Interplay Creative Media

As restrictions multiply on access to ministers, MPs and senior civil servants, effective advocacy needs to take an integrated approach. Public affairs professionals and lobbyists increasingly recognize the value of building alliances with stakeholders, and creating support through traditional and social media.

But the decision to engage with the news media can be risky because reporters like to make their own decisions about how to cover stories. Sometimes it can seem that the media are out to sensationalize an issue rather than simply report on what's happening and why.

Likewise, the democratic nature of the Internet makes it very easy for your opponents and critics to publish arguments directly attacking your point of view. Web sites, blogs, wikis, Facebook, Twitter -- they're all part of the modern public affairs toolkit.

Risky as it may seem, adding media tactics to your public affairs program can make a lot of sense. If you can help the media to see your point of view, and show them how your preferred outcome works in the public interest, they can generate the kind of coverage that governments can't ignore. Similarly, if the media are mis-representing your point of view, there are ways to approach them and to set things right. That applies both to traditional media organizations and to the new journalism taking hold online.

Interplay Creative Media can help you to use traditional and social media effectively to build support for your public affairs program - helping you to target decision-makers and influencers, persuade them about your point of view, and succeed in meeting your goals and objectives.