Originally posted at
Time's Up
By Lyn Twyman
Media is one of the most powerful tools that
exists. When organizations and the government cannot help,
media continues to be one of the few resources left for citizens
and those victimized. When there's little money for lawyers
and representation, media will always be there to help people
fight back and make their voices heard. We cannot be afraid
to use this powerful tool to raise awareness and
educate.
Media enlightens, helps to unravel mysteries
and documents history as it unfolds. Whether we're looking
at movies, documentaries, PSA's or the internet, media will
always be there to bear public record of our plight, fight and
spread our message far and wide when we're unable to break
barriers otherwise. Activists often use media to get the
attention of agencies and politicians who will not step in to
address an issue until it reaches a tipping
point.
This October, Domestic Violence Awareness
Month is used as the pivotal time of year for many groups to
increase awareness about the issue. But increased awareness
should not come just one time a year. It has to be an
ongoing, collective effort within the entire field. So I
want to challenge all of us to take a new look at the way we
utilize media to spread the message of our causes. If you
haven't developed your own media approach, you may want to
consider it. Media can be vlogs, blogs, websites, movies,
documentaries, interviews, radio and articles. You can
broadcast or distribute your message locally, regionally,
nationally or globally.
Some of you may think you don't or won't have
an audience for your message. According to the CIA World
Factbook, as of July 2009 there was an average of 6.8
billion people living on earth so you are bound to have an
audience for your message. But you don't want to just grab
people's attention, you want to get people to really think about
your issue by presenting them with a genuine message and offer
solutions.
Celebrity Status
Some of you who run organizations may be
thinking 'I need a celebrity to back my cause,' but you really
don't. While most people will gravitate towards
celebrities, one thing to keep in mind is the moment they get
involved in a crime or scandal, support for your cause can
dwindle because the public has identified your cause with the
celebrity instead of identifying your message and solutions you
propose. So this goes back to the point I made previously that
you don't just want to grab society's attention, you want to get
society to make decisions and act. Having a
celebrity involved in any form of media always helps to draw
attention to a cause and it's even more helpful when that famous
person continues using their influence in society on a consistent
basis for your cause. Take for example, there is a long
list of celebrities that support anti-violence but only a handful
consistently goes into the community and do work for domestic
violence.
In addition, celebrities with the wrong
message and execution can be just as damaging to a cause.
Take for example the video "Love the Way You Lie" with Eminem and
Rihanna and the recent domestic violence PSA with David Arquette
and Courteney Cox. According to comments that were
posted throughout the internet, both forms of media sent mixed
messages to viewers, leaving some uncomfortable instead of
drawing them closer to learn more about the issue. Eminem
and Rihanna’s gig may have portrayed “dual” domestic violence but
it was oversexed and over sensationalized. David Arquette
and Courteney Cox used unclean humor that reminded many of sexual
victimization and borderline gay jokes. There's a
difference between taking the public on an emotional roller
coaster for mere publicity and actually delivering a message to
bring transformative and impactful change to society. You
want people to be compelled to openly share your
message.
So don't be over shadowed by Hollywood and
think you have to be someone glitzed and glamoured in order to be
heard. Your cause DOES NOT need a celebrity but your cause
does need YOU. Real social changers that use media to help
further a cause typically are not celebrities. They start
out as everyday people with a mission and a
vision. It's by their good works they are known
and not by the money, the hair, the movie lines or Photo shopped
pics that gets the job done.
Audience and
Messaging
Know your audience and make sure your message
is sincere, genuine and relevant. This may sound like
common sense but what sounds good to you may not sound good to
most of the people in your audience. Try to picture
yourself hearing your own message for the first time and
objectively consider how it would make you react. The
message should be heartfelt and go beyond talking points.
What information do you have for your audience? How can they
relate to the issue? What do you want them to do about the
problem?
Your messaging should also be clear and
consistent. Avoid reinventing your message too often and
execute new media campaigns at appropriate times. You
should be reaching your audience with a defined issue. Your
audience in turn is waiting to see what relevant information you
will give them about the issue. Sometimes the audience
doesn't even know they need to hear your message. People
will also sense confusion in your own work when your messaging is
not consistent and will start to not take you seriously when your
messaging changes too frequently so take time to really study
your message.
Beware of Snakes in the
Grass
Occasionally, you'll run into activists,
organizations and entertainment producers that are nothing more
than snakes in the grass. As much as we'd like to believe
everyone in our field of activism has the right motives there are
those few who truly do not. Their goals are
disingenuous and motives lead to victimization or the
re-victimization of others. Media influence is powerful;
that's why it's a multi-billion dollar industry. So when
you're looking to launch a media campaign, don't use broad
statements, hype words or name drop. Many people make the
mistake of putting out false information which can be verified
and their creditability becomes questioned because of something
they put into their own media. Remember, just because a
person says they are doing something doesn't mean they are really
doing it so do your homework and check their statements, even
other advocates. Make sure that what you say you too are
also doing so you don't become a snake in the grass yourself and
lose your creditability.
I want to challenge all of us in the next year
to increase our own media outreach. Use your Youtube,
Facebook, Twitter, website, blogs and tag your posts. Reach
out to your local newspapers, magazines, radio and t.v.
Don't wait for a celebrity, organization or the government; do it
yourself.
