Download 5 May 2004 - Journalism.co.za

DEVELOPMENT COMMUNICATION MODULES
CERTIFICATE A
Module 1 dates: 21 – 25 February 2011
Module 1a – Development communication in the South African context
Module 1b – The development media environment and media channels
Module 2 dates: 14 – 18 March 2011
Module 2a – Engaging the media to communicate development
Module 2b - Speeches that communicate development
Module 3 dates: 11 – 15 April 2011
Module 3 – Write & edit publications for development communication
CERTIFICATE B
Module 1 dates: 14 – 18 February 2011
Module 1a – Setting up a media strategy for development communication
Module 1b – Assessing development communication systems
Module 1c – Using new media for development communication
Module 2 dates: 7 – 11 March 2011
Module 2a – Reporting & proposing development initiatives
Module 2b – Presenting development initiatives
Module 3 dates: 4 – 8 April 2011
Module 3a - Writing opinion pieces & analysis for development communication
Module 3b - Development Journalism
Module 1a – Development Communication in the South African Context – 2 days
“Government has adopted an approach to dialogue with its citizens, which is
described as development communication.” The Comtask Report of October 1996.
To what extent is the private sector heeding this development communication
model and partnering with government?
In this module Development
Communication theory is discussed and its application in the South African context.
Case studies of sustainable development where communication has been a prime
factor are analysed.
Outcomes: this module will equip participants to:
- Understand the role of communication in sustainable development
- Understand the communication and media framework in which they operate
- Compare SA development communication with that of other developing nations
- Critically evaluate GCIS communication objectives and messages
- Formulate measurable communication objectives for public/private sector projects
Assessment: students will be required to present a case study of a government /
alternatively corporate social investment (CSI) project. They will analyse target
audiences and their communication needs and in these terms evaluate the
effectiveness of the project. The assignment will be written and presented, due date
one month after completion of module.
Module 1b – The development media environment and media channels – 3 days
Delegates will learn about different media channels and the structures and
operations of the modern newsroom. They will acquire insight into media concepts
such as targeting, niching, audience demographics, representation and objectivity.
Both commercial and community print and electronic media as well as and New
Media will be discussed as well as the role of the Public Broadcaster.
Outcomes: this module will equip participants to
-Understand the structure of the mass media in South Africa, their operational
environment and constraints
-Understand key media concepts, such as targeting, niche publishing, demographics
-Appreciate media needs in order to interact effectively
-Understand South African media consumption habits
-Source appropriate media channels to reach target publics
Assessment: Delegates will be required to analyse the development project
presented in module 1 and its suitability for different media. They will need to take
into account concepts such as targeting, niching and audience demographics. The
assignment will be written and presented, due date three weeks after completion of
module.
Module 2a – Engaging the mass media to communicate development - 3 days
“If information and knowledge are central to democracy, they are the conditions of
development.” Koffi Annan, in an address to the World Bank Conference (1997).
The mass media play an essential role in the dissemination of information necessary
for citizens to participate in development. Particularly in times of crises government,
communicators need to be able to communicate through these carriers of news
without expecting them to serve as tools for government propaganda. The module
gives delegates insight into the “business” of the media and the “mind” of the
reporter and proposes techniques for engaging journalists to mutual benefit.
Outcomes: this module will equip participants to
- Critically evaluate government relationship & interaction with the mass media
- Appreciate media needs in order to interact effectively
- Source appropriate media channels to reach target publics
- Present events in terms of issues and human interest to engage journalists
- Think like journalists, translating issues into stories with angles
- Employ techniques for effective rebuttal
- Critically evaluate the ethics of “soothing and spinning”
- Formulate messages as soundbites to reach target publics
- Write clearly and effectively
- Utilise interviews, media briefings & functions to communicate development
Assessment: Based on the development project presented in module 1, write and
submit a media release for publication. Prepare a simulated interview for radio or
television promoting a developmental issue to interest viewers/ listeners. During the
interview be able to answer negative media questions in a manner conducive to
promoting the developmental message. They will be assessed three weeks after
completion of the module.
Module 2b – Speeches that communicate development – 2 days
“The only reason to give a speech is to change the world. Effective speeches move
their audiences to action. Effective speakers listen to their audiences” – Nick Morgan,
Working the Room.
Speeches are a powerful tool for mobilizing and motivating target publics. This needs
to occur if development communication is to be successful. The module analyses a
range of historic speeches that have been effectively used for specific objectives
taking into consideration audience perception. Delegates will gain insight into the
extent to which audiences are able to hear and remember speeches. They will
acquire techniques for the writing of message based speeches as opposed to
speeches padded with random content.
Outcomes: this module will equip participants to:
- Critically evaluate government speeches
- Understand how audiences hear and remember speeches
- Evaluate audience attitudes
- Use speeches to manage perceptions, mobilize and motivate publics
- Write message based speeches
- Apply principles of argumentation to speech writing
- Use persuasive techniques, arguing logically, analytically and effectively
- Write for listeners, not for readers
- Use language to stimulate the subconscious to show pictures
- Work with the speaker
- Write the speech so that it is of media interest
Assessment: Delegates will write and deliver a speech. Among other they will be
evaluated on objective; audience awareness; messages and delivery. They will be
assessed three weeks after completion of the module.
Module 3 – Writing publications to communicate development -5 days
Much information is generated by government in the form of publications but how
much is read? To participate in development, target publics need to be informed,
but they will not read information that is not immediately perceived as relevant and
interesting. This module discusses the compilation of government publications for
both internal and external target audiences. Delegates will acquire insight into the
management and production of these as well as skills to be able to write feature
articles, profiles and columns. Delegates will explore techniques from creative nonfiction to produce a stimulating, reader friendly product that will communicate
development in an interesting manner.
Outcomes: This module will equip delegates to:
- Understand the significance of government publications in development
communication
- Critically evaluate a selection of government publications
- Profile and analyse government target readership
- Source development material focusing on human interest
- Use interview and research methods to gather information
- Use mind-mapping techniques to find the ‘story’
- Focus on benefits to people rather than project deliverables
- Structure features for maximum impact applying journalistic techniques
- Apply principles of creative non-fiction to engage readers
- Use language effectively respecting principles of modern English like tight, clear
writing
- Show, don’t tell – write so readers do not feel prescribed nor dictated to
- Use cinematic techniques, going in with a video camera and writing in scenes
- Write government & citizen profiles, highlighting the person behind the issue
- Edit and tighten copy
- Understand principles of layout & design and manage production
- Write for e-publications and websites
Assessment: Participants will be required to write a feature on a government project
applying techniques for engaging readers. In addition they will interview a
government official engaged in development and write a profile of the person. Due
date for assignments is one month after completion of module.