1. Content Development Workshop Editorial Output

2. Workshop led by Elana Beiser SENIOR EDITOR Committee to Protect Journalists ebeiser@cpj.org Twitter: @elanabeiser ebeiser@cpj.org

3. In workshop, we’ll discuss: Optimizing content for international audience Presentation (headlines, teasers, photos, captions) Search engine optimization Building strong content to fend off critics

4. Presentation: HEADLINES

5. Where do headlines appear? Websites Email and newsletters Social networks—Twitter, Facebook, and which local ones do you use? RSS feeds Search engines

6. RSS feed = really simple syndication

7. Aspects of a strong, clear headline: Information for international audience—include country name Reason why story is important Much information but not many words Active voice—”Police attack journalists” (NOT “Journalists attacked by police”) Interest but not sensationalism No emotional language

8. Example Original headline: Privacy International commences legal action against British government for failure to control exports of surveillance technologies

9. 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

10. SEO Search engine optimization

11. SEO = Search engine optimization How to get your story seen when people use search engines like Google?

12. SEO = Search engine optimization Search queries are usually 2-4 words Someone types in: “reported arrested Kampala”

13. 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)

14. 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)

15. 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)

16. 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

17. How do you get good search results? Keywords describing story—“reporter arrested Kampala” Proper names of places, companies, organizations “Daily Monitor” Full personal names (contrary to print headlines)— Xi Jingping is better than Xi Unique descriptives—“Spanish reporter missing in Syria” is better than “Reporter missing in Syria”

18. What doesn’t 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)

19. 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

21. Keyword tools: Google autocomplete Google trends: http://www.google.com/trends/ (See Hot Trends, compare words)

23. Presentation: TEASERS

24. (Teaser is blurb below headline)

25. 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 doesn’t work, it may need to be rewritten

26. 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.

27. 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.

28. Presentation: PHOTOS

29. 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

30. Photo with impact, emotion (Reuters/Jonathan Ernst)

31. Photo with sense of place (Reuters/Muhammad Najdet Qadour/Shaam News Network)

32. Photo with juxtaposition (AP/Jeff Widener)

33. A good photo might show (recap) Impact/emotion Sense of place Juxtaposition

34. Photo captions: Use search keywords Use a sentence and tell part of a story; don’t just describe what people can already see in photo

35. Example Original photo caption: A Burmese soldier stands guard in Kachin. (Photo credit: AFP/Patrick Bodenham)

36. 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)

37. CONTENT

38. Build in defense against governments and other attackers on free expression

39. 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 can’t use source name, use details: “said a lawyer involved in the case.”

40. 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 minister’s spokesman did not reply to an email asking why the writer’s 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.)

41. Exercise – Let’s write a headline June 11, 2013--Indian authorities should bring to justice the perpetrators of an attack on three cameramen in Kolkata, capital of eastern West Bengal state, on Friday, in which one reporter was almost burned alive, the Committee to Protect Journalists said today. The journalists were attacked while covering clashes between two rival factions, news accounts said. One journalist filed a police complaint in which he said the attackers doused him with gasoline and were about to light him on fire, but law enforcement arrived on the scene, according to the reports. “Swift action against the attackers will signal that such senseless violence against journalists is unacceptable in democratic India," said Bob Dietz, CPJ's Asia program coordinator.

42. Headline Indian cameramen attacked covering Kolkata political clash June 11, 2013--Indian authorities should bring to justice the perpetrators of an attack on three cameramen in Kolkata, capital of eastern West Bengal state, on Friday, in which one reporter was almost burned alive, the Committee to Protect Journalists said today. The journalists were attacked while covering clashes between two rival factions, news accounts said. One journalist filed a police complaint in which he said the attackers doused him with gasoline and were about to light him on fire, but law enforcement arrived on the scene, according to the reports. “Swift action against the attackers will signal that such senseless violence against journalists is unacceptable in democratic India," said Bob Dietz, CPJ's Asia program coordinator.

43. Exercise – Let’s write a headline May 20, 2013--Several assailants beat two reporters covering an opposition protest outside the Ukrainian Interior Ministry in Kiev on Saturday in view of police officers who failed to intervene, according to press reports. The Committee to Protect Journalists condemns the beating and the inaction of police. "It’s outrageous that such a beating could take place in front of Ukraine's main law enforcement building, while officers sworn to uphold the law stood by," CPJ Europe and Central Asia Program Coordinator Nina Ognianova said.

44. Headline Journalists attacked in Ukraine as police stand by May 20, 2013--Several assailants beat two reporters covering an opposition protest outside the Ukrainian Interior Ministry in Kiev on Saturday in view of police officers who failed to intervene, according to press reports. The Committee to Protect Journalists condemns the beating and the inaction of police. "It's outrageous that such a beating could take place in front of Ukraine's main law enforcement building, while officers sworn to uphold the law stood by," CPJ Europe and Central Asia Program Coordinator Nina Ognianova said."

45. Exercise – Let’s write a headline 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. The FBI characterized the activities of Fox News' chief Washington correspondent 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.

46. 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.

47. ebeiser@cpj.org ebeiser@cpj.org Twitter: @elanabeiser

48. Thank You