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Engaging the Media in RMNCH Budget Advocacy

Capacity Building Workshop for Budget Analysis and Advocacy for Women’s and Children’s Health

27 August 2013, Ole Sereni Hotel, Nairobi, Kenya

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Gain a better understanding of the global media landscape, especially in the context of maternal and child health

Discuss the unique characteristics of the African media landscape

Acknowledge the shortfalls and challenges in media coverage of health care issues

Provide examples of positive coverage and suggest the way forward for media, policy and civil society to

Presentation Objectives:

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Former daily newspaper reporter; also spent 9 years covering health and social issues for National Public Radio in Washington, DC

Trainer and Adviser for the Internews Local Voices Radio Journalism Program in Gulu, Uganda

Knight Health Fellow with the International Center for Journalists, mentored health reporters in Kenya through a Gates Foundation grant

Former Director of Wellcome Trust-funded Kenyan Alliance of Health and Science Reporters (KAHSR) project.

Media Consultant For Health and Development Issues.

INTRODUCING…… Rachel Jones

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THE OWNERS/MANAGERS/EDITORS-(often The Government, in many African nations) The General Assignment Reporter

The “Beat Reporter” - Politics, Sports, Finance, Health, Business, etc.

Daily Newspapers

News and Wire agencies

Broadcast Media-Radio, TV, Online, Podcasts,

Magazines and trade publications, and…

Who, or What, is “the Media”?

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New landscape makes controlling your messages more difficult

- Citizen Journalists: Mainstream Media Reporters are no longer the only gateway for disseminating news

- Information can be acquired and shared instantaneously

SOCIAL MEDIA: Perhaps The Most Relevant Platform for Social Advocacy and Organising

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Constant, dynamic and evolving global news cycle

Explosion of outlets: - 24-hour news - Multiple media: blogs, listservs, radio in

Africa

Increased scrutiny, but not always fact-checked

CSO Activists use the media and internet aggressively

Media Landscape: The Global Picture

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The Media: - Print media contracting; rise of internet - Television widespread

The Journalists: - Sophisticated scientific journalist corps - Attention can be difficult to catch and keep - Interested in global health, but coverage

dependent on milestone, hook

The Audience: - Wide, global audience

European and North American Media

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The Media: - Radio still dominant - Print and internet media exploding - Government-sponsored press in some

countries, reaches more people

The Journalists: - Less technical knowledge of health care

financing processes - Increasing freedom, but still censored - Highly engaged and influenced by local

community

The Audience: - Often smaller, local or regional

The African Media Landscape T

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Vast majority of African reporters are “correspondents” = poorly paid, untrained and unguided

Average journalism graduate has very little hands-on journalism experience. Their “education” is primarily journalism theory small scale practical exercises.

No level of editorial guidance and direction around topics like health and research, or much of ANYTHING beyond politics, corruption and crime

Educational systems do not promote the kind of curiosity or critical analysis required for reporters to delve into topics like health research or financing

The level of creative, feature-oriented writing skill required to bring these topics to life is virtually non-existent

Challenges Facing the African Media

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Lack of Basic Resources: phone credit, Internet access, computers

Editors who don’t prioritize Issues such as health or social welfare

Cultural traditions that prevent Investigative questioning

Lack of laws and policies that fuel freedom of Information

The very real threat of retaliation from government officials

But When You Think Of the Average Journalist In Your Country, ALSO Remember That In Many Cases, They Are Fighting Incredible Odds:

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Another Barrier To Quality Public Health Journalism in Africa: Misleading or Erroneous Headlines, and Inaccurate Reporting, Can Do Real Harm

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So…How Do We Move Towards the Goal of Accurate, Effective Coverage of RMNCH Issues?

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By Providing Journalists with the Support, Incentive and Context They Need to Embrace RMNCH Issues.

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KAHSR Sought to Move Health Coverage Beyond The Typical Photo Op or News Brief. The Kenyan Gov’t Pneumococcal Vaccine Policy Provided the Perfect Test Scenario

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How are these types of policy milestones usually covered? The “B and B Formula” – Briefly, or on the Back Page

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KAHSR was based on a simple strategy: Give Journalists the Time and Access to Researchers, Policymakers and Contextual Information, To Stimulate Better Coverage.

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Helping Reporters Understand the Implications of The New Policy Resulted in Some Creative, Informative Coverage of This New Public Health Service for Kenyan Children

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Kenya’s Director of Vaccines and Immunisations in the Ministry of Public Health, Dr. Tatu Kamau, Also Agreed to Explain How and Why The New Policy Was Developed

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Using this Model, It May Be Possible to Support Journalists in Interpreting Health Budget Data By Providing Contextual Background Information-and Possible Story Angles to Pursue.

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CSO’s Play a HUGE Role in Helping Journalists Understand the Need For Health Budget Advocacy By Adding Context to Public Conversation

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If The Data and Monetary Figures Are Communicated in Terms of the Real Life Impact for Women and Children, Journalists are Often Eager To Find Real People To Interview.

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Contrary to Popular Beliefs, Journalists WANT to Do More than Just Repeat the Numbers….They Want To Dig Deeper

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Once Community Awareness is Raised, Through the Efforts of CSO’s, Journalists Can Be Empowered to Produce the Kind of Coverage That Truly Improves Lives.

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Don’t Neglect Opportunities to Highlight Good Coverage—AND to give credit to the Journalists Who Are Highlighting Health Care Gaps

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As You Move Forward, Remember That Your Work Can Be Greatly Supported By Media—IF You Are Willing to Engage With Them

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The Ultimate Goal? A Society Where Women and Communities Are Empowered, to Seek Answers, to Demand A Basic Quality of Life and Dignity—

And A Healthy Future For Children

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THANK YOU!

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