MEDIA TRAINING FOR GOVT OFFICIALS A MOVE IN THE RIGHT DIRECTION
Government needs the media to disseminate information about its policies and initiatives.
Civil servants are expected to better understand the role of the media and how it operates when they end their three-day training today.
It is understood that this is the first training of its type to help enhance their use of the media as an effective communication tool.
For many of them it was the first time they saw face to face two of the country’s senior working journalists, Fiji Sun’s managing editor training Nemani Delaibatiki and Fiji Broadcasting
Corporation’s news editor Indra Singh. Mr Delaibatiki is also president of the Fijian Media Association and Mr Singh is a FMA executive. They were part a media panel that also included Department of Information acting Director of Information Izek Lal and Principal Information Officer Halitesh Datt.
They were invited to complement the training facilitator Ray Marcelo, the communications head in the Australian Ministry of Foreign Affairs and Trade.
Mr Delaibatiki commends the Ministry of Foreign Affairs for this initiative and working in collaboration with the Australian High Commission. He says it is a positive move and will help to remove some of the misconceptions that exist about the media. He adds that when the ministries understand the role of the media the media can help them convey their messages accurately and in their proper context. Such information is important because it empowers people to make sound decisions about their lives. Mr Delaibatiki suggests that there should be more training of this type to break the wall that breeds misunderstanding and suspicions. Permanent Secretary for Foreign Affairs Major General (Ret’d) Ioane Naivalurua says the ministry recognises the significant role the media plays and provides an important platform to advancing public diplomacy. He made the remarks when he opened the ‘Media and Strategic Communication Essentials Training’ for Government officials at Suvavou House on Tuesday.
“It is imperative to understand the different types of modern media and how they influence policy and diplomacy,” Mr Naivalurua said. Mr Naivalurua also commended the Australian High Commissioner John Feakes and his staff for their support and said “this training is a testament of Australia’s continued commitment towards the Vuvale partnership, paving the way for deeper collaboration in bilateral trade, investment and people to people links”. “Strategic communication from states to foreign audiences has become more important than ever in this interconnected world and how we engage media to get our message across is crucial. We need to identify stakeholders, target audiences and craft key messages that is understood in our context.
“Media is a powerful channel that shapes the image and perception of countries and its foreign policies both nationally and internationally. “We as diplomats need to understand the principles of strategic communications of Government in order to efficiently manage public diplomacy platforms in advancing Fiji’s interests and values abroad.
“Similarly, we need to identify opportunities and challenges whilst explaining about certain policies or programs relative to our own agencies. “As diplomats it is important to have a good understanding of how the modern media works, as in this era of digital age and globalisation, media diplomacy serves as a significant tool in informing and wining the hearts and minds of local and international audiences.”Mr Delaibatiki said Government officials should not be wary, suspicious or resent the media.In fact, they should cultivate positive relationships and understand how they operate.
“On sensitive issues, the worst thing they could do is say no comment or remain silent. That could be perceived that they are hiding something and is counter productive. A better response could be ‘we are studying the situation and once we get all the facts we will come back to you’.
And then go back to the media as they promised when they have all the information in reasonable time.
“Journalists will hunt for the truth. It is always better to tell the truth. “Media organisations operate on deadlines. Government ministries need to understand that when putting out media releases which must be written in a way that the ordinary person can understand.”