orientation | fellowship in law, human rights and patient care
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Orientation | Fellowship in Law, Human Rights and Patient Care. How to “Hook” the News Cycle. Mary Joyce | for the Open Society Institute’s Health Media Initiative | October 9, 2009 | Tblisi. Challenge of human rights stories: Not traditional “news” Don’t change day-to-day - PowerPoint PPT PresentationTRANSCRIPT
ORIENTATION | Fellowship in Law, Human Rights and Patient Care
MARY JOYCE | for the Open Society Institute’s Health Media Initiative | October 9, 2009 | Tblisi
Challenge of human rights stories:
•Not traditional “news”•Don’t change day-to-day•Difficult to get media coverage
“Hooking” a human rights story to the news cycle helps it get media
coverage.
“Hook a story to the news cycle”
What does that mean?
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
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
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
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
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
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.
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.
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.
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.
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
News CycleYou need to send you press release at the right
time.raising interest
peakinterest
coolinginterest
no interest
cnew story
News CycleYou need to send you press release at the right
time.raising interest
peakinterest
coolinginterest
no interest
cnew story
News CycleYou need to send you press release at the right
time.raising interest
peakinterest
coolinginterest
no interest
new story
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
News CycleThe news cycles is fast, so you need to have some
stories already written and ready to go.
It spins
fast!
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
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!