Media For Social Change
A Resource Book For Community Groups

Farrell, Siobhan; Walsh, Barbara
Publisher:  Distributed by Connexions/Community Forum on Shared Responsibility, Toronto, Canada
Year Published:  1986  
Pages:  69pp   Price:  $6.95 plus 70 Cents Postage  
Resource Type:  Book
Cx Number:  CX3333

An aid for community groups to help them obtain greater access to mainstream media or even to create their own media.


Abstract:  The authors say that "we prepared this kit as an aid for community groups in the Toronto area, hoping that it will help them obtain greater access to mainstream media or even to create their own media...believing that there is value in popular education -- the notion that ordinary people in the community have skills and stories worthy of sharing with other people, and that all of us can learn from each other." A short critique of the mainstream media sets the tone. Then Media for Social Change moves on the "Getting Organized." Suggestions are made for how groups can critique their own PR, and how they can go about defining their audience ("whom you want to talk to") and how to speak to them. Resources to draw on are outlined, and then it's on to the next topic: "Meeting the Media". There is a useful discussion of how to prepare for an interview, how to handle "trap" questions, delivery techniques, and feedback. Sample news releases are reproduced.

The second part of the booklet consists of a Toronto Media Directory, listing news services, radio and television stations, magazines, and newspapers, both in English and in other languages. A third section covers "Creating Your Own Alternatives", with pointers on creating printed materials, video and cable TV programs, and audio-visual resources. The final section is a bibliography.


Contents

INDEX

INTRODUCTION
Choosing a strategy
Critiquing your group's PR
Choosing your audience
Collective productions
Bibliography
Media strategy chart
Seven things non-profits can learn from profits

SECTION ONE: Getting noticed
Using the mainstream media
Training
Consultants
Balloon, t-shirt and novelty manufacturers
TTC ads
Videotapes on public relations
Bibliography
Best and worst xmas contest

SECTION TWO:Print
Interview with dian marino
Pat Jeffries posters
Training
Graphic designers
Printers
Typesetters
Bibliography

SECTION THREE: Photography and Slide/Tape
Photostories
Slide/tape
Some local slide/tape productions
Training
Consultants/photographers
Computer graphics
Darkroom facilities
Photoservices
Photography equipment rentals
Slide/tape production companies
Sound recording
Tape dubbing
Transfers
Bibliography

SECTION FOUR:Film
Choice of format
Advantages and disadvantages of super eight
Cost of film stock
Examples of local film productions
Training
Filmmakers and consultants
Facilities for production
Processing
Sound
Transfers
Distributors of films by independent filmmakers
Bibliography

SECTION FIVE:Video
The technology
Resolution
Training courses
Cable
What is cable TV?
Requirements for community programming
Program proposals
Equipment, training and technicians
Quality
Possible formats for cable productions
Broadcast rights
Local cable stations - guidelines
Toronto cable TV studios - addresses
Video consultants
Video worth seeing
Video bibliography

APPENDICES:
A. Alternative media
B. Collections of Audio Visual
C. Co-Operative Programs at Community Colleges
D. Funding Sources
E. List of Multicultural Resource Centres
F. Organizations Involved in Community based Art and Media
G. Playback Equipment Rental and Screening Facilities
H. Radio
I. Toronto Board of Education

Subject Headings