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ORIENTATION | Fellowship in Law, Human Rights and Patient Care
MARY JOYCE | for the Open Society Institute’s Health Media Initiative | October 9, 2009 | Tblisi
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Challenge of human rights stories:
•Not traditional “news”•Don’t change day-to-day•Difficult to get media coverage
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“Hooking” a human rights story to the news cycle helps it get media
coverage.
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“Hook a story to the news cycle”
What does that mean?
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News CycleThe time it takes for a media outlet to cover a
news story
1) Story first
reported
2) Updates
3) Commentary On story
(“talking heads”)
4) Reflection on Impact
News Image: Gawker.com
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News CycleThe time it takes for a media outlet to cover a
news story
1) Story first
reported
2) Updates
3) Commentary On story
4) Reflection on Impact
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News CycleThe time it takes for a media outlet to cover a
news story
1) Story first
reported
2) Updates
3) Commentary On story
4) Reflection on Impact
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News CycleTo “hook” means to present your health rights
story as connected to a story that is already in the news cycle.
Your press release
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Write press releases in advance about
your most important health rights
advocacy issues.
News CycleHow to hook a human rights story to the news
cycle:
Watch the news cycle for stories
you can hook onto.
If a story connected to health rights is in
the news cycle, change the
introduction to the appropriate press
release and send it to reporters.
1 write 2 watch 3 edit & send
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News CycleOf course, not every news cycle lends itself to a
health rights story.
But where does my health rights
story fit?Coldest winter
on record!
Madonna’s new album!
Iran launches nuclear test.
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News CycleWhich news cycles lend themselves to
stories about health rights?
1.The first day of the Parliamentary session.2.Scandal at a local hospital.3.Member of ethnic minority falsely accused.4.Medical breakthrough announced.
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News CycleWhich news cycles lend themselves to
stories about health rights?
1.The first day of the Parliamentary session.2.Scandal at a local hospital.3.Member of ethnic minority falsely accused.4.Medical breakthrough announced.
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News CycleWhat health rights issue could you hook to each
story?
1.The first day of the Parliamentary session.2.Scandal at a local hospital.3.Member of ethnic minority falsely accused.4.Medical breakthrough announced.
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Write press releases in advance about
your most important health rights
advocacy issues.
News CycleHow to hook a human rights story to the news
cycle:
Watch the news cycle for stories
you can hook onto.
If a story connected to health rights is in
the news cycle, change the
introduction to the appropriate press
release and send it to reporters.
1 write 2 watch 3 edit & send
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News CycleYou need to send you press release at the right
time.raising interest
peakinterest
coolinginterest
no interest
cnew story
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News CycleYou need to send you press release at the right
time.raising interest
peakinterest
coolinginterest
no interest
cnew story
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News CycleYou need to send you press release at the right
time.raising interest
peakinterest
coolinginterest
no interest
new story
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2) Updates
no interest
peakinterest
raising interest
News CycleYou need to hook your story into a period of peak interest by connecting it to the prominent story
that news cycle.
coolinginterest
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News CycleThe news cycles is fast, so you need to have some
stories already written and ready to go.
It spins
fast!
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News CycleThat’s why it’s so important to write your press
releases in advance. They need to be ready when a good news cycle hits.
RomaHealth Rights
Legal Refor
m
Access to
Medicine
Educating
Lawyers
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Write press releases in advance about
your most important health rights
advocacy issues.
Watch the news cycle for stories
you can hook onto.
If a story connected to health rights is in
the news cycle, change the
introduction to the appropriate press
release and send it to reporters.
1 write 2 watch 3 edit & send
Thank you!