In workshop, well discuss: Optimizing content for international
audience Presentation (headlines, teasers, photos, captions) Search
engine optimization Building strong content to fend off
critics
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Presentation: HEADLINES
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Where do headlines appear? Websites Email and newsletters
Social networksTwitter, Facebook, and which local ones do you use?
RSS feeds Search engines
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RSS feed = really simple syndication
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Aspects of a strong, clear headline: Information for
international audienceinclude country name Reason why story is
important Much information but not many words Active voicePolice
attack journalists (NOT Journalists attacked by police) Interest
but not sensationalism No emotional language
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Example Original headline: Privacy International commences
legal action against British government for failure to control
exports of surveillance technologies
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Example Original headline: Privacy International commences
legal action against British government for failure to control
exports of surveillance technologies New headline: UK: Exports of
surveillance technology spark legal action
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SEO Search engine optimization
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SEO = Search engine optimization How to get your story seen
when people use search engines like Google?
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SEO = Search engine optimization Search queries are usually 2-4
words Someone types in: reported arrested Kampala
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SEO = Search engine optimization Search queries are usually 2-4
words Someone types in: reported arrested Kampala Engine searches:
Title tag (usually derived from headline)
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SEO = Search engine optimization Search queries are usually 2-4
words Someone types in: reported arrested Kampala Engine searches:
URL or web address (derived from headline)
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SEO = Search engine optimization Note difference in URLs:
allafrica.com/stories/201008040109.html Vs.
fesmedia-africa.org/home/what-is-news/africa-media-
news/news/article/uganda-journalist-arrested-over-
kampala-bomb-blast-story (second example is better for search
results)
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SEO = Search engine optimization Search queries are usually 2-4
words Someone types in: reported arrested Kampala Engine searches:
Title Tag URL Other content on page, such as text, photo
caption
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How do you get good search results? Keywords describing
storyreporter arrested Kampala Proper names of places, companies,
organizations Daily Monitor Full personal names (contrary to print
headlines) Xi Jingping is better than Xi Unique descriptivesSpanish
reporter missing in Syria is better than Reporter missing in
Syria
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What doesnt help SEO? Wordiness (limit important info to first
7 or 8 words) Puns (Police are still monitoring the Monitor)
References to local topics (Muhoozi Project name of Uganda plot,
but this is not widely known internationally)
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How to think up keywords: Start in your head What keywords does
the story itself suggest? Use some tools What keywords are people
searching for? Google autocomplete
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Keyword tools: Google autocomplete Google trends:
http://www.google.com/trends/ (See Hot Trends, compare words)
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Presentation: TEASERS
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(Teaser is blurb below headline)
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How to write good teasers: Expand on the headline Teaser must
stand alone Not everyone reads headline and teaser in that order
May be lead paragraph with some reworking If lead doesnt work, it
may need to be rewritten
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Example: Original teaser: The Internet clearly was targeted
again by authorities with a crackdown on media outlets and
journalists ahead of the vote. Several opposition websites have
reported being briefly hacked and defaced with the message, "There
is no safe margin for speakers of nonsense and enemy mercenaries.
Google issued a statement saying tens of thousands of Gmail
accounts of Iranian users had been targeted.
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Example: Original teaser: The Internet clearly was targeted
again by authorities with a crackdown on media outlets and
journalists ahead of the vote. Several opposition websites have
reported being briefly hacked and defaced with the message, "There
is no safe margin for speakers of nonsense and enemy mercenaries.
Google issued a statement saying tens of thousands of Gmail
accounts of Iranian users had been targeted. New teaser: Iranian
authorities have intensified their crackdown on the Internet,
including on media outlets and journalists, in the days leading up
to Friday's presidential election. Several opposition websites have
reported being briefly hacked, while Google said tens of thousands
of Gmail accounts of Iranian users had been targeted.
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Presentation: PHOTOS
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How to select good photos: Accurate Timely Clear at a small
size Free or low cost, but with permission to use In good taste
Images and headlines must work together
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Photo with impact, emotion (Reuters/Jonathan Ernst)
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Photo with sense of place (Reuters/Muhammad Najdet Qadour/Shaam
News Network)
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Photo with juxtaposition (AP/Jeff Widener)
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A good photo might show (recap) Impact/emotion Sense of place
Juxtaposition
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Photo captions: Use search keywords Use a sentence and tell
part of a story; dont just describe what people can already see in
photo
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Example Original photo caption: A Burmese soldier stands guard
in Kachin. (Photo credit: AFP/Patrick Bodenham)
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Example Original photo caption: A Burmese soldier stands guard
in Kachin. New photo caption: The Burmese military has pressured
local newspapers in connection with their Kachin war coverage.
(Photo credit: AFP/Patrick Bodenham)
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CONTENT
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Build in defense against governments and other attackers on
free expression
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Defensive content: Information thorough and accurate Every
detail confirmed (date, time, spelling of names, location, and
specifics of attack) Use multiple sources; ideally two independent
sources Use reports from reputable local and international media
Identify source by name when possible: said defense lawyer John
Doe. (not if source could be endangered) If cant use source name,
use details: said a lawyer involved in the case.
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Defensive content continued: Strive for fairness; give those
accused of restricting free expression an opportunity to respond
State details if you fail to reach someone in the interest of
fairness or balance. (The culture ministers spokesman did not reply
to an email asking why the writers invitation was canceled.) Give
clear attribution to all factual information (such as precise
number of lawyers you spoke to, whether any involved directly in
case, etc.)
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Headline CPJ troubled by US government investigation of
reporter May 21, 2013--The Committee to Protect Journalists is
concerned by reports of a U.S. Justice Department investigation
into the work of a Fox News reporter James Rosen. The FBI
characterized the activities of Fox News' chief Washington
correspondent Rosen as a co-conspirator" in the government's 2010
investigation into a leak of classified information regarding North
Korea. The Justice Department seized two days of his personal
emails and his phone records, The Washington Post revealed Sunday.
"U.S. government efforts to prosecute leakers by obtaining
information from journalists has a chilling effect domestically and
sends a terrible message to journalists around the world who are
fighting to resist government intrusion," said CPJ Executive
Director Joel Simon.