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Section Three: Implementing a public information program
Try never to communicate something you're not interested in or don't believe in; your audience won't be interested and won't believe it either.
Introduction
The purpose of Section Three is to discuss the core ingredients of a public information program: audience, information and communication methods.
It deals with the essentials of informing the public about an issue. For commercial advertisers, communicating with a wide audience is an art and a science, with millions of dollars invested in marketing. They have learned some important lessons over the years. You can benefit from their experiences in the following pages.
It is important to know who your audience is, what information you wish to convey and what medium is best. This section will cover the following topics:
 targeting your audience, (who are your customers?)
communicating your message (are you trying to inform, persuade or both?)
packaging your message (what promotional methods are most effective for your public association?)
sending your message (what media are available and appropriate to market information?)
3.1. Targeting Your Audience
Public associations can play a key role in providing information to all involved in the electoral process. Your efforts will not be limited to addressing the individual voter, for example. You could do a great deal of good by disseminating information among the powerful people already active in politics.
Of course, what you are able to do depends on your budget and the strategic objectives you have set for your organization. Most likely, your organization will work with two groups of people, an «active» audience and a «less active» audience.
One group will know and care about what you do. These are people already concerned about public life, such as politicians, journalists, election officials and other activists like you. These are the people we refer to as an «active» audience.
The other group is a wide, possibly uncaring audience. At first, they may be ignorant or indifferent about the issues you care deeply about. These are your «less active audience.» They are ordinary people - voters -- who are intelligent and whose opinions could be very powerful in a democracy. But they are busy working and living their lives, and rarely get involved in politics on a day-to-day basis.
We will address your two primary audiences separately since they require different approaches.
3.1.1. The 'Active' Audience
3.1.1.a Election Commissions
Election commissions often struggle under a heavy work load, often with few resources. This is particularly true at a local and regional levels. With many challenges, the commissions are expected to play a critical role in organizing elections. While retaining its independence, a public association can provide a highly useful public service to election commissions and to the government.
For example, the commissions need help distributing voter information. Your group could volunteer to help. The election commission will give you important legal and technical information about any election or referendum. You can use this to inform your target audience about the election and why it is important for them to participate.
It is a good idea to tell the election commission what your public association wants to contribute to the electoral process. Ask them if they have concern for any particular voting group. They may be concerned about low turnout among students, for example. If student's are part of your target audience, then your interests and the interests of the electoral commission coincide.
Voter turn-out at many universities may be low. The election commission is no doubt worried about this trend and may have some resources to devote to get-out-the-vote efforts in this area. They will also likely have access to statistics which can help you compile «baseline» statistical data prior to beginning your voter information activities.
Working together with the election commissions can make both your jobs easier.
Nonetheless, you will likely get a mixed reception to your efforts from election commissions. Some will welcome your initiative and creativity, while others will be skeptical or even suspicious. Your approach to election commissions should be as professional, non-partisan and action-oriented as your approach to funding sources.
Your organization may have information useful to election commissions. Think about what information service you can provide since you represent voters who do not usually have regular access to election officials.
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3.1.1.b Partisan Political Groups and Independent Candidates
Partisan political groups support a certain candidate or political philosophy. In some ways this limits what these groups can accomplish to help civil society flourish in Russia.
As a non-aligned organization, your public association can provide important services to political parties and other partisan political groups and independent candidates. For example, each candidate should know the electoral law and various regulations governing the electoral process. A series of briefings or summaries of election law for voters could be very useful to new candidates.
Candidates also need to know about nomination requirements and financial disclosure rules. Normally, this information will be printed in the media and likely distributed by the relevant election commission. You may want to check, however, to make certain this important information is getting to the right people. Since voters also need to know candidate nomination and financial disclosure requirements, this is your chance to provide an important service to everyone. Voters may like to know how rich or poor a candidate is. Your organization can tell them they have a legal right to this information.
3.1.1.c Election Observers
(i) Local Election Monitors and Candidates' Agents
Local monitors and party agents may also observe elections. They may be interested in information, such as international standards for free and fair elections.
Your public association can offer training for people who will play a role in elections. These include agents of all independent candidates, electoral associations and blocs. Such a service is a good, visible way to contribute to the quality of the electoral process. Your workshops could prepare agents to effectively perform their tasks in contributing to a free and fair election, including
a workshop offering an overview of the electoral process, which may include a summary of key legislation and the electoral law in a simplified form;
definition of the role of agents in the electoral process;
presentations of likely scenarios at voting stations;
discussion of precautions to guarantee the agents' safety; and
distribution of the code of conduct (if relevant) and reporting forms and procedures.
Your organization could also prepare and distribute a check list of potential problems to agents, other observers, election commissions and the media based on your knowledge of the electoral environment.
(ii) International Observers:
Some elections are visited by international observers. Usually such observers appreciate any well written, non-partisan information you can provide. This can help them quickly understand what is happening so they can better do their job. Preparing translations of key documents for international observers is a good way to make your organization look good to this small but important international audience.
Depending on who you expect to observe the elections, plan ahead and translate the information into the relevant languages. You don't need an expensive, professional translator. But if you choose a student be sure he or she is competent. A poorly translated document is nearly worse than no document at all.
If your public association decides to compile information for election observers, consider covering your costs by charging a nominal fee for production and duplication of materials. In particular, translated election materials would be very marketable - you can sell them and at least cover your costs!
Information often requested by election observers includes:
accreditation requirements and forms, if any are necessary;
full copies of the election law and applicable regulations;
lists of political parties and candidates competing in the elections;
codes of conduct for political parties, journalists or others as applicable;
guidelines for observers or monitors; and
copies of protocol forms, if applicable.
(iii) Your Own Team
Your organization may form its own team to observe political parties and groups, and make sure they are playing by the rules during the campaign. Any irregularities in the campaign process could be compiled, written down, and presented in a balanced and professional way. Check your status with your local election commission or the Central Election Commission to see if your association is eligible to observe.
International observers are often very interested in understanding what happens during a campaign period. But, for budget reasons, they are often unable to send observer teams to observe during this critical early period. Your group could play an important role providing information to both observers and local election commissions.
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Your public association may want to provide its balanced and non-partisan campaign conclusions to international observers. While you may not be able to charge a price for such a report (except perhaps photocopying expenses) your public association will get good visibility with international organizations who may have ties to funding sources.
After election day, your monitoring team may want to follow up its campaign report with an election report addressing election day accomplishments or difficulties. Remember the importance of objectivity and balance.
3.1.1.d Media
Journalists are a very important audience because they have the ability to pass your message on to thousands, even millions of people at one time. Convincing journalists to report on an issue you care about is a very cost-effective way to get your message out.
To assist in its voter information efforts, a Subject Election Commission may provide a «media kit» to local journalists some weeks prior to the election.
Some election commissions may not have the time, money or staff to compile a media kit. If that is the case, your public association may want to offer this service to them.
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A typical media kit contains the following information:
basic election statistics (voter turn out in recent elections, number of eligible voters, etc.);
calendar of key election activity dates and deadlines;
brief summary of the election law;
requirements for candidate nominations; and
information about early voting and portable ballot boxes.
Keep in mind that an election commission will only consider your offer if you have a professional and non-partisan reputation.
Ways to utilize the media for disseminating and/or marketing information will be discussed in later sections.
Worksheet 3.1
Knowing your audience:
people involved in the electoral process
List specific individuals, organizations, or departments which could benefit from information generated by your public association (remember the importance of remaining non-partisan):
Election Commission Members or Government Officials
1._______________________________________________
2._______________________________________________
3._______________________________________________
Political Parties, Blocks and Independent Candidates
1._______________________________________________
2._______________________________________________
3._______________________________________________
Election Observer Groups
1._______________________________________________
2._______________________________________________
3._______________________________________________
Media
1._______________________________________________
2._______________________________________________
3._______________________________________________
3.1.2 The «less active» audience - voters
The «average voter» may be a difficult audience. Trying to address all voters with one message is not good strategy. It is not cost-effective, and involves too much wasted effort.
Democratic freedom has not yet meant a better life for many people in the Russian Federation. It could be that voters are skeptical about democracy and the related product or services of your organization. You need to bridge that skepticism with understanding of voters' realities.
The products you create and the services you provide need to be tailored to the needs and fears of certain groups of people. For example, elderly people have different needs and fears than students; they need to be addressed separately.
When addressing an audience skeptical about democracy, it is important to point out that democratic transitions do not happen overnight, or even in a few years. This is little consolation for someone who has worked without pay for months, but it is important to somehow let people know they are not alone in their struggles. Other countries and cultures have undergone the same experience.
You may want to make relevant «democratic success stories» available through your publications or have members submit op-eds to your local newspapers.
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In the previous section we discussed two ways to categorize messages, informative and persuasive. In the following pages we will discuss various methods to market both informative and persuasive messages.
3.1.2.a Informative Messages
As stipulated by the Federal Law on Basic Guarantees for Electoral Rights of Citizens in the Russian Federation, all voters have a right to know about many aspects of elections and governance.
All voters need to have access to several levels of objective information to help them choose their leaders. Depending on your organization's objectives, you may want to provide information on several subjects relating to democratic powers and processes as well as the rights and responsibilities of voters. Some areas include:
(i) Electoral processes
Elections: which elected offices will be voted on in this election? What is the role of the elected official and - most important - why does it matter to the voter's daily life?
Voters' lists: how and where can voters check to see if they are on the voters' lists?
Polling locations: how will voters find out in where to vote?
Candidates: which political parties, blocks and independent candidates will compete in this election? What are their political platforms? What qualifications are necessary to be a candidate?
Signature gathering procedures in the candidate nomination process: what are acceptable practices for gathering signatures? How many signatures are required?
Special voting services: where can voters cast ballots before election day? How can voters apply to use a portable ballot box? Where do students vote when living away from home?
Voting procedures: what are general procedures in the polling station? How is the voters' choice kept secret? How are ballot papers kept secure?
Changes in procedures since the last election: which laws or procedures have changed since the last election?
Election day details: what days will voting take place? What time will polls open and close? Who will be responsible for law and order at the polling station? Who will provide transport to the polls if needed?
Counting procedures: when will the counting take place? Who is allowed to be present? Where are the ballot papers stored?
Rights of election observers: who has the right to observe the elections? What are election observers looking for?
Election results: how, where and when will results be announced?
Post-election: When will newly elected officials take office? When will financial disclosure for the campaigns be posted? How are election complaints adjudicated?
(ii) National powers
In addition to local powers, the subject executive also serves on the Federation Council as well as (usually) having much influence in selecting the speaker of the regional legislature, who also sits on the Federation Council.
The Federation Council has broad powers, including the right to review a President's decision on constitutional court nominees, declarations of martial law or deployment of armed forces abroad.
Although the «impeachment» process is quite complicated, the Federation Council has the final word on that as well - only the members of the Federation Council can remove a sitting President.
The Federation Council can ignore or veto any law passed by the Duma. Their approval is required for the national budget as well as any declarations of war or peace.
In short, their vote has as much impact - or more - than a vote for a member of the State Duma-because this vote has direct national and local implications.
(iii) Local powers
In most countries, voter turn out in local elections is much less than turn out for national elections. This is surprising given the importance of local government to people's daily lives. Generally, local government supplies many essential services such as:
water
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sewage disposal
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roads
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fire protection
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clinics
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recreation facilities
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electricity
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rubbish collection
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traffic control
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street lighting
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libraries
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Local government also works with other levels of government to decide how the needs of communities can be met on such issues as:
health
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housing
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education
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safety and security
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welfare
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Local government is closest to the people. People can reach the government, and the government can reach the people through the local authority. In many ways, local government is more important than national government in people's every day lives.
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(iv) Legislative issues
Your public association may decide to add civic advocacy to its objectives. Or, you may want to inform voters about the activity of the incumbent government.
If your organization decides to lobby government - that is, try to influence governmental decision - it is best to work as a block of interested people. You will have more impact. As many people, you become a voting block and an interest group! That way, it is harder for elected officials to ignore what you suggest.
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If you want people to share your concerns you will need to provide compelling information to them. Providing such information to voters means communicating both an informative and persuasive message. Civic advocacy ideas will be discussed in later sections.
3.1.2.b Persuasive Information
A focus group asked for ideas about persuasive messages came up with the following examples:
Vote or you may lose!
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Russia has its future!!!
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Vote while you have a choice!
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Monkeys are not voting
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Change your life with your own hands!
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Your vote is your power!
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Who else if not you?
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Build your future yourself!
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Vote and win!
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Choose while you have a choice!
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Even non-partisan, public information about democracy and elections is a form of persuasion. Your organization knows the value of freedom and you want others to understand it.
It is difficult, however, to market a car if there are no roads or petrol. Some people may feel that the freedom road is rocky and there is little petrol in the engine of democracy in the Russian Federation. They may be waiting for the car to move before they will believe that the power of their vote has truly sparked new freedoms.
Part of a public association's task is to present the vision of where and how the car will eventually go in the future. This requires creativity and persuasion.
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All communication is persuasive to some extent. In this handbook, «persuasion» refers to providing important information in an effective way that leads people to want to exercise their democratic rights and responsibilities. What makes persuasion a negative term is when it is practiced unethically. It's up to your organization to ensure that members communicate responsibly and ethically.8
Worksheet 3.1.
Information priorities
List two priority messages you think need to be marketed in each of the following subject areas.
How to participate in the election process (campaign, election day, post-election)
1._______________________________________________
2._______________________________________________
Why vote?
1._______________________________________________
2._______________________________________________
Worksheet 3.1(b)
Defining your audience
List two target audiences for informative messages and two for persuasive messages. Be specific!
Audience for informative messages
1._______________________________________________
2._______________________________________________
Audience for persuasive messages
1._______________________________________________
2._______________________________________________
3.2. Communicating Your Message
«Everything should be made as simple as possible, but not simpler.» - Albert Einstein
«Give presentations that tell stories, not just provide data.»
«Reduce all analysis to three bullet points: no one will take time to understand, pay attention to, or remember any more».9
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Communicating your message is different from «sending» it. You could send a letter that never arrives. This means the sending failed. You could mail a blank sheet of paper that arrives but says nothing. We are concerned here with what is written on the letter; the letter's arrival is useless if the content is meaningless or incomprehensible.
The following section offers a few ideas for designing your information package so that it really communicates what you want people to hear, read, feel, or see.
In a transition democracy, the initial excitement about elections wears off quickly, and motivating people to vote becomes challenging.
Some people do not vote because they do not like any of the candidates. Others are so discouraged by politicians or the economic state of their country that they believe their vote is meaningless. Another group is simply apathetic and doesn't take the time to vote, perhaps because other issues in their lives seem more important.
Persuasive «get-out-the-vote» information must be targeted specifically at one of these groups. Otherwise, the effort will be wasted. Before proceeding further it may be useful to evaluate your attitudes as a communicator and persuader.
Worksheet 3.210
What do you think?
Read each statement below, and circle the number that best describes your agreement or disagreement. An explanation of results is found below:
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1. All you need to know about an audience is whether they are «for you» or «against you».
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1 (I most agree)
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2
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3
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4
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5 (I least agree)
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2. In order to communicate successfully, all you need is a clear message. A clear, accurate explanation should convince an audience.
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1 (I most agree)
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2
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3
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4
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5 (I least agree)
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3. A friendly audience does not need persuasion.
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1 (I most agree)
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2
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3
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4
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5 (I least agree)
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4. The only way to be successful at persuasion is to take an audience from total disagreement to total agreement.
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1 (I most agree)
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2
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3
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4
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5 (I least agree)
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5. It's usually better not to persuade people; it's usually best to inform them.
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1 (I most agree)
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2
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3
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4
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5 (I least agree)
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6. The best way to persuade an audience is to be totally logical, using statistics and documented facts.
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1 (I most agree)
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2
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3
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4
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5 (I least agree)
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7. If you've explained your position to your audience, clearly, logically, and accurately, they will be persuaded.
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1 (I most agree)
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2
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3
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4
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5 (I least agree)
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8. If something strikes me as persuasive, it probably will be persuasive for the next person too.
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1 (I most agree)
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2
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3
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4
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5 (I least agree)
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9. If all people had access to the same facts, persuasion wouldn't be needed.
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1 (I most agree)
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2
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3
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4
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5 (I least agree)
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How Did You Score?
The above statements are «myths» about persuasion. Although some may contain a grain of truth, they are risky guidelines for your communication and persuasion.
If your score was between 35 and 45 you are probably already successful in most of your communications. You have the right attitude about persuasion.
If your total score was between 28 and 34 this handbook will strengthen communications skills you already have.
It your total score was between 22 and 28, this handbook should help make noticeable improvement in your effectiveness as a persuader.
If your total was below 22, this handbook will be a great help to you!
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3.2.1 What does the audience want?*
Carefully considering what information «fits» which audience early on is time well invested. You may want to hold a brainstorming session with staff, members of your organization, or possible beneficiaries of your proposed work. A focus group may also help you understand what is important to your audience.
In every communication experience, audiences usually ask themselves one question: «What's in it for me?» Advertisers in the US have generated what may look like a strange list to help them sell products through advertising. While each culture is different, this list is a good starting point to think about effectively communicating with your own target audiences.
Audiences want to:
 Avoid effort
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know «why?»
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make a lot of money
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be competent
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be comfortable
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eliminate worry
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enjoy pleasure
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be in a desired group
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gratify curiosity
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take advantage of opportunities
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satisfy an appetite
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attract the opposite sex
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be a unique individual
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emulate desired models
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have possessions
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have a good reputation
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be important
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be happy
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feel blameless
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be safe
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be praised
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be healthy
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avoid trouble
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be popular
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be in style
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be in control
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save time
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What does the audience want to avoid?
Strenuous effort
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being stupid
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losing time
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being out of style
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losing money
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incompetence
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discomfort
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boredom
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ill health
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failing to understand
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being neglected
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danger
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pain
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worry
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failing to be important
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being left out
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being dirty
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unhappiness
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losing possessions
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repelling the opposite sex
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being controlled
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being a mundane person
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losing reputation
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failing to emulate models
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criticism
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being unable to satisfy an appetite
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guilt
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missing an opportunity
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3.2.2 Some tips from commercial advertisers
Brainstorming ideas for your organization's messages is fun but challenging. While every organization has its own style, a few recommendations from advertising copywriters might be useful:
Do not:
be too clever
be too complicated
be pompous
exaggerate benefits
lead into points with negatives
assume your reader lacks knowledge
overdo humor.
Some of the «magic» words of commercial advertising according to experienced direct mailers are:
Tap into the Audience's Imagination11
When thinking of voters, you have more freedom to be creative than when dealing with your «active» audience. Step outside the usual dry, legalistic expectations people have about voter information.
Use creativity and appeal to the audience's imagination. Your public association can take a mundane subject and entrance the audience. Especially in times of hardship, appealing to people's sense of imagination can be very effective and uplifting. By tapping into the valuable resource of people's daydreams and fantasies, you can give a great deal of life to any presentation of information.
A message which appeals to the audience's imagination can come from humor, from charm, or from offering something pleasantly unexpected or surprising.
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When you think of creating posters, brochures, or radio scripts think creatively. Cold, hard facts must be presented, but the style is up to you, and based on your knowledge of the audience. Remember to tailor your marketing approach to the different types of audience.
3.3. Promoting Your Message
Your information will be communicated through various mediums. The promotion «mix» refers to the different methodologies of reaching people - some having influence from a distance (usually media directed at large numbers of people) and some effective only by one-on-one contact. The usual mix of persuasive communications includes:
public relations
advertising
direct mail
sales promotion
one-to-one contact.
This section offers organizational categories to help you think about your marketing efforts. Some methods are aimed to promote your organization's image; others to promote the issues which concern you.
3.3.1 Public relations12
The aim of public relations is to create and maintain a favorable climate of public opinion about your organization. Just as each company has an image, each public association will have an image. Some public associations may be viewed as «professional», «honest», «effective», «creative» or - «partisan», «corrupt», «party-aligned», «useless». Make sure people don't think of your organization as belonging to the latter categories on this list.
How well your message is received and believed will depend on your public association's image.
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Does your organization project the «right» image? What is the image you want to project?
The first task is to define the «public» where public opinion matters to your organization. If you want to sell some of your products and services, for example, to other public associations, election commissions or election observers, you will need to have a reputation of professionalism, impartiality and reliability. Typical methods to improve a company's image include:
Press publicity
Membership in influential organizations
Brochures
Public speaking engagements.
Public associations have a range of opportunities. See the table on page 59.
3.3.2 Advertising
Commercial advertising is communicating in space that is paid for, such as newspaper ads or radio and television spots. Limited budgets may put this type of advertising off limits unless you are able to negotiate donated space or reduced rates. Advertising costs are based on circulation numbers and are usually listed on a «rate card» which details specific costs for different services (positions, sizes and time slots).
Before considering paid advertising make sure that the outlet has the audience you want. Compare and contrast each outlet's audience with your «target audience.»
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Does the advertisement match your objectives?
Does the advertisement gain attention and create awareness?
Is it likely to create interest and understanding of the advantages of a particular product or service?
Is it likely to prompt people into action?
Worksheet 3.3
Creative advertising
List five «imaginative» words for your printed materials or scripts:
1.
2.
3.
4.
5.
3.3.3 Direct mail
Direct mail or promotion by post is a specialized form of advertising. In the Russian Federation, direct mail may work in some areas, depending on the quality of the postal system. For example, your public association could work in cooperation with the election commission to create a voter kit for distribution in the mail. It could include:
Reminder of polling place locations
Hours the polls will be open
Types of identification required to vote
Voting procedures
Early voting procedures
Special services for the elderly or handicapped
Sample ballots
In addition to materials that inform people about the elections, direct mail could be used for creative, persuasive materials. A one-on-one approach is nearly always more successful than media advertising (as long as the experience is not negative!).
But visiting every person individually would be far too labor intensive, unless your focus is a very specialized audiences such as election commissioners, candidates or journalists. For voters, you may want to hold a series of events where people come to you, making one-on-one contact more practical.
3.3.4 «Sales» promotion
In the private sector context, sales promotion encompasses a number of methods to create a «campaign» around a certain product or service. A voter education «campaign» could be launched at a festival or concert where you could also provide informational products and services. You may also want to set up information kiosks in convenient places where you will see many people, such as:
universities
cultural centers
libraries
hospitals and sanitariums
markets
telephone, post and telegraph offices
sporting events
subway and train stations.
The type of kiosk you set up depends on your location. Some locations may require permits. In some countries, a pushcart-style mobile kiosk is used in malls, particularly at Christmas time for seasonal merchandise. Such a cart could be built by members - on wheels - and used in various sites. Music is always a good attention-getter, as are attractive and lively people staffing your booth. Are any members aspiring to be in theatre? or musicians? Try to find people who like to be on stage to draw people to your booth.
Private companies draw attention to a new brand by setting up special displays in retail outlets or supermarkets. Sometimes they have a gimmick such as a «prize in your box of cereal» to get young children interested. At the store, the kids remember the prize and the parents remember the cereal.
While this example may not exactly be relevant to your situation, the important idea is creating demand in interesting ways.
Once people are at your kiosk, they may find a variety of promotional «get-out-the-vote» products such as T-shirts, pins, stickers, key chains, caps, and scarfs. These items will be discussed in more detail in later sections. You may charge for the products, at least to cover your costs with a mark-up to support your club's activities.
A lottery (drawing) for prizes is always interesting but try to make your prizes relevant. A music store could donate a few compact disks or cassette tapes or even a stereo. The stereo would be even better because it is a form of communication that lets people hear not only music, but also news!
You can market information in document form such as leaflets, posters or booklets. At your kiosk you can both inform and persuade people. Remember that people are always thinking «what's in it for me?» Act accordingly.
Providing voter information is a serious task - vital for a healthy democracy - but the style of your presentation does not need to be serious and weighty.
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3.3.5 Other «promotional» ideas
While it is important to keep people interested and even entertained, sometimes you will want to be straightforward. Never be «too clever» in your efforts. Two very effective activities to both inform and persuade people during the pre-election period are mock elections and candidate debates. Universities are a good setting for both activities.
3.3.5.a Mock elections
Mock elections generate enthusiasm about the election process and are an exciting role-playing tool for informing audiences.
Mock elections involve «candidates» actually competing - drafting platforms, making speeches, distributing materials and creating posters. After the mock campaign a mock election is held and a mock winner is announced. Mock elections are an interesting way to get young people involved in the whole process. A voter will likely never take for granted the work involved in waging a campaign after running his or her own «campaign».
Some mock elections make it a policy never to use the names of actual candidates or political organizations or blocks although the platform similarities may be obvious. Other times, the mock election replicates the actual campaign players. Keep in mind your public association's non-partisan mandate when you promote such events.
3.3.5.b Candidate debates and «town hall» forums
What you do speaks so loud that I cannot hear what you say.
Ralph Waldo Emerson
Sometimes candidates talk more than they deliver. In candidate debates and town hall forums people can listen for themselves and then ask tough questions to determine if a candidate plans to deliver or just go on talking.
Well-organized candidate debates are one of the greatest services a public association can provide to the voting public. In the United States, the National Organization of Women is well known for sponsoring debates among presidential candidates. Information about candidates always seems to be filtered through the media. If voters have the opportunity to hear and see for themselves, they may make a different choice than if they only saw posters or the media.
Most debates are passive for an audience who just listen. A question and answers period after the debate can involve the voters but many candidates are not willing to do both at one time. They may prefer a «town hall» meeting. In this type of interaction, were candidates mingle with the audience. They put themselves in a public forum for a group of people to ask them questions. This is a good model for local government at its best - the government closest to the people talking to the people. Such a forum gives both candidates and voters practice communicating about issues of importance. It is a learning experience for both sides.
Candidate debates and town hall forums are a good way to generate media publicity - print, radio and television. Keep in mind facility requirements when deciding where to hold the debate. Does the location have electricity? Does it have room for lights?
If journalists are invited, make sure the voters are allowed to ask questions first. You may want to hold a separate press conference afterwards for journalist's questions. Watch how candidates often handle the media different from the «average» voter.
Candidate debates and town hall meetings are time consuming to organize, but could be well worth your energy. They generate interest in the election, let candidates speak their mind, and showcase your organization. They also give you experience working directly with candidates, some of whom may win, giving your organization political access in the future.
The chart on the following page provides suggestions for ways to think about your promotional efforts. It may not be exactly right for you, but could be a good model for planning purposes.
Type of promotion
|
Audience
|
Product/Service Ideas
|
Public relations
Objective: to strengthen the image of the organization
|
- general public
- government bodies
- funding sources
- media
|
- press releases
- organizational brochures
- speeches
- newsletters
- letters to the editor
- training agents or observers
- information kits
- community contests
- translation services
- concerts and festivals
- mock elections
- candidate debates
thank you letters
|
Advertising
Objective: to reach wide audiences with creative, persuasive materials - sometimes on a commercial basis unless you can arrange a donation due to your not-for-profit and non-partisan status.
|
Depends where advertisements are placed.
General public and targeted readers of certain print publications.
Viewers or listeners of television/radio
|
- get-out-the-vote posters with artwork and your organization's logo
(perhaps get artwork through community contests!)
|
Direct Mail
Objective: to reach general or specific groups with printed materials (persuasive and/or informative)
|
General or targeted, i.e. Students
Military
Pensioners
|
- informational brochures or leaflets
|
Sales Promotion
Objective: to create excitement and interest in a certain cause; similar to public relations but with a focus on the election, for example, rather than the organization's image.
|
targeted to specific groups such as university youth or other public associations
|
- Information booths
- information kits
- festivals and concerts
- mock elections
- candidate debates
- T-shirts, pins, hats, pens
- calendars
- posters
|
One-on-one
Objective: to reach specific people with your message, possibly to recruit them for membership, request their assistance or offer a service tailored to their needs.
|
- election commissioners
- local government bodies
- candidates
- friendly journalists
- opinion leaders
- university student leaders
|
- meetings
- presentations
- information kits
- campaign or election analyses
|
3.3.6 A few communication pointers from professionals»13:
1. Empathy is the best way to make a memorable impact on your audience.
2. People can only interpret information in terms of what they already know and have experienced.
3. The strongest form of communication is one-on-one; other forms may be more practical but a compromise.
4. Logos, visual symbols and cultural icons are powerful and concise communication tools - use them.
5. Being believed is as important as being understood.
6. «Knowledge is of two kinds: We know a subject ourselves or we know where we can find information about it». Sam Johnson.
7. Expectations are like fences; people often won't let any new ideas in.
8. New information is easier to learn when it is presented according to a sequence.
9. People can read faster than they can talk, and they can think even faster. The best way to hold their attention is to create pictures in their minds.
10. Most speakers talk only about what interests them, and assume the audience wants to hear it. To be more effective, think of the audience first.
11. A presentation with too much «wow» can overpower the message-and the audience may only remember the «wow».
12. We already have too much information to know what to do with. Give order to what people already have.
3.4. Sending the message
Coming back to the analogy of a letter as communication, we have discussed what to write and how to address the envelope; what follows are delivery instructions.
An outsider cannot advise your public association on «what your message should be» and «how you should send it». You now have the conceptual tools to work through these decisions, based on your audience, your objectives, and what resources you have available.
There are diverse ways to make information available to people, a few of which will be discussed in more detail below. Traditional methods to market information through printed materials include:
Print media: newspapers and magazines
Paid advertising through the news media
Posters, banners and sign boards
Newsletters
Brochures and leaflets
«Election corner» (weekly series in mass media publications during elections)
Information kits
Other creative methods to communicate include:
Web sites via the Internet
Radio spots or serial soap operas
Training seminars
Concerts and festivals
T-shirts and other promotional products
In the previous section we already discussed ideas such as mock elections and candidate debates. The following section presents ideas on how to market voter information during an election period. We will conclude by suggesting ideas for your public association for the «in between» elections period.
3.4.1 News media
The news media may provide one cost effective way to distribute information. If news articles are written about your organization, however, you will not have the freedom to «market» information to the exact audience you want in the precise way you intend. Remember: If you want news coverage - you will generally have to make news.
In the Russian Federation news media tend to be very politicized. In many cases electoral associations or blocs may actually sell their stories to a local media outlet. This situation is almost unique to the Russian Federation and presents challenges for the media listener or reader who tries to discern what is real news and what is bought and paid for advertising.
In most democratic countries, a line stating «advertisement,» or «paid for by friends of candidate» is legally required to be displayed if the story is not the product of an in house journalist. This is not yet a requirement in the Russian Federation. Be clear your organization is not engaging in this practice or be prepared for a bill from the newspaper.
3.4.1.a News releases
What is your news?
Is it an event or statement that is out of the ordinary?
Is it timely?
Is it a significant event, comment or action?
Is it news in the eyes of the beholder, the beholder being the reporter and the readers/viewers/listeners?
Does it have local appeal?
Does it have general interest?
Does it mention the names of local and/or prominent people?
Will a news conference or event offer interesting audio or visual footage?
If the answer is yes to most of these questions, it is probably news, at least to some reporters.
Tips for writing and delivering a news release
Send the release on official letterhead.
Do your homework and send it to the appropriate reporter or editor at each outlet.
Use a catchy headline to grab attention
Summarize all important facts in the lead paragraph: who, what, where, when, why, how?
List a contact person who can provide more information.
Deliver in person, early in the day whenever possible.
Always follow up with a phone call to the reporter.
Provide an interesting black and white picture, if possible.
Make sure your contact person is available to take telephone calls on the day of the release.
Tips for holding a news conference:
Rehearse anticipated questions.
Prepare an opening statement.
Schedule with media deadlines in mind.
If possible, notify the media at least 48 hours in advance.
Follow up with phone calls to the reporter the day before, and even on the day of the conference to remind them to attend.
Choose an appropriate location and an uncluttered background. You will also want to make sure you do not send any symbolic messages that could be perceived as partisan, for example having a political party symbol on the wall in the background.
Start on time.
Distribute news releases and text of speech in the beginning of news conferences.
Allow ten minutes or less for opening statement and 20 minutes for questions.
Choose a venue that is easy for reporters to get to.
Arrange seating so everyone is able to see and hear clearly.
3.4.1.b Media advisories
Brief memos informing the media of the dates, times, and venues of special events, news conferences or other occasions where you want media attention are called media advisories. Make sure you include who, what, where, when, why and how, and keep photo opportunities in mind. If you want television to cover your story, think about the visual aspects of your event. Will anything interesting happen visually? Think ahead.
Don't «cry wolf» by over-using media advisories. Only send a media advisory for an important event - for example an exciting launch of your voter information program, a candidate debate, town hall forum or concert.
3.4.1.c. How print news media works14
If you are going to work with the news media, it is useful to understand how they operate. Generally, print publications each have:
An editorial department, responsible for the contents of the publication - its precise mix of news, features, pictures and advertisements. It is headed by the Editor-in-Chief with assistance from news editors who seek up-to-date news, feature editors who coordinate occasional and regular articles, and art editors who try to vividly illustrate news stories and feature articles. Beneath them, staff and freelance journalists, illustrators, and photographers write copy, produce illustrations and take photographs.
An advertisement department, responsible for selling all of the advertising space for every issue of the publication at the best possible prices. It works closely with the editorial department, which probably determines the amount, positions, sizes and rates of positions available.
A marketing department, also known as the promotion or advertising department, which performs the key role of publicizing the newspaper, magazine or publication to advertisers and advertising agencies or customers who may buy space in it. The marketing department may perform other tasks of possible use to your organization, such as accumulating research data.
A production department, which varies depending on the publication. Some newspapers and magazines are conceived, designed and printed on the same premises, with editorial, advertisement and production staff all sharing a work environment. Others are passed to an independently owned printing works which prints the required copies.
Publications also have circulation and subscriptions departments which are responsible for selling the publication to customers and subscribers.
Worksheet 3.4
News releases and media advisories
List two headlines for news releases and two events that would merit media advisories:
News releases
1._______________________________________________
2._______________________________________________
Media advisories
1._______________________________________________
2._______________________________________________
3.5. Posters, banners, brochures and other printed materials
Now is time to have fun! But you will need a few technical resources. A computer and paper are good starting points for creating posters and other printed advertising material.
Make it a priority to have one of your members trained in desk top publishing. Find a software graphics package that works with the memory capability of your computer equipment. If you want memorable, creative and affordable printed materials it is well worth the initial investment
At the very least, someone within your organization should be able to master the finer points of good word processing and presentation software. There are many on the market today. If you're lucky, you may find a corporate donor willing to support your efforts. When approaching an international computer company with this request, present the donation as a way may to enter a new market. With the donation of one computer and some software, your organization may give that company name recognition to a new market group (or university) that could start buying its equipment. Think about their needs and yours.
When computer equipment or software is donated, be ready to thank the company in some notable way on your printed publications.
|
In addition to computer graphics, be creative and involve your audience in the design of your artwork. Hold contests, for example, that involve a community competition to «illustrate what freedom means» or, if you have an organizational motto like «Truth and freedom, now!», hold a contest to get logo ideas. You will generate community interest and learn what people are thinking.
Collect interesting graphics from newspapers or magazines as a source of ideas for your desk top publisher. This will also give your publisher an understanding of your organization's tastes and preferences in graphic design. Great artists around the world borrow ideas from old masters and then adapt their own style. Feel free to do the same. You don't necessarily need to start from a blank sheet of paper.
3.6. The Internet
The Internet is not, as many people think, about computers. It is about people, communication and information sharing. It is a way of overcoming physical boundaries, like distance, to allow minds to meet. We will only try to mark out possible ways of using Internet to help NGOs.
The formal definition of the Internet is an international computer network. The core of this network consists of computers permanently linked through high speed connections. To join the Internet, all you have to do is connect your computer to any of these computers and once you are «on line» (connected) you will have access to all the resources located on millions of other computers around the world that are connected to Internet. You can find answers to all your questions, meet people who share your interests. Internet is developing very fast and more people and companies are trying to use it for profit, but you can still find many resources available for free.
3.6.1 The World Wide Web (WWW)
The WWW is one of the most popular tools of the Internet. Russian specifics are explained in the first place by the condition of communication network (phone lines) that do not provide reliable connection and traffic that would allow to work efficiently on the Web. To be able to work on the Web you will need a connection not less than 14,400 kbs, which is rare even in Moscow (due to the phone lines). With slower connection any graphics from a Web page will take forever to load and you will simply loose patience. Disabling the graphics in your browser may be a solution, but lately graphics started to carry a lot of information (image maps, signs, etc.) and it will be very difficult to understand anything without having the full picture.
To access the Internet you should at least have a possibility to work with your Internet Service Provider (ISP) in IP mode, and to own a modem (not less than 14,400 kbs) and a browser. The number of Web pages in Russian is constantly growing and creating infinite opportunities for using the Internet as information tool. Using search engines you can find answers to your questions in a few minutes and download the graphics necessary for your work. Information is provided for free, and very often you can use it just indicating the copyright.
You will need to get familiar with the way Internet operates in Russia, install a browser, necessary encoding and be patient.
Out of hundreds of thousands of Web pages, very often updated daily, it may be hard not to be buried under this information and to find the information you need. Here is a short list of sites where you can get the recent news:
http://www.cnn.com
http://www.newsdesk.co.uk
http://www.newspage.com
http://www.pathfinder.com
http://www.the-times.co.uk
http://www.sunday-times.co.uk
http://www.csmonitor.com
http://www.gallup.com
3.6.1.b. Other Internet Resouces
Fidonet is another way you can use computers to communicate with other people. This communication network has a number of particularities and was designed for slower computers and lower quality communication lines and nevertheless is popular around the world, mostly among its users. In Fidonet you can find anything, ask anything and you will eventually get an answer, but it will take longer. It is informal, alternative means of Internet communication which provides users the opportunity to post messages in a variety of «conferences». Usually people subscribe to only a limited amount of conferences because of the risk of being flooded with information.
3.7. Training seminars15
Adults learn differently than children. Generally, the way adults learn is
if they want and need to
by associating the new material to past, present or future experiences
by practicing what they have been taught
in an informal and non-threatening environment.
A recent study by neurologists in Brussels showed that:
When a message is given once, the brain remembers about 10 percent one year later; when it is given six times, recall rises to 90 per cent.
The brain goes into «auto-shut-off» after only 10 minutes if not given something to stimulate it.
However hard we try to keep retention levels high, the enemy is «mind set» or expectations. When people hear or see something that clashes with their belief or ideas they experience «cognitive dissonance». Some famous people have been victims of their mind set:
«Who the hell wants to hear actors talk?» Harry Warner, film producer, 1927
«There is no likelihood that man can ever tap the power of the atom». Robert Millikan, physicist Nobel Prize, 1923
«Sensible and responsible women do not want to vote». Grover Cleveland, 1927 (American President)
«Heavier-than-air flying machines are impossible». Lord Kelvin 1895
Faced with inevitable challenges of working with adult learners, trainers should begin by being empathetic with their audience and then consider «what's in it for them» when preparing training materials.
Much has been written about training methodologies. The following section will only briefly discuss a few key pointers.
3.7.1 Seating patterns
When you organize your event, think carefully of what you want to achieve. We are all used to the school-room set up where we as young students sat in rows while the teacher stood in front of us. This may not be the most effective set-up for adult learners. The following seating patterns may be worth consideration:
(a) U shape
(Cut&Paste Graphics)
Advantages:
Businesslike
Trainer can walk into «U»
Generally good participant visibility
Standard, therefore non-threatening
Disadvantages:
Somewhat formal
Front participants constantly at 60-90 degree neck angle (ache!)
Rear participants are far from screen or flip chart
(b) V shape
Advantages:
Best pattern for visibility/neck ache
Optimum for trainer/participant contact
Less formal and intimidating than «U»
Disadvantages:
Space requirements (only small groups)
(c) Herring bone
Advantages:
Space effective for large numbers
All participants at good angle for screen/flip chart
trainer can walk down «spine»
Disadvantages:
Several participants masked by others
Rear participants far from screen/flip chart
Relatively poor participant/trainer contact
(d) Bistro
Advantages:
Ideal for teambuilding» sessions and small group workshops
Informal: encourages maximum trainee participation/identification
Original: encourages open-mindedness
Trainer can «circulate»
Disadvantages:
Some participants may have poor visibility
May encourage lack of attention and side conversations
Encourages splinter groups to form
(e) Circle
Advantages:
Encourages maximum participant involvement
Excellent trainer participant contact
Minimum side conversations, no informal group formation
Disadvantages:
Difficult to find tables that can be set up as a circle
Some participants have poor visibility
Without suitable tables, participants may feel «exposed»
Overtones of «touchy/feel» style encounter groups
(f) Ampitheatre:
Advantages:
IF room is well designed, excellent visibility and acoustics
Very space effective
Good for lecture-type presentations
Disadvantages:
Very poor trainer/participant contacts
Back rows must be elevated
Very university-like
Training workshops can be an ideal way to provide specialized information to your audience. Remember that people remember what they «DO» far more than what they «HEAR». Don't simply lecture. Keep the audience actively involved along the way either by using case analyses, role playing, or other methods that put the audience in an active rather than passive situation.
3.8. Concerts and festivals
Big splashy events are wonderful ways to generate a spirit of enthusiasm. They may also be good way to involve corporate sponsors. Concerts also put your organization's name in the public eye. Just remember that, besides fun and games, the event must convey your message. A candidate debate followed by a concert would be a good combination.
3.9. T-shirts, pins, pens, caps, calendars and other promotional materials
«Just do it?»
Your promotional materials are only as effective as your logo and artwork. Nike has a very effective three-word logo and a simple symbol on most of its merchandise. «Just do it», or simply a check mark. Spend time thinking of something very brief and very catchy. It is nice to give promotional materials with your organization's name, but also include your message, or ideally, your mission statement. «We are the future». «Choose while you have a choice».
«Now or never.» (Note to translator - I don't know how punchy these will sound in Russian but we can draw from list on persuasive messages).
Promotional materials last longer than a leaflet. A multi-use promotional item is far more desirable to receive or even, to buy. One voter education group in South Africa decided to put a lot of information on its organization's T-shirt so that each and every person wearing the T-shirt became a source of information for others, even if inadvertently. The T-shirts had «The Ten Commandments of Voting» listed on the back. The commandments addressed the secrecy of the ballot, non-violence, voting procedures and the components of a free and fair election.
Calendars are a good promotional material because they last for a year and are generally posted in a public place. One NGO designed a calendar entitled «Democracy For All!», with very colourful artwork, a list of all the public holidays and definitions of key words (like accountability and free and fair elections) written around the huge, colourful, and happy picture. It was educational, beautiful and useful.
Pens are not so effective because they tend to get lost and very few people spend time reading their pens. If your aim is just for people to remember the name of your organization, pens will work, but little other information can be communicated.
3.10. Television and Radio
Television and radio are probably the two most effective media for marketing public information. Because television generally involves vast resources, it will not be addressed in this handbook. This does not mean you should not explore this very powerful medium with sponsors and donors.
If your public association can find the resources, you will want to consider radio which is proven to reach the most people in the world. You may want to explore whether local radio stations have time set aside for public service announcements. Alternately, one of your leaders may be the guest expert at a radio call-in talk show, answering questions about the role of youth in the election, for example.
Youth are a very good audience for radio messages, but you will need to make your message memorable and interesting. A local musical group may be willing to draft a «jingle» or even a whole song that can be identified with your voter information efforts.
In the United States, the song «Don't Stop Thinking About Tomorrow» was the theme of one political party. This song, by a rock groups popular in the 1970s and 80s, a period which was memorable to many of the party's supporters, except perhaps the youngest ones.
Radio has immense potential because music evokes emotion. Music can be used in other creative ways in your training efforts. A particular «jingle» or sound snippet could be played on the radio with your public service announcements. A certain set of notes could then become with synonymous with «Choose will you have a choice!» in the minds of your audience.
Usually adults remember the exact words of songs that were popular decades ago. They may have forgotten all the details of their school courses, but they remember the words and tunes of the songs popular then. When thinking about radio, think of the immense power of combining your important message with other stimuli beside words.
A few pointers for writing radio broadcast scripts offered by Mervin Block's Broadcast Newswriting: the authoritative manual for professionals:
Write the way you talk - or should talk. Scripts should be clear, concise and conversational.
Think listener not reader. According to the English critic Cyril Connolly, «Literature is the art of writing something that will be read twice; journalism what will be grasped once.» Broadcast script writing must be grasped even faster.
Use strong action verbs.
Don't raise questions you don't answer (unless it is a radio soap opera)
Start strong. Your first sentence is crucial.
Write simply. Use short words and short sentences. The famous journalist Edward R. Murrow once said «You are supposed to describe things in terms that make sense to a truck driver without insulting the intelligence of the professor.»
Limit a sentence to one thought. Listeners can't read your scripts, let alone re-read them or re-think them. Make it easy for the listeners, half of whom are probably only half-listening.
Try to put the word or words you want to emphasize at the end of the sentence. Build up to your key words.
Omit needless words. Ask yourself if each word is indispensable? If it is not necessary to leave it in, it is necessary to leave it out.
As David Lambuth says in The Golden Book on Writing , «The fewer the words that can be made to convey an idea, the clearer and more forceful the idea».
3.11. Non-election activities: civic education and advocacy programs
The focus of this handbook is voter information. Your public association may also want to involve itself in other important civic advocacy activities. The following pages outline a few ideas in progress in other parts of the world.
(a) Democracy workshops for civil servants
Without the assistance and support of civil servants, it is very difficult for newly elected officials to deliver on campaign promises. Workshops can be held to provide information relevant to civil servants after democratic transitions. Interactive sessions let them air their concerns. Presentations focus on their critical role in the new system. Workshops are usually hosted jointly with local government bodies.
(b) «Name of organization» day held annually at a university
Getting students involved is an on-going challenge. Successful efforts include activities included role-playing, debates and mock trials. Several local schools were invited. Each school made a 15-20 minute presentation focusing on human rights themes including cultural rights, women's' rights, sexual harassment, child abuse, freedom of speech, the death penalty versus the right to life, workers' rights, consumer rights, abortion versus the right to life, and freedom of religion. The event was designed to encourage cooperation and interaction among schools in activities other than sport.
(c) Outreach to teachers
Teachers need training, too. Workshops for secondary school teachers may address:
comparative electoral systems,
journalism in a free society,
rights and responsibilities of voters, and
democracy and local government.
Workshop topics in one country included teaching methodologies, checking the abuse of power and citizen participation.
(d) «Youth Against Crime» initiatives
A network of youth organizations, NGOs and government departments pledged to combat crime and involve themselves in crime prevention in their communities. In South Africa, they distributed information pamphlets to youth organizations and gave students contact numbers to report crime through police, elected officials and with local government bodies.
They also held «road shows» with a mix of people from different religious, civic youth, women and civic organizations. They discussion the concept of community policing and bridging gap between community and police.
The sponsoring organization also acted as a lobby group encouraging youth organizations to make submissions to various government bodies seeking youth input on issues such as laws pertaining to youth offenders.
(e) Advocacy of children's rights
The rights of all youth, not just voting age students, are the focus of some organizations. One held a children's rights and dignity conference. It focused on dignity in schools, education, institutions and the justice system. One hundred high school students attended and spent three days preparing a submission to provincial government in order to lobby government for changes. Sessions included:
Dignity in the home; what does this mean and how is it maintained or regained?
Dignity in education: does punishment in schools impair children's dignity?
The importance of law and rights related to education in schools
Crime and the child: the effects of crime or criminal activity on children
(f) Outreach to youth prisoners
People in prison are often forgotten. Some organizations focus on providing information and inspiration to youth offenders who are not yet chronic criminals. Some programs include counseling facilities and education about rights and duties inside and outside prison.
(g) Establishment of regional and national youth parliaments
Youth parliament programs are designed to nurture young people and develop talented, capable and responsible leadership for years to come. Youth get hands-on experience of the basic values of democracy in parliamentary sessions. Role-playing exercises give students the opportunity to develop negotiation, debating, reasoning and listening skills. A well crafted program will promote an appreciation for human rights, democracy and increase understanding of how government works.
Both regional and national youth parliaments can be held. National delegates are generally chosen to represent their regions in national parliament based on their performance at regional parliamentary competitions. One organization structured a «youth parliament week» as follows:
Opening night:
Live cultural program with government representatives mingling with youth.
First day:
Mock trial competition centered around issue of importance. In this case, land restitution.
Second day:
Competitive debate on certain legislative issues
Third day:
Cultural activities and sight seeing
Fourth day:
Role-playing - delegates divide into «parties» to negotiate constitution. The aim of the exercise to experience the negotiating process and learn how to deal with opposing parties and their ideal.
Fifth day:
Role playing - delegates took positions in national parliament, debating constitutional issues and youth policy matters.
(h) Formation of a National Youth Commission
In South Africa, youth organizations and the youth leagues of various political parties promoted the idea of a National Youth Commission. Their first choice was a formal «Ministry of Youth» within the executive branch of government but political leaders were opposed to this idea. The purpose of the newly formed non-partisan Commission is:
to coordinate and develop an integrated national youth policy,
to make recommendation to government about youth policies,
to represent the rights of disadvantaged youth, and
to maintain close relations with other youth organizations.
The Russian Federation has a similar commission. Is it an effective voice of youth? Based on its experience in the field, your association may want to suggest reforms to make it more effective.
(I) Advocacy of gender issues
One organization sponsored a provincial «gender awareness day». At a day-long session, women and men participants discussed two papers delivered on rape and sexual harassment. Legal rights of victims were discussed and written into an informative pamphlet which was made available to members of parliament, schools, hospitals and other public associations.
(j) Advocacy of environmental issues
Workshops can be held and information distributed on how youth can protect and improve their environment. Topics in one such workshop included:
defining the word «environment»
differences between rural and urban environments and their interdependence
educating people about ways to save their environment rather than destroy it, even in situations of extreme poverty
legal methods to consider when the environment is threatened.
(k) Establishment of a parliamentary information and monitoring service
In order to keep track of and to effectively intervene in the policy making and legislative process, up to date and accurate information is necessary. In South Africa, the Public Information Center of the Institute for Democracy in South Africa (IDASA) established a Monitor and Policy Alert Service to provide information about parliament in a user-friendly package for subscribers who pay an annual fee. IDASA is a not-for-profit and non-governmental organization presently focused on developing sustainable activities.
The Monitor is a complete «first stop legislation reference source». It provides subscribers with monthly summaries in plain language about 1) bills, 2) acts, and 3) policy documents. Parliamentary committee meetings and amendments to legislation are also covered, as are amendments to bills in Parliament. University student volunteers attend most of the committee meetings and write the summaries.
For a subscription fee, the Monitor Service provides a high quality file folder for the monthly updates. Documents are sorted, hole-punched and ready to be read and filed. They also provide a Parliamentary Pocketbook, a concise reference guide which includes contact phone and fax numbers of each representative in the national parliament.
The Alert service if a «first line warning system» for policy area(s) of concern to their subscribers. Tailored to the subscriber's needs, the service provides, by fax, e-mail or post, key policy documents. They offer plain language summaries of, as well as analysis around, policy issues.
The Monitor and Alert Service team comprises legal and financial experts who collate and organize for subscriber vital information stemming from parliamentary processes. They charge different tiers of pricing for different service packages based on whether the subscriber is a business or an non-governmental organization.
This service is provided in addition to a bi-weekly newspaper called Parliamentary Whip which provides up to date information to a wide audience about events and intrigues in Parliament. It addresses controversial issues such as ethics, transparency, conflicts of interest, lack of delivery on campaign promises, allegations of corruption, attendance records of members, and the number of questions asked in parliament by each political party. It also keeps readers updated on new rules in parliament and bills recently tabled and/or passed. It attempts to provide balanced and objective information to let the reader decide how democracy is progressing in his or her country.
3.12. Public Associations are Different From Businesses
Cooperation and partnership, rather than cut-throat competition, is a key difference.
Your organization is not alone. Somewhere someone is trying to promote a vibrant civil society with similar resources and challenges. You do not need to do everything as if it had never been done before. The question is, how to find out who is out there?
In the future, the Internet may be a real source of sharing information but not yet. NGOs in general and democratic development organizations tend to find themselves in the situation of «crisis management». A situation arises, or funding is made available, and like an amoeba, all people focus inward trying to surround the problem and come up with a plan.
Forming partnerships and learning from others in similar situations takes time. Sometimes in advance of project implementation you may not find that time. In Section Four, we will discuss the concept of «replicability». If you don't have time in the beginning to learn from others, take the time to enable them learn from you later.
When entering partnerships, decide the outcome you hope for and what you are willing to give. No donor will give without strings attached - whether it is a mountain of paperwork or a logo on your concert banners.
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Except for the revenues you generate from your own products and services, your funding will come with a price set, in part, by others.
Community partnerships are very important. They can help you reach a greater audience potentially without «recreating the wheel» that another organization has already constructed. That said, it is a tough world out there.
Be careful not to get embroiled in competitive rivalries with other NGOs in a similar field. Decide what you will do, what products and services you plan to provide, to which audience, and through which mediums. If necessary, communicate this action plan in such a way that other groups know your focus area. They still may want to compete with you, or they may want to address another important issue or audience. Or, you may want to slightly adjust your plan to accommodate theirs.
There is no reason that organizations with the same good intentions need to push and shove to reach the same audience competing for the same funds! This is an area where public association should be DIFFERENT FROM BUSINESSES. You are motivated to provide a public service in the best way you can. You do not need to «gain market share» of the NGO world!
Partnerships in the NGO sector can set it apart from the business sector.
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Questions for Discussion
List the similarities and difference that characterize commercial enterprises and public associations.
List products and services your association may offer the community for a fee.
How would you determine what fee to charge?
Will your local tax laws allow your organization to charge a fee for service?
What sets your public association apart from others?
Does your audience have a way to remember your public association after an event is over?
What motto summarizes the mission statement of your organization?
8 This section draws from Nothstine's Influencing Others, A Handbook of Persuasive Strategies.
9 These quotes are drawn from Moran's Never Confuse a Memo with Reality.
10 This section draws from Nothstine's Influencing Others, A Handbook of Persuasive Strategies.
11 Lists are generated from Forsyth. Other quote I will have to remember tomorrow.
12 Some lists in this section draw from Forsyth's Marketing on a Tight Budget.
13 Most of this list, except if quoted otherwise, is drawn from Hank and Pusipher's Getting Your Message Across.
14 This section quoted from Maitland,How to Plan Press Advertising.
15 This section draws from Townsend's The Trainer's Pocketbook.
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