How INGOs can embrace the changing media landscape
TV reporter wearing a mask.
The pandemic has transformed the media landscape, accelerating the shift to digital and remote story gathering practices. Chloe Choppen, author of IBT’s latest report The Media: Where Next? outlines some of the key recommendations for INGOs hoping to take advantage of these changes.
Reshaped by shifting priorities, tightened budgets and a conveyor belt of changing lockdown restrictions, newsrooms and media organisations all over the world have had to adapt to survive. All of these changes have major implications for INGOs wishing to use the media to tell their stories. In our new report, The Media: Where Next? we have tracked the changes that have taken place and identified some key ways that INGOs can take advantage of them to engage more effectively with audiences. Here are our top five recommendations:
1. Embrace change
The pandemic has accelerated key trends that were already taking place across the media. This includes the faster adoption of digital, a move to remote storytelling techniques and a drive towards formats that build stronger connections with audiences online, like digital subscriptions, podcasts and newsletters. Keeping on top of these trends and adapting new storytelling techniques will allow INGOs to tap into the increased potential for engaging more deeply with audiences.
2. Create space for more voices
Worldwide travel restrictions have forced the media and INGOs to move away from relying on UK-based staff to gather international stories. Communication and media teams have successfully adapted, working with a wider range of freelancers, in-country talent, and user-generated content. When the UK’s travel restrictions are finally lifted, it is important that we don’t return to the old methods of gathering stories and instead use this as an opportunity to continue to collaborate and create space for a greater variety of voices.
3. Prioritise how stories are told
Think carefully about how you represent people in your stories. Comic Relief has responded to the ‘white saviour’ row and revised its approach, challenging others in the sector to rethink long established fundraising techniques. To do this effectively, it’s crucial to consider both how stories are told and how they are gathered. Establishing robust, informed consent gathering processes will ensure best ethical practice as well as promote more nuanced storytelling. In an increasingly distrusting media landscape, NGOs must work harder to signal their credibility and transparency to audiences.
4. Take advantage of new formats
Social media moves fast. To improve digital engagement organisations must be willing to adopt more flexible, trial-and-error approaches to storytelling. This is especially true of quick turnaround video platforms like TikTok and Instagram Reels where establishing processes that allow social media teams to react quickly to trends are vital for reaching audiences. Meanwhile, formats like podcasts and newsletters provide an opportunity for INGOs to demonstrate their expertise, credibility and deepen audience engagement.
5. Collaborate with the media
INGOs should encourage more collaborative relationships with the media, rather than the transactional approach that has developed over recent years. In the changing media landscape, where broadcasters are increasingly limited on resources, INGOs have a lot to offer. Whether that means leaning into the sector’s wealth of experience in interpreting scientific data, or working together to provide a platform for more diverse voices as broadcasters come under pressure to achieve wider representation.
The Media: Where Next? outlines in more detail how events over the past year have impacted the media landscape, what this means for the INGO sector, and how charities can take advantage of the accelerated shift towards digital and embrace new storytelling formats.
