Asia Pacific Forum of National Human Rights Institutions Ask for help on the day: There is a lot to organize on the morning of a media conference. You may need help from other staff members to set up the room, hand out media kits, manage the sign-in sheet, seat guests and handle last minute arrangements. If the media conference is about to begin and there are empty chairs in the room, ask NHRI staff members to join the audience. Make time for interviews: Some journalists will want to arrange a one-on-one interview with your spokesperson. Allow time for this at the end of the media conference. Have a quiet space available where these interviews can be conducted. Follow up with journalists: Thank journalists for attending and see if they require any additional information. You may also want to email the media release or media kit materials to journalists who were unable to attend. Make it visual Television news stories are built around strong images. Similarly, newspaper articles will run closer to the front page if they are accompanied by a great photo. Think about how you can organize your media conference so there is a range of photo opportunities that promote your key message and your NHRI. • Display posters or banners with your NHRI name and logo. • Use charts, maps, photos, artwork or other visual elements to reinforce your message. • Include music, singing, dances or other performances, if appropriate. • Seat speakers close together and seat the audience close to the speakers so it looks like a “full house”. PREPARE SPOKESPEOPLE WELL Despite the many benefits, a media conference can also magnify the threats inherent in any interview situation. For instance, an incautious comment by a speaker can be picked up by journalists and become “the story” that all journalists focus on. In a single one-on-one interview, the same mistake would be unlikely to have the same impact. WHAT IF NOBODY SHOWS UP? Media conferences require a bit of luck. It is not uncommon that a major news story will break on the morning of your media conference, meaning that journalists are unable to attend your media conference. No amount of planning can prevent this from happening. Follow up with invited journalists, or their news editors, on the day and send them the media release and media kit materials. This will give your story a chance to get some coverage. Staging media events In addition to media conferences, NHRIs can generate news by holding “media events”. Media events are generally less structured than media conferences and contain a strong degree of staging; drama, colour, action and surprise. They usually feature more photo opportunities that aim to reinforce the NHRI’s key message. 24 | Chapter 2: Engaging with the media: Tools and strategies