Communicating Corruption To Different Audiences

How to convey your message clearly and imaginatively to

raise public awareness of the need to fight corruption

worldwide

© Simon C.Devilly, Communications Consultant. 2008e-mail: devilly@eircom.net

The Media as AllyBuilding goodwill and understanding

By dealing with the Media you can -Influence journalists views on your work and areas of interest

Enhance your own and your organisation’s reputation and profile

Persuade people of the importance of the fight against global corruption in all its forms

Demonstrate how the damaging effects of corruption pose a major barrier to the realisation of human right around the world

What is Corruption

Transparency International defines corruption as

“The misuse of entrusted power for private gain”

A definition which applies to both the public and private sectors.It can take many forms including but not limited to bribery and theft of public assets

Explaining Why CorruptionMatters To Everyone

How will you - Inform, interest, entertain the audienceSpread KnowledgeCreate UnderstandingAffect ChangeMake clear recommendations for actionShow what steps each individual can take to highlight, prevent and counter corruption

Understanding Corruption

Corruption takes many formsBribery, paying kickbacks, money laundering, tax havens and counterfeiting all involve illegal activitiesThere is a supply and demand side of corruptionNobody can be bribed unless someone else offers a bribe

Counting The Cost Of Corruption

Just counting the moneySome €1 Trillion is paid in bribes around the world every yearAlmost another € 1 Trillion is laundered every yearCounting the human cost3 billion people live on less than € 2 per dayThe costs that result from corrupt decision making are truly devastating

Corruption Damages All Of Us

Fosters human rights abuseRegimes become more secretive

Weakens democratic institutionsLoss of legitimacy and of public trust

Leads to competitive bribery Undermines fair trade

Threatens the environmentThe foundations of human development are eroded

Denies basic necessities to the poorest and most vulnerable people

Demanding Reforms To Fight Corruption

The most effective way to fight corruption is by promoting

Integrity - in government, business and civil society

Transparency

Accountability

Democratic participation

Corruption thrives on secrecy, political indifference and public apathy

Action on Key Issues

Raising public awareness of corruption and campaigning for reforms worldwideShowing why Ireland should ratify the UN Convention Against Corruption

Thus making it more difficult for companies to give bribes

Demanding that Ireland supports the putting in place of mechanisms and legislation on transparency and accountability in both developing countries and their partner countries in the developed world

Your MessageWhat do you want to say?How are you going to say it?What do you want to achieve or change?.

Greater understanding of the effects of corruption on the lives of individuals and whole communitiesThat corruption can be effectively fought by well devised programmes of global reformEnhanced credibility for your organisation on key issue

What do you want your audience to know and remember?

Explaining What You Do

VALUE EACH OPPORTUNITY TO INFORM YOUR AUDIENCE

Think about the range of activities in which you are involved - explain how corruption affects peopleFocus on the positive changes your work makes to the lives of individuals, families and communitiesShow how your policy positions have helped to shape attitudes in the international community to make the fight against both poverty and corruption key priories

Your Audience

Who are they - Age, gender, educational level

- The general public, donors, potential donors,

volunteers, potential volunteers, the media,

key influencers, educators, policy makers,

politicians, governments

Matching your content to the interests and

experiences of your audience

Consider their sources of information

What media do they use

What Public Relations Means

“The planned and sustained effort to establish and maintain goodwill and mutual understanding between an

organisation and its publics.”

Institute of Public Relations

Critical Evaluation Process

Is this message exactly what I wanted to convey?Is it well targeted?Is it attention-grabbing and interesting?Is it understandable and believable?Is it persuasive and does it prove its case?Is it likely to gain the result I desire?

Defining Your Message

If you want people to understand your role and that of your organisation you must get your message across clearlyYour message must be interesting to the Media and to the audience Relevant information and stories well toldUse examples to make your message interesting, exciting and memorable

Understanding Your Audience

Knowing and trying to understand what unites and divides themConsidering what they will respond toUsing language and images that they will understand and may identify withAnticipating their concerns / fearsCounting negative images or publicity by using evidence delivered with convictionAlways think of yourself as a reader /

listener / viewer

The Role Of Creative Thinking

Consider the perspective of your audiencePropose positive solutions and actionCreate and build on common groundPresent evidence tailored to their needsAdd to their picture of the worldConvey a sense of shared belief Encourage them to arrive at their own reasons for saying “yes”

Making A Strong Case

Explain your views clearly - no ambiguityShow how you have reached your positionInclude “vital” information and research to support your viewsArgue your case with convictionDisplay knowledge of a range of optionsMake clear recommendations for action

Media ProfileWhat is our starting position?Do people know we exist?What do they think about our aims / services / policies / past record?How much media coverage do we get?Do we have regular contact with journalists?What forms of media are best suited to conveying our message?Do we need to counter any negative images?How can we improve our present profile?

The Benefits of a Planned Publicity Strategy

Creating a time-framed plan will enable you to publicise all elements of your activities

Services, policy issues, events, fundraising

Building constructive relationships with the media and goodwill with your audiences

Showing what makes your role unique

Highlighting your capacity to innovate

Sustaining constant publicity to maintain a strong public awareness of your message

Planning your Media Strategy

What elements of your work do you want to promote?

Who are your target audience?

What is likely to interest them?

Where do they get their information?

What media do they use?

How should you get your message to them?

Your Publicity Think TankPooling Ideas - Sharing Tasks

Even a small amount of publicity work should make a significant difference Strategic planning saves timeSmall publicity committee - BrainstormingBuilding links with local media (journalists)Finding exciting angles that will grab media and audience attention

Your Publicity Year

Focus on a small number of eventsDecide what publicity tools you will use Target your audience through different mediaPlan publicity. Pre- event / Post-event

Record all media coverageLearn from successes and failuresReview plans at regular intervalsBuild links with local media - for the future