■■ Inserts on themes or to commemorate an international day, such as inserts on women’s rights in collaboration with United Nations agencies, ministries with a stake in the issue and women’s NGOs to commemorate International Women’s Day; ■■ Guest editorials for printing in newspaper op-eds. Where the press is well established, inserts can be an effective and relatively inexpensive way of providing information to the public. Many NHRIs use press conferences organized around commemorative days or when they release their annual report, for example. Most will also routinely issue media releases and/or background documents to inform the media of their work, including decisions reached in a human rights investigation. News conferences can be effective but only if the institution has something truly newsworthy to communicate. Press releases and media background documents may be picked up, but usually only if they set out the issues in simple terms and in ways that attract media attention. The Internet remains a potent tool for disseminating information about the NHRI: ■■ NHRI websites, containing their own information and publications, and links to online material, video clips and other interactive media. While this may be of limited use in reaching the public in countries where literacy is low, it ensures that human rights defenders, NGOs and the international community have access to current information about the NHRI and the human rights context; ■■ Social media, such as Facebook, YouTube and networked information sources, can offer accessible and timely information about the NHRI and its activities, especially to younger people. National human rights institutions should develop a media strategy, including objectives (who is to be reached, how, the extent of coverage and the evaluation of the strategy). The NHRI must have spokespersons authorized to speak on all or some issues, with back-up contacts and media protocols on the types of issues that spokespersons can address. Virtually all media operate with short deadlines; delays in getting comments to them can mean that opportunities are lost. The strategy should also be realistic about potential media pick-up. Even if a substantive report presents cogent and important information, it may be unrealistic to expect the media to develop their own analysis. Press releases and background documents facilitate and improve coverage by simplifying this task for the media. Institutions’ officials and communications staff should receive proper media training, including in handling interviews. Staff should also be trained in the preparation of press releases and the organization of press conferences. Given the important role the media can play, many NHRIs employ public relations experts or media officers to ensure that all avenues are fully exploited in their efforts to promote human rights. 69