Uncovered: assessing media and communications needs ... - ICAR

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5.3 Training needsThe research identifi ed a huge appetite for training in both media and communications. Giventhe range of organisations that exists, and their varying experiences and training in media andcommunications, it is not possible to prescribe what is needed across the board or even in eachsector. Infrastructure and local support organisations should be consulted about what is needed ineach area.As a starting point, the current alienation of many of these organisations and indeed their widercommunities from, and lack of trust in, the mainstream media suggests the need for a degree ofbridge-building and awareness-raising. This should not necessarily be seen as a one-way process. Astrategy should be developed in collaboration with journalists, media proprietors and representatives.This is particularly recommended in relation to Muslim, refugee and migrant worker organisations.In addition, despite the general interest shown in media and communications training, there appearsto be a widespread need to raise awareness of the strategic importance of the issue in the widercontext of organisations’ activities and development. More specifi cally, individuals across all sectorswere keen to learn how the media works and what it is that makes journalists ‘tick’ – how and whythey select the stories they do and how ‘outsiders’ can turn their own issues into headlines. Refugeesand migrant workers also singled out the need for help in writing for different audiences, particularlyaccommodating those for whom English is not their fi rst language.Linked to this is the need for practical help in responding to media enquiries and coverage. Somegroups and individuals said they rebuffed approaches from journalists out of fear of their own lack ofpreparedness and suspicion about how their interests might be (mis)represented.There is widespread demand for training and ongoing support in the area of new technology –whether using computer techniques to improve electronic and paper publicity, or maximising thepotential of the internet to communicate with a range of targets.One rapidly growing area of expansion is in web-based television and video outlets and communitygroups could benefi t from training in this area. There is a large potential market for home-made fi lmsproviding information, news and opinion and they should be encouraged to seize this opportunity.5.4 Training deliveryA key factor in getting training to the people who need it is its promotion and format. It is importantthat courses are designed with the involvement of representatives from the respective individualsectors, and targeted and advertised in consultation and maybe partnership with the same people.In rural areas the Rural Community Councils are a useful fi rst point of contact, as well as localstrategic partnerships and Councils for Voluntary Service. Migrant workers and refugees can becontacted through local infrastructure groups and partnerships and for BME groups Race EqualityCouncils may be willing to share contact information and advice. Individual faith groups are oftenlinked in with interfaith partnerships or some can be contacted through local churches, mosques andtemples.Whilst some organisations in the target groups have limited funds available for training the majorityhave none or very little. It appears unrealistic therefore to expect people to sign up for courses with asignifi cant price tag attached. One training organisation interviewed for this research aims to offer itscourses free, having secured funding at the design stage.There is clearly a need for training to be delivered country-wide in major towns and cities. Refugees,migrant workers and BME organisations are seeking courses located in the familiar surroundings oftheir community centres and church halls. Rural organisations are usually prepared to travel to anurban centre if they feel it will be worth their while.40 Uncovered: assessing media and communications needs and capacity of marginalised communities
A common theme in relation to training delivery is the need for ongoing support and advice. Schemessuch as Media Trust’s existing media matching service were broadly recommended, and whileacknowledging it may not be within Media Trust’s own remit, the establishment of local media andcommunications hubs are suggested as a possible way of meeting occasional needs from a varietyof groups. These could be developed in conjunction with local infrastructure organisations – bothspecifi c, such as refugee and migrant integration forums, and generic such as Councils for VoluntaryService.5.5 EvaluationSince many organisations involved in this research have little or no previous experience of media andcommunications training it will be useful to have a mechanism in place for monitoring the effectivenessof the courses resulting from it. In order for the impact to be fully understood such evaluation will needto take place over time, so the effects can be registered from the point of view of the organisation andits communication targets.Uncovered: assessing media and communications needs and capacity of marginalised communities41
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Page 11 and 12: ABBREVIATIONSACRE Action with Commu
Page 13 and 14: 1.2.3 DefinitionsFor the purposes o
Page 15 and 16: A further recent report for the Cha
Page 17 and 18: 3 FINDINGS3.1 IntroductionThis sect
Page 19 and 20: Fig 2.3.4 Current sources of news a
Page 21 and 22: There was a fear amongst faith grou
Page 23 and 24: “Publicity can be quite scary for
Page 25 and 26: Fig 8.3.11 Attitude to media and co
Page 27 and 28: Fig 9.Individuals across all sector
Page 29 and 30: This enthusiasm was also refl ected
Page 31 and 32: Local infrastructure organisations
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Page 35 and 36: 3.21 Knowledge of Media TrustMost o
Page 37 and 38: Case study 2: Rural Community group
Page 39: Isolated rural organisations• Und
Page 43 and 44: • Computers for beginners - untan
Page 45 and 46: Appendix 2 - National organisations
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Uncovered: assessing media and communications needs ... - ICAR

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