1. OUTREACH
IN THE
DIGITAL AGE
RINA TSUBAKI
EUROPEAN JOURNALISM CENTRE
TSBAKI@EJC.NET

2. 1: INTRODUCTION
2: WHAT GOES VIRAL?
3: DIGITAL COMMUNICATION
STRATEGIES FOR UNU: IDEAS

3. EUROPEAN JOURNALISM CENTRE (EJC)
An independent, international, non-profit foundation supporting
ethical and innovative media through training, events and
networks.
We...
 Equip media professional with tools and skills for the future
 Build international networks of journalists and experts
 Promote media that is independent and ethical
 Lead and help to define innovation in journalism

13. VERIFICATION
HANDBOOK

14. VERIFICATION HANDBOOK
• Focus：How to verify user-generated contents
• Date：28 January, 2014
• Target：Journalists, first responders, researchers
• Editor：Craig Silverman, Poynter Institute
• Authors：22 experts from media/international orgs incl. BBC,
ABC, The Guradian, Storyful, Buzzfeed, Amnesty International,
UN, WITNESS etc.
• Language：English, Arabic, Spanish, French, Portuguese,
Ukrainian, Japanese, Croatian, Greek etc

15. VERIFICATION HANDBOOK: INDEX
• Chapter 1: When Emergency News Breaks
Case Study 1.1: Separating Rumor From Fact in a Nigerian Conflict
Zone
• Chapter 2: Verification Fundamentals: Rules to Live By
Case Study 2.1: Using Social Media as a Police Scanner
• Chapter 3: Verifying User-Generated Content
Case Study 3.1: Monitoring and Verifying During the Ukrainian
Parliamentary Election
• Chapter 4: Verifying Images
Case Study 4.1: Verifying a Bizarre Beach Ball During a Storm
Case Study 4.2: Verifying Two Suspicious “Street Sharks” During
Hurricane Sandy

16. VERIFICATION HANDBOOK: INDEX
• Chapter 5: Verifying Video
Case Study 5.1: Verifying a Key Boston Bombing Video
Case Study 5.2: Investigating a Reported „Massacre‟ in Ivory Coast
Case Study 5.3: Confirming the Location and Content of a Video
• Chapter 6: Putting the Human Crowd to Work
Case Study 6.1: Tripped Up by Arabic Grammar
• Chapter 7: Adding the Computer Crowd to the Human
Crowd
Case study 7.1: How OpenStreetMap Used Humans and Machines to
Map Affected Areas After Typhoon Haiyan

17. VERIFICATION HANDBOOK: INDEX
• Chapter 8: Preparing for Disaster Coverage
Case Study 8.1: How NHK News Covered, and Learned From, the 2011
Japan Earthquake
• Chapter 9: Creating a Verification Process and
Checklist(s)
Box 9.1: Assessing and Minimizing Risks When Using UGC
Box 9.2: Tips for Coping With Traumatic Imagery
• Chapter 10: Verification Tools
• Appendix: “VISUALIZE JUSTICE: A Field Guide to
Enhancing the Evidentiary Value of Video for Human
Rights”

18. VERIFICATION HANDBOOK: IMPACT
• 15k+ PDF downloads within 2 months
• 300+ original articles/features
• Coverage from major media outlets and journalism
organisations incl. WAN/IFRA, Columbia Journalism Review,
Fast Company, PBS Media Shift, The Next Web, American Press
Institute, Harvard‟s Nieman Lab, ReliefWeb etc.
• 1515 original tweets within 3 days
• Tweets: https://storify.com/wildflyingpanda/verification-
handbook
• 150+ countries visitors

19. 1: INTRODUCTION
2: WHAT GOES VIRAL?
3: DIGITAL COMMUNICATION
STRATEGIES FOR UNU: IDEAS

20. WHAT GOES
VIRAL?
CAMPAIGNS & CONTENTS THAT WENT VIRAL.
EXAMPLES OF NON-PROFITS AND INTERNATIONAL
ORGANISATIONS.

21. JONAH BERGER’S 6 STEPPS
1. Social Currency
2. Triggers
3. Emotion
4. Public
5. Practical Value
6. Stories

30. Source: http://www.theguardian.com/uk/interactive/2011/dec/07/london-riots-twitter

31. Source: http://www.theguardian.com/uk/interactive/2011/dec/07/london-riots-twitter

32. Source: http://www.theguardian.com/uk/interactive/2011/dec/07/london-riots-twitter

33. Source: http://www.theguardian.com/uk/interactive/2011/dec/07/london-riots-twitter

34. Source: http://www.theguardian.com/uk/interactive/2011/dec/07/london-riots-twitter

35. Source: http://www.theguardian.com/uk/interactive/2011/dec/07/london-riots-twitter

40. 1: INTRODUCTION
2: WHAT GOES VIRAL?
3: DIGITAL COMMUNICATION
STRATEGIES FOR UNU: IDEAS

41. BRAINSTORM
1. Ask the big questions:
1) Why do we even exist?
2) What are we offering?
2. Identify who your target audience is and their
desired behaviour
3. Brainstorm what you want to achieve and set
your goals
4. Create a long-term strategy and build trust
through engagement

42. DON’T USE
SOCIAL MEDIA
FOR PR.
CONTEXUALISE
& ENGAGE.

43. THINK FROM
AUDIENCE’S
POINT OF VIEW.

44. RUN
ONLINE
CONTESTS.

45. ESTABLISH
CONTACTS
WITH
INFLUENCERS.

46. TRAIN THE
TRAINERS &
EDUCATORS.

47. BE PART OF
THE SCHOOL
CURRICULUM.

48. A FEW EXAMPLES:
EU DELEGATION IN JAPAN
EU School Project 'The EU comes to Your School' 2014
• European Union ambassadors and diplomats in Japan visits high
schools
• Since March 2007
• 300,000 high school students reached
EU Institute in Japan (EUIJ)
• Promote academic cooperation and education between Japan
and Europe
• Provide EU-related courses, special lectures by European
professors, scholarships for undergraduate and graduate students,
joint research and academic exchanges between Japanese and
European universities.

49. A FEW EXAMPLES:
JAPANESE ASSOCIATION OF
NEWSPAPERS (NSK)
Newspaper in Education (NIE)
• Started in the US in 1930s
• 1985 In Japan
• 74 countries participate in NIE
• Elementary schools to high schools (415 schools in 2014)
• Annual conference for educators, journalists, NIE managers at
national/regional newspapers
• NIE advisors: training/seminars in different locations
• Media literary contests

50. ENGAGE WITH
THE FUTURE
STAKEHOLDERS.

52. SOME IDEAS
• Set the MUN debate „theme‟
• Provide a series of UNU-certified „awards‟
• Create an online community where the MUN
participants can join
• Create a hashtag for all the UNU-supported MUN
• Engage with the MUN participants during the event
via social networks

53. COLLABORATE
WITH OTHER UN
BODIES.

54. DISCUSSION TIME