Media Handbook for National Human Rights Institutions Contents Acknowledgements iii Introduction for users iv Chapter 1: Working effectively with the media 1 1.1. Introduction 1 1.2. Understanding how news is selected 3 1.3. Working with different types of media outlets 5 1.4. Preparing and maintaining a contact list 7 1.5. Building good working relationships with journalists 1.6. Setting expectations for media engagement 10 1.7. Responding to a crisis 11 1.8. Developing a media policy 14 1.9. Monitoring the media 16 Chapter 2: Chapter 3: 9 Engaging the media: Tools and strategies 19 2.1. Introduction 19 2.2. Writing and distributing media releases 20 2.3. Holding media conferences 23 2.4. Pitching a story 25 2.5. Having media-ready talent and stories 27 2.6. Giving media interviews 30 2.7. Writing for newspapers and journals 32 2.8. Preparing for radio and television talk shows 34 2.9. Producing content for the media 36 Media advocacy 39 3.1. Introduction 39 3.2. Setting goals and objectives 41 3.3. Identifying target audiences 44 3.4. Developing the right messages 45 3.5. Selecting the right messengers 47 3.6. Selecting the right media 48 3.7. Developing campaign resources 50 3.8. Launching the campaign 51 3.9. Monitoring your coverage 54 3.10. Monitoring and evaluating the campaign 55 i