New Website• Launching in May• New website will have issues and topic pages• Interactive content built around actions, articles, news items, external links, blogs from staff/ groups/networks/ – and YOU (hopefully) !• Country specialists blog space
Writing for blogsBlogging for human rightsimpact
Why blog? Expected & understood format Up-to-date Matches our content Easy to use Personal & Flexible Provides a space for feedback Can be more personal Opportunity to reach an audience wider than committed activists (UAs) or the media (press releases)
Writing: the basics• Short – about 500 words• Concise, active language• Personal – blogging should show a personality• A jargon-free zone• Break up text – use subheadings, bullets and use short paragraphs• Clear title• Don’t be coy about calls to action• Images and videos are great!
Writing: make it easy to read• DON’T WRITE TITLES OR SECTIONS IN ALL-CAPS• Copy newspapers in their approach – A clear, simple title – Get your key points across in the top paragraphs – Go into more detail further down• Don’t use internal jargon (Amnesty not AI)• Speak to your reader directly (hundreds of you wrote… not Amnesty members wrote…)• Put yourself in the readers’ shoes – what inspires you to read about subjects you’re not an expert in?
Writing: links in your blog• Link to other sources often – Other blogs on the subject – written by you, us or others. – News items – Background on the AIUK or IS website – Actions• Link the important phrases: – Join our call for clemency not we’re calling for clemency, click here to take action.• Avoid linking general phrases – Click here – Read this – Find out more
Blog titles• Keep titles clear, concise and interesting• Make it findable – use words in your title that people might use in Google to search: – 20,674 reasons to bring Shaker Aamer home from Guantanamo – The secret world of Uganda’s LGBT activists – California remains on death row• Be careful with puns Search engines won’t understand them, and readers scan things very quickly – they might not get it.
Check your working!• Stay credible – check your grammar and spelling – No Americanizations – It’s easy to lose flow as you edit your post, read it back and check – Get someone else to proof-read, it’s very hard to spot your own mistakes• Aim to use 50% of your time to write 90% of the post, and 50% to polish it• Check again – is it engaging?
Try it yourselvesHow would you use your UA or pressrelease to create a short, interestingblog?Amnesty International
NEXT STEPS• We need a few volunteers who would be able to start the blog• Migration of content from existing website (actions, news items ect)• Blogs user guide and video for trainingAny questions?