CIAO DATE: 07/05

Media Operations during SALW Control Interventions

Abstract

In contemporary societies the mass media plays a crucial role in forming public opinion. The ability to reach into homes across great distances gives the media a unique power to communicate. Consequently, mastering the art of media relations is a pre-requisite for reaching large target audiences. Handled well, the mass media, (or at least sections of it), can be an important tool to support the implementation of a well-run project by furthering communication objectives. Alternatively, when neglected or mishandled, the media can severely undermine a project. By dealing with the media in a coordinated and planned manner a SALW Control intervention project can:

• Raise the project profile.
• Increase awareness and understanding of the project among target groups.
• Win support for the project's goals and objectives.
• Demonstrate its accountability to key stakeholders.

As a part of civil society, the media are legitimate actors in SALW control processes, having a right and duty to scrutinise the work of governments and international agencies alike. By dealing with the media in a professional and consistent way, a SALW control project provides the corollary benefit of assisting in the development of civil society, making it more able to hold the 'power to account'.

Full Text (PDF, 75 pages, 2.17 MB)