ENGAGAING MEDIA FOR EFFECTIVE SERVICE

DELIVERY
MCMC @ NIM ISLAMABAD
October 26, 2020

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SCOPE

● Optimal level of exposure of Public servants to media

● Dos and Don'ts for Public servants
● Importance of Narrative & Message to be conveyed –story telling
● Drafting and issuing Press Release
● Conduct of Live press Conferences
● Issues and Challenges in use of Social Media
● Media Perspective on RTI

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 OUTLINE
- MEDIA ENGAGEMENT
- GOVERNMNET COMMUNICATIONS
- GOVT MEDIA RELATIONS
- MEDIA’S IMPACT ON SERVICE DELIVERY
- PRESS CONFERENCES
- MEDIA RELATED LAWS
- MEDIA ENGAGEMENT SKILLS AT OPERATIONAL LEVEL
- HANDLING MEDIA IN STRESS SITUATIONS
- ISSUES &CHALLENGES IN USE OF SOCIAL MEDIA

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 What is Media Engagement
• Strategic use of Media to achieve the
Organizational Objectives
• Public sector -Public Service Delivery- Good
Governance
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Art of Engagement: Engaging the Audience(end
user) through Media(intermediary)

GOVERNMENT MEDIA PUBLIC

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 MEDIA ENGAGEMENT- MULTIDIMENSIONAL PROCESS

❑ Creative & Tactful use of Media

❑ To build & maintain Trust through Consistent Communication
❑ Using Technologies for dissemination of information
❑ Anaysing Public sentiment through Media
❑ Countering Criticism & Propaganda
❑ Correction through positive Narrative Building

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 MEDIA ENGAGEMENT FOR GOVERNMENT

❑ Media Engagement is critical for Effective Government

Communications
❑ It bridges the gaps between Public and Government
❑ TO INTERACT WITH MEDIA OR NOT
❑ Intentionally or unintentionally Media engagement is done
❑ Offers opportunities & challenges

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 WHY GOVERNMENTS ENGAGE WITH MEDIA

❑ Governments engage media to Publicize PUBLIC POLICIES

❑ For Image building
❑ To ensure better Public service delivery
❑ To gauge feedback
❑ Mid term correction of public policies
❑ For fostering transparency & accountability
❑ To counter negative propaganda
❑ For improved decision-making

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 GOVERNMENT COMMUNICATIONS

• Public Information
• Perception Management
• National Narrative building
• Effective Service Delivery
• Policy Dissemination & Advocacy
• Crisis / disaster Communication
• Public Diplomacy

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 Symbiotic Government-Media relationship
• Both need each other
• News is a joint product
• Govt-media relationship is a
complex web, Love hate
relationship
• BUT Media not humble carriers of
news
• “Media is constantly on the mind
of every politician & policymaker.”
– Prof Matthew Nisbat

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 MEDIA-PUBLIC SERVICE SYMBIOSIS

PUBLIC
Government SERVICE
Departments- M/OF
INFORMATION MEDIA- /GOVERNMEN
Public Service IMPACT/AMPL PUBLIC- MEDIA-
, OPINION ANALYSIS T
Activity- NEWS IFYING (DEPARTMEN
PROMOTIONA STAGE STAGE
FORMATION
L STAGE
STAGE TS) –
STAGE IMPROVED
EFFECTIVENE
SS STAGE

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 Effective Media Engagement For Government
❑ Strategic Communications
❑ Efficient, timely & Targeted communication
❑ Integrated media strategies at planning stage

❑ Preempting negative response ; Avoiding bad media &

undue media hype
❑ Crafting and disseminating Govt Narratives
❑ To reduce mistrust -building consensus & trust between
publics & government
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 METHODS & TOOLS

❑ Press Releases; News stories; Curtain Raisers

❑ Press Briefings, Conferences, Media Talks
❑ Rebuttals, Clarifications
❑ Commissioned Articles; Editorials
❑ Media Statements , News Tickers
❑ Advertising Campaigns; Video Packages
❑ Tweets, Facebook posts, YouTube packages
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 MEDIUMS

❑ Print
❑ Electronic
❑ Out door Publicity
❑ New Media: Social Media , Digital Media
❑ Online / Web media
❑ Cellular Media

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 Media A Lead Actor in Public Service Delivery

❑ Educate public public on rights, services, etc

❑ Media draw & sustain public attention on issues
❑ “Agenda-Setting on issues of public relevance
❑ Offers platforms for discussion on public issues
❑ Plays Watchdog Role making governments accountable
❑ Media Key Player in Public Policy
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 Importance of Narrative

• A narrative or story is account of a series of related events.

• Narratives can be presented through sequence of written
or spoken words, still or moving images, or their
combination
• To be remembered when specific facts are forgotten,
simple enough to be communicated to wider audience.
• Condensing lots of complex information into a simple
messages. 17
 Importance of Narrative

• Narratives to be build through brain storming & consensus

• Creative, simple, comprehensible & catchy
• Supported by evidence & references
• Integrated in national, religious and cultural priorities
• To be disseminated through multiple mediums & tools
• To be spread across mediums & boundaries
• Campaigns to be crafted with Narrative embedded
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MASS MEDIA CAMPAIGNS

–SET AN OBJECTIVE OF THE CAMPAIGN (SHORT TERM & LONG TERM)

–MAKE A TIMELINE (DURATION OF THE CAMPAIGN)
–BUDGET ESTIMATES
–SELECT A CAMPAIGN VOICE-LIKE A CELEBRITY/EXPERT
–SELECT A SLOGAN
–SELECT THREE KEY MESSAGES
–SELECT TARGET AUDIENCE
–SELECT CHANNELS LINKED WITH YOUR AUDIENCE (PRINT, ELECTRONIC, SOCIAL MEDIA,
INTERPERSONAL COMMUNICATION)
–SELECT LANGUAGE, TONE, FORMAT (NARRATIVE, POINTERS)
–SET EVALUATION CRITERIA
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MIX OF MULTIPLE MEDIUMS
Mass media campaigns are widely used to expose high proportions of large
populations to specific messages.
•Mass media campaigns can produce positive changes or prevent negative
changes for specific program objectives:
–ADVOCACY-inform & motivate (Polio/Immunization Campaigns)
–SOCIAL MOBILIZATION- Engaging supportive organizations/Public (Tax
campaigns)
–BEHAVIOR CHANGE- Problem solving-change behavior (Family Planning)
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 Examples

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 Examples

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 Media Dynamics in Pakistan

❑ Vibrant & Robust Media

❑ Media Liberalization-deficient Regulatory Mechanism
❑ A commercial enterprise; Cross media ownership;
❑ War for ratings ; Huge financial stakes
❑ Media onslaught; invasion of public psyche & beliefs
❑ Direct stakes in national matters
❑ Aggressively expose corruption cases, Governance inefficiencies
❑ Highlights flaws of executive, judiciary, police

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9/25/17
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• 1500 + publications on Central Media List
• 800 plus dailies
• Advertisement Market Pakistan 2014-17 : Rs 67 b to 85
billion
• Satellite TV channles : 100+, FM channels 180+
• Internet users ; Social Media users

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 How does media report public sector?
• Media expose corruption
• Not always negative, but mostly critical
• Negative news more newsworthy
• Stories about failures, conflicts
• Media an irritant for Government
• Executive cautious of media oversight
• Process of transparency leading to
accountability initiated
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 Challenges of Media Engagement
❑ Hybrid Media Warfare, New age media
❑ Limitations of Media Laws
❑ Opportunities & challenges; Volatile mixture

❑ Huge corporate interest,Competitive media market

❑ Advertisement used as reverse tool by media

❑ No space for social sector or public service driven stories

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 ISSUES IN GOVERNMENT COMMUNICATION

❑ Traditional & Reactive media engagement

❑ Unclear lines of public communication
❑ Over-politicized content; Personal projection has precedence
❑ Culture of secrecy ; Reluctance to Engage with media
❑ Poor staffing & inadequate budgets
❑ Media planning given least priority- poor tactics

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 OPPORTUNITIES IN GOVERNMNET
COMMUNICATIONS
❑ Media is eager -hungry for information
❑ 24/7 channel of communication with public
❑ Opportunities of public debate on important issues
❑ Agenda setting by public sector possible
❑ Opportunities to sell/pitch public service news/stories
❑ Fake/Negative critical news can be nullified

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 Media Laws

❑ Media Laws are restrictive, self limiting with lacunas

❑ Not revised or amended to meet New media requirements
❑ Selective use of Laws & Code of Ethics
❑ Civil servants not well versed of interpretation of media laws
❑ DAWN leaks is a classic example

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 MEDIA REGULATIONS IN PAKISTAN:
ESTACODE-2008

CHAPTER-5:
• No government servant shall, except in accordance with special or general GOP
orders, communicate any official document or information to another government
servant or to print media unauthorized to receive it.
• No government servant shall, except with previous GOP sanction, own wholly or in
part, or conduct or participate in the editing, management of any newspaper or
publication.

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 MEDIA REGULATIONS IN PAKISTAN:
ESTACODE-2008
CHAPTER-5:
• No government servant shall, except with previous sanction of the government or
in the bonafide discharge of his duties, participate in electronic media broadcast
or contribute any article or write any letter in his own name or in the name of any
other person to any news paper or periodical.
• No government servant shall make any communication to the press over his own
name or in any electronic media programme delivered by him or make any
statement of fact/opinion which is capable of embarrassing the Govt.

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 MEDIA REGULATIONS IN PAKISTAN:
ESTACODE-2008
CHAPTER-5:
• Communication to the press of any statement of fact or
opinion/information by a government servant which is likely to embarrass
government is prohibited under Rule-22 of Govt Servants Conduct Rules-
1964.
• A press conference should be held only by a Secretary Incharge of a
Ministry/Division who alone, besides Minister Incharge, is the Govt’s
Spokesman.

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 MEDIA REGULATIONS IN PAKISTAN:
ESTACODE-2008

CHAPTER-5:
• The Heads of Department, other than Secretaries Incharge, may issue press
statements which shall be done after obtaining the prior approval of the Secretary
concerned.
• Only Ministers/Secretaries, and such authorized officers may act official GOP’s
Spokesmen, and all official news and information required to be conveyed to
media and public shall be conveyed through PID of Ministry of Information.

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 MEDIA REGULATIONS IN PAKISTAN:
ESTACODE-2008
CHAPTER-5:
• Principal information officer serves as a whole official Spokesman of the Govt. It is
desirable that he be consulted on the medium to be employed for projection of
Govt policies according to the situation and subject matter.
• On matters of policy approved by Govt requiring publicity and authorized by
Secretary concerned, the material shall be issued through PID.

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 MEDIA REGULATIONS IN PAKISTAN:
ESTACODE-2008
CHAPTER-5:
• In order to avoid possibility of unauthorized information
being collected by media REPs during informal contacts with
GOP officials, the matter shall be dealt under the title of
violation of Rule-18 of Govt Servants Conduct Rules-1964
which prohibits such communications.

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 Media Engagement Strategies

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 MEDIA STRATEGIES

❑ Coordination through Govt Media Apparatus

❑ MOIB, PID, DEMP, DPRs
❑ Nomination of Spokespersons
❑ Proactive Engagement with Media
❑ Cultivation of supportive & hostile media
❑ Prompt Response to negative /critical News

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 Information Flow
Autonomous
PM Office Ministries/Divisions
Bodies/Corporations
Attached
Departments

Fax, Telephone, Email and

Whatsapp
PID

whatsapp
WWW and
Email, fax,
Tickers,
Print Media Electronic Media Social Media
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 PRE REQUISITES
❑ A specialized job, Targeted Professional approach
❑ Capacity Building in Communications techniques
❑ Adequate Human , Technical & Financial resources
❑ Understanding of Media Laws & Regulations
❑ Governance-legal framework of your organization
❑ Be fully equipped on development issues of the organizations
❑ Be aware of GOPs political sensitivities

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 Effective Engagement Tips

❑ Be the Spokesperson for your Own Initiative or Crisis

❑ Maintain Consistent & Clear Information Flow
❑ Be a perfect Messenger-never fail to convey the message
❑ Build Credibility; Never let truth be the causality of confusion
❑ Communicate Early on Sensitive or Critical Issues
❑ Be Targeted in Approach; know your facts & figures
❑ Have Long-Term & short term Communication Strategies
❑ Transparency to Encourage Trust 41
 Things to DO
❑ Media Monitoring & Content Analysis
❑ Effective & Fool proof Coordination
❑ Preempting media response & using right counter tactics
❑ Prompt Response to negative /critical News
❑ Maintaining updated reports, data on all projects, programs etc
❑ Pitch or sell your story in a literate manner
❑ Communication / dialogue with supportive & hostile media

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 THINGS TO AVOID

❑ Never overstretch professional mandate

❑ Never share confidential or secret documents or information
❑ Never look personal or taking sides with media operators
❑ Never Antagonize media persons
❑ Never show lack of information
❑ Never leave a question unattended

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 CONCEPT OF SPOKESPERSONS
• Spokes persons to be appointed by all Ministries/Departments
• To conduct internal, horizontal & external communication
• To work in close coordination with MOIB & PROs
• Publicity & day-to-day government communication handled by
MOIB & attached departments
• To prepare news stories, back grounders; hold briefings & media
interactions
• To project organization’s viewpoint
• Must be well versed with regulatory framework & policies
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 Media Engagement Scenarios

❑ Tactical Level as desk officer/Public service provider

❑ As Media Manager
❑ As Spokesperson
❑ In Crisis situation or High stress situation
❑ To announce, defend and disseminate public policies
❑ As Advertisement or Campaign Manager

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 INTERVIEWS ARE OPPORTUNITIES
❑ An opportunity to deliver your story to an Audience
o –Your job is to give your story
o Know your story inside & out
o –Have your own agenda
o ––Use questions as an opportunity to deliver a message
o –Brand your message
o –Be confident –
o You are the expert!

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 WHEN TO HOLD PRESS CONFERENCE
❑ To announce major Initiative, Policy or Project
❑ An Emergency or Crisis impacts a community, involving multiple agencies
❑ In case of Local, Regional, and/or National media interest
❑ To address all media collectively , All media must hear SAME THING at
SAME TIME
❑ Individual interviews or PRs are NOT serving the purpose
❑ Press Briefing is generally quick and informal
❑ Conference is more formal, with authority figures

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PRESS CONFERENCES
❑ PC to be addressed by Political head, Senior Most Official , Spokesperson
❑ In coordination with MOIB, PID- preferably at Press Room of PID or DPRs
❑ PID has efficient system of Press Conferences
❑ Live broadcast on FB, Twitter, TV channels etc
❑ Proper timing, 15 minutes max
❑ Press brief or Back grounder in English and Urdu
❑ Be prepared for Q & A
❑ Be skillful, knowledgeable, courteous , don’t loose temper

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SOCIAL MEDIA- OPPORTUNITIES
❑ Online platforms natural successor of traditional PR
❑ Quick, real time dissemination of News locally & globally
❑ Opportunities for broad-spectrum PR practice
❑ PR through Facebook, Twitter, Instagram or LinkedIn etc
❑ Governments can engage in Perception Management, telling stories, sharing
Narratives
❑ Campaigning & Advertising; Digital segment of advt spend to grow up to 25% in
next 3 years

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Social Media- Why Governments should Use
Enhanced Outreach
Real Time Engagement
Individual Interaction
Managing perceptions by Online Presence
Counter Continuous Change
Defined Audience Performance Criteria

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 Social Media-Challenges for Governments

❑ Govt Social Media Usage Rules & Policy not notified

❑ Digital advertising Policy not notified
❑ Online Payment procedures not developed
❑ Trained HR not available; limited knowledge of
❑ Lack of expertise in content development & language barriers
❑ Press Release gets redundant
❑ Fake News , False Trends

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 Social Media -Challenges
❑ Rise of new news platforms compromising accuracy & credibility
❑ #hashtagination of communication
❑ Problems in gpromoting Govt SM accounts
❑ 148-character memes & shrinking of attention span
❑ Social media giving birth to “everyone can do PR” syndrome
❑ Controlling illegal access, hacking, misuse
❑ New trends; managing social, cultural, religious concerns
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 Handling Online Media- Official Accounts

❑ Only designated officers to manage Official SM accounts

❑Liasion wih Official accounts of MOIB & PID ; sharing
Content
❑Post/share/like only authentic & verified information
❑Branding & Messages to be offially approved
❑Official portfolio information to be shown, Blue ticked
❑Promote governmnet initiatives, projects & achievements

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❑Respond to comments/messages-Feedback positively
❑Do not show political affiliation, criticize any government
department/entity
❑Avoid linking to anti-government, violent communities
❑Only stick to consensus Narrative and Messages

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Use of social media

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PUBLIC

HASHTAGS
#ARRESTUSATTACHE #ARRESTUSDIPLOMAT
Tweeting-retweeting-sharing news-
commenting against the
Rule of Law in the country; anti-US statements
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 Right To Information
❑ Article 19A introduced in Constitution in 18 th amendment under which
Right to information is a fundamental right
❑ Article 19A "Right to Information" reads:
❑ "Every citizen shall have the right to have access to information in all
matters of public importance subject to regulation & reasonable
restrictions imposed by law".
❑ To bring Transparency in governance system & improving Service Delivery
❑ RTI Act 2017 in effect; Pakistan Information commission in Place

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