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<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Hi everyone, <o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Thank you for the mass of responses that came in regarding
Census 2011 and the ONS. It’s the first time I’ve used the CMA list
to get a lot of responses before, and it worked well! Shame the CMA themselves
are responding so slowly in taking up the issue. <o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>I’ve written a response to the Head of Media, who I’d
had a conversation with, and used excerpts of some of the responses – see
below. I think it’s very unlikely that we’ll get anything from the
ONS themselves, but still think its worth pushing this for the sake of the
sector. <o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>First is the relevant excerpt of his email, followed by
mine:<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoNormal style='text-autospace:none'><font size=2 color=navy
face=Arial><span style='font-size:10.0pt;font-family:Arial;color:navy'>You
asked specifically about use of community media by the census and also for
details of the national advertising campaign.<o:p></o:p></span></font></p>
<p class=MsoNormal style='text-autospace:none'><font size=2 color=navy
face=Arial><span style='font-size:10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal style='text-autospace:none'><font size=2 color=navy
face=Arial><span style='font-size:10.0pt;font-family:Arial;color:navy'>As part
of the overall census communication and engagement programme, census area
managers and community advisors are contacting local community media to raise
awareness of the 2011 census. Many organisations have responded positively,
recognising the importance of encouraging their audience to participate, and
covering the census in news and editorial features.<o:p></o:p></span></font></p>
<p class=MsoNormal style='text-autospace:none'><font size=2 color=navy
face=Arial><span style='font-size:10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>The national census advertising campaign
will begin on 21 February. The campaign focuses on media channels with high
reach, primarily TV and outdoor with a smaller amount of digital advertising.
Radio advertising and local print advertising are being considered for
localised areas if questionnaire return rates are lower than predicted during
the census field operation in April. It is not possible at this stage to
identify where or if this advertising may be required.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Hi William,<o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Thanks for your response. <o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>In your email, you mention you will consider local radio/
print advertising if returns are lower than expected. In many of the areas
(mainly deprived) Community Media broadcasts to, return rates were particularly
low in the last Census, as they have many 'hard to count' residents. <o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'>I accept your area
managers are working with local authorities for greater community engagement
which should improve returns somewhat. However, many of those in the 'hard to
count' bracket do not trust local government or statutory institutions.
Therefore, there are significant sections of the community who aren't being
targeted through either your mainstream media campaign, or local authority
community engagement activities. This leaves a gap in the final count, and yet
again local authorities will be aggrieved that they are losing central
government revenue, and maybe more importantly cannot design services tailored
to those uncounted. <o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'>You also mention that
your census area managers are contacting community media organisations to ask
them to raise awareness, and that they are responding positively. I asked our
national network of community broadcasters last week (following our phone call)
to what extent they were working with the ONS. <o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'>With one exception, a
station which put out free advertising for the census recruitment drive as it
directly benefited their listeners, I've been inundated with responses from
Community Broadcasters. All follow the same thread - they are not getting
involved, payment hasn't been discussed, or as with us, a wall of silence from
area managers. Here are a few excerpts of responses:<o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'>“met with a
representative from the ONS before Christmas and did a post to the CMA list
around that time as we were trying to gauge people’s views towards census
coverage, with our own attitude being skeptical, following their ‘no
marketing budget’ claims at our meeting.<o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'>Similar to Alan’s
comments we’re not going to be providing any coverage/support to the 2011
census after hearing the likelihood is that community media promotion
won’t be funded, but the commercial sector will see at least some
marketing spend.<o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'>It’s a shame really
as it’s something we would likely do one or two programme features on,
but if they’re not prepared to support community media then I see no
reason why we should support their plans.”<o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'>“[We] are currently
NOT getting involved with the ONS/Census !!”<o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'>“we haven’t
been notified by the ONS or anybody else. We might think very hard about it,
and we’d like to think we would actually get paid for doing something
this time, after the Digital Switchover fiasco, which used up loads of
resources and delivered very little to us or our listeners.”<o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'>“Given the pitiful
amount of money around we are not running any commercial / or promotion unless
there is an associated benefit.” <o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'>“They have failed
to reply to me”<o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'>“They know that
commercial radio and tv have to be paid for publicising the Census. They
also believe that community radio stations will do the job for FREE, as they
have done in the past. NO PAYMENT – NO PUBLICITY! Whilst community radio
stations do things like promoting the Census for free then community radio will
continue to be taken advantage of and will carry on being on the breadline and
desperate for funding to exist.”<o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'>I’d be very
interested to hear which community media organisations you mention you have
contacted and received such positive responses from. Area managers across the
country have been stating since before Christmas that there is <b><span
style='font-weight:bold'>no </span></b>budget for local media – yet you
mentioned in your phone call last week that the media campaign was only
finalised two weeks ago. <o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'>I would suggest from the
inconsistencies between your response, your Director-General’s letter to
parliament, your area mangers and your media office, that you have not
seriously considered Community Media. It seems not to have been a part of your
media strategy, and was mentioned in a letter from your DG only in reaction to
a specific question from the House. <o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'>I would appreciate a
response to these points. I will also be forwarding this email to our Community
network. <o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'>Regards, <o:p></o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'><o:p> </o:p></span></font></p>
<p class=MsoPlainText><font size=2 color=black face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:black'>Shane<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'> </span></font><font size=2 color=navy face=Arial><span
style='font-size:10.0pt;font-family:Arial;color:navy'><o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
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