[cma-l] Call for Community media responses!

Fri Feb 4 17:13:20 GMT 2011

Hi Shane,

Just to let you know that to the best of my knowledge the paid advertising
(I could be wrong - I don't get time to listen to TV or radio) is only for
their staff recruitment drive, which ended in December. This was managed by
Capita, not ONS.

I think the emphasis now is on public information, and as far as I know
there simply isn't any money and that's the bottom line. So I think people
are wasting time and energy talking to politicians etc, because they aren't
going to magic up any cash.

If anyone wanted money out of this, they need to have done it a long time
ago, this is really the tail end of the whole operation.
However the issues being thrown up around here, about how the sector should
stand together are actually far more important than a bit of advertising
money. And this is where the CMA really does come in,

Best,

Peter

On Fri, Feb 4, 2011 at 10:34 AM, Shane Carey <
shane at eclectic-productions.co.uk> wrote:

>  *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 ¨C 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
> /110117w0003.htm#11011724000415
>
>
>
>
>
> Shane Carey
>
> Director
>
> Eclectic Productions
>
> www.eclectic-productions.co.uk
>
> www.reprezent.org.uk
>
> 020 8320 0880
>
>
>
>
>
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