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Toolkit for Competition
Advocacy in ASEAN
Toolkit for Competition
Advocacy in ASEAN
Champion outreach
Traditional media
Academics, opinion formers and industry leaders are stakeholders
who take a lead in researching and developing published work in
areas with which they directly work. This is conducted generally
to improve practice, introduce new ideas, and identify trends or
strengths and weaknesses. A CA should research which stakeholders
have a special interest in CPL in ASEAN, then consider engaging with
them face to face to brief and inform them about advocacy efforts.
Academics:
Academics in the fields of economics, law, business management and
international affairs are all stakeholders in CPL. A CA should consider them as
part of their advocacy efforts as they are credible, informed and influential
individuals who can play a pivotal role in promoting CPL. The acknowledgement,
endorsement and recognition of a well-respected academic can provide significant
validation and approval for the advocacy undertaken by a CA.
Researchers:
Many researchers are future leaders in their field, so a CA should consider
them as important stakeholders. This group includes PhD students, think tank
researchers and fellows, trade/investment promotion organisations and consumer
action groups. The findings of research can make a credible impact on the
advocacy efforts of a CA.
Opinion formers:
An opinion former is the most diverse and varied stakeholder group. In general,
an opinion former is anyone who helps shape public opinion and behaviour.
In the CPL context, an opinion former can be a recognized technical expert, policy
advisor (domestic and foreign), newspaper columnist or broadcast commentator.
This group can also comprise academics and researchers.
Activity
Description
Purpose
Press
releases
A communiqué for distribution to
media editors and journalists.
To announce routine news, events, announcements.
Press
conference
A very public event with a high-
level dignitary to which all media
are invited. Usually held at special
venues and requiring considerable
advance planning.
To announce significant or newsworthy items for
which sizeable coverage is the desired outcome.
Press
briefings
A less pressured, more productive
opportunity for the press to get
detailed information. Normally
held in an informal setting. Every
broadcaster should be offered a
one-to-one interview as part of
the invitation. (Personal interviews
are always given more time on-air
than press conference footage).
Press briefings provide official presentations to all
interested media and are most commonly used
for technical or detailed news stories. One-on-one
interviews are arranged for after the briefing. This
is ideal for CPL activity as it enables a CA to target
specialist members of the media.
Press
points
Smaller, informal, unplanned
“mini press conference” held after
a meeting or event involving a
significant official. Common when
something newsworthy has either
happened or been agreed.
A press point should be held in an accessible place,
usually outside a building, or an area where the
meeting or event has taken place. It is a quick and
easy way to get an important or unplanned message
out, but requires the support of a press officer.
Interviews
One-to-one interviews with
targeted members of the media
Interviews with the print and broadcast media are used
in a number of ways and can be offered to journalists
at any time to suit the advocacy campaign agenda. It
is recommended that interview bids and appointments
are managed by members of an organisational press
office, and a pre-briefing is essential.
♦
To elevate CPL in the news agenda
♦
To explain the law and its implementation, policy
directions etc.
♦
To ensure the editors understand the importance
of CPL in the context of their readers/audience
and can give subsequent press releases due
prominence
Traditional media is defined as print and broadcast media (i.e. newspapers, specialist publications,
magazines, TV and radio). In the early stages of an advocacy campaign, AMS should consider a special
round-table background briefing with selected editors. The objective of this is three-fold:
It is important to ensure those attending understand it is a
background briefing and not a press conference. The difference is
they can use the information given for context in the future, but the
briefing is not reported as such. Often editors’ background briefings
are held over breakfast or lunch and the briefing is given by a high-
level official or the campaign spokesperson.
Throughout the campaign, advocacy efforts can be reported in the media either proactively
(announced in advance) or reactively (reported as a result of unplanned media contact). The
preferred method is proactively as information can be considered, prepared and approved before
being reported. This can be done as follows:
Top tips for
a successful press conference:
♠
Provide a good visual backdrop
illustrating the issues/event and
organisational branding.
♠
Provide a comprehensive press
pack (further guidance below).
♠
Reserve seats at the front for
photographers.
♠
Provide an interview room with an
appropriately branded backdrop
for TV interviews.
♠
Provide parking nearby for
broadcasting vans.
♠
Provide a broadcast-quality
voice-reinforcement system, with
distribution amplifier facilities for
broadcasters.
♠
Provide a raised platform or stage
at rear of conference room for TV
camera crews.
♠
Ensure installed TV lighting to avoid
crews cluttering up the room with
their own lights.
♠
Provide a lectern with branding for
the opening statement.
♠
Provide a computer-driven
presentation (for example
PowerPoint) to highlight main themes
and the supporting IT equipment to
present it.
♠
Provide an ISDN line and associated
equipment for radio journalists
and for handling regional radio
interviews and coverage of zone
activity.
♠
Provide electronic copies of graphs
or tables presented.
♠
Ensure a pre-conference briefing of
main media is held with the main
speakers.
♠
Press conferences should be
tailored regionally.
♠
Ensure there is access for disabled
people and journalists.
♠
Record the event and transcribe for
internal communications use.
