| Objective(s): |
The general objective of the seminar was to raise awareness among PIOs and journalists about their respective roles in informing the public through practical hands-on case studies and exercises.
The specific objectives of the seminar were to generate debate among PIOs and journalists and to train the participants in different techniques in preparation of press releases, news judgement, crisis communication based on the principles of the public’s right to know and high journalistic standards.
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| Output/Results: |
The first day started with presentation of Nikolai Topornin, Director of Information Centre of Council of Europe in Russian Federation, who emphasized the role of public information services and their interaction with media in the process of providing local communities with information.
Dmitry Merezhko, Director of Association of Independent Regional publishers, explained importance of information services as one of the information sources for local journalists.
Bettina Peters, EJC gave an overview of relations between PIOs and journalists in other European countries and outlined the complex relationship of symbiosis and tensions that exists between PIOs and journalists.
The first day was led by Maria Eismont, former Reuters reporter and well-known Russian journalist. The group shared their expectations, and then researched the case when a communication company had to present a service, that involved such issues as privacy of information.
PIOs were assigned to prepare a presentation for a press-conference, while journalists were putting together a list for the questions for the press-conference. Then after conducting four different conferences, journalists had to make points on it was about, and PIOs gave feedback on if that was adequate to their message or not.
Further, participants were given a selection of wire reports and had to select the main news item and prepare a press release (for PIOs) and a news story (for journalists). They then debated their news choices, what they highlighted and why. It was found that basic news judgment is similar.
The second day started with a presentation by Bettina Peters on access to information in different European countries and outlined the difficulties between law and practice in this area. Participants responded with a wide range of experiences of their own.
The rest of the day was devoted to a role playing exercise under trainer Anatoly Verbin, experienced journalism trainer and former Reuters correspondent from the Ukraine, in which five participants played the roles of press secretaries or officials giving briefings (out of them 4 were PIOs and one journalist) and rest of the group acted as correspondents.
There were several group discussions - one on the performance of the PIOs and another on the texts written by journalists.
The trainer spoke to the PIOs on the need to have their presentations ready well in advance, ''golden quotes'', delivery of the message, posture, body language etc.
With the journalists, the trainer discussed their manner and tactics at the press conference, the need to prepare for briefings, ability to work in a team.
Then there was a long and lively final discussion on the responsibility of both sides, ethical norms, general role of the two professions and ways of cooperating, rather than developing antagonism.
The two groups responded positively, saying such type of training was very useful for them.
During the evaluation, participants gave high marks for the event and suggested a need for more as it was a rare occasion for the two professions to work together in an informal situation and try to be aware of each other’s needs.
A change in the programme had to be effected because the international trainer originally foreseen failed to receive his visa on time. He was more than ably replaced by Masha Eismont and Anatoly Verbin. Bettina Peters undertook some of the general explanations and overviews.
According to the participants the seminar was successful because it was practical. Instead of “preaching” about access or ways of handling information, participants improved their awareness and techniques by undertaking specific tasks and role plays, thus seeing the other side of the story.
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| Participants: |
The seminar was attended by Public Information Officers (PIOs) and journalists from eight different regions of Russia and from Moscow. The PIOs came from public authorities and from companies, the aim being to illustrate principles of openness throughout the information process. The journalists were experienced reporters, many in the field of business where access to information is a particular problem. The selection of participants was based on the fact that the organisers wanted to create debate and dialogue between PIOs and journalists. The target group were PIOs and journalists from the regions, who have less opportunity to attend these types of seminars. |
