Manual en ingl.s tif

PRESENTATION
D
efence of the Children International, DCI Costa Rica, concerned about the
situation of the rights of Children and Adolescents in Costa Rica, specifically the labour
of children and adolescents, has established diverse alliances with key players and has
united strengths that may have a major impact on their actions.
Within that line, a strategic alliance has been cultivated since 1997 with the organization
Anti-Slavery International of England, with whom they have developed actions to attend
to the problem of child domestic labour, and for the ratification and agreed application
of Convention 182 on the Worst Forms of Child Labour.
This program is being developed simultaneously in 6 countries (India – Tamil Nadu,
Togo/Ghana, Costa Rica, Pakistan and Kenya) and has the objective of contributing to an
effective reduction of the worst forms of child labour through suitable actions and working together with governments, civil society workers in general, and social organizations.
The ratification on the part of Costa Rica of Convention 182 on the Worst Forms of
Child Labour, through the law no. 8122-A of the 10th of September, 2001, results in a
valuable complement to already nourished legislation on childhood and adolescence of
this country. In agreement with what is established by the law, Costa Rica must identify
the dangerous work that is done by the children of the country and also to define what
is indicated in article 3.d):“work that, by its nature or the conditions in which it is carried out,
is probably dangerous to the health, the security or the morality of the children.”
3
To contribute to this process, we have carried out information spaces and discussions
with social organizations, with trade unions, with employers and we have counted with
the participation of the International Organization of Labour and the Ministry of Labour
and Social Security.
Besides these groups, we believe that the mass media of communication plays a key role
and it is for that reason that through this manual titled:“Training Manual for achieving effective communication between based non governmental organizations, NGOs, and the media
regarding the rights of working children in Costa Rica”, we have wanted to contribute to find
a different form of this relationship which will permit a fluid and effective transfer of
information, and thus to allow the prevention of situations where the rights of children
are violated, with a particular emphasis on situations of labour exploitation.
This manual is complemented by a document called “Reflections on the contributions on the
discussion of child and adolescent labour issues from the experiences that have been developed
in Costa Rica”
Virginia Murillo Herrera
Defensa de Niñas y Niños – Internacional, DNI Costa Rica
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TABLE OF CONTENTS
Introduction
6
I - Message Multipliers
9
II - Organization’s profile
11
III - How to reach the media?
19
IV - Who is behind the scenes?
23
V - Prepare a list of media!
25
VI - Case studies and records
26
VII - Bibliography
33
VIII - Annexe
34
5
“Prepare yourself to convince”(1)
INTRODUCTION
Defence of Children International (DCI), with the support of the Anti Slavery
organization, is promoting this manual to improve the relationship between the
Costa Rican media and local non-government organizations that work to protect
the rights of children and labour exploitation.
This proposal deals with the perspective that the media has about information generated by NGOs. Due to the importance of accessing the media, it consists of a quick
glance from that side of the sidewalk.
With this purpose we made a “convenience (2)” survey with 18 journalists, from different national media. It was a consultation whose results cannot be generalized,
because the journalists were selected without statistical criteria but, taking into
account their experience, job or media branch. Also taken into account was the
observation capacity and experience of the journalists that prepared the manual.
The survey also searched for information about the journalists’ concept of child
and adolescent labor, specifically about dangerous jobs.
For DCI, this document represents an effort to reinforce its communications area.
At the same time, it is a contribution to other local NGOs so they can advance in
this often neglected field.
The manual includes two case studies, one related with domestic child labour and
another with child labour in the agriculture sector (where the concepts of this manual
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(1) The examples of this manual corresponds to child and adolescent labour.
(2) Term used for surveys that do not follow statistical norms
applies), areas where DCI - CR makes strong efforts. Also, due to the interest of
the organization to develop a mechanism to combat child and adolescent labour,
especially dangerous forms, we give some important definitions that can be used
when working with reporters.
For the manual’s purposes, a local NGO is a non-profit entity, independent from
government organizations that work in Costa Rica in areas of public interest. It
should also be pointed out that there are two types of organizations that work
with children and adolescents: direct care, which provide shelter, and those that
have an integral conception that includes prevention, protection and defence of their
rights. This last group starts dealing with underage persons within the community
where they live.
Why to convince?
Since its foundation in 1994, DCI has centered its efforts on the rights of the children
and adolescents.The sensitivity of different sectors of society regarding this subject is
one of the most important tools to generate changes in favor of underage persons.
Within the key players we find the media, always necessary to transmit a message.
Although the press helps sensitize the public opinion, its appreciation of the reality of
child labour does not always coincide with the position of the NGOs.These differences
provoke criticism and even tension between the parties. Occasionally the nature of
the conflict originates in the ignorance about each other’s work.
And it is not always easy to reach the media. Often those in charge of these relations
complain, and insist, that the space dedicated to defend the rights of children and adolescent is insufficient. If the NGO is international, with many member countries, access
is easier because there is more experience and resources accumulated. However, sometimes even in these cases the NGO does not succeed in spreading its message.
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Unfortunately when the organization is small the route to the media is even more
complicated.
This search for a spot in the national information agenda does not correspond only
to a wish to reinforce the NGOs image. It is more of a channel to implement the
access to adequate information that the United Nations Convention on the Rights of
the Child included: “The social media have an important role in spreading the information destined to children, and its goal is to promote their moral welfare, knowledge and understanding among different peoples and respect for the child’s culture” (3) .
That is why this manual is important. It is a contribution to the local NGOs’s efforts
in the area of child and adolescent human rights.
Djenane Villanueva
Manual Coordinator
Member,Advisor Committee, Defence of Children International
DCI – COSTA RICA
(3) International Convention of the Rights of Children and Adolescents
I - Message Multipliers
How to increase the spreading of a message? Is the media the most efficient tool for this, or is it
better to transmit the information directly, person to person? If after analyzing these questions the
decision points toward the media, which is the most adequate means to communicate what you
want, what is the impact in Costa Rica? These are questions any NGO must analyze when going
near the media. Below are the main considerations, so you can take a decision based on
media circulation and/or coverage.
“Fourth power”
Qualified by some theoreticians of social communication as the “four power of the
Republic”, the media, as a whole, maintains an important credibility in Costa Rican public
opinion. According to several opinion surveys, besides the Church and Universities, the
media leads the majority of favorable opinions. It even surpasses the positive image of the
first power of the Republic: the Legislative Assembly. In other words, what journalists say is
more credible than the speeches given by elected representatives.
We must not forget that the media are for-profit enterprises -and this focus leans
towards the possibility of presenting sensationalist reports.They also have economic ties
with other productive activities.The public recognizes positively the social function and
the counterbalance of the media to public actions.
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Being written or electronic –television, radio or Internet– in many cases, the
media is the ideal channel for any organization to multiply the validity and
coverage of its message.
Leadership
According to the study “Reach of the CR media“ in the written press, La Nación maintains the leadership in this field. Each week about 559.900 adults read it, and that is 60%
more than second place. During Sundays its audience reaches up to three times that any
other Sunday journal.(4)
Diario Extra reaches an average of 350.700 adults, followed by Al Día – part of the La
Nación Group – with around 304.800 readers.
In the mornings the preferred radio for news is Radio Reloj, followed by Columbia and
Monumental. As the day progresses Radio Reloj is caught (and even slightly surpassed)
by radio Columbia. News is the fourth reason to listen to the radio, after romantic
music, tropical music and religious programs.(5)
Television news are the main reason to sit before the screen. Channel 7 News has 64%
of the preferences; channel 6 reaches 29% of the audience, but with a sustained growth
in the last few years. Others like channel 4 and CNN are hardly ever mentioned.
Nevertheless, there is a tendency to see less local TV and more cable TV as the socioeconomic level of the population rises.
Rural Zone
You must not forget there is considerable media outside the metropolitan area.Their reach
has not been measured in these type of studies, but their effectiveness, although in reduced
numbers, could be increased due to their public’s homogeneity -they could be interested in
reading, seeing and listening more about the particularities of their rural reality.
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(4) Market study, La Nación newspaper, Costa Rica, 2002.
(5) Idem.
“On line”
With certain frequency about 263.300 people connect to the Internet from homes, work,
a “cyber café” or education center. News is the fourth reason to connect, after amusement, music or education-related. Eight of every ten users visit La Nación’s web page.
One-third of the users visit, regularly, other Costa Rican pages, but not necessarily news.
Knowing the level of circulation and audience of a particular media channel is
essential determinant to optimize efforts, save time and resources.
II - Organization’s profile
To spread a message in the media is necessary to have a brochure that summarizes the
mission, the vision, the objectives, the lines of action and the funding its financing of the
organization.
This document, sometimes folded, is very important to establish contacts with local and
national media. It is a key presentation card, and the starting point for any following relationship. Is also an efficient tool to let your work be known, and position yourself as an
entity that takes care of children and adolescents.
Generally, this presentation is used in the following cases:
Contacts
Starting a specific plan
Publicizing the results of projects or research
Special publications or annual memories
If the organization is little known, or has recently started to work, this information
will be the starting point to build its credibility (opinion of the polled journalists).
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What are the journalists interested to know about NGO‘s to be able to cite them as
a source?
Names of their members.
Nature of its work
Source of its financing
Previous actions and their results
Country of origin, if there is one.
Source: Survey of journalists
Who are we?
All NGOs must have a clear profile and a defined style: advocacy, academia, public attorneys, monitoring international agreements, representative of other organization, etc.,
before considering a relationship with the media.
The more explicit you are in transmitting this information –“even if it may be considered private inside the organization”- the NGO will receive a warner welcome and
more credibility in the news world.
Yes, but ...
The journalists surveyed approve NGO‘s work in Costa Rica,. nevertheless, they condition
the interview to previous knowledge of how they finance themselves, the quality of their
members and the results obtained by previous actions and how easily you transmitted it.
NGOs are viewed as the part that, in specific subjects, provides what is missing between the
State’s function and the actions of private enterprises.
Even communicators praise the NGOs rejection of profits and their independence in relation with the State’s work. Still, they maintain a dissimilar image of a group of “specialists
working to help vulnerable groups” but also “an office full of specialists that only change data from
year to year to cash a check for the consulting job they got”, as said by a La Nación journalist.
Adding to the negative aspect were other descriptions like “too much of an office”.
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Keep in mind that most communication professionals evade a straight answer to the
question:Are NGOs a trusted source? The majority’s position was “Yes…but”.
It is impossible to change this image immediately, but you can rebuild it through time with a
policy of transparency in every action.
Give it anyway
Maybe, due to the pressure of time, a journalist will not always request the basic information of the organization. News comes very quickly and sometimes it will not be
published for lack of space. Nevertheless, if you give him/her the data that s/he forgot
to ask for, he will respect and recognize you. The data is also a reminder of the
NGO’s presence among the group of informative resources.
To show that disposition to openness, in the case of a press delivery (See: how to
reach the media), it is recommended to dedicate the last paragraphs -or a segment of
what was written- to highlight that information. In an interview for radio, television
or written press it is advisable to give the interviewer concise information about the
organization’s profile on a sheet of paper or in a folder.
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More than a complement
Do not forget that, in the news production process and from the journalist’s point of
view, in many cases the informative role of the NGO is a complementary one, to
broaden information. That means that, before the information of an NGO is considered, generally there should exist a fact, an antecedent, or a previous declaration of a
government that has made the subject an interesting one. The NGO’s contribution
also is another perspective of an official discourse or an occasional fact.
In reality, the media converts the position of an NGO in news only when there is a
strong denunciation with proof, or even a legal demand before the corresponding
authorities. Also, when an NGO publishes a study or research with revealing data.
There is the possibility of becoming the generator of a slower flux of information
when the media wants the criteria of a “specialist”. It is possible that in the written
media there are more possibilities of a deeper analysis because the news’s production
process is slower than that of television or radio. Nevertheless, in these last two electronic media, there is also the option to participate in opinion or interview spaces.
Capacity to answer
It is necessary that NGOs analyze their ability to answer regarding a specific subject
–study, results or NGO valorization– or a fact from another origin but related with
childhood and or adolescence.
Prepare yourself in the following way:
Have visual material to illustrate the information without risking the integrity of
persons less than 18 years old .
Speak with the children, adolescents -and their families– involved in the project,
to know their disposition towards an interview. The history, the face behind
the numbers, are important elements to journalists, and should also be for
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the objectives of an NGO that is interested in its message reaching the general audience. It is not the same to register data as to illustrate it with live
examples. (6)
Remind journalists about the limitations established by the Children and
Adolescent Code with respect to the protection for the image.
React in time
Other sectors of society, such as entrepreneurs or government entities may possibly react
to an NGO declaration. Have a new response ready that coincides with the organization’s
general position.
Always offer a second reaction to the journalist. Recognize the positive aspects of the other
social agents but, with the same vehemence, point out deficiencies and challenges.
(6) The Childhood and Adolescent Codex establish clear penal prohibitions for using the names and images and
of underage persons. Consul it.
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Widen your possibilities to react
A fact related to the protection of children and adolescents can become a topic in
the journalist’s agenda. You must have presence in the media. Imagine the following
headlines ...
1. “Less children go to school”. You can compare the information with the increment of agriculture child labour or the greater number of street beggars. This
analysis can be the basis of a communiqué.
2. “Migrant girl is pregnant”. Offer statistical information about the situation of
teenage pregnancies, or denounce the lack of government commitment on the
subject. Provide other perspectives to analyze the information, for instance sexual
abuse.
3. “Adolescent in serious condition after tractor overturns”. Reveal actual information
about child and adolescent labour in agriculture. Cite the number of underage
persons who drop out of school to work in hazardous conditions.
Speak when you have important things to say. Generate constant research that
explains the rights of the working children and adolescents, and be critical. But
do not take the risk of providing unsubstantiated information. Avoid being
surprised when discussing an issue.
Who speaks?
Even the smallest organization should have some people to act as speakers. They
should be professional, with enough authority and credibility to address the media
taking into account the following recommendations:
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Speak clearly
Get to the point
Demonstrate mastery of the subject and avoid hesitations
Make decisions quickly
Train yourself to follow the previous recommendations by answering questions
from your office companions.Write what you want to say and polish it!
If you do not know details, promise an answer in the shortest possible time;
do not lie and deliver.
Do not expect to receive the questions you want. You cannot teach a journalist
how to cover a story.
It is important that the speaker reflect stability within the NGO. It is not convenient that
the speaker is changed often. You have to invest in her/his preparation and in an image.
Nevertheless, that person should have a substitute. The organization should have at least
two or three people with the same capabilities.
The way in which you tackle the subject is
just as important as the content itself. In
this respect, one of the journalist surveyed
said that often NGO specialists forget that
the media “does not have time to listen
to a post-graduate thesis”.
Why is what Iˆm saying important?
Not everything produced by NGO‘s can be of public interest. On occasions the meeting of small groups, the posters or the visits to homes are more effective channels of
communication than a visit to a national media. That is why it is convenient that,
before contacting a journalist, the organization asks itself: Why is what I want to
transmit important?
The information sent to one member of the media is not necessarily fit to print.
Maybe your interest is to inform the journalist of a project that, in the long run, may
have results of public interest.
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Nurture a relationship
“Contact without harassing”. That was the answer of a surveyed journalist when
asked for suggestions to improve the communication between NGOs and the
media. This is a valid consideration for those organizations that insist with the
publication of a particular subject. “Harassing”! can generate a barrier between
both sides. It is more effective to ask if a subject or activity is considered of
interest; than to offer personnel to attend consultations at any moment.
Sometimes is the opposite: you send a communication and you do not follow up on
it. The minimum is to assure yourself that the information arrived.
It is important that journalists know the organization, its projects and its personnel.
It is advisable to make contacts via e-mail or a phone call. With time and good public
relations, the media will come to NGO members without the need to look for
them. However, before you can position the topics dealing with children and adolescents,
use documents and background material that guarantee your professional work.
Make efforts to know the journalists who publish about the subject of children
and adolescents, if any. If there are none, contact the chiefs of information. In
rural areas do the same. They are very effective in certain contexts. Do not exclude
them. One of the journalist said, “that they know us and know our reality”.
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(7) Costa Rica must fulfill its compromise with the Human Rights legislation over childhood and adolescent that
has signed and ratified. Specifically the Convention, its two facultative protocols and the international instruments
on the matter.
III - How to reach the media?
Traditionally, the press conferences have been the main channel for an NGO to express
its position to the media. Nevertheless, that model is losing effectiveness, among other
reasons, due to the competition among media enterprises to obtain exclusive news. In
fact, journalists now prefer exclusive interviews, or personal contact (mainly by email), as
the ideal form to receive information.
This means that you have to bet on the establishment of a relationship with the journalist
or reporter to get space in a certain media. You should not forget that it is possible to
choose, or combine, ways to reach the press -through interviews, in person, by phone or
via the Internet and/or press releases.
The selection of any of those options will depend on the time you have, the wish to
appear alone in a space in detriment of the majority of the media enterprises, of the
relevance of the subject -and, of course, of the benefits of a personal relation with a
reporter.
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Press Conference
A general calling of the majority of the press must correspond to a transcendental
announcement. If, for instance, the purpose is the formation of a committee, a social
activity or a public campaign, it will provoke a negative reaction from the reporters.
If a press conference is needed, remember that, after the presentation of the members of
the table, short interventions by each one of them and the periods of questions from the
journalists, you have to allow additional space so the media can talk,“privately”, with the
people of the organization over the same subject or related subjects. Some media request
that their journalists do their questioning apart from their colleagues, and generally at the
end of the activity to obtain a wider panorama and an original point of view.
If final additional private questions at the end of the activity are not possible, it is recommendable that you communicate this in an explicit way at the beginning of the activity -and
the reasons must be very convincing. In case there is that “parallel” and personalized
conference, there is no need to mention it, because it is normal practice for the Costa Rican
press.
Press conferences are not always an adequate way to attract the attention of the media. It
is important to promote your own agenda, show trends, call attention about a particular
piece of legislation, or advocate, to mention three possibilities.
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Press Conference. Take into account:
When you call, have a complete list of the media.
Confirmation of assistance is important, but do not obsess over it. Do not harass.
The selection of the date and time must take into account the schedule of the news programs. If there is a TV news program at the end of the afternoon – prime time – do not
organize the activity half an hour before. Radio reporters have more facility to broadcast
from the site of the conference. The audience for electronic media goes down on Fridays.
Regarding the written press –facing the weekend – you could get more space due to a
reduction in the government’s activity, and because the in-between agenda is lighter.
Outside of the technical knowledge of the NGO speaker, it is important to use a live
testimony.
Place a symbolic element (poster, logo, screen, etc.) so the photographer can have a creative
space when taking pictures.
Give some written materials with
data about the members, the
NGO’s trajectory, its financing and
other programs currently being
executed.
Press release
Another form to reach the media consist in the drafting of information and the frequent
mailing of the main findings of the NGO’s programs. In case they are published, most of
them will re-elaborate the information. It is hard for a press release to be published as
it was sent.The reporters and information chiefs are against transcribing a communication that has to reach several newsrooms simultaneously. In the journalist’s world there
are jokes about those media that “copy” these releases –they are valid with respect to
professional quality control. In practice, the release is only a “hook” that draws towards
a topic that can be of public interest.
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That is why it can be reinforced with other angles, or illustrated incorporating a daily
situation where the person involved –not necessarily related to the NGO– tells his/her
story. Here is the media that “copy” the idea without revealing the author. If the NGO’s
intention was to draw interest to its area of work, and not to appear in the media, it did
succeed.
Another possibility is that the release may be filed for later journalistic research that
will possibly, include the position of the NGO on the subject.
Avoid information that is centered on the organization’s results. Concentrate on concrete
matters.
Press release
What should I obtain?
Relevancy. (See: “Why is what I said
important?”)
Clarity and order. At least, you must
answer the traditional questions of the classic
schools of journalism: What happened? Why
and how did it happen? When? Where? Who
says so and how can s/he prove it?
Brevity. The description of a fact that
requires more than one page must be very
relevant.
How do we say it?
The first paragraphs and the title are the most important
elements in the communiqué. If the reader is not held
captive from the start –as with the news-, it will be difficult to attain the objective at the end of the text. In a
communiqué, you must privilege the daily consequence of
the fact(s), not the technical aspects or the formalities
that sustain it.
Instead of....
Is better...
Instead of....
Is better...
NGO reveals conclusions about child
labor....
Agricultural employers abuse....
Instead of....
Is better...
Changes promoted in fishing activities...
Minors relieved from fishing...
Instead of....
Agreement on agricultural labor
delayed...
Working children in the agriculture
sector with no access to...
Is better...
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Treaty that prohibits mines is signed
into international law...
Government forced to...
Interviews
This direct dialog with a reporter can either be live, when transmitted live in media such
as radio or television, or taped and edited –valid for the aforementioned media and written
means of communication such as newspapers. Interviews can be in person or by means
of a communication channel, such as telephone, fax or email. The latter is starting to gain
ground among journalists, especially from newspapers.
Interview. Questions & Answers
Never forget you know more than the journalist about the topic at hand. But prove it! And take into
account the following recommendations:
Talk or write clearly and concisely. Only mention the background or previous arguments on a
topic, but do not dwell on them. Go to the point.
Avoid expressions such as “this is a personal view” or “I speak only on my behalf”. Do not forget
that You are the face of an organization. Also, journalists may edit those expressions and you
would appear as saying the rest in the name of your organization.
When speaking on radio or television, express yourself as you would before someone you trust.
Forget technical jargon –characteristic in your work relations- and express yourself simply. Spice
your story a little bit: use understandable examples and tell about your experiences.
Accept interruptions from the interviewer. Breath, retake the idea and go to the point.
Talk with your colleagues about the main points to mention, those you can never leave out.
IV - Who is behind the scenes?
When speaking with a journalist, it is important that you know which role this individual
plays in the production process. Generally, the names of the positions are kept with few
variations, regardless of the medium (radio, television or newspapers).
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Director:
The Director generally makes the administrative decisions –as a
bridge with the owners- as well as editorial choices. She/he communicates daily with the
heads of the newsroom to define coverage and pending issues and to evaluate the work
done. Since the director is the face of that medium, s/he usually attends lectures, social
activities, report presentations, etc.
Editor or head of information:
The Editor hands out the assignments, checks the
wording or format of the news, complements information and coordinates his/her area.
Newspapers have areas for national news –economy, politics, rural, cultural, sports, etc.and international news. In Costa Rica, the word “editor” alludes exclusively to written
media. In television those tasks are carried out by the head of information.
Reporter:
S/he represents the direct contact with the information source. It is
usual that s/he will go to an agreed location, though they also may use the phone or e-mail
to search for information. Although s/he takes orders from the editor, a reporter has a
certain margin to decide, suggest or at least promote the coverage of a certain activity,
especially when s/he has sources exclusively assigned to him/her. If this is the case regarding
issues with children and adolescents, the reporter’s information must be included in the
media or journalists list (see further on).
Columnist:
This person keeps away from the daily news hustle. Sometimes s/he
can even work as a contributor and not as an employee. S/he writes on his/her own
behalf and can even do so independently with respect to the medium’s editorial view.The
columnist is not necessarily a journalist.
News producer:
In larger television networks, the producer is in charge of
coordinating interviews, searching for background material and suggesting the news
focus. S/he works hand in hand with the reporters. S/he has not necessarily studied journalism, rather a career related to production or technology.
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V - Prepare a list of media!
It is the starting signal for every NGO to start its relationship with the news media.
This is a database that must include the following:
Name of the media
Name of the journalist
Position s/he has in the media
Work phone number
Mobile/cellular phone number
Fax number
Postal office box
e-mail
This list can be sorted by media. The contact information includes the physical
address, telephone and e-mail. Afterwards, the data for the director, journalists in
charge of the topic, the head of information or the editors. Although sometimes
only the data for the reporters is needed, it is important to have a complete data set.
In most national news media there is not a reporter assigned to cover NGOs or issues
related to the protection of children’s and teenager’s rights. It is even a greater challenge,
because you need the data of several journalists from one media. And do not forget to
include international news agencies and rural media.
Remember...
Lists about the media
are the initial input
needed to form a relationship
with
the
media.
(8) Rodolfo Pisoni. Dangerous Child and Adolescent Labor in Costa Rica. IPEC-ILO Program, San Jose,
Costa Rica, pag. 13.
25
Context (9)
“The project included 50 communities like Quebrada Grande, Colonia, Santa Elena, Guacimal, part
of Northern Miramar and Palmital, and others. These are communities in the upper areas of the
Guanacaste and Puntarenas provinces, which belonged to the Maleku aborigine group.
The target population would comprise, initially, 1,000 people, but an additional 137 entered during
its execution. 65% of the population were children and 35%, adolescents –the latter usually emigrate
from the area.
At the beginning of the project, 33% of the target population was outside the education system.
This figure dropped to 15% at the end of this project.
Zamora added that the project confirmed there is a direct link between child labor and poverty.
In addition, cultural factors were detected, which justified the existence of child labor. Arguments
such as “They are little men. They should work from an early age. I did it. Why won’t they?”
were presented. However, this position was held by a minority with respect to outright socio-economic
reasons.
In these families, up to 90% of the income came from the children, who generally have more options to
get jobs –employers prefer this cheaper labor. With respect to their parents, children do not ask conditions;
they also “like” working in everything.
According to Zamora, in the area, nobody thought child labor was a problem. The awareness campaign
allowed this population to understand that child labor perpetuates poverty. It was a two-year
process.
Now mothers want their children to go to school, a situation that implies an expense.That is why
the project has a component of economic alternatives so families can earn income without depending
so much on what the children bring.
It is estimated that, by next December, a program for micro-credit will be operating, which will be
administered by the coffee growers’ cooperatives. The families presented projects with poultry, pork,
crafts, tourism, agricultural diversification and selling food.
This initiative was born from the agreement between International Program for the Eradication of
Child Labor (IPEC) – International Labor Organization (ILO) with the coffee cooperatives. The latter
had a protagonist role through the provision of resources and personnel for the project’s follow-up.
There was also support from the US Department of Labor and the Ministry of Labor.
Besides social awareness, companies had certain economic interests, since the European Union
conditions the access of coffee to certain labor norms, like fair wages, social guarantees and the elimination
of child labor.
Once DCI goes out, the cooperatives will provide follow-up for the project and will manage the
credit fund, oriented to the eradication of child labour”.
(9) Interview with Juan Carlos Zamora, coordinator of the sensibilization component of project Toji.
27
Personal cases
Please remember that talking about cases, that projects human face, is always important, even
if you do not use them in the press release. Have them handy to facilitate them to the
press. Regarding the Toji project, the following case is included, narrated by the interviewed coordinator.
Proposal:
“A 16 year-old boy, born in Costa Rica of Nicaraguan parents, only had studies up to second
grade. He was practically illiterate and never practiced reading. He had a lot of interest in
studying, but due to his age he was not accepted in school. He entered the Ministry of Public
Education’s open education program. DCI gave him the books, matriculated him and convinced his parents. In two years this young man finished up to sixth grade. In this area,
matriculating implies traveling for a day to Miramar or Monteverde in search of a photocopier. Our boys get discouraged” expressed Zamora.
The following lines detail certain proposals, starting with the previous information.
Objective to attract the press:
Call the media’s attention about the dangers of child labor through the dissemination of the
results obtained in one of the projects carried out by DCI. Present the theme as a continuous
process and not like a single, isolated fact.
Number 1 demands a lot of coordination efforts, more resources and does not guarantee
the presence of a numerous group of communicators –even though the news would have
a more authentic shade given the contact with the environment. Option 2 would be useful if the interest was to highlight the
Treatment possibilities:
results of the project in question.
1. Invite the journalists to make a scheduled visit to the area, to show the results
with contacts with the children, the coordinators and coffee entrepreneurs.
2. Offer an exclusive interview with one
of the participants to one of the strategic
media, for example the protagonist of the
personal [case / story]. Take into account
the local media.
3. Send a press communiqué to stir
the media regarding the main results
achieved by the project that just finished. Coffee cooperatives from other
areas could be included.
28
Justification:
Proposal 3 was chosen because we are interested in disseminating the topic among the largest number possible of media with
the wish to create empathy towards an issue, which continues
even though a specific project dealing with it has just finished.
We are interested in the establishment of a solid relationship
with the media and the replication of the project in other areas.
Press release proposal
LABOR
December, 2003
Defence for Children International,
DCI - Section of Costa Rica
Exporters comply with labor norms
Children leave coffee plantations
for classrooms
Half of the 300 children and adolescents, who
Coffee growers, who were the ones employing
two years ago worked in coffee plantations in
these children, will follow up on the results and
the upper regions of Guanacaste and
will assume the coordination of a credit pro-
Puntarenas, have returned to school through a
gram to finance economic activities proposed
program coordinated by Defence of Children
by the families in order to compensate for the
International (DCI) and supported by four cof-
reduction in the family’s income. Juan Carlos
fee growers’ cooperatives, which now position
Zamora, coordinator of DCI’s prevention and
their coffee in the European Union without fear
education component, estimated that children
of reprisals because of the use of child labor.
and adolescents contributed, in some cases, up
to 90% of the family income.
The families of 1,137 underage persons who
at the beginning thought that “little men
DCI –a non-government organization with
should work” are now aware of the risks of
over 10 years’ presence in Costa Rica- has exe-
child labor. Of this population, only one-third
cuted similar projects in Coronado and
attended school, a ratio that was increased to
Cartago. Currently it participates in activities
one-half through the Project for the Eradication
with children and adolescents from Pavas, San
of Child Labor and Protection of Adolescent
Carlos and Cartago, among others. If you want
Workers in the following coffee cooperatives:
more information please call 297 2885 or
Coopetilarán, Coope Dos, Coope Santa Elena
send an email to the following address:
and Coope Montes de Oro. The project was
[email protected]
supported by IPEC-ILO, the US DOL and the
Ministry of Labor.
29
General objective Insert, in the local and national media, the topic of domestic child labor in third
houses and distribute the book with their life stories.
Proposal
Present the book and seminar as part of a process to deal with this subject. By calling
this activity, both aspects would be promoted. Efforts would be made to avoid a perception, by communication professionals, that this activity only deserved to be covered at that specific time. Instead, it would
be presented as a continuous, recurrent process.
Justification Knowing the media’s limitations in terms of space, time and number of journalists, the topic
was opened to different approaches. In addition, it was not limited to a press conference, the workshop or
the presentation. This was not about a book, or an isolated activity.
The book’s presentation was also opened to other key agents in dealing with this issue. They, like the media,
operate as message reproducers. Other NGOs and government agencies were invited.
Tools
List of media
Before making the call and the contacts, a list of media was elaborated, including national and rural media and
press agencies.
Letters
An invitation was sent to media directors and editors, with general information on the activities, a
brochure about DCI and a booklet with the Code for Children and Adolescents. The letters and the
communiqués about the project included data on the organizations that financed the book: IPEC-ILO,
Global March and Canadian Cooperation. The books were sent with messenger to the physical addresses, with a checklist of “receipt acknowledged” to make sure the material was indeed delivered.
News bulletins
News bulletins or press communiqués were sent via fax or email to the media and the journalists. They
included photographs and data about the book’s stories.
Phone calls
Phone calls and personal contacts were used to expend information, with the aim to make sure the information was received and, at the same time, to provide additional data that could serve as feedback on
the activity, the book and DCI-CR’s work.
List of Questions and Answers (Q&A)
This list was distributed among the journalists who covered the issue; it contained questions and
answers (10) about child labor, which we included in text boxes for this manual. This information is key
to identify the more common concerns, which usually appear whenever this topic is discussed.
Answer
Both during the book’s presentation and the seminar, we had the support of radio and television news,
the press and news agencies.
Below we include one of the news bulletins or communiqués sent to the list of media.
(10) Answers given in interviews by Virginia Murillo, President of DCI – Costa Rica Section
31
Press release proposal
Domestic Child Labor
Defence for Children International,
DCI - Section of Costa Rica
August 6th
"I AM LEARNING TO WORK"
"My employer tells me I am not working,
that I am learning to work". This is part of
the story of Maria, a 12-year-old girl who lives
in a mountainous area of the Department of
Intibucá, in Honduras. In exchange for doing
the housework, she receives about 200 lempiras per month, approximately 13 dollars.
The presentation will include a context analysis
and the percentage represented by domestic
child labor with respect to the total population
of child workers. But numbers do not tell all:
this kind of activity unfolds in a private environment, the home, and statistics do not
record all cases.
Maria’s story is repeated in all of Central
America, where tens of girls and female
teenagers leave their homes to work for very
little money –or sometimes- in exchange for
food and a place to sleep.
According to Virginia Murillo, Executive
President of DCI – Costa Rica, this is one of
the more invisible forms of child labor, one
which is hardly considered work –especially if
this work is done by underage persons. “This
means we have a great task ahead of us, both
government institutions and organizations that
work for the defence of children and
teenagers. We try to sensitize key agents –and
society in general- on the need to protect children and teenagers and to find opportunities
for them," Murillo stressed.
María in Honduras, Diana in Costa Rica, Flory
in Guatemala, all them are among the protagonists of “Life Stories”, a document that summarizes the context and experiences of children and adolescents who, since a very early
age do housework as domestic servants. The
book, elaborated by non-government organizations of Mexico, Central America and the
Dominican Republic, with the coordination of
Defence of Children International, Costa Rica
Section (DCI-CR), will be presented this
Tuesday August 6th at 9 a.m. at DCI’s offices
in Moravia. This book was possible with the
sponsorship of Global March, IPEC-ILO and
the Canadian Cooperation.
32
DCI’s offices are located in Moravia, from the
Banco de Costa Rica branch office 400 meters
East, 100 North, 50 West, 100 North and 10
East (it is not as complicated as it seems), yellow two-story building on the left-hand side.
For more information please contact Virginia
Murillo at 835 2053. To confirm your attendance please call DCI’s offices at 236- 9134,
297-2885 or 297-2880.
VII - Bibliography
Convention on the Rights of Children and
Teenagers
Market study, La Nación newspaper, Costa Rica,
2002.
Interview with Juan Carlos Zamora, coordinator,
Toji project, DCI – Costa Rica Section, 2003
Interview with Virginia Murillo, President, DNI –
Costa Rica Section, 2002
Rodolfo Pisoni. Dangerous Child and Adolescent
Labor in Costa Rica. IPEC-ILO Program, San
Jose, Costa Rica, 2003
33
VIII - Annexe
List of journalists interviewed
Name
Evelyn Fachler
Rubén Rodríguez
Miguel Díaz
Tomás Zamora
Thaís Aguilar
Lorna Chacón
Marianela Jiménez
Circe Villanueva
Mario Bermúdez
Krisia Ortega
Yessenia Alvarado
Nelson Murillo
Marcelo Castro
Lázaro Malvárez
Mónica Gómez
Vicky Luna
Giannina Segnini
Ángela Ávalos
34
Position
Director,“En persona” (Channel 13)
and correspondent for Reuters and Telemundo.
Sub-director, Noticias Repretel (Channel 6)
Chief of Press, Ministry of Foreign Affairs and Cult
Director, Radioperiódicos Reloj
Director, Semanario Universidad
France Press journalist and correspondent
AP correspondent
Advisory minister and journalist, Ministry of Foreign
Affairs and Cult; journalist, Radio Universidad
Editor, national news, La República newspaper
Journalist, La República newspaper
Journalist, Radio América
Journalist, El Financiero
Chief of Information,Telenoticias (Channel 7);
Coordinador of the program Siete Días
Chief of Information,Telenoticias (Channel 7)
Journalist, Al Día
Co-director, Noti 14, San Carlos
Coordinator, Research Unit, La Nación
Journalist, La Nación