Download Lobbying and the Media: Working with Politicians and by Michael Burrell PDF

By Michael Burrell

Lobbying is an artwork shape, instead of a technological know-how, so there's unavoidably a component of judgement in what line to take. the easiest lobbying is usually in line with actual, updated info and on a well-argued case, based on credible proof, and dropped at the ideal audiences within the correct tone of voice on the correct time. Sounds uncomplicated, however it is not. This new specified file indicates you the way.

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Additional info for Lobbying and the Media: Working with Politicians and Journalists (Thorogood Professional Insights series)

Sample text

So, with that in mind, what are the circumstances where you would be well advised to supplement your direct lobbying with a media campaign? They might well include the following: Where the media focus is already on you You cannot always choose whether to seek media exposure. In this situation you will need to balance the need to consider your response carefully with an understanding of media deadlines. Where your opponents are using the media One of the lessons that British Labour politicians say they have learned from American politics is the vital importance of ‘rapid rebuttal’,of quickly responding to media reporting that you consider to be inaccurate.

Early in the day, the two to remember are the Today programme on BBC Radio 4 and London’s evening newspaper,the Evening Standard (easily Britain’s top-selling evening newspaper, with a circulation of well over 400,000). Similarly,most journalists working for the broadcast media or national morning newspapers will generally at least glance at the Evening Standard before filing their stories. The main evening television news bulletins have very large audiences and are important in that sense, but because of the peculiar hours of the House of Commons are actually not much watched by politicians.

Then you need to recall that it will be second nature to most lobby correspondents to express the story in terms of conflict, so it will be their natural instinct to balance your comments with an alternative viewpoint. Thirdly, if your story has economic or financial implications, these are unlikely to be given as much prominence as the political implications. Finally, even if you secure one-off interest, this is quite unlikely to be sustained, since the correspondents have a natural desire to move quickly on to the next story.

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