Broadcast Media

Broadcast Media -local radio and television stations- can provide engagement activities with a powerful form of communication. Broadcast media can be used for more than information-giving. Communities can become involved in the production of local stories for the media. The reporting and creating stories by communities about their neighbourhood can be incredibly empowering. People become actively involved in place-making.

Advantages

Broadcast media can reach a large audience
Relatively cheap.
Coverage in the media using articles is much more trusted than advertising.
If communities are involved in the production of material it can be a vehicle for delivering other community engagement outcomes, for example training, raising self-esteem, fostering community pride.

Disadvantages

Local people might not listen or watch the channel used.
You might lose editorial control of your material.
Specialist equipment and skills are needed to support high-quality products.
Cultural and religious norms might prevent certain minority groups from taking part.

When to use

When you want to generate impact and give information in an easy to access format.
If you want to use the 'glamour' of the media to encourage communities to participate.
If you want to use the lure of media-based activities as a vehicle to deliver training or esteem outcomes

Community radio is aimed at either a geographical community or a community of interest or identity (eg. children, Black and Minority Ethnic Groups, older people, type of music). Community radio is usually owned by a not-for-profit organisation whose structure ensures that there is local membership, management, operation and programming. Programming focuses on community access and so can be a useful way to publicise a local initiative. Short term radio licences can be granted for local stations to coincide with particular local events or religious festivals. For example during Ramadan a number of localities have Radio Ramadan. Salford City Radio, Salford's community radio station, has recently been launched (September 2007).

There are a number of local television stations which cover the Greater Manchester area. They include Channel M, Granada runs ITV regional news, and the community channel.

For a wide range of examples and advice about community radio, and television see the web pages of the Local Community Media Project.

If you are going to use a TV or radio interview to tell people about your activity or event it might be useful to consider the following.

Handy Hints for Interviews

Find out whether you are live or pre-recorded and what the interviewer is likely to ask you.
Decide what you want to say in advance and say it.
Construct your message around memorable 'sound bites'.
Practice out loud.
If on TV dress appropriately and watch your body language.
If on radio, avoid rustling papers or clanking jewellery.
Stay calm and polite

(From the Media and PR toolkit : how to create effective, engaging communications pg33 Office of the Deputy Prime Minister 2003 not available electronically but can be ordered).