USING THE MASS MEDIA IN THE WORK OF A

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					  USING THE MASS
MEDIA IN THE WORK OF
       A NHRI
(OR DO THE MASS MEDIA USE
         NHRIS…?)
       Richard Carver
                        ppt 8
     What do we mean by the
        mass media?

• Television
• Radio
• Newspapers
            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
     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
• 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
• 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
       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.
So generally, the mass media will cover
you on their own terms - because you
say or do something that is
newsworthy.
           How do editors choose
              the news?

• Is it new?

• Is it relevant to our audience?

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


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