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

6 RECOMMENDATIONSTraining needs and capacity in the sectors involved in this research are bound up with more thanthe simple design of content and forms of delivery. Other issues to be taken into account includehow to identify and contact grass roots organisations and the presentation and ethos of trainingopportunities. Therefore in drawing up these recommendations suggestions have been includedabout effective ways of targeting and attracting key groups.The initial tranche of courses for these target groups should focus on the basic rationale and skillsneeded to create an appetite for the subject. We would also add that it is important when targetingservices at specifi c groups to bear in mind the impact on others who may be feeling equallymarginalised, for example other groups in deprived neighbourhoods who may feel their voice is notbeing heard. The researchers recommend that any efforts to deliver training to the people identifi ed inthis survey should take into account the likely parallel needs of those other groups.We suggest national media and communication training providers and support agencies such asMedia Trust consider the following:6.1 Engage with the media• Engage local media representatives in planning training strategy• include local media (where relevant) in training delivery• Discuss with the media ways of addressing perceived under-representation and misrepresentationof minority groups6.2 Engage with local infrastructure and support organisations• To help plan courses in regional centres appropriate to target groups• To advise about appropriate time, duration and practical requirements• Consider including sector representatives in delivery team• Consider the potential of cascading training and advocacy – from umbrella organisations tomember groups or from individuals to colleagues6.3 Design training courses on:• It’s good to talk – understanding the importance of a communications strategy in the whole contextof an organisation’s work, including its relevance to issues such as securing funding, attractingvolunteers and infl uencing policy• Taking on the media – an introduction to how the media works; how ordinary people can connectwith it; how to exploit its uses and challenge its abuses; its relevance to attracting funding and otheraspects of an organisation’s work• Framing the message – understanding journalists and how they work; how to adapt messages fordifferent audiences• Controlling your image – confi dence-building to help people conquer their fears of media andpublicity, including interview practice• When journalists come knocking – how to prepare yourself for being thrust into the spotlight• How to get seen and heard – the most effective ways of publicising your activities, attractingvolunteers, clients and funders42 Uncovered: assessing media and communications needs and capacity of marginalised communities