번역중 Public Media Center

[조양호]

1. 단체명 : Public Media Center

2. 홈페이지 주소 : http://www.publicmediacenter.org/

3. 기한 : 2004년 1월 15일

4. 용도 : 정보채널 단체소개

Public Media Center is the nonprofit advocacy agency for social change worldwide. Our campaigns over the last two decades have helped citizen activists shape the public agenda and reform powerful institutions. We invite you to view examples of our work and learn more about our strategies.

PMC Principles

Public Media Center grew out of volunteer efforts by progressive media professionals to speed an end to the Vietnam War, challenge the growth of nuclear power, and help poor communities fight off their exploiters. Our basic idea is that democracy should include everybody, not just those with enough money to buy access to the mass media and government. Learn more about PMC's history, our social action and public education strategies, and current program of organizing and media campaigns.

Statement of purpose

Every year, PMC helps scores of nonprofit activist organizations with:

• media
• public relations
• advocacy advertising
• direct response
• fundraising
• constituency development
• organizational and management consulting
• communications technical assistance and training.

PMC conceives and executes media strategies. We help groups frame an issue and tell their story. Example: When Earth Island Institute challenged the needless slaughter of 200,000 dolphins each year by commercial tuna fleets, PMC produced a hard-hitting media campaign that successfully forced an end to the practice of netting dolphins. The tuna-dolphin campaign was characterized as '...one of the biggest environmental victories in the past five years' by The New York Times. Thanks to heightened public awareness, Congress renewed the Marine Mammal Protection Act and began closing the loopholes that allowed dolphin kills.

Public Media Center has a long history developing advocacy campaigns on a wide range of social issues. Recent campaigns have focused on women's health, health care reform, homophobia, family planning, and global population.

More than just an ad agency which happens to work with public interest groups, PMC aggressively searches for opportunities to assert democratic ideas and values and, by working closely with different issue-based groups, actively engages in resetting the national agenda.

In recent years, PMC has worked with many grassroots coalitions focused on critical issues and, in many cases, has taken a leadership role in creating these organizations. In the United States, PMC provided organizational development and initial fundraising assistance for:

• Earth Island Institute
• Faye Wattleton's Center for Gender Equality
• Dr. George Gerbner's Cultural Environment Movement
• The Federation of Southern Cooperatives
• Fish Forever
• Forests Forever
• The California Pesticide Use Reduction Coalition
• Methyl Bromide Alternatives Network
• Ozone Action
• Pesticide Action Network
• Rainforest Action Network
• Community Alliance of Family Farmers Foundation, and
• the Trees Foundation.

Internationally, Public Media Center now provides ongoing technical assistance to programs in Canada, China, Japan, Chile, Ireland, and Mexico. Partners include the China Family Planning Association, Hiroshima Citizens and Survivors Concerned About Plutonium, Japan Tropical Forest Action Network, and the New Chilean Ecological Consciousness Campaign. PMC has also helped found a public interest media agency in Dublin, the Public Communications Centre.

PMC is...

• A think tank that develops media strategy and tactics for groups seeking to communicate environmental, health, social justice, and other public interest values and concerns.
• A media college that transfers crucial organizational and media skills to groups in the United States and around the world.
• A technical assistance provider.
• A political watchdog monitoring the ideological right and powerful economic interests to keep citizens ready for the next challenge.

Fight to win! PMC's 10-point guide to social change.

1. Communicate values
Effective advocacy communication is predicated upon the strong, clear assertion of basic values, moral authority and leadership.

2. Be oppositional.
American political discourse is fundamentally oppositional. People are more comfortable being against something than for something.

3. Target the undecided.
Most issues are decided by winning over the undecided. Typically, the percentage on one side of an issue is offset by a roughly equivalent percentage on the other. It is the undecided or conflicted percentage in the middle that determines the outcome.

4. Act like a winner.
More than anything else, Americans want to be on the winning side. The dominant factor influencing the undecided to choose one side or another is the perception that they're joining the winning side. So, for advocacy campaigns, acting like a winner -- projecting confidence, asserting the moral high ground, aggressively confronting the opposition -- is a prerequisite to winning.

5. Make enemies, not friends.
Identify the opposition and attack their motives. Point your finger at them and name names.

6. Empower your audience.
American mass culture is fundamentally alienating and disempowering. Most Americans don't feel they can make a difference or that they count, and they feel unqualified or unprepared to make important decisions about complex social questions. The key is to educate, empower, and motivate your target audiences.

7. Target opinion leaders.
Successful advocacy and social marketing campaigns, which generally have limited budgets, mainly use communication strategies based on social diffusion through opinion leaders, not on mass media. Effective social policy movements create substantive messages which empower, challenge, and target a few key audiences. These, in turn, influence larger constituencies.

8. Be a responsible extremist.
Responsible extremism sets the agenda. To move the media, you must communicate as responsible extremists, not as reasonable moderates.

9. Assert ongoing pressure.
Social consensus isn't permanent and must continually be asserted and defended. Social advocacy is an ongoing process that doesn't end with the passage of a law or resolution of a specific problem.

10. Be diverse.
In the same way that biological diversity is essential to planetary survival, strategic diversity is critical to successful social movements. Multiple, independent advocacy campaigns on a single issue should be encouraged, while centralized, monocultural efforts should be avoided.

Testimonials

'For nearly a decade, PMC has been a staunch ally and partner in the fight to preserve reproductive choice in America. Worldwide, PMC has played a critical role in numerous advocacy efforts on behalf of women's rights and family planning.'
Faye Wattleton, activist, past president of Planned Parenthood Federation of America

'I am astonished by the breadth of issues PMC addresses every year, and the vision they bring to each. I can always recognize one of their ads because it asks fundamental questions about the choices we are making, and forces people to look into their hearts and re-examine their values.'
Denis Hayes, President, The Bullitt Foundation

'PMC's ad contributed to the debate at the highest levels inside the World Bank, as well as creating a support base of U.S. citizens...Through tremendous public international pressure, we were able to prevail and several months later the World Bank withdrew from the project.'
Lori Udall, Staff Attorney, Environmental Defense Fund

'When a page full of very serious consequences is laid out in The New York Times, Washington Post,and other major dailies, the media and political elite can't just continue bashing us. They are forced to address the substantive arguments and respond on those terms. It really changes the terms of the debate.'
Lori Wallace, Director of Trade Program, Public Citizen

'With the help of PMC, we generated 70,000 letters to Mexican President Salinas, creating a public relations nightmare. He invited us to meet with him directly. As a result, Mexico banned the slaughter of 50,000 sea turtles a year. We then targeted Japan, with PMC's help. and won an embargo on sea turtle imports for three years.'
Todd Steiner, Director, Sea Turtle Restoration Project, Earth Island Institute

'In this complex image-and-print-saturated culture, PMC has given the progressive movement its own effective and growing portfolio of materials for countering the banal evil of conventional political and corporate advertising'
Gary Delgado, Chairman, Center for Third World Organizing

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