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HIFC
Update
Humanitarian
Information Facilitation Centre (HIFC)
November 29, 2010
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Getting
Heard: HIFC strengthens communicative capacity of humanitarian NGOs
"It is
critical for development organizations to have media strategies
instead of operating on ad hoc basis," - was part of
the message imparted in a media literacy workshop recently organized
by the Humanitarian Information Facilitation Centre (HIFC).
Representatives
from 10 humanitarian organizations convened for a media literacy
twoday workshop at a Harare hotel. The main objective of the meeting
was to strengthen their communicative capacity including understanding
the operations of and engaging effectively with the media in strengthening
their work and ability to effectively reach their audiences.
The workshop
targeted press officers and individuals handling media relations
in their organizations.
A rapid appraisal
was conducted before the workshop to assess and determine their
capacity needs in terms of dealing with the media. Findings from
this survey informed and ensured that content for the workshop was
tailor made to address the identified needs. Majority of the interviewed
organizations expressed various grievances concerning the conduct
of the media.
The survey produced
key issues where some organizations felt that the media were notorious
for quoting them out of context; hence their media strategies had
been reactive and not proactive, avoiding gratuitous publicity.
Others felt
that the media had a general disinterest in humanitarian issues,
and did not give such the space they deserve. Engaging the media
in good faith often resulted in criticism and negative publicity
on well intentioned projects, and the current landscape made it
difficult for media to play their role without incentives.
In addressing
these concerns, organizations were taken through practical steps
of developing media strategies. Key observations were that organizations
needed to dedicate financial and human resources to communications,
media and outreach efforts because communications are just as important
to the welfare of organizations as programming.
Organizations
should also respond efficiently to media enquiries and have clear
sources whom the media can contact.
It was also
noted that increased interaction with media through developing regular
contacts in media houses, facilitating field visits and timely responses
to enquiries are essential to the organizations not being perceived
as hostile.
It is important
for organizations to have individuals handling their publicity who
are experienced in media and communications.
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