Media Handbook for National Human Rights Institutions 1.5. BUILDING GOOD WORKING RELATIONSHIPS WITH JOURNALISTS All good working relationships are built on respect: respect for the job that a person has to do and respect for their professionalism. The same rule applies to the relationships that NHRI staff should develop with journalists, news editors and other media professionals. Good working relationships with journalists are essential for building strong and sustained coverage of the NHRI and the issues that it seeks to promote. Think like a journalist A journalist’s job is to file the strongest news story possible. NHRIs have the raw materials that journalists need to do their job well; newsworthy events, expert testimonials, human interest stories and strong views on issues that matter to the community. NHRIs that can “frame” their work in a newsworthy way and provide journalists with the information they need, in the form they need it, are more likely to become a reliable resource. Respect journalists’ professionalism Journalists value their independence and professionalism. It is critical to respect that. Do not expect a journalist to simply reprint your press releases or cover every event that you hold. There may be more pressing stories breaking that day. If a journalist does not report a particular story or event, be patient and let him or her know about future stories. Meet journalists’ deadlines Make sure you know the deadlines for each journalist with whom you work. Journalists live by them. The newspaper has to go to the printer and the news bulletin has to go to air. These times are not flexible. You have to meet their deadlines to be included in a story. Never lie to a journalist Never lie to or intentionally mislead a journalist. Not only is it unethical, it means that your credibility, and that of the NHRI, will be irreparably damaged when the journalist finds out. Trust and integrity are critical to your relationships with journalists and for securing fair and informed coverage of your issues. Never make up an answer If you do not know the answer to a journalist’s question, never make one up. You will most likely say something you regret. If you don’t know the answer, say so and promise to get back to the journalist before his or her deadline. Never presume a journalist knows what you are talking about The language of human rights is full of all kinds of acronyms, jargon and legalese. Do not use this language with journalists. Make sure you can put your story into language and ideas that journalists and the “person in the street” will understand. If you can’t then it is unlikely that a news story will follow. Always return a journalist’s phone call Make sure you take and return phone calls from journalists. If you regularly miss their calls, they will stop calling. Even if you can’t help them with a particular story or talk on a specific issue, be a resource. Put them in touch with partner organizations that might be able to comment. Journalists will appreciate the help. Chapter 1: Working effectively with the media | 9