8.6.2 Promotion

NHRIs have a dual responsibility to both protect and promote human rights. Because of the visibility and immediacy of the protection mandate, the promotion side of the mandate can be overlooked. It is important that this not happen. NHRIs require the ability to attract and retain qualified communications and public education staff, and to manage media relations.

The long term project of fostering a change in the culture of human rights requires a change in attitudes and behaviours, and it is vital to disseminate the results for protection work so the public knows what is going on.

Dedicated Training: While members and staff of a new institution will have the same needs as other professional staff with regard to human rights generally, promotion staff will need training in core activities as well as guidance from standing instructions.

Specific Programming: The array of public programming that may be initiated by an institution is discussed in Chapter 3. The Institution will define in its strategic planning process which activities will be emphasised. Certain programme activities are both predictable and important, and should be included in the initial project document:

• The preparation of core documents on human rights and the role of the NHRI in the country;
• The design and delivery of public education programmes and awareness campaigns on general or specific topics;
• The design and delivery of training to key stakeholder groups: the police; prison officials; the army and security forces;
• Communications planning, including the dissemination of information on NHRI recommendations and decisions;
• Ensuring accessibility of information (linguistic, regional and for persons with disabilities);
• Support for report writing, design and dissemination;
• Developing teaching materials for human rights in the school system at all levels; and
• Sponsoring popular arts and theatre competitions and events with a human rights theme; etc.

While the strength of cooperation and collaboration between NHRIs and the NGO sector starts with the planning process, as noted earlier, it should also extend to their inclusion in selected training courses, in monitoring activities and in outreach education programming.

Preparing Reports: Institutions usually have a legal obligation to produce annual reports. The programme of support to NHRIs could assist by facilitating the design of a standard mock-up report that can guide the NHRI on how to track and collect the information needed throughout the year, and by providing assistance in writing the report. Funds might also be available to ensure that the report receives a wide circulation; this could include presenting the report, a press conference, holding a national workshop attended by key stakeholders, etc. Similar approaches could be used for special and thematic reports.

Communications Planning: Communications are often treated as the last element of an initiative, an add-on to be undertaken at the end of the process. In fact, communications are part of the strategic planning process and should be closely integrated into planning, including an analysis of the strengths and weaknesses of the NHRI, as well as by the particular characteristics of the media and the human rights environment.

Staff should have training in communications and media relations and can have a critical role in ensuring that the NHRI is well perceived externally.15

Annex 1: Sample terms of reference for strategic planning expert

15 See R. Carver, "Developing a communications plan", ACE Project, Media and Elections.