Asia Pacific Forum of National Human Rights Institutions 3.9. MONITORING YOUR COVERAGE It is crucial that you monitor how different media outlets report on the campaign, both at the time of the launch and afterwards. It is equally important to monitor the coverage that other groups receive when they talk on the same issue. Monitoring the media helps the NHRI to: • See how the media covered the story; was it favourable or critical? • Address any inaccuracies; were their errors that should be corrected? • Chart what “allies” and “opponents” have said; how were their views covered? • Listen to community feedback on the issue; are people generally supportive? • Refine the campaign message; was it confused or at odds with community views? • Advance the issue to the next step; what needs to happen next to achieve the campaign goal and objectives? Monitoring the media can be time-consuming but it is vital part of a dynamic and responsive campaign. It helps the NHRI to review how effectively it has engaged the news media, identify ways to improve its media engagement strategies and plan how it can continue to build the community support necessary to achieve the campaign goal and objectives. Responding to criticism NHRIs should expect that they will face some criticism of, or resistance to, what they say or propose. After all, no social or policy change will ever meet with unanimous support. It is important to anticipate which groups might be critical and what they might say. Conflict draws the media’s attention and NHRIs can use this as an opportunity to refute any inaccurate or unfair criticisms that have been made and then draw community attention back to the human rights issue under discussion. NHRIs should use facts, statistics and stories to restate their key messages and should never attack an “opponent” through the media. Responding to a “bad news” story A small proportion of media enquiries will be hostile and these need to be handled carefully to limit the potential damage. In some cases, there may be stories in the media that cast the NHRI or the campaign in a negative light. Some bad news stories will need crisis management; others will need good liaison with partner organizations. Criticism that remains unanswered can damage the NHRI and stall the campaign’s momentum. If you are dealing with a “bad news” story, consider the following points: • Don’t underestimate the problem; failing to understand the level of community anger or criticism can make matters worse. • Act quickly; a speedy response and a good statement will help limit the damage and sometimes kill off an inaccurate story altogether. • Never say “no comment”; if there isn’t any new information, or if the information is confidential, give a holding statement which puts the story in context. • Be honest and open; it will make matters worse if you attempt to deceive a journalist. 54 | Chapter 3: Media advocacy