Media Handbook for National Human Rights Institutions Chapter 2: Engaging with the media: Tools and strategies IN THIS CHAPTER: 2.1. Introduction 2.2. Writing and distributing media releases 2.3. Holding media conferences 2.4. Pitching a story 2.5. Having media-ready talent and stories 2.6. Giving media interviews 2.7. Writing for newspapers and journals 2.8. Preparing for radio and television talk shows 2.9. Producing content for the media 2.1. INTRODUCTION Human rights issues can be complicated to explain. The language of human rights – legal, technical and full of acronyms – can also be a barrier to clear communication. This can pose challenges to getting good media coverage, as journalists generally prefer to report on issues or events that are “black and white”. NHRIs have a responsibility to translate and present their work and issues in ways that journalists and the public can understand and relate to on a personal level. Use plain language: Avoid jargon and speak simply. Use words and ideas that resonate with the target audience and accord with their values. For example, “human rights” can be expressed as “respect”; “equality” as “fairness”; and “humane treatment” as “dignity”. Tell stories: Give a human dimension to the issues. Share the experiences of individuals, families and communities. Help people connect to the issue on an emotional level and put themselves in the shoes of another. Use images: Have photographs and videos that bring the issues to life and help people to see things differently. A striking image can stay with people for a long time. Prepare infographics:10 Presenting data using attention-grabbing images can be a powerful way to communicate ideas around fairness, especially in relation to issues involving economic, social and cultural rights. Offer solutions: It is essential that NHRIs expose human rights violations and systemic discrimination. It is equally important that they present and advocate for sensible and credible solutions to those problems. 10 See “Creating Effective Infographics”, a fact sheet prepared by Resource Media; available at www.resource-media.org/wpcontent/uploads/2013/03/Infographic-tip-sheet-Resource-Media1.pdf. Chapter 2: Engaging with the media: Tools and strategies | 19