Community Matters - Workshops at Beit Zatoun Workshop 1: Shifting the Frame (September 24)
Workshop 2: Getting your Message Out (October 29)
Registration Form at end of page
These two workshops are offered by Beit Zatoun to help progressive communities and organizations better develop and communicate their message using the general media.
We know (too well) that the "right" has been enormously successful in "framing" the terms of public debate, not just about particular issues, but in shaping the all-important context in which issues are viewed even before being discussed.
Progressives (i.e. us), on the other hand, often find ourselves tongue tied and frustrated by our inability to get our main message across or to get the media to take note or listen.
Figuring out how to frame issues is not just a media relations trick or to do but a fundamental concept for developing strategies for social change.
The workshops will present media-proven ways to think about our message so that we can frame it more effectively for our audience – and finally how we can better get media coverage for our message.
Workshop 1: Framing (Saturday, September 24)
defining the essence of your message in a way that connects with the values of the target audience. For progressives, this often means discovering and then establishing an alternative frame to compete with the way the corporate media present the issue.
It also means finding the key words and proper phrases to keep us from getting caught up in the rhetoric and jargon that fails to communicate and often turns people off our message.
We study examples of successful – and self-defeating – framing. We also look at how the right has framed particular debates versus how the left framed them. We'll examine the right success in setting the terms of debate (of course owning or influencing most of the media certainly helps, but it's not the only thing).
After analyzing examples of framing, we will brainstorm using real-life example from workshop participants and have exercises for each participant to walk away with at least the beginnings of a more effective frame for their message.
Workshop 2: Getting the Message Out (Saturday, October 29)
we look at basics of effective media relations. What are the mechanics of getting your message out and the traditional (and nontraditional) tools employed. We'll consider questions:
- What and who are the media?
- Who works for the media?
- Who decides whether – and how a story gets covered?
- What should a media release say – and how / when to sent it out?
- What are common pitfalls in dealing with the media?
- What should one say during a media interview – and not say?
- How do we get our message out in a soundbite?
- What are alternatives to the mainstream media?
Bring examples of your own communications materials – leaflets, posters, news releases, etc. for discussion, and bring your desired message!
Workshops are led by Ulli Diemer who heads www.sources.com, the pioneer media resource in Canada. Ulli also serves as the Coordinator of Connexions (www.connexions.org), an information portal for individuals and groups working for social justice in Greater Toronto Area. Connexions maintains an extensive archive of documents related to grassroots social change, as well as an online library of more than 11,000 books and documents related to social change, the Connexions Calendar of social justice events, and the Connexions Directory of associations and grassroots groups.
Registration From (below at end of page)
Workshop 1 on Saturday, September 24 from 1:00-3:30
Workshop 2 on Saturday, October 29 from 1:00–3:30
Cost: $15 per workshop or $25 for both. Please register using the Form below.
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Need to know:
- Doors open at 12:45
- Payment consideration? Contact Beit Zatoun
- Accessible on demand via portable ramp; washrooms not accessible
Tasty refreshments (non-alcoholic) and Zatoun oliveoil+za'atar dipping.