Friends or foes Ehtel Halliste Senior Expert on

Friends or foes? Ehtel Halliste Senior Expert on Communication and Public Diplomacy 30 June 2016 Kiev

Communicating reforms • One of the most important components of the European Union and NATO integration process • Domestic audience wants to know what reforms are planned – What changes to expect – How the changes affect their daily lives • Serious challenge – To build support to government activities – Requires great effort on the part of the communicators and civil servants

Communicating reforms (2) Difference between • Building support to Government initiatives/reforms – Messages more general/simple – Trying to influence people’s attitudes • Informing people about the implications of reforms on their daily lives – Detailed information – Instructions what to do

Communicating reforms (3) • Practice of systematically applying the processes, strategies, and principles of communication to bring about positive social change • Convincing people that reforms will benefit them • Main contribution – Influence the opinions, attitudes and ultimately the behaviour of people – All reforms require behaviour change

Which one? f

Why media? • It gets your message across to a wider audience – Information in the media will spread the story further than it could be spread without media coverage • It provides free publicity and exposure for not only news, announcement, event or request – but for the organisation as well • Watchdog

What media thinks of PR people • That they are stuck in a rut of diplomacy, bureaucracy and organisational jargon BUT • They realise that we are necessary • There is information to get • Reluctantly admit there is no better alternative • Expects to be informed not only about boring things but also about issus that matter • Expects to be informed in timely manner

Relationship with journalists • Complex and ambigious • Cooperation and conflict • It is a negotiation between two partners who participate in an exchange for benefit in spite of their diverging interests INTERDEPENDENT • PR people want to reach audiences • Journalists need sources Mutual interest in collaboration

How to handle the media • Just like other diplomatic/business relationships • Build relationships • Establish a reputation as no-nonsense, solid and credible partner • Know the outlets and journalists • Research • Adapt your information to journalistic requirements • Know the deadlines, etc. • If you want coverage, make news

What to do • Maintain a constant flow of information BUT • Avoid information overload • Think of issues that might be of interest BUT • Avoid spin • Use a clear, no-nonsense language BUT • Avoid over simplification • Explain, explain

What not to do • Do not see media as the enemy • You need them as much as they need you • They are just doing their job and act accordingly – Sometimes well – Sometimes not so well – Sometimes they don’t quite manage • No double standards • Be clear - what is your role and responsibilities • No bureaucratic jargon

Do not avoid journalists • Avoidance jeopardizes the relationship • Avoidance brings along difficulties – Damages future relations – At times of crises, media may interpret avoidance as a form of admission and therefore as news • Avoidance is an approach when alternative means are feasible – Most of the time there are not

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