blogging for human rights impact
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New Website
• Launching in May• New website will have
issues and topic pages• Interactive content built
around actions, articles, news items, external links, blogs from staff/ groups/networks/ – and YOU (hopefully) !
• Country specialists blog space
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Writing for blogs
Blogging for human rights impact
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Why blog?
Expected & understood formatUp-to-dateMatches our contentEasy to use
Personal & FlexibleProvides a space for feedbackCan be more personalOpportunity to reach an audience wider than committed activists (UAs) or the media (press releases)
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You’ll be joining…
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You’ll be joining…
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Blogging – make it current
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Blogging – tell a story
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Blogging – it’s OK to have a little fun!
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Blogging is now a key part of our campaigns
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Writing: the basics
• Short – about 500 words• Concise, active language• Personal – blogging should show a personality• A jargon-free zone• Break up text – use subheadings, bullets and use
short paragraphs• Clear title• Don’t be coy about calls to action• Images and videos are great!
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Writing: make it easy to read
• DON’T WRITE TITLES OR SECTIONS IN ALL-CAPS• Copy newspapers in their approach
– A clear, simple title– Get your key points across in the top paragraphs– Go into more detail further down
• Don’t use internal jargon (Amnesty not AI)• Speak to your reader directly (hundreds of you
wrote… not Amnesty members wrote…)• Put yourself in the readers’ shoes – what inspires you
to read about subjects you’re not an expert in?
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Writing: links in your blog
• Link to other sources often– Other blogs on the subject – written by you, us or others.– News items– Background on the AIUK or IS website– Actions
• Link the important phrases:– Join our call for clemency not we’re calling for clemency,
click here to take action.
• Avoid linking general phrases– Click here– Read this– Find out more
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Blog titles
• Keep titles clear, concise and interesting• Make it findable – use words in your title that people
might use in Google to search:– 20,674 reasons to bring Shaker Aamer home from
Guantanamo– The secret world of Uganda’s LGBT activists– California remains on death row
• Be careful with punsSearch engines won’t understand them, and readers scan things very quickly – they might not get it.
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Check your working!
• Stay credible – check your grammar and spelling– No Americanizations– It’s easy to lose flow as you edit your post, read it back and
check– Get someone else to proof-read, it’s very hard to spot your
own mistakes
• Aim to use 50% of your time to write 90% of the post, and 50% to polish it
• Check again – is it engaging?
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Amnesty International
Try it yourselves
How would you use your UA or press release to create a short, interesting blog?
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NEXT STEPS
• We need a few volunteers who would be able to start the blog
• Migration of content from existing website (actions, news items ect)
• Blogs user guide and video for training
Any questions?