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An online digital media centre

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This document discusses an online session about how charities are using digital media centers and websites to provide multimedia resources for journalists. It notes that journalists want to find their own stories, access original content and strong audiovisual materials easily. The document then shares analytics on usage of Amnesty International's media center and news pages in January 2014, showing many journalists accessed materials on topics like executions in Iran. It also displays the large difference in traffic between the media center and news pages in 2013. Finally, it discusses how other organizations like Oxfam and Human Rights Watch structure their websites and the potential for using social media to drive more news traffic.

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An online digital media centre Susanna Flood, Director of Media, Amnesty International
What are we doing here? An interactive session to look at innovation and best practice in how charities are using their websites to provide multimedia resources for journalists, and to share experiences of challenges and success.
A few ground rules:  An interactive session  Share ideas / solutions  Compare experiences
Quick survey:  Who has a digital media centre?  How prominent is it on your web site?  What works about it?  What doesn’t work?
Start with the basics…
What do journalists want?  To find their own stories  Original content and points of views  Strong AV / multimedia content  Easy access
Let’s take a look at the Amnesty International web site…
www.amnesty.org
Hits on the Media Centre: January 2014 Press Release New-satellite-images-show-scale-north-korea-s-repressive-prison-camps-2013- Unique Pageviews Pageviews 24485 21979 1206 1073 Egypt-three-years-wide-scale-repression-continues-unabated-2014-01-22 682 549 Egypt-three-years-wide-scale-repression-continues-unabated-2014-01-22 662 562 UAE-end-downward-cycle-unfair-political-trials-2014-01-20 530 485 Singapur-sentencia-historica-anula-pena-muerte-2013-11-14 415 396 Nigerian-president-must-reject-harsh-bill-same-sex-unions-2013-12-20 364 323 Romanian-court-victory-forced-eviction-roma-cluj-napoca-illegal-2014-01-07 319 284 Iran-hangs-40-people-two-weeks-amid-surge-executions-2014-01-16 289 251 Morocco-amendment-rape-provision-step-right-direction-2014-01-22 286 255 Cuba-intensifica-la-represi-n-en-las-horas-previas-la-cumbre-de-la-celac-20
Hits on the News Pages: January 2014 Story Iran-hangs-40-people-two-weeks-amid-surge-executions-2014-01-16 Unique Pageviews Pageviews 16576 15449 USA-texas-execution-would-violate-international-court-ruling-2014-01-17 4149 3861 Egypt-three-years-wide-scale-repression-continues-unabated-2014-01-23 4047 3559 All News 3216 2340 Malaysia-move-outlaw-human-rights-groups-assault-freedom-2014-01-08 2697 2527 Bulgaria-shamed-over-asylum-seekers-2014-01-03 2603 2338 Ukraine-must-act-immediately-halt-escalation-violence-2014-01-22 2499 2246 Ukraine-s-new-charter-oppression-2014-01-17 2322 2133 Thailand-restraint-urged-shutdown-protests-2014-01-10 2250 2063 Cambodia-police-kill-striking-garment-workers-2014-01-03 2241 2047
Total hits in 2013 3,000,000 2,590,461 2,500,000 2,000,000 1,500,000 1,000,000 500,000 458,353 0 Media centre News page
Thoughts?
And some other web sites…
www.oxfam.org.uk
www.hrw.org
www.savethechildren.org
Our next development…
http://www.icrcvideonewsroom.org/content/index.asp
Social media
What about social media?  Who uses twitter / Facebook for media outreach?  How does social media drive news traffic?  Do you need different feeds?  How to integrate into your digital media centre?
Questions / Discussion?

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An online digital media centre

  • 1. An online digital media centre Susanna Flood, Director of Media, Amnesty International
  • 2. What are we doing here? An interactive session to look at innovation and best practice in how charities are using their websites to provide multimedia resources for journalists, and to share experiences of challenges and success.
  • 3. A few ground rules:  An interactive session  Share ideas / solutions  Compare experiences
  • 4. Quick survey:  Who has a digital media centre?  How prominent is it on your web site?  What works about it?  What doesn’t work?
  • 5. Start with the basics…
  • 6. What do journalists want?  To find their own stories  Original content and points of views  Strong AV / multimedia content  Easy access
  • 7. Let’s take a look at the Amnesty International web site…
  • 9.
  • 10.
  • 11. Hits on the Media Centre: January 2014 Press Release New-satellite-images-show-scale-north-korea-s-repressive-prison-camps-2013- Unique Pageviews Pageviews 24485 21979 1206 1073 Egypt-three-years-wide-scale-repression-continues-unabated-2014-01-22 682 549 Egypt-three-years-wide-scale-repression-continues-unabated-2014-01-22 662 562 UAE-end-downward-cycle-unfair-political-trials-2014-01-20 530 485 Singapur-sentencia-historica-anula-pena-muerte-2013-11-14 415 396 Nigerian-president-must-reject-harsh-bill-same-sex-unions-2013-12-20 364 323 Romanian-court-victory-forced-eviction-roma-cluj-napoca-illegal-2014-01-07 319 284 Iran-hangs-40-people-two-weeks-amid-surge-executions-2014-01-16 289 251 Morocco-amendment-rape-provision-step-right-direction-2014-01-22 286 255 Cuba-intensifica-la-represi-n-en-las-horas-previas-la-cumbre-de-la-celac-20
  • 12.
  • 13. Hits on the News Pages: January 2014 Story Iran-hangs-40-people-two-weeks-amid-surge-executions-2014-01-16 Unique Pageviews Pageviews 16576 15449 USA-texas-execution-would-violate-international-court-ruling-2014-01-17 4149 3861 Egypt-three-years-wide-scale-repression-continues-unabated-2014-01-23 4047 3559 All News 3216 2340 Malaysia-move-outlaw-human-rights-groups-assault-freedom-2014-01-08 2697 2527 Bulgaria-shamed-over-asylum-seekers-2014-01-03 2603 2338 Ukraine-must-act-immediately-halt-escalation-violence-2014-01-22 2499 2246 Ukraine-s-new-charter-oppression-2014-01-17 2322 2133 Thailand-restraint-urged-shutdown-protests-2014-01-10 2250 2063 Cambodia-police-kill-striking-garment-workers-2014-01-03 2241 2047
  • 14. Total hits in 2013 3,000,000 2,590,461 2,500,000 2,000,000 1,500,000 1,000,000 500,000 458,353 0 Media centre News page
  • 16. And some other web sites…
  • 18.
  • 20.
  • 21.
  • 23.
  • 24.
  • 25.
  • 27.
  • 30. What about social media?  Who uses twitter / Facebook for media outreach?  How does social media drive news traffic?  Do you need different feeds?  How to integrate into your digital media centre?
  • 31.
  • 32.
  • 33.
  • 34.