Gender Equality Promotion – Focused on Social Partners
Adopting Equal Treatment on Workplace
PHARE Twinning Light CZ
Communicating Gender Equality to
Media & Public
Twinning Light Project CZ l November 2006 l © Gundel Köbke
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Talking about gender equality
for instance means…
…talking about gender
…talking about sex
…talking about gender & sex
…talking about work-life balance
…talking about parental & maternal leave
…talking about equal treatment at workplace
…talking about equal pay
…talking about sustainable development
…and last but not least to talk about the strategy of gender
mainstreaming to implement gender equality in all fields.
Twinning Light Project CZ l November 2006 l © Gundel Köbke
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Basics about public relation
campaigning & awareness raising strategies
Public relation seeks to influence attitudes
by presenting controversial meanings & different
techniques.Public relation is not paid advertising
but a communication tool.
Press & media work turns your story into news
by press conferences & press releases.
Campaigning starts for certain purposes
it transfers political and business information with different
communication instruments & actions.
Awareness raising is a method to get problems & aims
accepted by dissamination of convincing information.
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Credos & beliefs
of communication strategies
Credo of public relation
!to be credible
Credo of product communication
!be different & true
Credo of political communication
!be credible & true
Credo of political awareness rising as an additional task
!Clear messages & visions
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Types of policy instruments & resources
Informational and endorsing instruments: campaigns,
guidelines, trainings, educational activities, conferences
& seminars
Partnering instruments: networks, partnerships
& dialogues
Mandating instruments: laws, regulations & decrees
Information resources: studies, websides, reports
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Press & Information Kit Example
Initiative on Equal Pay
CONTENT
Press Release
Posters prepared on Equal Pay
Campaign OPEN WAGES
Frequently asked questions (FAQs)
Legal background of gender equality in CZ
Women's rights and gender equality in the EU
Development of the Initiatives history & self portraits of organizations
& governmental authorities and activities of in the field of equal pay.
Background information about gender equality development in Czech
Republic in the framework of The European Year of Equal
Opportunities for All.
Photos and Clippings
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Example for an information campaign
„Czech Awareness Initiative on Equal Pay“ (IEP)
Within the Twinning Light Project we prepared two posters, which
may be distributed by the Ministry and the Social Partners as one
instrument of an information campaign on gender equality focussed on
equal pay. We thank the Gender Unit of the Ministry of Labor and
Social Affairs for its generous support and the recommended agency
Creative Bazaar to work with.
The basic idea of the posters was to personalize for raising
awareness about unequal pay and to place the equal pay messages in
the context of gender equality. Personalization in communication and
advertisement is one of the basic instruments, because you give
messages a face to identify with. At least you take motives, which are
transporting facts and figures with an emotional touch.
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Now it‘s up to you...
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Information by poster visualization
First Poster - shows laboratory situation with a women and a male worker.
After a long time of research we took this more anonymous motive, because
real people we asked feared about their jobs. The anticipated imagination was:
in the laboratory women and men do work of equal value, but they are not paid
equal.The question of the poster is: “Can you see any difference between
work done by a man and a woman?” The answer is quite simple: “The
salary slip makes the difference.“ Subtitles state the fact, that there are laws
in Czech and the EU concerning equal pay. The naming of the supporters
named as awareness initiative should indicate: there is something going to
happen.
Second Poster – shows a best practice example: Mrs. Pavilkova from the
Language School Channel Crossings represents a new generation of
undertakers who are informed and aware of gender equality and its meanings.
And she was awarded for her family-friendly company in 2005. Her
saying/message is: “There are languages even I don’t understand, but as a
Czech undertaker I think it is normal to pay men and women equal for the
same work.”
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Instruments for
campaigning gender issues
Research & background information about state of the art of gender
equality in your organisation prepaped for your information kit
Fact sheets with facts & figures prepared for media
Frequently asked question on gender equality & equal pay (FAQs)
prepared for your press kit
Press releases prepared for media
Information materials, flyers and brochures prepared for public and
media
Posters & give-aways (as t-shirts, free postcards, pencils etc.)
Argumentation aids sheets for your contraries in public & media
Presentation of master layout and designs of the campaign
TV- , radio- and cinema spots
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Further instruments for
campaigning gender issues
Placing of interviews & statements in media
Targeted Placing of prominent person (s) with quotations &
testimonials in media
Developing understandable information on the results of reasearch
and studies for public & media
Placing of (sponsored) adverstisements, but: you get better effects
with an article in the newspapers, with radio or TV-shows on air.
Planning events, actions & contests about gender equality key issues
as for instance equal pay, stereotypes & diversity for public & media.
Welcoming of partners & cooperations named for media & public.
Building Advisory Boards for gender equality with well known,
accepted and prominent persons.
Installing Information-Newsletters (online) for public & media
Creating Awards (...)
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Useful tools for communicating with media
Online Public Relation…is an upcoming instrument but some journalists still prefer papers.
Your media list…contents an up dated list of print,
television and radio reporters and media.
You know exactly… which representatives of media are
most likely to cover your story.
The benefit of clippings…is to know what the others
are campaigning in and how popular your campaign is.
This is the tool of your media monitoring to know, if you
did target the right media.
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Keep in mind when designing your campaign
or built a plan of action
What kind of coverage are you looking for?
How much energy can you reasonably undertake?
Which are newsworthy projects?
List the tasks required to get the public‘s attention
Before you start: go for cooperations & networking.
Creating public awareness means to brainstorm
creatively.
Mention costs and budgets.
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Success story in PR & Campaigning
The Greenpeace history of campaigning started
according to the motto “We want to be big” …
followed by the Greenpeace UK slogan:
“The optimism of the action is better than the
pessimism of the thought.”
Todays headline is actually big:
www.greenpeace.org.uk
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Twinning Light Project l November 2006 l © Gundel Köbke
Best Practice in Communicating
Gender Equality & Gender Mainstreaming & Diversity & Equal Pay
EU (Campaigning instruments): http://www.stop-discrimination.info+++ RESPECT
Austria (Communicating gender mainstreaming to the cities public):
http://www.wien.gv.at/stadtentwicklung/gendercity+++ Gender City Vienna
EU (adopting diversity policies):
http://web25s112.typo3sever.com/fileadmin/confdocs/screen_A5_8steps_EN
_16s.pdf +++ diversity at work
UK (joint campaigning) : http://www.eoc.org.uk +++15% off – why are women workers
still going cheap?
10 EU countries (aids for companies et al in communicating gender):
http://www.equalpay.nu/de_main.html +++BETSY
B (ICFTU- briefing for a worlwide call): http://www.icftu.org/www/pdf/PayequityE.pdf
+++ Pay equity now
GER (BMFSFJ – Press Release on audit awards)
http://www.bmfsfj.de/Politikbereiche/familie,did=77322.html
+++ Audit awards for family friendly companies get more and more popular
GER (information platform for carreer orientated women)
http://www.genderdax.de/enindex.php+++ Gender dax
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Instruments of RESPEKT campaign
stop-discrimination.info
Poster competition „breaking stereotypes“ ends in exhebition
opened by EU Commissioner for Employment, Social Affairs & Equal
Opportunities Vladimir Spidla.
New information materials produced to reflect the national situations.
Interactive website on anti-discrimination succeeds. To win: an antidiscrimination kit including trendy stop-discrimination T-shirt, shopping
bag, pen, sticker, pin, and notepad.
Wide media offers - from electronic press kits to media updates, press
releases, online-services and a journalist award.
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Further instruments of RESPEKT campaign
Campaign cooperation with
. The TV spot provided the
campaign in 2005 with a new look and feel and reached almost
300 million people across the EU.
The Truck Tour visited 15 countries with 22 stops.
The Run for Diversity continued.
Awareness of the Journalist Award was increasing.
General awareness rising is supported by a conference.
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Gender City Vienna
wien.gv.at/stadtentwicklung/gendercity
Slogan: Share our city fair
In autumn 2003 the city authorities of Vienna decided to initiate a new sort of
game: Interested men and women, boys and girls, scholars, politicians and
experts took over the roles of citizens, city planners and politicians to learn by
“gambling” how "Gender Mainstreaming" is implemented according to typical
planning situations in the city.
City space is influencing the every day life in various ways. The purpose of
"Gender City" was to find out how city planning should be - on the different
views of men and women because it affects them different.
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Gender City Vienna - Share our city fair
The City authorities declared by using the slogan “Wishes do have a sex”:
Gender Mainstreaming as a strategy wants living together with equal
chances, equal rights and equal duties of both sexes. This needs a city
which offers good conditions for both sexes. Authorities found out: 60 % of
all footways in Vienna are done by women. Under the motto „Divide our city
fair“ a former councilwomen and a city planner startet a „Gender
Mainstreaming model quarter“ in „Mariahilf“, where many things changed
in 2003 – for instance:
electricity was increased to make Mariahilf more safe for women at night
Crossings were made safer to travers, school ways safer for school kids
The altitude of the sidewalks was minimised for elderly people
Narrow sidewalks where widened for mothers with shopping bags and kids
An elevator was installed between to streets to reach only with steep stairs
before. ...and so on.
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Excurse: Diversity at work - 8 steps for
small and medium-sized businesses
This recommended publication for small and mediumsized businesses publication was an initiative of the
European Union. It was written by Dr. Peter Garside and
Bob Townley from the Centre for Economic Research and
Intelligence of Kingston University, London.
Step 6 named Image and reputation stresses:
Use your commitment to diversity tool (which contains
gender equality!) in terms of reputation, PR and
winning business (particulary from larger and public
sector firms)
http://web25s112.typo3server.com/fileadmin/conf_docs/screen
_A5_8steps_EN_16s.pdf
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Commission for Equal Opportunities/Scotland
15% off – why are women workers still going cheap?
eoc.org.uk
This series of posters about equal pay was produced as part of a
joint campaign with the National Union of Students (NUS). By
despiting female students as if they were on sale at a discount
price, they drew attention to the absurdity of the pay differences
facing men and women leaving college.
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BETSY
equalpay.nu/_main.html
This website is the fruit of three EU projects in ten countries that have
developed aids for companies and organisations wishing to work towards
equal pay.
The knowledge acquired is being disseminated via this self-instructive site
free of charge.
Funded by the European Commission as part of its common strategy for
gender equality, the site has been established through contacts with the
employment sector and with the project’s extensive network of researchers,
experts and professionals.
The aim is to promote awareness of the fact that equal pay is a human and
legal right that leads to long-term added value and profitability.
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BETSY
„Good luck in the hunt for equal pay!“
We have jointly developed tools, tests, research findings and good
practices.The tools consist of checklists and descriptions of method.
We have downloaded examples of good practices from organisations that
are well on their way to achieving equal pay.
News: Here you will find information and news about books, conferences and
research on equal pay. A network of persons who work with or have a strong
interest in equal pay issues sends the information to us.
Good practices: Here are some good practices from companies, trade
sectors and unions. Perhaps there is something you can use at your own
workplace? A contact whom you can phone or write is included with each
example
Links: This section includes research material, statistics and other useful
information, and links to other sites. You will also find a presentation here of
the three projects involved: the European Project on Equal Pay, BETSY, and
the Gender Pay Gap at Sectoral Level.
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Pay equity now
International Confederation of Free Trade Unions
http://www.icftu.org/www/pdf/PayequityE.pdf
On March 8 (2001), International Women’s Day, and as part of the Global
Unions Women’s campaign, the trade union movement is launching a
worldwide call for “Pay Equity Now!”
The International Confederation of Free Trade Unions has released a
"briefing" entitled Equality throug pay equity, illustrating with figures and
concrete examples of how this shameful reality continues to persist. The new
ICFTU publication also explains ways in which trade unions are taking action on
many fronts to pursue pay equity: these include promoting proactive legislation,
legal action, collective bargaining and decent minimum wages. The briefing
evokes the union struggle to make pay equity a reality in law, by actively voicing
women’s demands.
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Twinning Light Project l November 2006 l © Gundel Köbke
Good practices
in promoting familiy friendly workplaces
12.07.2006.Berlin
Audit awards for family friendly companies get more and more popular
Federal Minister Ursula von der Leyen awarded family friendly companies
and institutions: „Familiy friendly companies are role models. They have more
productive and motivated employees and link the best heads, because they
work more efficient and flexibel“ Mrs. von der Leyen said on the occasion of of
awarding companies with the certificate of the audit „Family and profession“
of the nonprofit Hertie-Foundation in Berlin. (...)
141 companies and institutions in Germany were awarded. The first awards
were given in 1999. Since 2002 the audit is also present at universities.
Meanwhile more than 280 companies, institutions amd universitie with
550.000 employees have passed the inquiry, more than 140 ideas of family
friendly measures were collected. Leading associations of the german
economy like BDA, BDI, DIHK und ZDH recommend the audit, because it
stresses the economic and operational advantages of a family friendly
personnel policy.
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Twinning Light Project l November 2006 l © Gundel
Genderdax
genderdax.de
genderdax - Information Platform
genderdax is a new information platform on the internet, providing career-oriented
women with a comprehensive overview of working conditions and opportunities within
German companies.
genderdax - For Career-Oriented Women
Career-minded women frequently have great expertise, lots of practical experience and
are often highly motivated. genderdax offers online information about companies who
actively support female careers.
genderdax - For Companies
genderdax offers companies a unique opportunity and platform to specifically target
career-oriented women. With regard to equal opportunities top companies registered in
the genderdax gain a clear competitive advantage on the labour market.
genderdax - Application Form
Companies can immediately apply for registration in the genderdax. Use your chance of
becoming a genderdax company and raising your attractiveness for females with high
potential.
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Excurse: Gender equality in German Media
Google in November 2006 counts 95 articles and reports on gender
equality in german media. These articles mainly deal with:
general aims in politics concerning equality which is not reached yet
equality for disabled people
equality concerning sexual orientation
the lack of women in leading positions and public life – despite our
cancelor and some women in TV...
requiring an european gender institute
...and in 1 article: !the tough call for equal pay stating Germany does not
play a pioneering role at all refering to an EU-study which mentioned an
average of 23 % less earnings by women in Europe.
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Pick up a new drive in 2007
European Year of Equal Opportunities for All
The European Commission has designated 2007 as 'European Year
of Equal Opportunities for All'
framework strategy designed to ensure that discrimination is effectively
tackled, diversity is celebrated and equal opportunities for all are
promoted. The strategy is set out in a Communication adopted by the
European Commission today.
Vladimír Špidla, said: "Europe must work towards real equality in
practice. The European Year of Equal Opportunities for All and the
framework strategy will provide a new drive towards ensuring the full
application of EU anti-discrimination legislation, which has encountered
too many obstacles and delays. Fundamental rights, non-discrimination
and equal opportunities will remain key priorities for the European
Commission."
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The four core themes of the European Year of Equal
Opportunities proposed by the Commission
Rights – raising awareness of the right to equality and
non-discrimination
Representation – stimulating a debate on ways to
increase the participation of under-represented groups in
society
Recognition – celebrating and accommodating diversity
Respect and tolerance – promoting a more cohesive
society
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Communication with the media in general
Good news for your media...tells public something
unknown before, features human beings & has serious
human interests.
Choosing your special media contacts...
be clear, which media you want to target and make a
personal contact.
Setting up a press conference or an exclusive talk
with selected media participants? The number of
people invited makes the difference - and whom you can
catch.
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Proposal for press & information kit (10-pager)
on equal pay & gender equality
Page 1: Press release (be aware of gender sensitive use of language)
Page 2: Quotations of prominent & gender aware person/s of public
interest
Page 3: Freqently asked questions (FAQs)
Page 4: Basics about legal background of equal pay (or your special
gender equality issue) in CZ referring on general EU treaties
Page 5: Developement of the Initiative & your history or self-portrait
Page 6: Details & time schedule of campaigning
Page 7: Poster copies (adding flyers & brochures available)
Page 8: Naming & description of partners and network
Page 9: Essential points & background information about gender
equality in the framwork of The European Year of Equal Opportunities
for All (or information about your specific gender equality item)
Page 10: Photos & Clippings (max.3)
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Interviews
Professional preparation means: Take your time. Know
your messages and material inside out.
Be aware of the target group of the media.
Be ready for good examples & your objectives to tell.
Correct imputations immediately.
Speak clearly and simple & give short answers. Listen
to the questions, but: not every question needs an
answer...
Do not count on media reporting word by word.
You may insist on being correctly quoted, but you should
not correct the journalists opinion.
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PORTRAYING POLITICS
A TOOLKIT ON GENDER AND TELEVISION
2005
portrayingpolitics.org
The mediation of politics
Most people do not experience politics at first hand. Their perceptions of political
figures and issues are shaped principally through the news media. So the media have
considerable power to frame peoples understanding of public life, key issues and the
role of politicians – both male and female.
Media with its obligation to reflect the diversity and variety of the audience it
serves, has a particular responsibility in this respect.
New values and priorities, the choice of languages and images and the overall
journalistic framing of individuals and issues all come together in a complex process to
produce particular representations of women and men in public life.
The Portraying Politics Project aims to intervene in that process, to make visible the
media practices involved in it, and to promote critical reflection and change.
Portraying Politics call to media is to present a balanced representation of women
and men and to ensure a fair and diverse portrayal of all groups in society.
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PORTRAYING POLITICS
A TOOLKIT ON GENDER AND TELEVISION
A European Partnership Project with financial Support of the European Commission, 2005
It is not an exeggeration to say that women are relativly invisibel in the
news media.
The 2005 Global Media Monitoring Project (GMMP)found women were just 21
% of all news subjects – those whom are interviewed, or whom the news is
about. In other words: for every women in the news there are four men.
If it comes to politics, women fare even worse.
The same global study showed that only 12 % of politicians in the news were
female. Europe actually lags behind the global average: women accounted for
a mere 10% of politicians in the European news media.
Expert opinion in the news is overwelmingly male. Men are 83 % of
experts and 86% of spokespersons. Women in the news tend to appear in a
personal capacity – as eye witnesses (30%), giving personal views (31%) or
as representatives of popular opinion (34%)
The news agenda is dominated by stories of government , economics, crime
and defense. By comparison social issues receive little coverage as for
instance health accounts with 3% on the news, ecucation 2%, human rights
1%. These are the so-called „soft“ areas of news and politics.
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PORTRAYING POLITICS
Showing invisible Women & breaking conventional stereotypes
Newsnight.BBC.23.02.2005: A report on immigrants to the UK – the item begins with a
full frame graphic showing passport-sized phots of the people who will be interviewed.
Every one of them is male. In fact, women are the majority of immigrants to the UK.
(Modul invisible women)
ARD, Sabine Christiansen, Political Talk Show,18.04.2004: A popular weekly talk show in
which six guests are invited to discuss a topic of current concern. With 10 countries –
mainly from central and Eastern Europe – about the become member states of the
European Union, this edition tackles the issue of EU enlargement. No women is
invited to give her point of view.
News.TVM.Malta.23.03.05: A General Workers Union seminar whose topic is women in
the workforce. The Secretary General of the Union is invited to speak and he uses the
occasion to make an extend statement about the Unions response to the suspension
of energy workers. Only at the very end of the item does he briefly address the
seminar theme.
News.BBC.16.11.2004: A portrait of Condoleeza Rice – it traces her background and her
relationship of trust with President Bush – the report avoids obvious stereotypes:
Rice‘s gender, marital status and ethnicity are not singled out for special attention.
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Topics of todays discussion with
media representatives
The Global Media Monitoring Project 2005 found that – across all
media worldwide, women are only 21% of news subjects.
The percentage is highest in television (22%) lowest on radio
(17%) and in newspapers it is 21%.
How to communicate effectively with the press?
How journalists can be attracted reporting for gender issues?
How difficult is it in Czech to find female participants and experts and to
persuade them to appear on television (radio or in the newspapers)?
How to involve media for instance in an equal pay information campaign?
How to built an communication & information network?
…and of course your very special questions.
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