MAKING AN IMPACT IN THE MEDIA BOF

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MAKING AN IMPACT IN THE MEDIA (BOF)

• Pui-Yi Cheng, Communications Coordinator (AIANZ)

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IMPORTANCE OF THE MEDIA

• The media has been central to Amnestys
  campaigning from the day the organisation was
  launched through a newspaper article in 1961.

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IMPORTANCE OF THE MEDIA
Television, radio, and print publications all
have the power to
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AIANZS MEDIA WORK
INTERNATIONAL Media resources and messaging
developed by the International Secretariats
Media Audiovisual Team NATIONAL AIANZs Media
Communications Team adapts IS resources and
creates national and regional-relevant materials,
and outreaches to national media. LOCAL Teams
and groups outreach to local media to publicise
grassroots activism/campaigning.
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BUILDING RELATIONSHIPS WITH THE MEDIA

• Identify a media liaison for your group
• Become familiar with your local media outlets and
  identify key journalists in your area (contact
  Pui-yi if you need their details)
• Provide a local angle to local media
• Focus on core messages when speaking to media
• Monitor the news to understand the news agenda
• React to media coverage
• Keep a record of contacts made.

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WHAT MAKES NEWS?
TIMING Things that are newcurrent, recent,
topical. PROXIMITY Things that are close to
homethat will impact or be relevant to the local
community. PROMINENCE Well-known people
generally tend to get more coverage just because
they are famous. SIGNIFICANCE Something that may
impact or involve many people. HUMAN INTEREST
Something that evokes an emotional response e.g.
amusement or sadness.
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MEDIA RELEASES
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LETTERS TO THE EDITOR

• Examples
• Write a letter to the editor as an Amnesty
  International supporter
• Cite Amnesty Internationals research or
  campaigning work
• Localise a global issue
• Respond to an article relevant to Amnestys
  interests
• Add to existing discussion.

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LETTERS TO THE EDITOR

• Some things to keep in mind
• Keep letters timely and concise
• Find out newspapers policy on letters to editor
• Include analysis argument, not just emotions
  reactions
• Focus on only one or two main points
• Support your position with facts, statistics,
  citations
• Be careful about accuracy avoid personal
  attacks
• Close with a thought youd like readers to
  remember.

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PHOTO CALLS
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PHOTO CALLS
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PHOTO CALLS
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TAKING YOUR MESSAGE ONLINE

• All social media tools link to one another and
  together can give your activism an online
  identity
• Consider using a free and easy website generator
  like weebly.com to create your own group website
• Start a blog about your groups activities
• Use Flickr to create a photo album and link to
  website/blog

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MEDIA INTERVIEWS

• Before the interview
• Determine the details interview length,
  context, media audience,
• Identify your core messages
• Anticipate some questions and practice answers
• During the interview
• Concentrate on getting your main points across
• Bring your points to life with examples
• Use Sound bites short, catchy phrases, short
  sentences.
• RELAX

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PRACTISING MEDIA INTERVIEWS

• Examples of common interview questions
• Why is Amnesty International holding this event?
• What are Amnestys human rights concerns with.?
• What evidence of human rights abuses has Amnesty
  seen in?
• What are Amnestys recommendations?
• How does this issue affect New Zealanders
• What can New Zealanders do to help the situation
  in?