Ritsu Saito

Ritsu Saito
Department of Journalism
Sophia University
E-mail: ritssa00@usfca.edu

MEDIA STRATEGY OF JAPANESE NGOs

Introduction

Until now, Japanese Non Governmental Organizations (NGOs) have rarely discussed the necessity of "media strategy," though most of them have used various mass media and alternative media by their own way. Lack of historical experience for using media is one reason. Chronic shortage of hands, skill, and money is another. According to the questionnaire I administered July 1997, more than ¾ of NGOs admitted their methods of using media are insufficient.

Besides, Japanese NGOs tend to consider media strategy as extra work. In fact, several NGO staff members said to me, "All we have to do is practical action, and there is no time for thinking of media strategy." "Our supporters don't want us to be into media strategy. It doesn't agree with NGOs' work for nothing policy." And so on.

Still, the situation is changing. Generally speaking, we can point out three reasons for that. First, because of the latest high attention of volunteer work in Japan, mass media have begun to feature NGOs frequently, and their strong influence to the society makes NGO staff members realize the necessity of using media strategically. Second, through the experience of using their alternative media like newsletters, many NGO staff members understand well about the characteristics and effects of their media, and then, have started considering, "In what way, can we use it more effectively?" And third, appearance of electronic media such as Internet and E-mail, makes them more interested in learning about using media strategically.

While the main purpose of this paper is to analyze the media strategy of Japanese NGOs, I believe we can also find the general idea about the difference between mass and alternative media, because the characteristic point of NGOs' media strategy is to use both media in parallel as the need arises. Through the process of analyzing their characteristics and effects, I hypothesize as follows:

In principle, mass media use is for people outside of their activities; however, alternative media use is for people inside of their activities. Mass media affect people from outside to inside, in contrast, alternative media affect people from inside to outside.

Analysis : Media Strategy of Japanese NGOs

During the process of survey, I chose 218 NGOs all over Japan from "Directory of Japanese Non-Governmental Organizations Active in International Cooperation 1996," then, sent a questionnaire to them, and received 142 valid answers that I used as basic data. I also held interviews with NGO staffs, their supporters, and people concerned in this area. On the basis of the data, I analyzed the present situation and characteristics of their media strategy.

2.1 The Necessity of Media Strategy

At the beginning of this paper, I have to make clear the necessity of media strategy for Japanese NGOs, because even now, there is no consensus about its significance. The notion of media strategy means, "to use media strategically with certain plan and intention," and it will help one to use media more effectively and efficiently. In my point of view, media strategy is significant in several ways.

First of all, it is necessary to support NGOs themselves. To support them as well as accomplish projects, NGOs need funds and participants; however, most of them have a shortage of hands, money, and time. Media strategy is one possible way to deal with this difficult situation.

Second, it is necessary to share NGOs' information with the society. Until now, experience and knowledge that NGOs accumulated isn't available to a wide sector of society. However, Japanese people have become interested in volunteer work nowadays, and they want information from the NGOs. By informing them, NGOs can give them the opportunity to participate in the activities. Besides, to advance their activity, NGOs must be strongly trusted by the society; they can't be trusted without sharing information. From this point of view, media strategy for better information is not NGOs' extra work but their responsibility to the society.

Media strategy also closely relates to media literacy. Most of NGO staff members are amateur in media use at the beginning, however, through the process of thinking about media strategy, they understand media more deeply. Through their work, NGO staff members can learn what information should be sent, how the media works for it, and how their audiences react to it. These series of processes are indispensable to make citizen movement mature. Actually, experienced NGO staff members know very well what the media is.

However, these views do not necessarily mean every NGO has to use media strategy intensively. We have to pay attention this: Media strategy is not an end itself but means to accomplish an end. Each NGO has its own situation, and its media strategy should be determined by each situation; some NGO staff members want to extend their activities, while the others don't want to because of their time, money, profession or other reasons. I would like to propose the two different media strategies in the latter part of the thesis: Media strategy for professional oriented NGOs, and media strategy for amateur oriented NGOs. However, there is one thing I can point out now: we should at least be aware of this notion-significance of media strategy.

2.2 Variety of Media Use

Japanese NGOs use various kinds of media in parallel. In the area of mass media, they use Newspapers(80%), Magazines(59%), Television(46%), Radio(35%), and in the area of alternative media, they use Newsletters(92%), Bills and leaflets(73%), Book publication(42%), Video and slides(58%), Internet homepage(21%), and Computer network(25%).

These figures clearly show that Newsletters(92%) are the most available media for NGOs. Basically they are distributed to their supporters and used for telling them the NGOs' fundamental view, current activity, supporter's voice, and so on. Newspapers (80%) and Bills and leaflets(73%) also show high percentage. In the area of mass media, newspapers play the most important role to make known their activity widely and effectively. Bills and leaflets are one of the basic methods to appeal to an unspecified number of people in lower cost.

It is also worthy of note that these three media are all paper media. Paper media is easy to write, print, and distribute. Although it is commonly said that we are in the age of computer, paper media is still the most familiar media for NGO staff members.

As people get used to computer, NGOs also have started their attempt to use this electronic media, but they seem to have some difficulties in using it. It takes time and money at the beginning. Besides, if NGOs start their service for Internet or E-mail, reaction from the public is still small, because their supporters can't use these media well either. Figures indicate only 21% of them create Internet home page and 25% of them use Computer network, though this current situation may change after several years.

2.3 Balance Between Mass and Alternative Media Use

Most Japanese NGOs mainly use their own alternative media rather than mass media. According to the questionnaire, 77% of NGOs answered they put the most effort in Alternative media use; on the other hand, 12% of them answered "Mass media use." (The other 11% are "No answer." I will omit referring to it from now on.) For people who know the strong influence of mass media, this result may seem surprising. However, there are several reasons for NGOs to mainly use alternative media.

The first reason is availability. By using alternative media, NGOs send their messages anytime they want. But if they want to use mass media actively, they have to make press releases, approach journalists, and explain what their projects are; even after that, there is no guarantee of being reported by mass media. Mass media tend to show their interest only about something new, informative, and impressive. Most of NGOs information will be ignored as worthless for news. Besides, Journalists are basically skeptical about the organizations that approach them. They like approaching from their side, but dislike being approached by someone with certain intention. That makes it more difficult for NGOs to use mass media mainly and actively.

The second reason is a problem of decision-making authority. As far as using their alternative media, NGOs can write or make whatever they want. However, when it is treated as news by mass media, decision-making authority is completely on the mass media side. Very often, what they report are quite different from NGOs' intentions; or in worse case, the news send by reporter includes some wrong information. Journalists tend to exaggerate the story; or sometimes they just misunderstand. But the problem is that NGOs couldn't do anything when these cases occurred. During the inquiry, many NGO staff members answered they have an experience of being mistreated by mass media.

Those are the reasons NGOs mainly depend on their alternative media, however, those results do not necessary mean mass media is completely useless; most of them use mass media in parallel or as supplement. NGOs are taking balance of both media use, because the purposes and effects of each media are different from the root. I refer this difference the latter part, but at first, let me examine each media use more in detail.

2.4 Mass Media Use

2.4.1 Outline: Newspaper, Magazine, Television, and Radio

According to the questionnaire, most NGOs have an experience of using mass media. Their mass media use is usually distinguished in four form-Newspapers (80%), Magazines (59%), Television (46%), and Radio (35%).

Newspapers are the most available media for NGOs. They report NGOs' activities in the small articles, columns, or even in the editorials. Since many people rely upon newspapers in Japan, their articles have strong effects to the society. NGOs also contribute articles to magazines, but the number of people who read them is much smaller than that of newspapers.

Television also has a strong effect on the society. TV documentaries vividly report their activities in foreign countries. Interview programs introduce the live voice of NGO staff members. Television can bring a very strong image to the people; it is easy to understand for people who don't know about NGOs' activities.

Radio is also used by some NGOs. These days, many community radio stations have been started in Japan, and those local radio stations are expected to be available media for NGOs.

2.4.2 Merit of Mass Media Use

The merit of mass media use is its large audience. Especially it is useful for giving information, making an appeal, or putting in an advertisement to an unspecified number of people. By using mass media, NGOs can inform the people who had not been aware of their activities. Through their articles or programs, people get interested in, and may support their activities; if not, at least they recognize the activity, and it will be some help to make them understand the credibility of NGOs' activities.

Another merit of mass media use for NGOs is its low cost. They make a briefing paper which explains their event or project, and send it by fax or letters, or they may call journalists with whom they have close relationship. But after that, all they have to do is just wait. If the journalist shows interest, automatically NGOs can use mass media-with small effort and low cost.

2.4.3 Active and Passive Attitudes toward Media Use

From the viewpoint of media strategy, there is the big difference between two attitudes: (1) to make an effort to use mass media-an active attitude (2) to use it only when they are asked by mass media-a passive attitude. The difference of their attitude closely reflects their awareness of the necessity for media strategy. 95% of them answered they have used mass media when they were asked by mass media. On the other hand, 72% of them answered they have used mass media by their intentions and efforts. Both figures show a high percentage, however you have to pay attention to the other aspects that support a effective media strategy- experienced staff members and continuous approach toward mass media.

The questionnaire indicates only 22% of NGOs continuously keep this kind of active approach toward mass media; 73% of them use mass media irregularly or passively. The questionnaire also shows 30% of NGOs have staff members who are in charge of media use or media strategy; and 67% of them answered they don't have those kinds of staff members. Their typical reactions are like this, "We are so busy. We can't allocate our staff nor spend our time continuously in such kind of extra work"

However, unless paying attention to these two factors, it is quite difficult to use mass media strategically. Without experienced staff members, they can't accumulate their experience and learn from their former mistakes. Without continuous approach toward mass media, they can't establish good relationship with the journalists. (One promising way to use media effectively is to make connections with them.) Though there are some exceptional cases NGOs use mass media actively and effectively, I conclude from this figure: mass media use of Japanese NGOs is basically passive.

2.4.4 Major Problems of Mass Media Use

Most NGOs realize the insufficiency of their mass media use by themselves. According to the questionnaire, 76% of NGOs answered their mass media use is insufficient; while only 15% of them answered they are satisfied with their mass media use. What does this clear result mean? What is the problem of their mass media use?

As I noted before, major problems of their mass media use are as follows:

(1) Lack of staff members, (2) Lack of continuous approach, and as a result, (3) Lack of experience to use mass media. Those three problems are closely related with each other and as a result, make NGOs' attitude quite passive.

Another problem is NGOs' indifference to media strategy itself. While gathering the information, I often heard NGO staff members saying, "We have nothing to do with media strategy," or "Media strategy is our extra work." However, those remarks are not persuasive in the present situation. If NGOs want to use mass media effectively, they have to begin with changing their attitude toward media strategy.

2.5 Alternative Media Use

2.5.1 Paper Media: Newsletters, Bills and leaflets, and Book Publishing

Newsletters carry out an essential role for most of NGOs. 69% of them answered they put their best efforts in "Newsletters," which are mainly made for their supporters or new participants. It contains: Brief outline of the NGO, Message of the representative, Information of their projects, Report from the field staff, Notice for raising money, Voices from the supporters, and so on. For most of NGO staffs, making newsletters is easier and cheaper way than using any other media. Besides, remarkable merit of the newsletters is that NGO staff members can write what they want to write without any restriction from the outside. Newsletters are their precious own channels for NGOs to demonstrate their opinion to their supporters.

Bills and leaflets also have same merit as an alternative media, but their role are little bit different from the former's. Bills and leaflets are mainly made for advertisement, invitation, and raising money. Their format is small one-page paper and they are distributed to an unspecified number of people.

Book Publishing is also a popular way for NGOs. Though it takes more time and effort than other paper media, NGOs can send more united, systematic information through it. Basically, those books are classified in two types. First one is written for ordinary people: to inform them of NGOs activities, to tell them situation of social problems which NGOs face, and to make them interested in those problems. The second one is written for the NGO staff members to share their knowledge, experience, and information. Directory of NGOs, a handbook for NGO management, how-to book of networking are classified in this type.

2.5.2 Electronic Media: Video and Slides, Internet Homepage and Computer Network

About electronic media, 58% of NGOs use audiovisual materials such as slides and video. Those are very useful for a lecture and event. They take pictures of their activities and situations in foreign countries. The merit of audiovisual media is that it can give a strong impression to the audience. It could be understood by everyone without difficulty, so it is often used in the schools as teaching materials.

Though it is commonly said that we are in the age of computer, and though a large number of NGOs are trying to use it, computer use of Japanese NGOs are just on the first step. As I noted before, the current use of Internet homepage is 21%, and use of Computer network is 25%. Some of them have difficulties using it, because it needs more hands, money, and special knowledge. The others seem to be still wondering if it is useful or not. From the questionnaire, 82% of NGOs answered they feel the necessity to use these electronic media in the future. On the other hand, 51% of them answered they had started to practice getting accustomed to them.

Some of NGOs pointed out the other media use. These are as follows: Faxing, Contribution of the article to Academic Journals, Making technical Reports, Contribution of their data to several NGO directories, but most of those are more or less similar to the media use I listed above.

However, one thing is remarkable; quite a few number of NGOs answered their powerful media is "By word of mouth." These answers are little strange for the category of media, but seem to contain very important suggestions: Media can offer people the opportunity to know something, to meet someone. But in most of the daily activities, personal communication decides everything. NGO staff members have necessity to think of media strategy for communicating with people all over the world. However, if they lack in ability of personal communication-their media strategy must be missing the vital point.

2.5.3 Major Problems of Alternative Media Use

NGOs recognize that their alternative media use also has several problems. Only 7% of NGOs answered their alternative media use is "sufficient," and 87% of them answered, "insufficient." Unlike mass media use, NGOs' attitudes toward alternative media use are not so passive; at least they are taking effort by their intentions. Major problems of alternative media use concerns with their skills rather than their attitudes.

At first, most of NGO staff members are amateurs in alternative media use and lacking basic skill or understandings for using media. They have to take time and effort to make newsletters, but some of those newsletters are neither valuable nor not attractive for audiences. Quite often, they are interested in what they want to write, but forget thinking about what the audiences want to read. Alternative media always has the danger of being self-conceited. Besides, if they want to use electronic media, the sufficiency of skill can be more serious. Some of NGOs' video documentaries are hard to watch because of poor editing. Some of their Internet homepages are quite boring because they are lacking of enough content.

Second, their alternative media usually affect only for a specified number of people, who are already interested in their activities. The impacts of alternative media remain in the small circle and don't have an influence to the society. Many NGO staff members try to change this situation. They expect Internet homepage from this point, but the number of people who visit their homepages is still small.

Third, there is the problem of money. To use alternative media, NGOs staff members have to do everything by themselves. To print newsletters and send it, or to prepare the machinery and make video documentary, it takes so much money. Basically NGOs are supported financially by their members and the other foundations. Those people pay attention to uses of their money and usually they don't want NGOs to spend their money for their media strategy. In fact, there was a case one NGO was claimed by their supporters because they are using high quality paper for their newsletters. Sometimes NGOs even try to pretend as if they are not interested in media strategy. That is the another reason why NGOs are indifferent to media strategy.

2.6 Six Purposes of Media Use

In accordance with these analyses above, I divided purposes of NGOs' media use into six factors. Those are as below:

(1)Send messages (2)Inside communication (3)Show credibility (4)Advertisement (5)Education (6)Networking.

(1) Send messages is the main purpose of media use. Through the media, NGOs send various messages, that are like their policies, current activities, date and place of special events, and so on. Mass media is useful media to send messages widely and strongly.

(2) Inside communication means mutual communication between NGO staffs and supporters, or supporters and supporters. Alternative media such as newsletters usually have the section of "supporter's voice" which introduces the opinions or comments from them. The aim of this section is to raise the morale of the supporters, and to get feedback from them about their activities.

(3) Show credibility is not so referred, but important purpose of their media use. Being featured by mass media, they can be trusted by people who don't know them well. Alternative media such as well-written book also help them to show their credibility. Some of NGO staff members use those materials when they visit governmental organizations, corporations, and media institutions.

(4) Advertisement is indispensable for raising money or inviting new participants. Leaflets usually contain small paper in it, by which people contribute to NGOs. Though NGOs rarely spend money for advertisement, they invent various ways for an advertisement.

(5) Education also has important meaning for NGOs' media use. Through their activity, NGOs get information that the other people don't know. Even journalists sometimes drop by them to ask questions. Supporters learn about the situation of their activities from their information. Sometimes their video and slides are used in the classroom as teaching materials.

(6) Networking is the notion that has become popular among NGOs recently, which means to keep contact between each organization to share their information and experience. Most NGOs were isolated before, however, now NGOs introduce the other NGOs' books or activities with each other by using their alternative media such as newsletters. Internet homepage is especially useful media for this purpose, because people can easily link their pages to the others' pages.

3. Development: Difference between Mass and Alternative Media

3.1 Difference between Two Types of NGOs

In the process of analyzing NGOs media strategy, one thing drew my attention strongly-the difference between mass and alternative media. At the same time, I also noticed the difference between two types of NGOs-professional oriented NGOs and amateur oriented NGOs.

Generally speaking, in the professional oriented NGOs, their staff members get their salary from that job, try to be concerned with problem of the whole society, and like to use mass media. In contrast, in the amateur oriented NGOs, most staff members work as volunteers, show their interest to the things around them rather than whole society, and like to use alternative media.

I hypothesized the difference between both media closely relates to the difference of two types NGOs' media strategy: professional oriented NGOs often use mass media; amateur oriented NGOs often use alternative media. Do those difference happen because of difference of mass media? If so, couldn't we understand the role of both media more clearly through the analysis of NGOs' media strategy? With those intentions, I focused on the difference between mass and alternative media.

3.2 Difference between Mass and Alternative Media in Communication Process

Mass media and Alternative media have different characteristics in their communication process. I analyzed both media from five viewpoints; those are Control of Massage/ Sender of Information/ Size of Audience/ Relationship between sender and audience/ Feedback.

Characteristics of mass and alternative media use is as below:

Mass Media Use

(1) Contents and messages are controlled by mass media

(2) Sender of the information is professional

(3) Large and unspecified audience

(4) Less relationship between sender and audience

(5) Indirect feedback from the audience

Alternative Media Use

(1) Contents and messages are less controlled

(2) Sender of the information is amateur

(3) Small and specified audience

(4) Close relationship between sender and audience

(5) Direct feedback from the audience

These tables suggest the difference between mass and alternative media clearly.

(1)Contents and messages are less controlled when people use alternative media, but when they use mass media, contents and messages are strictly controlled and restricted by mass media in the viewpoint of news value, political power and moral of the society. However, information from alternative media can be lower quality or dangerous sometimes, because their information is not selected carefully.

(2) Sender of the information is amateur in the alternative media. However, this simple fact has significant meaning: in the alternative media, sender of the information also learns as well as the audience. One of the main characteristics of alternative media is this trial and error process; at the beginning the sender might be a poor writer or poor editor, but they can develop their skill gradually. Alternative media can educate the sender, however, those processes don't happen so often in the mass media.

(3) Mass media have large, unspecified audience. In contrast, Alternative media have small, specified audience. Mass media can send information widely, but their information is often ignored by most of the audience. Alternative media can send information only within the small circle of specified people, however, they are the people who are especially interested in that area.

(4) Therefore, the relationship between sender and audience is much stronger in alternative media than in mass media. For example, NGO staff members write newsletters by themselves, and their supporters can imagine their face from the articles. Those close relationship helps to stir up the audience's interest with their alternative media.

(5) Feedback is also important factor to see the difference of both media. Because of their close relationship, alternative media usually get more direct feedback from the audience than mass media do. Mass media also get feedback from the audience by letters. But mass media can't listen to their voice directly.

3.3 Difference of Effects between Mass and Alternative Media

The most significant difference between mass and alternative media comes from the difference of effects: Mass media affects people from outside to inside, in contrast, alternative media affect people from inside to outside.

I noticed this difference when I was talking with students who participate in NGOs as volunteers; some of NGOs are mainly operated by students. They spoke like this; "By writing articles in newsletter, I could be more aware of social problem." "I worked as an editor of the NGO's newsletter, this experience change my way of looking at things so much." Their comments have a common point: they could be change as a sender of the information through their alternative media use.

As I noted before, mass media mainly send information to large, unspecified audience. In general, effects of mass media use are transmitted in the three step processes.

(1) People outside NGOs' activities are affected in the beginning. Some of them get interested in and decide to participate in the activities. The others don't participate, but remember their names or activities.

(2) As people outside learn about NGOs' activities, supporters of NGOs become aware of the changes of people outside. When the supporters speak about the activity with which they are concerned, some people respond, "I know that activity." Through this process, they feel their activities are socially accepted, and this confidence makes themselves more interested in their activities.

(3) NGO staff members become aware of this effect through the change in their supporters. They don't know well about what happened to their supporters, but people are more cooperative than before. In one case, they are called by friends, and said, "I saw your NGO's activity on the TV. You were working so hard. I was impressed. Is there anything I can help you more?" In the other case, NGO staff members learn about people's change of attitude when they visit corporations for asking some help. Perhaps the first time when they visited, their attitude was cold, however, now they are friendly and show their understandings toward NGOs' activities.

On the other hand, effects of alternative media use have the opposite process.

(1) People inside NGOs are affected in the beginning. First, NGO staff members themselves change through their use of alternative media.

(2) Then alternative media affect NGOs supporters. Through articles and other materials, staff members can share the information with their supporters. They discuss the problem of which they face, and show their opinions with each other. As a result, alternative media strengthen the relationship between them.

(3) However, the effects of alternative media usually don't reach a broader audience. They still remain indifferent to NGOs' activities, or don't know their existence itself. Although alternative media have a potential power to affects the people outside, in most of case they can't reach the people outside.

3.4 Two Types of NGOs, Two Different Media Strategies

Based on the analysis above, I propose two different media strategies for two types of NGOs-professional oriented NGOs and amateur oriented NGOs. Professional oriented NGOs are well organized NGOs that have strong relationship with governmental organization, corporation, and mass media. They have paid staff members. Their main purpose is to affect the whole society and make it better. In this circumstance, they have to put their effort more in mass media use than alternative media use.

On the other hand, amateur oriented NGOs are usually smaller than former ones and managed by volunteers such as housewives, independent businessman, and students. Their main purpose is to improve themselves as well as to contribute to the society. In this circumstance, they don't necessarily stick to mass media use. They affects the people around them through their alternative media, and that is also valuable way of work as NGOs.

However, another important thing is to make a balance between mass and alternative media use. The audience of mass media and those of alternative media are completely different. To affect two different audiences-people outside and people inside-NGOs have to take balance in both media use. As far as they work as organizations that have purposes to accomplish, the better media strategy is always the way to the better results.

4. Conclusion

Although Japanese NGOs use various mass and alternative media, their media strategy is still insufficient. Media strategy strongly helps NGOs to support themselves as well as to share information with people. To develop their activities in the present situation, media strategy is indispensable for Japanese NGOs.

Some of them are realizing the necessity of media strategy already, but a certain number of them are still indifferent to this notion. They are lacking in staff members to accumulate their experience of using media. They are also lacking of basic skill and understandings to use media effectively.

On the other hand, we can understand the difference of mass and alternative media through the observation of NGOs media use. Mass media have a large, unspecified audience. Alternative media have small and specified audience.

One significant effect is arising inside of alternative media. Several NGO staff members answered their way of looking at things has changed through their alternative use. Major characteristic of alternative media is as follows: alternative media can change sender of the information as well as their audience through the trial and error process.

Two types of NGOs-professional oriented NGOs and amateur oriented NGOs need different types of media strategies; if their purpose is to change the society, it is better to use mass media. If their purpose is to improve themselves as well as contribute to the society, alternative media play the significant role for them.

Media strategy is not an end itself but means to accomplish an end. Media strategy should be determined by each NGOs' own situation. However, first, Japanese NGOs have to be aware of the necessity of media strategy.