MEGATRENDS AND MEDIA

MEDIA AND MARKETING GAMES OF THE OLIGARCHS
BELIEF
Engage the decision
maker/media by forging
a shared belief
MEDIA
MEDIA
ADVOCACY AT
SCALE
Build constituency
with more
audiences through
the networks of
these advocates
MEDIA
CSO character
Purpose
Believes
Values
Actions
ACTION
Spur the decision
makers/media to act
on that belief
MEDIA
CONFIDENCE
Increase the confidence of
decision makers and media that
their action matters
Figure 2: Model of trust based communication of CSOs with media and other
stakeholders through traditional and new media channels leading to
advocacy at scale (Building Belief model by Arthur Page Society adapted
by the author to accommodate CSO iorganizational communication).
Implications of this for the relationship of CSO with media and its
reputation with general public are dramatic. If organisational reputation
is related to its two other intangible values – brand and trust – as crucial
factors in maintaining organisational authenticity, then the issue of
positive reputation is crucial for the survival of civil society organisation
and that depends on authenticity, the consistency if its character, the
authentic leadership and communication that inspires advocacy that
leads to action. That leads to the authentic civil society organisation
communication model which raises awareness of the media and the
publics and can signiicantly contribute to the improvement of relations
between media and civil society organisations.
Proposed strategic sustainable inputs within raising awareness and
advocacy strategy pillar liaise to the building capacity strategy pillar
since that is the main intervention.. Although it would need to be further
elaborated on the basis of needs assessment in a particular national
context, it should be based on the generic model proposed under the
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