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Orientation | Fellowship in Law, Human Rights and Patient Care

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ORIENTATION | Fellowship in Law, Human Rights and Patient Care MARY JOYCE | for the Open Society Institute s Health Media Initiative | October 9, 2009 | Tblisi – PowerPoint PPT presentation

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Title: Orientation | Fellowship in Law, Human Rights and Patient Care


1
Orientation Fellowship in Law, Human Rights
and Patient Care
How to Hook the News Cycle
  • Mary Joyce for the Open
    Society Institutes Health Media Initiative
    October 9, 2009 Tblisi

2
  • Challenge of human rights stories
  • Not traditional news
  • Dont change day-to-day
  • Difficult to get media coverage

3
Hooking a human rights story to the news
cycle helps it get media coverage.
4
Hook a story to the news cycle What does that
mean?
5
News Cycle The time it takes for a media outlet
to cover a news story
2) Updates
3) Commentary On story (talking heads)
1) Story first reported
4) Reflection on Impact
News Image Gawker.com
6
News Cycle The time it takes for a media outlet
to cover a news story
2) Updates
3) Commentary On story
1) Story first reported
4) Reflection on Impact
7
News Cycle The time it takes for a media outlet
to cover a news story
2) Updates
3) Commentary On story
1) Story first reported
4) Reflection on Impact
8
News Cycle To hook means to present your health
rights story as connected to a story that is
already in the news cycle.
Your press release
9
News Cycle How to hook a human rights story to
the news cycle
1 write 2 watch 3 edit
send
If a story connected to health rights is in the
news cycle, change the introduction to the
appropriate press release and send it to
reporters.
Write press releases in advance about your most
important health rights advocacy issues.
Watch the news cycle for stories you can hook
onto.
10
News Cycle Of course, not every news cycle lends
itself to a health rights story.
Iran launches nuclear test.
Coldest winter on record!
But where does my health rights story fit?
Madonnas new album!
11
  • News Cycle
  • Which news cycles lend themselves to
  • stories about health rights?
  • The first day of the Parliamentary session.
  • Scandal at a local hospital.
  • Member of ethnic minority falsely accused.
  • Medical breakthrough announced.

12
  • News Cycle
  • Which news cycles lend themselves to
  • stories about health rights?
  • The first day of the Parliamentary session.
  • Scandal at a local hospital.
  • Member of ethnic minority falsely accused.
  • Medical breakthrough announced.

All of them!
13
News Cycle What health rights issue could you
hook to each story?
  • The first day of the Parliamentary session.
  • Scandal at a local hospital.
  • Member of ethnic minority falsely accused.
  • Medical breakthrough announced.

14
News Cycle How to hook a human rights story to
the news cycle
1 write 2 watch 3 edit
send
If a story connected to health rights is in the
news cycle, change the introduction to the
appropriate press release and send it to
reporters.
Write press releases in advance about your most
important health rights advocacy issues.
Watch the news cycle for stories you can hook
onto.
15
News Cycle You need to send you press release at
the right time.
raising interest
peak interest
new story
c
no interest
cooling interest
16
News Cycle You need to send you press release at
the right time.
raising interest
peak interest
new story
c
no interest
cooling interest
17
News Cycle You need to send you press release at
the right time.
raising interest
peak interest
new story
no interest
cooling interest
18
News Cycle You need to hook your story into a
period of peak interest by connecting it to the
prominent story that news cycle.
2) Updates
peak interest
raising interest
no interest
cooling interest
19
News Cycle The news cycles is fast, so you need
to have some stories already written and ready to
go.
It spins fast!
20
News Cycle Thats why its so important to write
your press releases in advance. They need to be
ready when a good news cycle hits.
Access to Medicine
Roma Health Rights
Educating Lawyers
Legal Reform
21
Thank you!
1 write 2 watch 3 edit
send
If a story connected to health rights is in the
news cycle, change the introduction to the
appropriate press release and send it to
reporters.
Write press releases in advance about your most
important health rights advocacy issues.
Watch the news cycle for stories you can hook
onto.
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