Many that work in international development rant and rave about the lack of media coverage on the tragedies that plague them.
Britney Spears get’s more coverage than the Somali civil war. Brad Pitt hogs more headlines than John Atta Mills. George Clooney gets more press than all the active conflicts in Africa combined. And don’t even get me started on Madonna, Michael Jackson, or hell, even Stewart vs. Cramer.
An Arrrrrpolsion
But international development workers need to get in line. Almost every single non-profit leader I’ve met in the last seven years has complained about the lack of media coverage on the issues they deal with. Child poverty, homelessness, environmental issues, etc. For many it’s a thinly veiled attempt to get themselves or their organization more coverage, but for many it’s genuine frustration. If only the world heard my case, they would feel the passion that I feel—they will join my cause!
I love that passion—but unfortunately there are only so many newspapers, TV channels, blogs, etc, out there.
And while I (and some others) try to change the way the media reports on these issues, it’s an upward climb. For those with some patience, join me. But for those that need to get their story out NOW, stop complaining and figure out how to make your cause news worthy.
There is no simple formula for getting noticed by the media. But some recent examples of where the media HAS been paying attention might help point you in the right direction.
1) Somali pirates. This is a great media story because it combines: A) people’s fascination with old-school pirates, B) terror on the high-seas, C) international intrigue and D) the helplessness of the world’s great powers to do anything about it. Combined, it’s a sensationalist storyline with real life implications—many people are getting injured and killed.
Jacob Zuma
2) Jacob Zuma. The almost-President of South Africa has been covered up-and-down the press because of the horrific allegations against him. The silent juxtapose between him and Nelson Mandela frames this story, making it compelling. In a way, this story isn’t dissimilar from the crisis of Zimbabwe and Robert Mugabe. Both turn the storyline of one individual into a metaphor for an entire nation.
3) Kaylee Wallace’s heart transplant. The Toronto media were absolutely obsessed with this story last week. It combined two babies, a medically difficult procedure, ethical questions around passive euthanasia and a small miracle. A perfect Toronto Sun type story that the entire media community jumped on board with.
If getting your cause media attention is your goal, do yourself a favour and study how and why the media covers stories. Then frame your issue in a way that the media will bite into. So many people in the non-profit world believe they will get coverage simply by shoving an issue down the neck of a journalist or two. Be smarter than that.
And be smarter than to think that ‘the media’ that matters is only the media you consume.
More on broadening one’s perception of what ‘the media’ is later.