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Building a trusting relationship with the media.

MEDIA--FRIEND or foe? was the title of media trainer and communicator Scott Campbell's address to the indigenous nurses' Aotearoa conference in August.

A former Maori affairs reporter with TV3 news, Campbell (Te Arawa, Ngati Whakaue, Ngati Rangiwewehi, Tuhourangi, Ngati Tuwharetoa) said Maori were often an easy hit in the media, which gravitated to the more negative stories about Maori, eg the actions of the Maori king's son, Korotangi Paki.

"We are often whakama, but we have good stories to tell and we need to share these stories and to have faith in ourselves."

Ngati Whatua-o-Orakei, for example, now sat at the table with the Auckland Council and were doing some great things that needed reporting in the media, he said. "They had to break down barriers but are now talked about in the higher circles."

The media landscape was changing so fast, with stories now appearing in seconds on social media sites like Twitter. "The media are gatekeepers but many are not experienced or well trained. To get our stories on the air, we need to talk about ourselves better, to build a relationship of trust with journalists, to anticipate emerging issues and prepare journalists for them. We need to give them the information they need, for we know better about what we do and who we are, than the media does."

The Maori media was growing stronger all the time, with Native Affairs on Maori TV watched by more non-Maori than Maori. "They need our stories. Be strong in who you are," Campbell said.

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Title Annotation:Te Runanga
Publication:Kai Tiaki: Nursing New Zealand
Article Type:Brief article
Geographic Code:8NEWZ
Date:Oct 1, 2014
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