The aim of this paper is to identify the best media strategy for a Maltese union in order to stop an governmental policy not in their favour. It is here requested to find a way to convince the union not to use the social media strategy; the assumption is that it would not be cost effective.
In the first part the paper highlights some basic background information about what outside lobby is and then it goes more into detail, and analyses the different media strategies the union could use and which steps exactly are requested. In the second part, the goal is to bring out arguments against the use of social media, for this purpose second literature will be used. This paper will also consider some alternative strategies before getting to the conclusion.
Table of Contents
1. Introduction
2. Outside lobby
3. Unions in Malta
4. Media strategy
4.1 Contact your MEP
5. Alternative: Protesting
6. Arguments against social media strategy
7. Conclusion
8. Bibliography
Objectives & Key Themes
The primary objective of this paper is to determine the most effective media strategy for a Maltese trade union attempting to oppose an unfavorable government policy, while specifically evaluating the cost-effectiveness of utilizing social media versus traditional lobbying methods.
- Analysis of "outside lobby" strategies and their applicability to trade unions.
- Evaluation of media-related activities and professional communication techniques.
- Examination of the role of Members of the European Parliament (MEPs) in lobbying.
- Assessment of the risks and lack of empirical evidence regarding social media as an advocacy tool.
- Comparison of traditional media tactics versus protest-based strategies.
Excerpt from the Book
4. Media strategy
To get media attention the union has to create a public awareness of the topic it wants to lobby. A good media strategy could get more media coverage that usually attracts policy-makers, moreover it can increase public awareness and sympathy. (O’Mahony, 2006)
Tresh and Fischer state that media strategies are the most used strategy of outside lobby, according to their study the average use of different outside lobbying strategies by unions are mainly media, followed by informing, mobilizing and protest strategies, but they are very keen to adopt the protest strategy, more often than other types of interest groups. (Tresh and Fischer, 2015)
Strategies used in media-related activities are: giving interviews to media, writing newspaper articles, distributing press releases, holding press conferences, campaigns. (Tresh and Fischer, 2015)
The suggested strategy for the union would be the classical media strategy for the beginning. In the media strategy the union has to give interviews, especially the leader, who has to concentrate on the message he/she wants to deliver. (O’Mahony, 2006) According to O’Mahony the spokesperson(s) have to maintain professionalism in any interview, he/she needs to be well prepared for difficult question, if it is a radio or phone interview he/she may use some notes. Moreover, it is important to know if the interview is live or recorded, so that the spokesperson knows if there are further chances of remedying his/her mistakes. (O’Mahony, 2006)
Summary of Chapters
1. Introduction: This chapter outlines the paper's intent to identify an optimal media strategy for a Maltese union and posits that social media may not be a cost-effective choice.
2. Outside lobby: This section defines the classification of lobbying into inside and outside types, detailing four primary outside strategies including media-related activities and protest.
3. Unions in Malta: This chapter establishes the practical steps for a union, emphasizing the necessity of analyzing the political context, defining specific objectives, and managing a limited budget.
4. Media strategy: This chapter advocates for a classical media approach over digital alternatives, highlighting the importance of interviews, professional spokespeople, and leveraging political situations.
4.1 Contact your MEP: This section explores the strategic value of involving Members of the European Parliament to gain influence and media coverage at both a national and European level.
5. Alternative: Protesting: This chapter discusses the effectiveness of protests as a tool for visibility, while simultaneously warning of the inherent risks and lack of control over media representation.
6. Arguments against social media strategy: This section presents scholarly arguments against the efficacy of social media for lobbying, noting a lack of clear research, high competition, and the risks of resource waste.
7. Conclusion: The author concludes that the union should prioritize traditional media engagement and institutional outreach rather than experimental social media campaigns.
8. Bibliography: This section lists the academic and institutional sources referenced throughout the paper.
Keywords
Lobbying, European Union, Maltese Unions, Media Strategy, Outside Lobby, Social Media, Advocacy, Trade Unions, Protest, Political Influence, MEP, Public Awareness, Cost-effectiveness, Communication, Stakeholders.
Frequently Asked Questions
What is the fundamental focus of this research paper?
The paper focuses on determining the best media strategy for a Maltese trade union to effectively oppose a specific government policy while maintaining a limited budget.
What are the central thematic areas covered?
The paper covers lobbying classifications, media relations, the strategic role of European Parliament members, and the critique of social media as an advocacy tool for unions.
What is the primary objective of the study?
The primary objective is to evaluate whether social media is a cost-effective lobbying tool and, if not, to recommend alternative, more traditional strategies.
Which scientific method is employed?
The paper employs a qualitative literature review and analytical framework, synthesizing existing research on lobbying behaviors and media strategies to draw strategic conclusions.
What topics are discussed in the main body?
The main body examines outside lobbying theory, the unique constraints of Maltese unions, classical media techniques like press conferences and interviews, the role of MEPs, and the risks of protest and social media.
How would you characterize the work using keywords?
The work is characterized by terms such as Lobbying, Trade Unions, Media Strategy, Outside Lobby, Political Influence, and Advocacy.
Why does the author discourage the use of social media for the union?
The author argues that there is insufficient empirical evidence to support the effectiveness of social media for trade union lobbying, and that it represents a risky, resource-intensive investment without guaranteed results.
What is the recommended alternative for gaining influence?
The author recommends traditional media engagement, such as interviews and press releases, coupled with direct lobbying of Members of the European Parliament to increase visibility and pressure.
- Arbeit zitieren
- B.A. Integrated European Studies Amelia Martha Matera (Autor:in), 2018, Lobbying in the European Union, München, GRIN Verlag, https://www.grin.com/document/433452
