1. USING THE MASS MEDIA IN THE WORK OF A NHRI (OR DO THE MASS MEDIA USE NHRIS…?) Richard Carver ppt 8

2. What do we mean by the mass media? Television Radio Newspapers

3. Do we include the internet? The internet is different because the NHRI has full editorial control The same is true of other new media (eg text messages to cellphones) This makes the internet an important part of an NHRI’s communications strategy But, for this session, we do not treat it the same as the mass media

4. Why do the media report on your NHRI? Because they are sympathetic to human rights Because you do or say something newsworthy Because you pay them

5. The first of these - sympathy - is the least important. The business of the media is news, entertainment (and making money). They will seldom run stories just because they support human rights

6. The third - paying the media - is not as sinister as it sounds Paid advertising is essential to the media and may be useful to a NHRI

7. Advertising: advantages and disadvantages The advantage: you will have complete editorial control over the content. No one can distort what you are saying. The disadvantage: it is expensive.

8. So generally, the mass media will cover you on their own terms - because you say or do something that is newsworthy.

9. How do editors choose the news? Is it new? Is it relevant to our audience? Is it interesting?

10. Is it new? Is this a new development that has not been reported before? Is this a new angle on something that has already been reported? Is the fact that the NHRI is making this statement newsworthy in itself?

11. (It is often better to provide journalists with information and ways of following up the story, rather than just a quote.)

12. Is it relevant? Different news media speak to different audiences - editors will choose what they think their audience want to hear. Choose news media according to whom you are trying to influence.

13. Is it interesting? Broadcast media see their role as to entertain. Entertainment must be interesting. But even education must be interesting!

14. Some points for discussion: Should you favour some journalists or some media over others? How do you react to negative media coverage of your NHRI? How do you react if your views are misrepresented?