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Orientation | Fellowship in Law, Human Rights and Patient Care

Orientation | Fellowship in Law, Human Rights and Patient Care. How to “Hook” the News Cycle. Mary Joyce | for the Open Society Institute’s Health Media Initiative | October 9, 2009 | Tblisi. Challenge of human rights stories: Not traditional “news” Don’t change day-to-day

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Orientation | Fellowship in Law, Human Rights and Patient Care

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  1. Orientation | Fellowship in Law, Human Rights and Patient Care How to “Hook” the News Cycle Mary Joyce | for the Open Society Institute’s Health Media Initiative | October 9, 2009 | Tblisi

  2. Challenge of human rights stories: • Not traditional “news” • Don’t 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 watch3 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? Madonna’s 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 watch3 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 That’s why it’s 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 watch3 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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