[cma-l] Call for Community media responses!

[Julie at rwsfm.co.uk]

Afternoon Shane

I have no contact with the Census office at all. However, we have a  
great working relationship with our local MP David Ruffley, who has a  
regular monthly slot with questions and answers given by his  
constituents on air, he says publicly how wonderful Community Radio is  
etc so I sent your email over to him!

I will let you know if I get a response!

Julie MacLeod
Station Manager


Quoting Shane Carey <shane at eclectic-productions.co.uk>:

> Hi everyone,
>
>
>
> I sent this around the other day, asking for responses about how people
> are working with the ONS. If you have a minute, can you send me a couple
> of lines about how its going with the ONS/ Census campaign - even if
> you're not doing anything with it?
>
>
>
> Best,
>
> Shane
>
> Reprezent FM
>
>
>
>
>
> On Thu 1:46 PM , "Shane Carey" shane at eclectic-productions.co.uk sent:
>
> Dear all,
>
> I really got the bit between my teeth on this one. After sending an
> email directly to the Director-General of the ONS (the one below who
> suggested to the House that they are considering using Community Media)
> - I was called from one of their Head Office representatives.
>
> When I questioned him (to start with) he said they weren't using radio
> at all, and had a restricted media budget. When pushed, he said they
> would support community media by sending ONS representatives to
> community media to promote the Census. I said the problem isn't with
> guests for content, more the assumption that we'll give them the
> airtime, staff resources etc for free - so essentially we have to pay
> for promoting their campaign.
>
> I referred him back to the letter (below) from his Director-General, and
> he said 'oh, yes, we are doing TV and Radio'. He also said that the
> media strategy was only finalised a few days ago. I asked (as many of us
> seem to have experienced the same responses) why ONS Census area
> managers have been saying since December that the media budget had
> already been committed and there was no money left, if it was only
> recently finalised. Also, why was their DG saying they were considering
> using Community Media without consulting the sector, then finalizing a
> media strategy (primarily aimed at the 'easy to count')?
>
> The reason I've pushed on with this is that I think this kind of
> thinking is detrimental to our sector, and has been allowed to continue
> for so long. It needs to be challenged publicly, and followed up with
> publicity to show our unique effectiveness with our target audiences.
>
> I've asked our MP to table a follow up question in the House, hopefully
> that may raise some awareness. I also really think this is the kind of
> thing the CMA should be doing!
>
> Best, Shane
>
> p.s. After my last email, I had a number of responses from a number of
> stations saying they'd had similar experiences, but none that said they
> were actively working on the campaigns. Part of the Census HO reps
> argument was that a number of Community media orgs have reacted
> positively to the approach. Is this true? Can you let me know if this is
> the case with you?
>
>
> -----Original Message-----
> From: cma-l-bounces at mailman.commedia.org.uk
> [cma-l-bounces at mailman.commedia.org.uk] On Behalf Of CMA-L
> Sent: 18 January 2011 18:19
> To: cma-l at commedia.org.uk
> Subject: [cma-l] National Census, Cabinet Office, Written answers and
> statements, 17 January 2011
>
> Office for National Statistics (ONS) is considering the use of
> "community media"
> to publicise the England & Wales 2011 Census on 27th March.
>
> Lyn Brown (West Ham, Labour):
> :::::::::::::::::::::::::::::::::::::::::::::::
> To ask the Minister for the Cabinet Office what steps his Department
> has taken to ensure that the 2011 Census captures accurate population
> data for areas with high levels of (a) ethnic and cultural diversity
> and (b) population change.
>
> Nick Hurd (Parliamentary Secretary (Civil Society), Cabinet Office;
> Ruislip, Northwood and Pinner, Conservative):
> ::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
> ::::::::::::::::::::::::
> The information requested falls within the responsibility of the UK
> Statistics Authority. I have asked the authority to reply.
>
> Letter from Stephen Penneck (Director General, ONS):
> ::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
> :::::::
> Publicity and community media:
> -----------------------------------------------
> ONS is increasing publicity and communication with a wide range of
> stakeholders and the general public. ONS plans to use different
> methods depending on the audience needing to be targeted. There will
> be a national advertising campaign including TV, press, radio, and
> online advertising as well as billboards, and transport advertising
> (such as tube, bus etc). Publicity will also be tailored to reach many
> target population groups such as black and minority ethnic groups and
> young people. As London has a large concentration of these groups it
> will benefit, in particular, from this approach.
>
> The publicity campaign will focus on the importance of the census in
> identifying the needs of different communities so that local and
> national government, and other service providers, can deliver what the
> community needs. The campaign puts this principle at the very centre
> of all communication and marketing.
>
> Hansard source (Citation: HC Deb, 17 January 2011, c533W):
>
> http://www.publications.parliament.uk/pa/cm201011/cmhansrd/cm110117/text
> <http://www.publications.parliament.uk/pa/cm201011/cmhansrd/cm110117/tex
> t>
> /110117w0003.htm#11011724000415
>
>
>
>
>
> Shane Carey
>
> Director
>
> Eclectic Productions
>
> www.eclectic-productions.co.uk <http://www.eclectic-productions.co.uk/>
>
> www.reprezent.org.uk <http://www.reprezent.org.uk/>
>
> 020 8320 0880
>
>
>
>
>
>