Developing a public relations plan
In order to make your organization known (to volunteers, other NGOs, human rights institutions, the media and funders), it is useful to work out a systematic PR plan.

The main objectives of the PR plan:
1. Organizational visibility - to make the existence, purposes and programs of the organization known to various communities.
2. Public education - to inform the public and policy-makers about specific issues, problems, abuses, etc.
3. Public image - to change public attitudes about a particular problem or target group, to eliminate negative stereotypes.
4. Credibility - to make specific individuals in the group known as accurate, knowledgeable spokespersons on a particular issue or on behalf of the people the organization represents.
5. Pressure to change - to get specific improvements accomplished through decisions by policy-makers or funders.

Cultivating media contacts is of foremost importance. A list with the names, titles, addresses and phones/faxes of potentially sympathetic media contacts should be compiled. It is not always easy to get the press interested in human rights work. Nonetheless, the chances of receiving press coverage are greatly enhanced when there has been personal contact between the group and a particular journalist or reporter.

Developing an effective message
Once an organization's public relations objectives and its contents have been determined, it can turn to developing the message or messages it wants to convey to the public.

Helpful hints in developing a message that will appeal to the variety of media outlets:

1. Know the message you want to get across. Be ready with a very precise, well-defined message which is as simple as possible.

2. Personalize the message, and give examples which explain complicated issues to help people understand and empathize with your position.

3. Back up your statements with appropriate documentation. Have statistics or other supporting information ready which will convince readers or listeners that what you say is true; be very sure that your statistics, if you have any, are accurate; and be sure to state them so that their meaning is clear to people who are not experts.

4. Present your information calmly and accurately so that people will listen to what you have to say. Your language - whether written or spoken - is important. Avoid judgmental name-calling and unnecessary descriptive adjectives which can distract the reader or listener from the facts, instead of having the intended effect.

5. Practice prior to a press interview. A mock interview can be very helpful, especially where you expect the interviewer to be somewhat hostile. You can organize group sessions to practice and define messages.

6. Try to interest the press in doing a feature story about your organization. A feature story is one of the most useful mechanisms for raising your visibility and credibility in and outside the community. Be well prepared with history and background information about your organization: its programs, its accomplishments and its importance to the community you serve. Prepare to be able to suggest attractive subjects (pictures, posters, your office, a group meeting) for pictures or videotaping.
 

Television and radio
A few tips to carry your message across to the public:

1. Keep your responses brief. Respond to questions in one or two sentences if possible. State your answers as simply as you can, and use words which will be understood by the general population.

2. Be sure to get your message across, regardless of the question you are asked. You don't always have to respond fully to the question, and you can use a question as an opening to convey the points you most want to make. For example you might say: "That's an interesting question, but it is not the most important one, or: … there is a more basic question one has to ask. The real issue is…" (Interviewers often get their questions from what is going on in the Western European countries. They tend to ask gay, lesbian, bisexual and transgender organizations about the issue of adoption and parenting, for example. This gives a possibility to tell that it is an important issue, but in Eastern European countries there are few glbt people whose main concern is adoption, as it presupposes an open life, visibility, being out in one's workplace and the kindergarten or school, etc. Thus the question makes it possible to talk about a major issue in our countries: coming out and visibility.)

3. Don't let a hostile interviewer "get to you". If you lose your temper with such an interviewer, it makes you look petty. It is fine to indicate that you consider the question unfair or a statement inaccurate, but show that you know how to restrain yourself and remain calm. For example, you might say: "That is really an unfair question, but let me answer it anyway…". (Besides, you don't always have to give an interview. You can say no to a channel or interviewer if you have reason to presume that they will not represent what you want to say faithfully, or if you are asked about something that suggests that they have strong preconceptions.)

4. Use stories and humor to win over your audience. While you don't want to trivialize your work, you do want to project the image of a person that the listener/viewer would personally like. Humor can also be very effective in dealing with a hostile interviewer: it is better than becoming angry.

5. Remember, unless the interview is live, it will probably be extensively edited. It is critical, therefore, that you avoid statements which could be dangerous out of context - a reporter may edit out your follow-up explanation. Do not say anything that could embarrass you or your organization. If possible, ask the interviewer to show you the material when it is ready.

6. In case of radio, your voice is very important. A pleasant voice - confident but not too loud, easy to understand, speaking neither too fast or too slow - will help win over the audience.

7. In the case of television, body language is very important. If you are sitting in a chair, lean forward and face the interviewer directly. This will help create the impression that you are honest - not afraid to look the interviewer in the eye. You should look alert, but relaxed. Avoid folding your arms or doing anything else that might make you look like you feel threatened by the questions being asked.

8. Finally with regard to television, make the organization's name as visible as possible. If you are being interviewed on the premises of your organization, or at an event organized by your group, make sure a banner or some other sign with your organization's name is in plain view of the camera.
 

Print media interviews
Written materials can be very helpful to newspaper or magazine reporters, who may read them after the interview when writing their story. Coming to each interview with a written statement by your organization about the issue at hand, a copy of any reports with background information, and a press release will increase the chances of getting quoted and being quoted accurately.

It is also useful to have a sheet that summarizes the history and activities of your organization. Be sure to leave your contact address with the interviewer, and to keep hers or his.
 

Preparing press releases
Press releases can serve a variety of functions including:

1. To announce a newsworthy event such as a demonstration, a result of the organization's work or a press conference to which the press is invited.
2. To provide a report of a meeting.
3. To announce new campaigns or provide progress reports.
4. To provide information about something which has already happened which is newsworthy, such as a government change of policy which is good or bad for the country's human rights record.
5. To provide general background information on your organization or on a topical issue.

The ideal press release is less than two pages long, and describes the upcoming event, report, or incident which has occurred briefly but exactly. The press release should include information on where, when, how and why the event is taking place, as well as why the subject of the press release should be of interest to the constituency targeted by the particular media outlet in question. Where relevant, a press release might also include background information, in addition to the basic facts, and a comment or quote from your organization's spokesperson on the subject. All press releases should be written on your organization's stationary, and include the name and phone number of the contact person who can provide additional information, as well as the date that the press release was written.
 

Internet and e-mail
Internet and e-mail are relatively cheap, easily accessible and quick methods of distributing information on your work. Many of our groups have a website: it is best to plan translating some information into other than the local languages, so that it can be understood by groups in the region, and regional or international funders.

E-mail newsletters are important means of inner and outer communication: reports on your work can be regularly posted to your members, other NGOs and funders.