• Development of events specifically targeted at the media; • Preparation and dissemination of print materials; • Development of audio-visual materials. An innovative and flexible approach will promote more effective implementation of the media strategy. Events that are novel or present “human interest” perspectives are likely to be more interesting both to the media and to the general public. Wherever possible, the media programme should involve partners from the community, NGOs, the professions, labour and business to enhance the immediacy and relevance of media messages. Efforts should be made to encourage the media to use material related to the plan to prepare documentary as well as news programmes. 10.4.5 Dissemination activities Section 10.4.1 outlined issues relating to communication among those who are part of the core group of agencies and organizations involved in developing and implementing the plan. Hopefully these will represent a wide cross-section of society and thus serve to disseminate information widely. In addition to this and to the use of the media, however, the secretariat should have the capacity to disseminate information more widely to the general public. Brochures, leaflets and posters can be produced and distributed through government agencies and non-governmental organizations to their clients or sent directly to schools, community organizations and members of the public on request. Beyond this, the dissemination programme should seek to make the best possible use of modern information technology. What can be done will vary from country to country depending on the resources available, the information technology environment and the size and complexity of the country. If feasible, there is much to be gained from having an interactive Internet web site that provides in electronic form all the information materials that are available in print and also gives the general public an opportunity to communicate their views on the plan and its implementation. The web site may be linked to other sites such as those of relevant government agencies, the national human rights institution or ombudsman’s office, OHCHR, regional human rights organizations and major human rights NGOs. The extent to which a web site can be used will depend on the resources available. It will be necessary to develop and update the site, to design interactive pages and to monitor and respond to contacts from users. If usage is heavy, there will probably be a need for staff dedicated solely to web-site operations. If it is not possible to establish an interactive web site, the coordinating committee should at least ensure that basic documentation on the plan is available electronically to those who request it. 92