Asia Pacific Forum of National Human Rights Institutions New technologies are also fundamentally changing the relationship between news outlets and their audiences, transforming formerly passive recipients of information into active news generators. For example, individuals can email or text photos or videos taken on their smartphones to news outlets, helping to break news stories or report on events before journalists arrive on the scene. With many media outlets operating on smaller editorial budgets and employing fewer journalists, contributions from “citizen journalists” are a valuable way they can source on-the-ground information and images that they may not have the time or resources to collect themselves. However, it comes with the risk that such information may be inaccurate, incomplete or biased. In addition, feedback sourced directly from the audience and through monitoring audience behaviour is increasingly being used by media outlets to determine the type of news stories to be covered and the way in which these stories are presented. Engaging confidently with the media In order to engage effectively with the media, it is essential that NHRIs understand the different factors shaping the media landscape in their respective countries, as well as the impact this has on how media outlets and individual journalists report human rights issues. NHRIs can start by undertaking an “audit” of the number and type of media outlets operating in their country. This will include identifying both mainstream media outlets – such as television, newspapers, radio and magazines – at the national, regional and local levels, as well as specialized and communitybased media sources. For example, many countries in the Asia Pacific region have a vibrant and diverse range of media outlets operating in minority languages. These outlets can be crucial partners for NHRIs when communicating with particular community groups that may be vulnerable to discrimination and other violations of their rights. NHRIs should also audit the social media landscape in their countries to identify the most appropriate platforms for engaging with different groups of people, as well as leading bloggers and other online opinion leaders. Given the media landscape in most countries will continue to change rapidly in response to myriad social, economic and technological factors, NHRIs should seek to undertake such an audit on a regular basis, possibly every two years. A comprehensive audit helps NHRIs to better identify and understand those organizations and individuals who make up “the media” in their countries. It also provides the basis for NHRIs to: • Develop a strategic approach for communicating their issues to the media • Determine how best they can support journalists to undertake accurate and informed reporting on human rights issues. Most NHRIs have strategies in place for engaging with “traditional” media, such as television, radio and newspapers. These strategies can include, for example, preparing media releases or holding media conferences to release major reports or comment on issues in the public domain. However, new technologies and a rapidly evolving media landscape mean that NHRIs now have opportunities to engage the traditional media on human rights issues in new ways, as well as communicate directly with the public through a variety of social media platforms. For example, affordable, accessible and easy-to-use technologies – such as digital cameras, smartphones, video cameras, audio recorders and editing software – provide NHRIs with the tools to prepare broadcast-quality material for journalists to include in their reports or to share through Facebook, YouTube, Twitter and other online channels. 2 | Chapter 1: Working effectively with the media