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Media Impact Mexico Report

This presentation gives an overview of the media strategy used for the first Mexico report. It also shows the outcome and impact of the strategy. We concentrated on Mexican and Spanish-language media.
by

Gabriela Keseberg

on 6 June 2013

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Transcript of Media Impact Mexico Report

Media Impact Mexico Report Media strategy before report launch: Exclusive interview with Louise Arbour to Reforma
(most important Mexican daily newspaper).
Printed on front page of national news section. Pre-release of report to key editors - Local paper: only Reforma

- International papers: El País (most important global Spanish-language daily newspaper)

- and US and European foreign correspondents based in Mexico Exclusive interviews on weekend before report launch
to Reforma and El País. Attached to report launch invitation:

Brochure on Crisis Group impact in Latin America in Spanish. And “About Crisis Group” video: Teaser for report in Weekly Update: Vodcast on Mexico report in English
and in Spanish with Javier Ciurlizza,
Latin America Program Director. Teaser of report on Twitter accounts of Crisis Group staff in English and in Spanish. Teaser of report on Crisis Group Facebook page in Spanish. Report launch, 19 March: Simultaneous publication of report in English and in Spanish.

Media release in English and in Spanish.

Presentation in Mexico DF by Program Director Javier Ciurlizza and Vice-President Mark Schneider.













50 Mexican and international journalists invited. After report launch: Various interviews to Mexican and international media outlets and agencies (newspaper, TV and radio). Two op-eds: In English in The Houston Chronicle. In Spanish in Proceso, most important Mexican weekly magazine. A podcast in English Results: Total media mentions (15.3.- 4.4): 70 In Spanish: 57

In English: 12

In Mexico: 44

In Latin America: 5

In USA: 8

Rest of the world: 12 Prominent media mentions: Editorial written by Carmen Aristegui for newspaper El Mañana, in which she mentions Crisis Group: “A principios de semana se presentó el primer estudio sobre México realizado por International Crisis Group (ICG) -una Organización No Gubernamental, con financiamiento mixto, creada en 1995 y dirigida para la resolución y prevención de conflictos armados internacionales y quien decidió incorporar a México en el universo de conflictos observados a nivel internacional…” Plus, also by Aristegui, an entire article on the report on her news website Aristegui Noticias: “Javier Ciurlizza, director para América Latina y el Caribe de Internacional Crisis Group, platicó en Aristegui de CNN en Español, sobre la situación de violencia y el comportamiento de los carteles criminales en México…” Op-ed by former Mexican foreign minister Rosario Green in Mexican newspaper La Vanguardia, in which she criticizes Crisis Group: “Por ello no pude con las duras declaraciones de Louise Arbour, presidenta de International Crisis Group: “México se ha convertido en un laboratorio mundial con enormes implicaciones para la paz global, pues si el gobierno mexicano es incapaz de superar la violencia, menos podrán los Estados débiles de Centroamérica, África Occidental, el Sahel y Afganistán, donde comienzan a registrarse fenómenos similares”. Inaceptable, México no es un país en guerra, tiene problemas de crimen organizado, pero el gobierno está decidido a emprender un doble esfuerzo: en casa, la prevención e, internacionalmente, la cooperación efectiva con Estados Unidos y Centroamérica.” Article in El País, solely on the report,
interviewing Javier Ciurlizza and Mark Schneider: “Si en un país es posible ganar la lucha contra el narcotráfico, es en México. Es el diagnóstico del International Crisis Group, que este martes ha presentado en la capital del país el informe El desafío de Peña Nieto: Los cárteles criminales y el Estado de derecho en México. Pese a que la aparición de algunos grupos armados que intentan reemplazar las funciones del Gobierno en México son un síntoma “alarmante” para la seguridad institucional y “un desafío” para el Estado mexicano, según opina Mark L. Schneider, vicepresidente del International Crisis Group (ICG), la fortaleza institucional del país lo distingue de otras naciones en "Asia occidental y Asia Oriental" que se enfrentan a retos similares.” Twitter Impressions on Twitter Tweets in Spanish :

Tweets: 84
Retweets: 97
Favourites:17

Tweets in English:

Tweets: 73
Retweets: 68
Favourites:15

led to a total of ... On Facebook Latin America (14.3. – 31.3. 2013): Reach went from 267 to 5.214, an all time peak.

115 new likes for the page, 26 alone on the day of report publication.











Most new likes came from Mexico, making the country the number two (after Colombia) in terms of followers. Thank you. Gabriela Keseberg Dávalos 1,057,243 Senior Communications Officer
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