The Power of Social Media
Media guidance for Memorial Week organisers 2016
Central to our mission is to raise awareness of Srebrenica amongst the general public. As an event organiser, you are absolutely critical to that mission by bringing people together to learn about the genocide. Engaging with social media and local media massively amplifies the reach of your event and contributes to raising the profile of Srebrenica in Memorial Week.
THE POWER OF SOCIAL MEDIA
BASICS
Our main social media presence is on Facebook and Twitter, and we are also building an Instagram and LinkedIn presence too.
If you aren’t already, please follow us on:
· Facebook.com/rememberingsrebrenica
· Twitter.com/SrebrenicaUK
· Instagram.com/remembering_srebrenica
· Linkedin.com/company/remembering-srebrenica
One really easy way of building a bigger platform for survivor stories and raising awareness is to ask all of your event attendees to follow us on social media (if you aren’t already), and to ask 3 friends and family members to follow us too.
HOW WE CAN HELP
· In the run up to Memorial Week, we will be posting daily survivor stories and messages of support. Why not SHARE our posted content with your friends and family, explaining why these issues are so important to you?
· We have a MAP of local events on our website, and during Memorial Week will issue a daily Facebook post with events happening that day. Please give us details of your Memorial Event, together with any links for booking so that we can publicise your event.
· If you are not comfortable using social media, or you need extra assistance for your event, we can connect you with VOLUNTEERS who can live tweet from your event using the hashtag #srebrenica
THREE GOLDEN RULES
Three golden rules for tweeting about your events:
· Always use the hashtag #Srebrenica
· Image led content is best, so try to use a photo or pre-prepared image related to Srebrenica.
· As with everything else you put out, please always use the term ‘genocide’ to refer to what happened.
LOCAL MEDIA
THE BASICS
· Local newspapers, TV and Radio love strong stories about people in their area, especially those about bringing communities together.
· We would recommend that all local event organisers contact the media prior to their event.
· Where possible, we would suggest taking the following steps:
1. Sending an invitation to your event to local journalists as early as possible.
2. Sending a press release one week prior to the event with further details of the event.
3. Inviting local journalists by telephone/ email to interview your keynote speaker.
HOW WE CAN HELP
· We have prepared a template press release that you can use to send to local media, together with some examples of strong press releases for different types of events – civic commemorations, interfaith events, education events and an arts project.
· We have prepared a brief timeline below with suggestions for engaging with the media, including a speaker brief and key messages for speakers.
· We are very happy to provide extra support for your event, and to help you manage press enquiries. Please contact Joe Peacock at .
GOLDEN RULES
· The key thing is to have a clear and concise angle. Every story needs a news ‘hook’ – the thing that makes the story. Be clear why the journalist would benefit from attending and what they will get out of it. See the examples in Appendix 2.
· Quotes make press releases more interesting. Check and confirm any quotes that you have obtained from speakers.
· Please incorporate this year’s Key Messages into any interviews/ media opportunities where possible.
KEY MESSAGES
- 11th July is the EU mandated memorial day of the Srebrenica genocide where 8372 Bosnian Muslim men and boys were murdered by Bosnian Serb forces, simply on account of their Islamic faith.
- 11th July 2016 marks the 21st anniversary of the genocide. 21 marks a coming of age in human societies and we take this opportunity to honour a lost generation in Bosnia – not just those victims of Srebrenica, but also the brutal campaign of ethnic cleansing, sexual violence and mass murder that preceded it.
- Remembering Srebrenica is a charitable initiative that calls upon UK citizens:
o To REMEMBER the victims and survivors of the Srebrenica genocide;
o To LEARN the lessons from Srebrenica – particularly that we must be vigilant against hatred and intolerance;
o To PLEDGE to take action now to build better and safer societies for all.
- This year Remembering Srebrenica’s focus is not only on educating future generations on what we can learn from Srebrenica, but also on inspiring people to act to build better communities that cherish diversity.
GUIDANCE AND TIMELINE FOR LOCAL MEDIA ENGAGEMENT
Before the event
· Speakers - Send all speakers a briefing prior to the event, so that they are fully informed about the event, what you want them to do and the work of the charity. See Appendix 1. Check with your speakers to ensure they are happy for journalists to interview them on the day of the event.
· One Week Before Your Event - Use our template to prepare a press release (see Appendix 2) – ideally no more than one page long, and send this to press contacts (we have provided some in Appendix 3). We have access to a database of press contacts so we are happy to send this out on your behalf.
· In the days before your event - Follow up by phoning your local newspapers, radio and TV and explain what you are doing and why.
On the day of your event
· Journalist briefing - Give a quick briefing to journalists as they arrive. Include any changes to the schedule, what the expected highlights are likely to be, who they can interview. Give them a programme of the event, if you have produced one.
· Photography: Place Remembering Srebrenica-branded materials in the most prominent, suitable position possible: pull-up banners behind the stage area, where speeches are to be made; items such as books, leaflets, Srebrenica flowers and pledge cards on the registration table. See example below.
· Interviews: Please ask those guests interviewed to include our Key Messages (see speaker briefing). Ideally, be on hand when interviews are taking place. This allows you to listen to what is being said and, where necessary, step in and correct any inaccuracies. If an interviewee is uncomfortable about a question that has been asked then they shouldn’t feel they have to answer it. Make sure that the journalist has the correct spelling of the names of the people they interview.
AFTER THE EVENT
· Press - Please let us know when and where you are being interviewed for radio/TV and send us a cutting or link to online articles – we’ll post this on our website www.srebrenica.org.uk and tweet the link.
· Share stories – every year, Community Champions are inspired by the amazing work done by the previous year’s event organisers. We are working hard to build up strong stories of people coming together in acts of commemoration. Please collect and share any stories or feedback after your event – you can do this by email to or by phone on 0121 454 3343 (ask for Danielle).
Appendix 1- Briefing for Speakers
Dear [ ]
Thank you very much for agreeing to speak at our Srebrenica Memorial event on [DATE].
We really appreciate you giving your time and I hope that you will find the briefing notes below useful in preparing for it.
Event Overview and Your Role
Date:
Time:
Location:
Brief description of event:
We would be grateful if you could speak for [number of minutes] on [give brief details of what you want them to speak about].
The other people speaking at the event will be:
[List them here and provide brief info on what they are speaking about]
The provisional running order will be as follows:
[Insert running order]
Logistics
Arrival time [provide time] - you will be met by [provide name and any other details of how to access the venue if required]. Please call him/her on [provide mobile number] if you have any difficulty finding the venue or are delayed.
[Insert details about refreshments, and whether you will make any travel arrangements for them]
Press
We are expecting to invite local media to the event. Please confirm if you would be happy to be interviewed by local press if we are able to arrange this, and provide a quote that we can use in any press release.
We have included our organisation’s key messages and some useful information in the attached Appendix. It may also be worth looking at our 2016 Memorial publication, which is available to view online at http://www.srebrenica.org.uk/resources/publications/
Yours sincerely,
[ ]
Remembering Srebrenica – Useful Information
• Remembering Srebrenica organises UK memorial events to honour survivors and challenge genocide denial.
• Our flagship Lessons from Srebrenica education programme takes UK citizens to Bosnia to meet with survivors and learn about Srebrenica within the context of the Bosnian war. It has seen over 800 UK delegates travel to Srebrenica over the last three years.
• Our theme for 2016 is ’21: Coming of Age – Time to act” – honouring the lost generation who were denied the chance to celebrate their passage into adulthood and encouraging people to take action so that future generations will enjoy a safe and peaceful life.
• In 2016 our volunteers across the UK are bringing communities together through memorial events to foster stronger relations and help tackle hatred, racism and intolerance.
• Remembering Srebrenica are building on the success of the 20th anniversary last year where over 200 events were held bringing together over 20,000 people.
Key messages
- 11th July is the EU mandated memorial day of the Srebrenica genocide where 8,372 Bosnian Muslim men and boys were murdered by Bosnian Serb forces, simply on account of their Islamic faith.
- 11th July 2016 marks the 21st anniversary of the genocide. 21 marks a coming of age in human societies and we take this opportunity to honour a lost generation in Bosnia – not just those victims of Srebrenica, but also the brutal campaign of ethnic cleansing, sexual violence and mass murder that preceded it.
- Remembering Srebrenica is a charitable initiative that calls upon UK citizens:
· To REMEMBER the victims and survivors of the Srebrenica genocide;
· To LEARN the lessons from Srebrenica – particularly that we must be vigilant against hatred and intolerance;
· To PLEDGE to take action now to build better and safer societies for all.
- This year Remembering Srebrenica’s focus is not only on educating future generations on what we can learn from Srebrenica, but also on inspiring people to act to build better communities that cherish diversity.
[If you wish to do so, also include some background information about your organisation]
Appendix 2- Press release template – local events
[Name of place] comes together to unite against hatred
In a powerful display of unity between people of different backgrounds, faiths, political beliefs and ages, [event or institution] is bringing communities together on [date] to mark Srebrenica Memorial Week.
[Please include any unique details about the event, for example prominent keynote speakers, attendees or performers]
The charity Remembering Srebrenica, who are organising events all over the country, say that parallels between the anti-Islamic rhetoric in the Balkans in the 1990s and in the UK today are striking. Hate crime in the UK, particularly religious hate crime, has risen dramatically, with Tell MAMA reporting a 326% increase in Islamophobic incidents and reports of a 57% increase in hate crime in the immediate aftermath of the EU Referendum.
[Place] is one of many towns and cities across the country putting on community events to challenge the stereotypes and prejudices that feed hatred. [Insert name of Community Champion/ event organiser] said:
[Quote from event organiser. You may wish to include a comment on the issues faced in your town/ city, the purpose behind holding the event, and what you hope the impact of the event will be].
July 11th marks the 21st anniversary of the genocide of 8,372 Bosnian Muslim men and boys in Srebrenica, – murdered on account of their Islamic faith. The event in [Name of place] runs in parallel with events organised throughout the country by Remembering Srebrenica’s network of Community Champions, which will bring thousands of people of different communities, ages and faiths together to unite against hatred.
Dr Waqar Azmi OBE, Chairman of Remembering Srebrenica said:
“21 years after the genocide, we are determined not only to remember the victims of Srebrenica, but to honour their memories by taking positive action to build better communities. Srebrenica teaches us that prejudice and hatred left unchecked can have catastrophic consequences, not only for the generation that suffers the violence, but for the following generations whose futures are also irreversibly altered.
“Remembering Srebrenica’s dedicated Community Champions are leading a grassroots movement to challenge the stereotyping and dehumanising language that has become prevalent in our country, and to bring communities together through acts of commemoration around Memorial Week”.
Remembering Srebrenica also organises the national commemorations for Srebrenica, with official Srebrenica Commemorations to be held this year at the Foreign & Commonwealth Office in London and in Belfast, Glasgow and Cardiff. Hundreds will gather at these commemorations to hear the testimony of genocide survivors Nedžad Avdić, one of only 11 men to survive Bosnian Serb firing squads, and Hajrudin Mesić, who lost all four brothers aged 21, and make a pledge that this time, ‘Never Again’ really will mean ‘Never Again’.
-ENDS-
Notes to Editors:
The genocide in Srebrenica
· On 11 July 1995 General Ratko Mladić and his Bosnian Serb forces marched into the town of Srebrenica and systematically murdered 8372 Bosnian Muslim men and boys.
· In 1993, Srebrenica had been declared a UN Safe Area, under the watch of the United Nations Protection Force (UNPROFOR). In July 1995, Serbian paramilitary units overran and captured the town, despite its designation as an area 'free from any armed attack or any other hostile act’.