media and its impacts on public health policy
TRANSCRIPT
MEDIA + ITS IMPACTS ON PUBLIC POLICY KendallWood May 10, 2012 University of Victoria Graduate Program Public Health
Hello • KendallWood • Give you some stories from the front lines • Hands up if you’ve ever worked on an advocacy
campaign • Hands up if you’ve used social media • Or dealt with media
Three things
All rules are broken A small idea Money and effort
Big pink backlash • Susan G. Komen video
Framing your story
Pink = Passion • Trends • Themes • Views • Opinions • Advocates
Pink-washing
Friends + Foes
• News media coverage • TV news + talk shows • Online message boards + forums • Consumer watch groups • Community associations + interest groups • Citizen journalists • Celebrities + public figures • Journals + reports
You are media now
Some things to think about
• Who are you speaking to? • Different audiences have different
needs • Who + how many people will be
speaking on your behalf? !
Everyone has a voice • Stakeholders • Community opinion leaders • Members of related organizations • Key decision makers • Subject matter experts + delightfully uninformed • Schools • Faith-based groups • Businesses • Citizen journalists • Media
!
What does Media Advocacy do?
• Changes or reframes the problem or issue
• Creates a stream of publicity • Expands the conversation • Engages community members
and key decision makers !
Don’t talk AT people, talk TO them
• engagement matters • so does having a conversation • what motivates them • what’s important to them • appeal to their interests • sense of community !
It’s always personal
• Is there a fire near my house? • Where is the smoke coming
from? • Is my road closed? • Is my food safe? • What do you want me to do? !
Living Water Smart Blog
Give people permission • just do it! • begin with the end in mind • don’t overwhelm • focus on what’s relevant • make complex issues easy
!
ImmunizeBC Redux • First time virulent opposition • Social media + its discontents • Initial launch based on CDC best practices • Flu bug, family friendly • Anti-vaccine advocates
PR + Media Advocacy Public Relations Media Advocacy Takes the lead in developing key messages
Collaborative message development
Individual responsibility Focuses on social good Shapes public attitudes Focuses on policy Provides a consistent song sheet for spokespeople
Allows people to improvise, harmonize or sing a cappella
The Tipping Point
Canadian Drug Policy Coalition
What’s next?
