This document summarizes a training seminar on communication in Belize. It discusses how mass media is defined in Belize, including television, radio, newspapers and the internet. It also examines what journalism entails and how the media determines what is newsworthy based on factors like impact, timeliness, prominence and human interest. The document reviews the most watched television stations in Belize and provides tips for organizations on getting their messages covered by considering what else is happening in the news, finding a news hook, providing resources to media, and choosing the best media platform.

1. NATIONAL COMMITTEE FOR
FAMILIES AND CHILDREN
IEC COMMUNICATION TRAINING SEMINAR
University of the West Indies Open Campus, Belize
Sept. 25-28, 2012
MEANS, MESSAGING AND MEDIA
BY HOLLY EDGELL

2. THE MASS MEDIA IN
BELIZE
What do we mean when we say, “the media?”
• Television
• Radio
• Newspaper
• The Internet
Social Media
Blogs

3. THE MASS MEDIA IN
BELIZE
What do we mean by “journalism?”
• News and information about
• People & Society
• Politics/government
• Culture
• Business
• The Economy
• Public service
• Environment
• Weather
• Education

4. BELIZE &
INFORMATION
From Research Report Series Communication for Development Study: A
Culture of Rights (UNICEF Belize, 2011)

5. BELIZE &
INFORMATION
From Research Report Series Communication for Development
Study: A Culture of Rights (UNICEF Belize, 2011)

6. BELIZE &
INFORMATION
From Research Report Series Communication for Development Study: A
Culture of Rights (UNICEF Belize, 2011)

7. BELIZE &
INFORMATION
More respondents watched Channel 5 (79.5%) than any other
local channel.
Channel 7 was also watched by many respondents
(61.3%, n=245).
Other television stations watched included:
• Plus TV (4.8%)
• LoveTV (4.3%)
• PGTV (3.8%)
• Channel 53 (n=3.3%)
• KremTV (2.8%)
From Research Report Series Communication for Development Study: A
Culture of Rights (UNICEF Belize, 2011)

8. MEDIA COVERAGE
What do journalists find
“newsworthy?”

9. NEWS “VALUES”
Impact: The significance, importance, or consequence
of an event or trend; the greater the consequence, and
the larger the number of people for whom an event is
important the greater the newsworthiness.
Timeliness: The more recent, the more newsworthy.
In some cases, timeliness is relative. An event may
have occurred in the past but only have been learned
about recently.
Prominence: Occurrences featuring well-known
individuals or institutions are newsworthy.

10. NEWS “VALUES”
Proximity: Closeness of the occurrence tot he
audience may be gauged either geographically or in
terms of the assumed values, interest and
expectations of the news audience.
The Bizarre: The unusual, unorthodox, or unexpected
attracts attention.
Conflict: Controversy and open clashes are
newsworthy, inviting attention on their own, almost
regardless of what the conflict is over.

11. NEWS “VALUES”
Currency: Occasionally something becomes an idea
whose time has come. The matter assumes a life of its
own, and for a time assumes momentum in news
reportage.
Human Interest: Those stories that have more of an
entertainment factor versus any of the above - not that
some of the other news values cannot have an
entertainment value.

12. WHERE DO YOUR
MESSAGES FIT IN?
Impact
Timeliness
Prominence
Proximity
The Bizarre
Conflict & Controversy
Currency
Human Interest

13. GETTING COVERAGE
4 questions to ask yourself:
• What else is happening?
• Plan ahead to avoid other “big news”
• Is there a news “hook?”
• Something that draws the reader in. The hook is what makes
the story relevant right now.
• What information and resources can you provide?
• Data, interviews, a “real person”
• WHO WHAT WHEN WHERE WHY HOW
• What is the best media platform?
• Who do you know?

14. GETTING COVERAGE
Ideas to consider for IEC
• Consult and collaborate, seek advice & help
• Create a central calendar
• Special days, weeks, holidays, commemorations
• Monitor news events and craft media “pitches”
accordingly
• Example: A bad case of child abuse reported. Provide
media with statistics, an expert to interview to give
context, information for viewers, listeners and readers to
report child abuse and find help
• Regular “tip sheet” email to media with data, information
• Monthly, weekly?