The document discusses the importance for small organizations to be selective about media opportunities and say "no" when appropriate. It notes that the media landscape has shifted to be more adversarial at times. As a result, the organization discussed has moved from automatically accepting all media requests to using a checklist to evaluate if opportunities align with messaging goals and will allow them to productively spread their message. The checklist considers if an opportunity affirms that racism is real, impacts life chances, and can discuss solutions for change. Being more selective about opportunities has helped the organization better achieve its objectives.

1. The power of ‘no’
Kimberly McIntosh Senior Policy Officer
From reactive to proactive
communications

2. 2
What’s Runnymede?
• Research organisation – Race & Equality
• Small team – 8 members of staff (some part time)
• £300,000 income
• Comms Manager – 2 days per week
• Everyone’s a Spokesperson!

3. 3
Honoured to be asked
• Used to say ‘yes’ to every opportunity
• Small team – easy ‘wins’ if asked by media
to comment
• Aim: spread positive messages & achieve
our objectives
• Media landscape: Not always conducive to
this

4. 4
Shift in media landscape
• Initially – odd request here and there
• Government policy – media response
• Grateful to leverage ‘news jack’ to make
wider points
• Proactive pitches – report launches
• Shift – ‘race rows’, adversarial “debates”

5. 5
Consequences

6. 6
Thinking differently
• Old approach example:
• First radio interview – not great
• LBC ‘debate’ at Sunday 7am
• Outputs for funders a consideration

7. 7
New approach - examples

8. 8
‘Yes’ or ‘No’ checklist
• Racism is real
and affects life
chances
• It’s important
to take action
• Provide
solutions for
change

9. Small Charities
Communications Conference
10 July 2019
London
#CCsmallcharity
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