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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

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




“Hook a story to the news cycle” it get media coverage.

What does that mean?


News Cycle it get media coverage.

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


News Cycle it get media coverage.

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


News Cycle it get media coverage.

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


News Cycle it get media coverage.

To “hook” means to present your health rights story as connected to a story that is already in the news cycle.

Your press release


News Cycle it get media coverage.

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.


News Cycle it get media coverage.

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!


News Cycle it get media coverage.

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 it get media coverage.

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!


News Cycle it get media coverage.

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.


News Cycle it get media coverage.

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.


News Cycle it get media coverage.

You need to send you press release at the right time.

raising

interest

peak

interest

new story

c

no

interest

cooling

interest


News Cycle it get media coverage.

You need to send you press release at the right time.

raising

interest

peak

interest

new story

c

no

interest

cooling

interest


News Cycle it get media coverage.

You need to send you press release at the right time.

raising

interest

peak

interest

new story

no

interest

cooling

interest


News Cycle it get media coverage.

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


News Cycle it get media coverage.

The news cycles is fast, so you need to have some stories already written and ready to go.

It spins

fast!


News Cycle it get media coverage.

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


Thank you! it get media coverage.

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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