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Media Report - Summary
From 19th-30th May over 100 governments gathered in Dublin to negotiate an international treaty banning cluster munitions. The Cluster Munition Coalition (CMC) systematically and successfully used the media prior to and during the Dublin negotiations, to put pressure on governments seeking exemptions to the treaty and to encourage the Irish government to stand strong.
Despite post-Wellington media fatigues with cluster bombs, all major international news wires covered the Dublin conference, ensuring worldwide distribution daily. But nearly 5,000 media hits in major print, broadcast and online media internationally and in Ireland did not happen overnight - it took a strong CMC media team with the capacity to produce written and broadcast material, an Irish PR company, months of preparation and extensive input and proactivity from CMC members.
The two-pronged CMC media approach of providing a credible source of information, analysis and comment and showing the impact of cluster bombs on communities and survivors, fed and made the news and ensured that the cluster bomb negotiations did not get lost in a sea of legalese jargon.
News headlines, text and images reflected the CMC key messages, with an emphasis on ‘no exceptions, no loopholes and no delays’ at the start of the negotiations and ‘the most significant humanitarian and disarmament treaty of the decade’ at the close.
As anticipated the media interest peaked at the open and close of the conference on the 19th and 30th May. A key challenge was to sustain and create media interest for the two weeks between the start and the end. This was achieved by becoming a regular and credible source of up to date information and comment on the negotiations and related issues; by responding quickly to “breaking news” and events; and by creating campaign news stories. The images of the survivors
proved invaluable in humanising and providing a recognisable image to the campaign.
The media team exploited every available news angle, by issuing five press releases throughout the negotiations, adapting them to the regions, sustaining excellent and close working relationships with the press and by responding quickly to breaking news, for example Gordon Brown’s announcement that the UK would give up its cluster bombs. News and features were also “created” through campaign actions and other opportunities: the protest march; campaigner pickets outside various embassies; the O’Connell Street cluster bomb simulation and the reunion of Ken Rutherford with the Irish pilot who rescued him.
At every opportunity the CMC reminded journalists that vibrant interviewees including victims, former military, parliamentarians, Nobel peace laureates, technical experts, people of faith and speakers in all major languages were available. Biographies were gathered and syndicated, real-life stories adapted and pitched. The CMC produced five professional audio visual video news releases, set up an independent satellite link, and then distributed them to international TV networks around the world through Reuters and EBU. A quick turn around was essential to getting
this footage picked up by TV stations including Democracy Now, Al Jazeera, Channel 4 News, More 4 News, BBC News, SKY News, Deutsche Welle, Press TV, CNN, France 24 and ITN.
The high level of media coverage reflecting CMC views was also helped by the Irish Department of Foreign Affair’s approach to the press. The DFA made it difficult for local and international journalists to access the talks, government delegations and even press events in Dublin. As a result the majority of media covering the negotiations liaised directly with the CMC media team for assistance on filming, access and story gathering. The views of governments participating in the conference were not covered as delegations were reticent to go public while negotiating, especially in the face of so much sympathetic media coverage around survivor images and stories.
Although Dublin is not a global media centre, strong forward planning before the conference and a strengthened media team during it played a large part in delivering the end result. Ahead of the negotiations CMC contacted all major media outlets and assisted the media to secure press passes and to source interviewees/ angles appropriate for their audience. Considerable time was spent forging strong relationships with journalists and promoting the conference through one-on-one phone calls, e-mail pitches, collaboration with forward planning agencies and production and mail-outs of media materials. CMC International media trips were critical to securing TV coverage, as they not only secured coverage at the time of travel, but ensured Reuters and SKY had compelling TV footage to syndicate to international networks at the start and throughout the conference. Reuters footage from the CMC media trip to Lebanon was included in nearly every
broadcast surrounding the negotiations.
Before and during Dublin, the media received CMC produced up to date and quality materials. These included: CMC contacts; campaigner and survivor profiles; story ideas; upcoming events; time coded video news releases; press releases, facts and stats and key materials from member organizations. This positioned the CMC as the first point of reference for broadcasters and publications, ensuring the flood of phone calls directed at the CMC media team throughout the
negotiations. These materials were updated and used throughout the Dublin negotiations. Media tool kits were also sent to CMC members, to assist them in their own media work.
The success of the media coverage in Dublin has paved the way for raising awareness of the People’s Treaty. The public’s greater understanding of cluster bombs and unacceptable harm they cause is a foundation the CMC can build on to ensure the treaty is signed in Oslo and made binding in international and national law. The next phase of media planning will be to build on the strong media contacts and awareness raised around the Dublin conference to encourage the public to hold their governments to account and make their promises a reality.
For the full report please contact info@stopclustermunitions.org