Media as a Campaigning Tool

Amnesty International was launched through an Observer article written by lawyer Peter Benenson on 28 May 1961. Using the newspaper article, he got the message to thousands of people simultaneously and the campaign took off from there.

Local groups’ media work is of enormous value: it generates support for campaigns, attracts new members, raises funds and brings human rights issues to the attention of people who might not hear about them through the national media.

Local free papers are an important source of news for many. People often care most about what is close to home.

For advice on how best to use the media in your area you can call our Communications Coordinator at 01 86 38 300, as well as reading through the guidelines below.

General Media Tips

  • Keep a record of contacts you make at local newspapers and radio stations, and note any particularly ‘sympathetic’ people.
  • Local media love a local angle – stress that you represent the local group. It is also useful to point out AI’s large Irish membership (over 20,000) or international membership (nearly 2 million).
  • Amnesty International’s reports can be rather technical and legalistic. A focus on individual stories within larger themes is an effective way to present them.
  • Become a local media watcher. Watch local television news, listen to local radio and read local newspapers from an Amnesty International perspective. Analyse which stories work, or which journalist might be interested.
  • Think of media work as an integral part of a larger whole. Whatever your group is doing, try to get maximum value from it – from campaigning, group profile raising, fundraising and recruitment.
  • For larger projects consider initiatives with other AI groups. This can help to create a big, well-concerted “splash”. It is a good idea to seek advice from the communications officer at the Section Office on this.
  • Keep in touch with the communications officer at the Section Office. This will give you an idea of what neighbouring groups are doing, and help in pooling ideas.
  • Try any reasonable ideas to gain coverage. Be pragmatic, innovative and adaptable. The Communications Officer is happy to discuss ideas in advance – and to pass them on to other groups through the monthly mailing.

How to talk about human rights

  • Change the language from “needs” to “human rights”.
  • Consider the human rights based approach – that everyone has rights, that these rights have corresponding duties (mainly for governments) and that these rights and duties are clearly set out in international human rights law.
  • Reference relevant international and domestic law
  • Direct journalists to other reliable information sources on human rights such as United Nations reports
  • Alert media of important dates relevant to human rights

Use of Images
AI Irish Section has signed up to the Dóchas Code of Conduct on Images and Messages, which has been written by NGOs and offers guiding principles on which to base choices of images and messages.

These are:

  • Respect for the dignity of the people concerned;
  • Belief in the equality of all people;
  • Acceptance of the need to promote fairness, solidarity and justice.

Use the following checklist:

  • Is there respect for dignity of those portrayed in the image or represented by the image?
  • Would those directly affected by this image feel that it is a fair and true representation?
  • Have the people in the image agreed to its use in this application?
  • Could the image cause offence or hurt?
  • Does the image contribute to cultural or racial stereotyping of people, places and situations?

The Dóchas Code of Conduct on Images and Messages

Guidelines for information provided to the media

  • All information provided to the media in the name of Amnesty International must be based solely on AI External Information. Members must never combine political opinion or speculation with answers or statements in the name of AI, even when these statements are explicitly separated from AI positions and information.
  • All information must be impartial and be seen to be so. AI does not support or oppose any government or political system. It must not give grounds for accusations that it takes sides in political conflicts.
  • All information must be accurate and precise. It must present facts about specific human rights violations and reports of such violations. It should not include political opinions or speculation. AI does not comment on the possible reasons for human rights abuses or the motives of governments.
  • Members must not give the impression that AI supports the views of the prisoners whose rights it seeks to protect. AI is not a political organisation and does not endorse any other cause or organisation.
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