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How to "Hook" the News Cycle
 

How to "Hook" the News Cycle

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It is often difficult for non-profits to place stories about their causes in the mainstream media. This presentation presents one possible solution: how to "hook" a public interest story to the news ...

It is often difficult for non-profits to place stories about their causes in the mainstream media. This presentation presents one possible solution: how to "hook" a public interest story to the news cycle.

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    How to "Hook" the News Cycle How to "Hook" the News Cycle Presentation Transcript

    • ORIENTATION | Fellowship in Law, Human Rights and Patient Care 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
      • Difficult to get media coverage
    • “ Hooking” a human rights story to the news cycle helps it get media coverage.
    • “ Hook a story to the news cycle” What does that mean?
    • News Cycle The time it takes for a media outlet to cover a news story 1) Story first reported 2) Updates 3) Commentary On story (“talking heads”) 4) Reflection on Impact News Image: Gawker.com
    • News Cycle The time it takes for a media outlet to cover a news story 1) Story first reported 2) Updates 3) Commentary On story 4) Reflection on Impact
    • News Cycle The time it takes for a media outlet to cover a news story 1) Story first reported 2) Updates 3) Commentary On story 4) Reflection on Impact
    • 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
    • Write press releases in advance about your most important health rights advocacy issues. News Cycle How to hook a human rights story to the news cycle: Watch the news cycle for stories you can hook onto. 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. 1 write 2 watch 3 edit & send
    • News Cycle Of course, not every news cycle lends itself to a health rights story. But where does my health rights story fit? Coldest winter on record! Madonna’s new album! Iran launches nuclear test.
      • 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.
      • 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.
    • 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.
    • Write press releases in advance about your most important health rights advocacy issues. News Cycle How to hook a human rights story to the news cycle: Watch the news cycle for stories you can hook onto. 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. 1 write 2 watch 3 edit & send
    • News Cycle You need to send you press release at the right time. raising interest peak interest cooling interest no interest c new story
    • News Cycle You need to send you press release at the right time. raising interest peak interest cooling interest no interest c new story
    • News Cycle You need to send you press release at the right time. raising interest peak interest cooling interest no interest new story
    • 2) Updates no interest peak interest raising interest News Cycle You need to hook your story into a period of peak interest by connecting it to the prominent story that news cycle. cooling interest
    • News Cycle The news cycles is fast , so you need to have some stories already written and ready to go. It spins fast!
    • 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. Roma Health Rights Legal Reform Access to Medicine Educating Lawyers
    • Write press releases in advance about your most important health rights advocacy issues. Watch the news cycle for stories you can hook onto. 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. 1 write 2 watch 3 edit & send Thank you!