Principles of Principles of Media AdvocacyMedia Advocacy

Barbara MartinBarbara Martin

February 20, 2008February 20, 2008

1

““The responsibility of news coverage The responsibility of news coverage does not rest solely with news does not rest solely with news journalists.”journalists.”

——Berkeley Media Studies GroupBerkeley Media Studies Group

““It’s not the reporter’s job to be It’s not the reporter’s job to be educated, it’s the reporter’s job to educated, it’s the reporter’s job to report.” report.”

——Susan Rook, freelance reporterSusan Rook, freelance reporter

““If you don’t exist in the media, for all If you don’t exist in the media, for all practical purposes, you don’t exist.” practical purposes, you don’t exist.”

——Daniel Schorr, commentator, NPRDaniel Schorr, commentator, NPR

2

OverviewOverview

Using the Media and Media Using the Media and Media AdvocacyAdvocacy

3 Steps to Media Advocacy3 Steps to Media Advocacy How to Develop a Media PlanHow to Develop a Media Plan Methods for Using the MediaMethods for Using the Media

3

What Can You Use the What Can You Use the Media to Do?Media to Do?

You can:You can: provide information to general provide information to general

and specific groupsand specific groups illustrate a point visuallyillustrate a point visually focus on solutionsfocus on solutions create a sense of urgency create a sense of urgency

4

What Can Be Achieved Using the Media?

creation of awarenesscreation of awareness behavioral change on an individual behavioral change on an individual

levellevel influencing attitudes towards issues influencing attitudes towards issues shifting paradigmsshifting paradigms undermining resistance to changeundermining resistance to change generatinggenerating stakeholder supportstakeholder support for for

policies and programs that we want policies and programs that we want to advanceto advance

5

Definition of Media Advocacy

Media advocacy is the Media advocacy is the

strategic usestrategic use of of mass mass mediamedia

to support community to support community organizing organizing

and advance healthy and advance healthy public public policiespolicies..

6

Media advocacy uses a range of media Media advocacy uses a range of media and advocacy strategies…and advocacy strategies…

to stimulate broad-based coverage…to stimulate broad-based coverage… in order to reframe and shape public in order to reframe and shape public

discussion about a health issue…discussion about a health issue… to increase support for and advance…to increase support for and advance…

healthy public healthy public policies.policies.

Using Media AdvocacyUsing Media Advocacy

7

Using Media AdvocacyUsing Media Advocacy

Media advocacy an be used to:Media advocacy an be used to: shape public debateshape public debate speak directly with those of influencespeak directly with those of influence apply pressure to decision makersapply pressure to decision makers

It is a tactic for community groups It is a tactic for community groups and others to communicate their and others to communicate their own story in their own words to own story in their own words to promote social change. promote social change.

8

Using Media vs. Media Using Media vs. Media AdvocacyAdvocacy

Seeks to mobilize Seeks to mobilize communitycommunity

Motivates social Motivates social and political and political involvement involvement

Develops healthy Develops healthy public policiespublic policies

Focuses on the Focuses on the power gappower gap

Access: news deskAccess: news desk

Seeks to inform Seeks to inform people about health people about health problemproblem

Motivates individuals Motivates individuals to change own to change own behaviorbehavior

Develops health Develops health messagesmessages

Focuses on Focuses on information gapinformation gap

Access: public affairs Access: public affairs deskdesk

9

How can media advocacy be used to advance environmental

change?Media advocacyMedia advocacy can shift the mass media’s focus: can shift the mass media’s focus: from individual factors that contribute to AOD from individual factors that contribute to AOD

use use

to to focus onfocus on social changesocial change from simply providing health information from simply providing health information

to to promoting healthy communitiespromoting healthy communities from giving people a message about their from giving people a message about their

personal health personal health

to to giving communities a voicegiving communities a voice in in defining and acting on public health issues.defining and acting on public health issues.

10

Three Steps to Media Three Steps to Media AdvocacyAdvocacy

Media Advocacy entails:Media Advocacy entails:

1.1. Setting the agenda/getting media Setting the agenda/getting media attentionattention

2.2. Framing or shaping the debateFraming or shaping the debate

3.3. Advancing specific solutions or Advancing specific solutions or policiespolicies

11

1.1. Getting Media Getting Media Attention: Attention:

ControversyControversy MilestoneMilestone AnniversaryAnniversary IronyIrony CelebrityCelebrity

BreakthroughBreakthrough LocalizeLocalize PersonalizePersonalize InjusticeInjustice

Is there a “hook” that you can Is there a “hook” that you can capitalize on?capitalize on?

12

2. Framing or shaping 2. Framing or shaping the debatethe debate

Everything cannot be said about every Everything cannot be said about every issue in every storyissue in every story

Tell the audience what is important Tell the audience what is important about the story; create the meaning.about the story; create the meaning.

The process for selecting what is left in The process for selecting what is left in and what is left out is called and what is left out is called framing.framing.

Who the audience deems responsible Who the audience deems responsible for fixing the problem depends on how for fixing the problem depends on how the story is framed.the story is framed.

13

Framing for contentFraming for content

Translate individual problem to Translate individual problem to social issuesocial issue

Assign primary responsibilityAssign primary responsibility Present solutionPresent solution Make practical/policy appealMake practical/policy appeal Develop pictures and imagesDevelop pictures and images Tailor to audienceTailor to audience

14

So often media reports on problems So often media reports on problems (murder, mayhem); rarely does it offer (murder, mayhem); rarely does it offer solutions solutions

If “solution” is offered, the focus is on If “solution” is offered, the focus is on what individuals can do to protect what individuals can do to protect themselves or improve their healththemselves or improve their health

ReframeReframe: How can society make the : How can society make the environment healthier and safer for its environment healthier and safer for its people?people? AnswerAnswer: : public policy changepublic policy change

3. Advancing specific policy 3. Advancing specific policy solutionssolutions

15

Developing a Media Plan

Define Goals and ObjectivesDefine Goals and Objectives Identify and Target Your Identify and Target Your

AudienceAudience Develop Your MessageDevelop Your Message Develop Story IdeasDevelop Story Ideas Define Action StepsDefine Action Steps

16

Objectives of Media Advocacy:

Goal: Restrict social availability of alcoholGoal: Restrict social availability of alcohol

Objectives:Objectives: Raise awareness of easy access to alcoholRaise awareness of easy access to alcohol Demonstrate connection between alcohol and Demonstrate connection between alcohol and

consequences: vandalism, noise, assaults, etc. consequences: vandalism, noise, assaults, etc. Gain support of community agencies and Gain support of community agencies and

campus officials to support policies to reduce campus officials to support policies to reduce social accesssocial access

Exert pressure on local officials to adopt Exert pressure on local officials to adopt policiespolicies

17

Who is the target of Media Advocacy?

Decision makers and opinion leadersDecision makers and opinion leaders: : politicians, government regulators, IHE politicians, government regulators, IHE executives, community leaders, business executives, community leaders, business owners, newspaper editorsowners, newspaper editors

Those who can Those who can exert pressureexert pressure on on decision makers: alumni, local residents, decision makers: alumni, local residents, law enforcementlaw enforcement

The The public at largepublic at large who must be who must be educated about the issue and solutionseducated about the issue and solutions 18

Develop Your Message

Keep it simple: think in Keep it simple: think in sound bitessound bites

What is the problem? What is the problem? What is the solution?What is the solution? Who needs to act? How?Who needs to act? How?

19

Define Action Steps

Look at calendar and plan for Look at calendar and plan for opportunitiesopportunities

Build a media list with contact Build a media list with contact informationinformation

Identify and begin to work with Identify and begin to work with reportersreporters

Devise system for monitoring mediaDevise system for monitoring media Develop a press kitDevelop a press kit Meet with editorial boardsMeet with editorial boards Write letters to the editorWrite letters to the editor 20

Let’s brainstorm Let’s brainstorm how to how to

frame messages frame messages to support a party to support a party

ordinanceordinance

21