30 August 2010
This paper, prepared by the Office of Public Information of the Bahá’í International Community, sets out some initial thoughts on the question of building relations with the media at the national level. The ideas it contains, which will no doubt evolve as learning is gained in the coming months and years, may be of particular interest to national Offices of External Affairs.
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Bahá’ís around the world have, to varying degrees, made attempts to use the media to proclaim the name of the Faith, to attract souls who might be receptive, and to generally make known the aims and existence of the Bahá’í community.
The purpose of this paper is to offer a few preliminary thoughts on how the development of relations with the media can support and reinforce the major areas of activity of the Bahá’í community. It seems important to acknowledge at the outset that many of the values which seem to underpin the work of the media today—an attachment to sensationalism, preoccupation with short-term concerns, and attraction to controversy, to name but a few—will likely present certain challenges in this regard. It is hoped that Bahá’ís making efforts in this field will be able to engage in learning about using the media to reinforce the efforts of the Bahá’í community in ways that are consistent with its beliefs and activities.
The question of “newsworthiness”
For a story to be considered newsworthy by journalists, it generally needs to be seen as unusual, interesting and current. Unfortunately, this often leads to a focus on controversy and contention. While the persecution of the believers in Iran, such as the imprisonment of the former members of the Yárán, can meet the accepted criteria for newsworthiness from time to time, the longer the detention continues the more difficult it becomes to maintain media interest. To try to tell the story of Bahá’ís endeavouring to make a contribution to the material and spiritual well-being of the neighbourhoods and villages in which they reside might well provide an even greater challenge.
One area for further exploration may be human interest stories, as these are not always subject to the normal rules of newsworthiness. Human interest stories appeal to emotion; television news programmes often place an unusual story at the end of the show and newspapers may have a section dedicated to interesting human items.
Relationship building
Occasionally, a national Bahá’í community can find itself suddenly thrust into the limelight as a result of unexpected circumstances which are considered newsworthy by the media. In most cases, however, such stories do not necessarily give us an opportunity to talk much about what the Faith stands for or its work in the world.
Significant media coverage is more likely to come about after a long and patient process of relationship building between a Bahá’í functioning under the guidance of the institutions—often a member of the Office of External Affairs—and media professionals. It should not be expected that a patiently-built contact may result in more than one feature article or a substantial piece of radio or television coverage; the media rarely returns to the same subject more than once unless events are keeping that subject in the public eye for an extended period.
In building a relationship with a media professional it seems helpful for those involved to acquire a sound knowledge of the media landscape, including an awareness of the different types of newspapers, magazines, radio and television programmes and Web sites that are available in the country, particularly those where it is felt that some Bahá’í content or input might naturally be included. The various journalists, reporters, editors and producers within such media can be identified, along with whether they have a specialised interest in particular fields where the Bahá’í community has something to offer—such as education, religious issues, international news or social affairs.
Relationships can be built in a variety of ways. Larger metropolitan areas—particularly capital cities—will have a range of events and press conferences where journalists gather. Experienced individuals may find such venues fertile arenas for friendly contact to be made.
Another strategy can be to introduce oneself through a telephone call or email and offer the chance for a meeting. Such an approach is not likely to result in immediate coverage after every meeting or briefing but it does seem important to develop the relationship and convey information of developments. Those who have already written about the Faith could be approached with a message of gratitude and the offer of a further briefing about the community. Some broadcasters are happy for visitors to come and watch a programme being recorded or transmitted which also allows a little time to make or strengthen a contact.
The content of media coverage of the Bahá’í community
Certain questions naturally arise about the content of Bahá’í media coverage. What do stories that are published say about the Bahá’í community’s evolving understanding of its activities to contribute to the advancement of civilization? Do they present an image of a religious community in a learning mode: outwardly-oriented, dynamic, evolving, and collaborative? Or, conversely, do they reinforce the image of an exclusive group with an unfamiliar name, observing its own laws and holy days that appear alien to the daily experience of most people?
To accurately describe a community committed to processes of learning is a challenging task. To do so, it seems we will need to find a way of sharing our vision and convictions knowing that the contemporary media is often more interested in people than in ideas; in conflict than in harmony. One idea might be to gain experience in producing stories and articles which, while ostensibly focussed on an individual’s life or activities, serve to elaborate Bahá’í concepts such as justice, the oneness of humankind and the equality between women and men.
There are likely to be many means of generating media interest, including: a home-grown perspective on developments in Iran, especially if a relative of a victim is living within the country; an event such as a climate change or interfaith conference that has significant Bahá’í participation; Bahá’ís making a contribution to various fields of human endeavour; features associated with the Holy Places, a House of Worship or the opening or anniversary of a Bahá’í property; significant dates associated with the history of the Faith; and the Bahá’í community’s involvement in events and occasions, such as Violence against Women Awareness month, Human Rights day and the like. A features editor may be attracted by a profile of a Bahá’í author linked to the publication of a new book, explorations of interracial marriage, stories about parenting and education, or individuals coping with illness and bereavement, among others.
Of course, in all instances, it seems important to maintain a sense of scale and degree of humility about the efforts of the Bahá’í community in a given field. In this connection, it may prove useful to pause and reflect on an extract from the Riḍván message of 2010:
Moreover, care should be exercised to avoid overstating the Bahá’í experience or drawing undue attention to fledgling efforts, such as the junior youth spiritual empowerment programme, which are best left to mature at their own pace. The watchword in all cases is humility. While conveying enthusiasm about their beliefs, the friends should guard against projecting an air of triumphalism, hardly appropriate among themselves, much less in other circumstances.
Possible areas for further exploration
Letters to the editorA fruitful activity in some countries has been the drafting of a letter, perhaps related to the human rights situation in Iran or a topical social issue, which can be circulated and signed among high-level contacts and experts and published on the letters page of a prestigious newspaper. The letter might generate further discussion on the Web page of the newspaper and form the basis of a press release that the Bahá’í community can use for further publicity through mail out or posting on their own national news Web pages.
Magazines and feature sectionsMagazines and feature sections of newspapers potentially offer more scope than the news pages for Bahá’í stories to be told. Section editors of a newspaper or magazine can be identified and relationships developed. Since many features for magazines and newspapers are contributed by freelance journalists, it is also possible to pitch stories commissioned from competent Bahá’í writers.
RadioThere may be many opportunities for Bahá’ís to contribute through radio programmes, especially as talk radio stations and news broadcasters increasingly need to find a constant flow of material to service round-the-clock broadcasting. Radio stations may be able to devote more time and attention to religious programming than television and the press. For example, many broadcasters offer the opportunity for a “Thought for the Day” or daily reflection spot. In some places, Bahá’ís have become regular and popular contributors to such features, offering two- or three-minute presentations which bring an understanding of the writings to bear on a topical issue.
PodcastsA related audio medium is that of the podcast. Some national newspapers and broadcasters now produce regular podcasts which are available online. In some instances, Bahá’ís have appeared as guest interviewees on such podcasts, speaking about such subjects as science and religion.
Documentaries and featuresTelevision is, of course, a medium with a particular emphasis on visual imagery. In most cases, the Bahá’í community does not make for particularly compelling television since our practices generally lack ritual compared to those of other faith communities. However with the proliferation of television channels, digital stations and online broadcasting, there appear to be more opportunities to make use of television. Where circumstances and resources permit, it may be timely to look for opportunities to approach television channels and production companies to see if there might be interest in developing documentaries and features about the experience of the Bahá’í community.
Persian language and Arabic mediaIn some countries, there may be opportunities to engage with the Persian language and Arabic media. In consultation with the National Spiritual Assembly, it may be possible for Offices of External Affairs to work closely with a small group of friends competent in these languages to investigate possibilities for telling our story through these avenues.
Journals for external audiencesWhere sufficient resources exist, the periodic publication of a journal aimed at an external audience can be an effective and useful communication tool—One Country being an example at the international level.
Such bulletins can be presented to diplomatic, governmental, parliamentary, media and NGO contacts. Coverage in these journals tends to favour national responses to the latest developments in Iran and elsewhere where the Bahá’ís are suffering persecution; reports of a national Bahá’í and the media at the national level community’s work engaging with society in the discussion of topical issues; statements by the Bahá’í International Community or the National Spiritual Assembly on a contemporary matter of concern; stories of the work and activities of members of the national Bahá’í community; profiles of Bahá’ís engaged in the life of society including the arts, as well as book and arts reviews.
National Bahá’í news serviceSeveral national communities have now started an online news service. This can become a platform for sharing statements and comments with the media, and provide the general reader with a regularly updated source of stories, reflecting the life and interests of the national Bahá’í community.
Conclusion
This paper has focussed on the question of building relations with the media at the national level. The main benefit of such efforts may not be the immediate appearance of Bahá’í stories in the news, but rather that trust and credibility can be established. For a journalist to have a trusted Bahá’í contact can pay dividends in the long term. It can ensure that when the Bahá’í community does become the focus of attention, the media will not solely work with the declarations of our detractors but have an authoritative and authentic contact to whom they are willing to turn for other aspects of the story.
