Media Watch
Tools and strategies for effectively engaging with the media and addressing misrepresentation
For more comprehensive understanding of how the media works and to effectively engage with the media, we recommend you attend one of our media training workshops.
Click here to register your EOIUnderstanding Media
The following is a quick guide to working with the media designed for Muslim activists, community leaders and organisational representatives and community spokespeople.
Traditionally the role of the media has been to perform the following functions:
- Surveillance of the environment
- To provide comment on or analysis of situations unfolding in the environment
- To educate audiences
- To provide entertainment
- To support the economic system
The media's objective is to report the most controversial or sensational aspect of a story but they are not specifically anti-Islamic.
Handling Inquiries
If you do not have the full information at the time of a call, just say "I'll call you back" and gather the facts from your sources before returning the call.
Ascertain the nature of the enquiry, if it is off-the-record or just background information, clarify if the reporter is asking for a quote and if it will be published.
Making Comments
The Media are looking for a story. They have already called around before they got to you. Do not assume anything. If you say "no comment" they will get a comment from somebody else, so if you feel you are the best person to make that comment then do it well.
Do not make a comment if you are not sure of your facts or you do not know the full story. Journalists have a strict deadline, they will often only want one factor in a broader story and use comments from others to complete the story.