Examine the possibility of developing a diversity toolkit that will be a resource that can be used by journalists working with the press and local radio in the midlands.

The midlands area is changing. More and more different cultures are working and living and socialising in our area. To understand the different cultures, develop new audiences, be relevant to and communicate with the different nationalities is important. Journalists and editors who judge everything from one cultural perspective are by definition prejudiced. In such cases an increasing number of readers and listeners will not believe the message and will go to other sources to find information.

To ensure the future relevance and independence of the local press and radio media, it is vital to create an awareness for editorial teams around different perspectives on issues and opinions and particularly those that relate to ethnic or cultural minorities.

We would like to work with the local journalists in local press and radio to help them become aware of their own prejudices and initiate a discussion on the reliability of the information that they relay and, perhaps more importantly, on the impact of the images, and stories that they paint and portray.

The broad aims of the proposal are to:

• Stimulate the process of finding new ways of storytelling and a new audience.
• Raise awareness of the effects of unconscious mindsets and a lack of information about sections of the community.
• Help journalists explore how to communicate and how our communication can affect their audiences.
• Help journalists take steps towards a fairer representation of minorities, in programmes, articles, court reports, news and current affairs, in the press generally, and in the workplace.

Why a diversity toolkit?

The local press and radio, have a really important contribution to make to our image of cultural diversity and to reflect the cultural, racial and linguistically diverse character of the area accurately in content and in the workforce. However experience shows that all too often press and radio coverage can reinforce stereotypes and repeat misunderstandings about minorities.

We would like to provide practical support to the media in the region that is available on hand to be used as a resource when required.

Where the idea came from

In 2006 a Media Mainstreaming Platform was set up under the EU EQUAL programme and they developed a Diversity Toolkit for national public service broadcasters financed by the ESF and the EBU. This toolkit provides practical examples, real information and advice and resources, to help improve the portrayal of minorities, that can be used, applied and imitated.

What do we mean by diversity?

The representation of ethnic and cultural minorities, and especially their portrayal in local press and radio. Strategies to combat discrimination in all of the nine grounds under the Equality Acts such as sexual orientation, gender, age and disability etc.

Who is it for?

This is aimed primarily at press and broadcast journalists in the region, trainers and students of journalism, radio producers and programme-makers generally, as well as for human resources professionals, trainers and managers in media and PR organisations that produce copy.

Developing Diversity Toolkit for Media 28th May 2009