? where? when?
- If you have some space left you should think about answering also: why? how?

- Text should be as concrete and precise as possible: statistics, examples and numbers are appreciated and so are quotations and expert opinions.

If you have the possibility, let others read the text. If you have journalists in your organisation or if you know someone who works in journalism, let them proof-read your press release.

3. SENDING A PRESS RELEASE
It is good to send your press release by e-mail but it is not sufficient. Newsrooms receive hundreds of e-mail messages every hour and many journalists are actually increasingly less inclined to read their e-mail at all. Therefore it is still necessary to use the good old-fashioned fax machine.

If there is a particular journalist at the paper/radio/tv station that you think would be likely to get interested in the story, remember to put his name on the faxed release. Try to send it early enough so they have time to read it and there is still some space/time in the paper/news programme.

But again, a fax is often not enough either. If you have the time and energy it is usually good to follow up the faxed message by making a direct phone call to the journalist making sure he/she received the fax and asking if they could use the story. Even if they don't do it this time, it may bear fruit at another opportunity. It is possible they will remember you and your organisation when you send them another release in the future. They may also contact you directly, e.g. asking for a comment, if they work on their own story dealing with racism or xenophobia.

4. LASTING RELATIONSHIP
If you manage to build a longer term working relationship with the media, it will be beneficial for both sides. Sometimes the editors need to fill a set amount of time or pages and are often short of stories to use. Once they know you as a reliable source, you may receive more regular reporting. It is also good to be able to meet the journalist in person. When they have met you and trust you as a person, it is more likely they will trust the message you want to put across. As a rule don't be rude to media representatives. Remember that the journalist is a human being, even though it may not initially be your impression. It is absolutely vital that you keep an ordered database of all the media contacts you have.

Collect all the press cuttings and keep them in order. They may prove indispensable in the future, e.g. when you apply for funding. Do not forget to write the date and title of the paper on the article. It may be very useful to keep an additional written list of all the press coverage you had. It can also be beneficial if you try to record all the television and radio programs with your group's participation. A good archive is very important!

If you find newspaper cuttings of either your own activities, or about anti-racism and related issues, note the name of the journalist and send your next press release directly to him.

5. WHO IS THE TARGET
Remember the media usually works according to the constraints of the market and it is dependent on its target groups. When planning your press release you should try to present the news item in a way which might be attractive for the kind of audience the media have. For some of them a photo opportunity is almost a necessary condition if they are to report anything. You can suggest a photo opportunity or even provide them with your own good quality photos.

The national media are usually the most difficult to work with. They have a lot of stories to choose from and it is sometimes hard to convince them that your anti-racist activity is worth mentioning. On the other hand, the local media is usually much more open to co-operation, and especially grass-roots groups can benefit from that fact.

If you have a special news item, e.g. about a 'Music Against Racism' festival, do not forget to make it known to the media which has a potentially especially interested audience, i.e. youth and music papers. Do not focus on the big media only. Some smaller outlets, e.g. those of ethnic minorities, may not have a mass impact but they reach those who would like to learn about your news. In some countries the fanzine scene is relatively strong. If you make your material available to them, they may also pass it on to their readers. Thus, if you run an anti-racist sports campaign, do not forget about the 'zines of football clubs.

You can also try to reach the international media, especially if your activity has an international angle, which is often the case with anti-racism. Sometimes foreign media might be more interested in certain topics than the national media. You can use it afterwards to influence the latter. E.g. it is very practical to use international reports of UNITED campaigns on 9 November or the Week against Racism in March to illustrate that your activities form a part of an international campaign and your organisation is a part of the international anti-racist movement.

If you appear on the radio or television, be precise and concise. Such media often operates on the basis of "soundbites", short memorable phrases. You should be prepared to deliver your most important message in 10 seconds. If it is on TV remember the visual impression is equally important (some would say even more important...) then the actual verbal message. You may use it to your advantage if your event is visually attractive. When preparing for an interview try to think of the possible questions, even those you would not like to hear.

If a journalist asks you completely irrelevant or stupid questions, try to answer with the information that is relevant to you: remember what the '10 seconds-message' was and give that as an answer.

6. EDUCATION
Try to increase the journalist's awareness of the topics you are dealing with. A lot of them have the same prejudices as large sections of each society. Despite their professional background a lot of them might not have a chance to look at the problems from a different angle. Journalists need to be encouraged to go beyond the mere facade that racist groups may suggest, e.g. members of the extreme right often pose as advocates of 'law and order' while their leaders may have had numerous criminal convictions themselves for stirring up racial hatred, attacking people etc.

If you don't educate your journalist, who will do it for you? There are good examples of co-operation between anti-racist NGOs and journalists' unions as well as with schools of journalism. Joint training sessions are an option to explore. This way young and/or future journalists can be trained and advised how to report various issues in a non-racist manner and how to deal with difficult topics of race and ethnicity in general. Their education in the field of accurate and sensitive covering migration and asylum issues seems particularly pressing in many countries.

7. WHEN THE MEDIA IS THE PROBLEM...
The media can be part of the solution but it appears it is quite often part of the problem. It is enough to give the example of the Austrian daily newspaper "Neue Kronenzeitung", which has the biggest share of the national market in the world. Because of its routine indulgence in xenophobic themes, it has been listed among the main factors in the racist Freedom Party's rise to power. In some countries there is a well-developed spectrum of the extremist press and radio stations such as the notorious Radio Maria in Poland. In Russia, the state television has played an important role in stirring up hatred against the Chechen people.
You can set up your own monitoring of intolerance in the media.
Unfortunately, dealing with hostile media is also part and parcel of anti-racist work. Vicious smears about some particularly effective anti-racist organisations have been circulated. Do not get dispirited when you are attacked in the media for no apparent reason. It may actually mean you are doing good work and your enemies are becoming desperate.

The journalists are also responsible for their actions. Do not waste your time speaking to a biased journalist who is known for conscious distortion of facts. By sharing information with a dishonest journalist you may end up playing into the racists' hands.

If the media gives false information on your activities you should ask for a rectification. In most countries they have a legal obligation to publish it. In an extreme case of ill will on the part of the media you may consider a legal action. Unfortunately, this is often a costly option. You can also use another media to give your side of the story, e.g. by sending a letter to a rival newspaper, and/or (as a 'minimum' option) by publishing the true story in your own media (see the paragraph on the alternative media below).

8. NO PLATFORM FOR RACISTS
Do not be led to participate in public debates (e.g. on the television) with activists of racist-extremist organisations. It gives them credibility and a sense of legitimisation in the eyes of the public if the racists are treated on an equal footing with proponents of other views. It also undermines the profile and the self-esteem of your own organisation if you treat racists as partners for discussion.
On the other hand do not hesitate to react if mainstream politicians and journalists in a public debate in which you participate bring up racist arguments. By staying silent we condone such xenophobic discourse.

9. ALTERNATIVE MEDIA

If the mainstream media are difficult to access or if you feel a need for a more regular and/or specialised source of information on your activities and the problems your group is concerned with, you can create your own, alternative media outlet in the form of a newsletter, a magazine, an e-mail list-serv, a web site, or even your own radio station. If your magazine (or website etc.) manages to obtain certain reputation as a reliable source, it is very likely that mainstream journalists will turn to it for stories and data for their own articles, which in turn is good promotion for your organisation.

If you think you lack resources or experience to start your own entirely new media you can try to use another channel. It is sometimes possible to reach an agreement e.g. with the editor of a trade-unionist paper to have a regular section devoted to anti-racism published by your organisation on their pages. Another possibility is to agree on a regular radio programme to be broadcast on a youth (or community-based) radio station. You can also approach other anti-racist organisations and propose to join forces in order to produce a joint newsletter or a magazine.

It is very important to remember to include the victim's perspective whenever reporting racist attacks in the media. The media often overlooks the fact that racism destroys real people's lives. On the other hand, all too often the culprits remain mysterious forces of evil. Don't let them remain anonymous. Name them whenever it is possible and legal.

If you experience problems such as threats or harassment because of exercising your right to free speech, you should report it to a journalist union or another organisation monitoring free speech in your country. It is very likely they will support you, especially if they already heard about your organisation.

Working with the media usually has its ups and downs but it is worth your attention.

10. USEFUL ADDRESSES

International Federation of Journalists
266 rue Royale, B-1210 Bruxelles, Belgium
phone +32-2-2232265, fax +32-2-2230343
e-mail ifj@ifj.org, http://www.ifj.org/
On the website you will find links to all unions of journa-lists that are member of this international federation.

AMARC - World Association Community Radio Broadcasters European Region
15 Paternoster Row, GB-Sheffield S1 2BX, Great-Britain
phone +44-114-2210592, fax +44-114-2798976
e-mail europe@amarc.org, www.amarc.org/europe
AMARC has co-operated with UNITED several times to pro-mote the European-wide Action Week Against Racism. The organisation is committed to anti-racism and working with and for black and ethnic minorities.

Index on Censorship/ Writers & Scholars International
Lancaster House, 33 Islington High St.
GB-London N1 9LH, Great-Britain
phone +44-171-2782313, fax +44-171-2781878
e-mail contact@indexoncensorship.org
http://www.indexoncensorship.org/
This organisation works on issues related to freedom of speech and journalism, but is not against measures to combat hate speech as such. Their publication 'Index on Censorship' is excellent.

Resources on Internet:
www.kidon.com/media-link/index.shtml
http://www.icare.to/
http://www.multicultural.net/

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UNITED for Intercultural Action
European network against nationalism, racism, fascism
and in support of migrants and refugees
Postbus 413, NL-1000 AK Amsterdam, Netherlands
phone +31-20-6834778, fax +31-20-6834582
info@unitedagainstracism.org, http://www.unitedagainstracism.org/