[governance] Speakers for IGF - ideas?

[Adam Peake]

>Veni,
>
>The missing link here is still that ICANN outreach probably does not make
>an effort to connect the techie details to issues of general public
>interest.  Can you point me to the ads themselves anywhere?  I'd like to
>see what they contained.


see attached. Quarter page in the front section of adverts in the economist.

Adam



>General journalists are generally not experienced enough to make
>connections between techie details and public interest, but they are there
>(though many insiders at ICANN seem to want to systematically shield that
>reality from non-experts).
>
>It could simply be that all the ads were ineffective at informing a general
>public of the connection to their public interest.
>
>The "general people" should not even treat the phone company as "their
>phone company" these days.  The net neutrality movement in the U.S. is
>making some headway there.
>
>It's a difficult thing to explain how these policy developments at ICANN
>affect general public interests, but when they are actually explained in a
>way that general public people can understand, it does increasingly make a
>difference.
>
>I have a hard time believing that the ads had any potential at being
>effective in this regard.  I don't know whether those writing/designing the
>ads simply didn't have the expertise to do it right, or intentionally tried
>to obscure the connection, but I suspect that one or both of these things
>may have compromised the potential effectiveness of the ads.
>
>Also, ad placements have to be widespread and consistent over time.
>One-shots have little effect compared to ongoing campaigns, especially if
>they are general in nature (adverstising ICANN as an institution rather
>than advertising specific policy-making process that the public ought to
>pay attention to).
>
>Advertising is not automatically effective if it is poorly targeted,
>conceived, designed and placed.  If those were the problems, then one
>cannot claim that there was effective advertising in the first place.
>
>In the experimental sciences, we call this "systematic error" in the
>experimental process.  Of course, it help to have professional experts in
>the area where one is experimenting, in order to design and execute a valid
>experiment.
>
>Do the people who were designing the ad campaign have professional
>expertise in advertising and marketing, as well as enough expertise
>available in both the technological and policy aspects of the pitch to get
>the right message together for the right audience(s)?
>
>I have my doubts.  Not to criticize anyone personally, but institutionally
>ICANN may not be getting the right people in place to do this sort of job.
>
>Dan
>
>
>At 10:04 PM -0400 9/6/07, veni markovski wrote:
>>Dan,
>>
>>you are missing one minor, but important point, which should be in
>>the foundation when we talk about public interest in the work of
>>ICANN. See below.
>>
>>At 18:45 9/6/2007  -0700, Dan Krimm wrote:
>>
>>>If you don't know to type-in "icann public comment" into Google, why would
>>>anyone even know or think to do so?  It takes a separate promotional
>>>channel to get the word out generally, so that "general people" have even
>>>the first reason to explore in the first place.
>>
>>Last year the NomCom circulated widely information about its work,
>>and the fact there's a nomination window opened. This included, but
>>was not limited, to Internet web sites, ads in the Economist, the
>>International Herald Tribune (check
>>http://www.icann.org/meetings/marrakech/captioning-nomcomm-29jun06.htm
>>) Here's what George Sadowsky said:
>>
>>"In recruitment, we're trying some new things this year. What's on the screen
>>is advert that appeared in "The Economist" I think it was about two weeks
>>ago. It was a quarter page advertisement and we are fortunately receiving a
>>few statements of interest, or at least receiving some interest as a result
>>of this.
>>And we are also going to place an advertisement in the "International Herald
>>Tribune" probably next week.
>  >These things have to be tried. We are looking at ways to reach out beyond
>>the ICANN community, and hopefully we are learning from new ways to do
>>outreach and recruitment. "
>>
>>and then read this:
>>http://www.icann.org/meetings/saopaulo/captioning-icannpublicforumpt2-07dec06.htm
>>
>>"WE USE THE ICANN FAMILY VERY HEAVILY FOR RECRUITING.
>>WE TRIED ADVERTISING THIS YEAR, AND IT DIDN'T PAY OFF.
>>WE ATTENDED A NUMBER OF MEETINGS, BOTH ICANN AND RELATED MEETINGS,
>>AND WERE VOCAL AND PRESENT -- VISIBLE IN ADVERTISING OPPORTUNITIES
>>FOR LEADERSHIP WITHIN ICANN.
>>WE DISTRIBUTED WIDELY A FLIER DESCRIBING THE POSITIONS."
>>
>>
>>Once you read this, you will understand that Kieren is right - the
>>general people are not interested ICANN.  (and you can put here who is)
>>The "general people" treat ICANN as their GSM phone company - they
>>are neither happy nor unhappy that it works. They just use their
>>phones. And if their phones are outside of the coverage area, they
>>don't start calling the company and asking what's wrong (you see -
>>their phones don't work; how can they do that) but find a way to deal
>>with that, e.g. move a few feet away to get reception, or just ignore
>>their phones.
>>
>>best,
>>Veni
>>
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