Media Handbook for National Human Rights Institutions This mapping exercise will provide the basis for your campaign communications plan, which sets out: • Which media outlets/journalists you will contact • When you will contact the media outlets/journalists • Which stories and campaign spokespeople you will suggest to the different media outlets/ journalists • What outcomes or reporting you expect to achieve. The communications plan should also provide a detailed description of the campaign’s online activities, including: • Development of a standalone campaign website or a dedicated section within the NHRI’s website • Which social media platforms will be used to reach which audiences • The type of content that will be posted online and the frequency with which it will be posted • The strategies for promoting online content through different online networks • The expected level of audience engagement with the campaign’s online content. Identifying your opponents The NHRI should prepare a list of media outlets, journalists and commentators who may be hostile to its work and potential opponents of the campaign. There is often little point engaging these media outlets or journalists on the merits of the campaign’s goal and objectives. Instead, the NHRI should develop a risk management strategy, identifying the likely points of conflict and preparing a clear and simple line of rebuttal to respond to negative reporting. Both the NHRI and its allies, if appropriate, can be involved in responding to criticism of the campaign and the NHRI. At all times, the NHRI should assert its independence, its credibility and its mandate to promote and protect human rights, in accordance with national and international human rights standards. Working with allies to amplify your message While the NHRI will be responsible for leading the campaign, your allies can be important partners in advocating for your goal and objectives. They can add their voice to yours and amplify your message, extending the reach of your campaign to their members and stakeholders. This “multiplying effect” can help lift your campaign message above competing voices and campaigns. Further, if enough people and organizations say the same thing in an urgent and compelling way, it can swing or cement public opinion in your favour. Use your list of allies from the stakeholder analysis to prepare a contact list of partner organizations that can talk to the media knowledgeably and authoritatively on the campaign issue – but make sure you know what they intend to say. This contact list could include representatives from: • Non-governmental organizations • Unions • Professional associations, such as doctors, lawyers • Business • Faith communities. Chapter 3: Media advocacy | 49