Media Handbook for National Human Rights Institutions Sea of Hands by Hopkinsii is licensed under CC BY-NC 2.0. Media events can include things such as a rally, a march, a vigil or some other symbolic activity, such as planting a “field of hands” to demonstrate the extent of community support on a particular issue. They could be held at a school, a hospital, a park, a beach or any other location that is suited to the issue being promoted and helps communicate the NHRI’s message. Successful media events are, above all, entertaining.12 However, it is critical to strike a balance between making the media event visually interesting and also ensuring that a clear human rights message is communicated. If the event is all “image” and no substance, the risk is that it will come across as little more than a publicity stunt. 2.4. PITCHING A STORY There will be times when you have an idea for a news story that you would like to “pitch” to a particular newspaper, magazine, radio programme or television programme. You don’t need a media release to pitch a story. But you do need a good idea. It’s important to recognize that editors, journalists and producers are busy. They don’t have time for long phone calls or emails. You have short amount of time to grab their interest and “sell” your idea. It will be one of many that they receive every day. 12 Jason Salzman; Making the News: A Guide for Nonprofits and Activists; 1998. Chapter 2: Engaging with the media: Tools and strategies | 25