| Media
Advocacy / What is Media Advocacy? |
|
| me·di·a
ad·vo·ca·cy n. The strategic use
of newsmaking through TV, radio and newspapers
to promote public debate, and generate
community support for changes in community
norms and policies. Advocating for the the
goals of safe, healthy and prosperous
communities, identifying barriers to strategic
policy implementation, and sharing current
research through newsmaking all help policy
makers and the general public to more fully
engage in creating systemic changes that
improve the world we live in. |
| "If
you don't like the news, go out and
make some of your own."
— Scoop Nisker, KFOG Radio News
Commentator |
|
| "Media
advocacy tells the story from the
advocate's perspective. It focuses the
spotlight of media attention on public
health policy issues. Its concern with
social justice, participation, and
empowerment sets it apart from other
media strategies." —
Lawrence Wallack, Dr. P.H.D. |
|
| Media
Advocacy / Terms & Explanations |
|
| NEWS
ADVISORY (MEDIA ADVISORY) |
| This
is an information piece about your message or
event that is sent to the news media. To grab
the attention of news editors and assignment
desks, advisories need to: |
- be clearly,
concisely and cleanly written
- contain all
the vital information of "WHO, WHAT,
WHERE, WHEN, WHY and HOW"
- have a
contact name and telephone number for more
information or interview arranging
|
| JOURNALISTIC
NEWS RELEASE |
| This
is an information piece about your message,
news story or event with more depth and detail
than an advisory. News releases are especially
helpful to smaller newspapers and radio
stations that can't write or get out to every
story. Parts of a good news release will be
printed or used in a news short just as
submitted. It tells a story and comes to life
with: |
- facts and
figures
- names and
quotes
- calls to
action
|
| NEWS
EVENTS |
| Community
groups can generate news interest by creating
events for the media. The goal is to achieve
coverage — not for simple publicity
purposes, BUT for spreading your advocacy
message. Media events need to be: |
- brief
- simple
- new
information and/or action focused
- strategically
timed
- for
television they must also be visual
- for radio
they must have good sound
|
| INTERVIEWS |
| These
can be very effective for advancing your
advocacy goals, BUT require careful planning
and preparation. Do your homework — be
prepared with main talking points, data,
arguments and counter arguments. Before
accepting an interview invitation, know all
you can about the station or paper. Be clear
about their "ground rules," the host
and any politics. Is the host or interviewer
truly interested in serious discussion OR just
going to provoke conflict and confrontation?
If you are not sure, remember not all
exposure is good exposure. |
| LETTERS
TO THE EDITOR |
| These
go into one of the most widely read sections
of newspapers. Letters from readers create a
public forum. They are heavily read and help
to define community sentiment on current
issues. These letters need to brief and well
focused on a single point. Many newspapers
publish guidelines for writing and submitting
letters in their letters section. |
| OP-ED
PIECES |
| These
are columns usually opposite a newspaper's
editorial page. While usually written by
established journalists, many papers will
publish guest columns or opinion pieces by
issue experts in the community. It is
important to know a paper's policies and
requirements regarding guest Op-Eds. These
columns, being longer than letters, provide
the opportunity for more in-depth presentation
of issues and solutions. |
| PUBLIC
SERVICE ANNOUNCEMENTS (PSAs) |
| These
may be useful as part of a larger media
advocacy design. However, production costs,
lack of control over if and when they are
broadcast, and political sensitivities
regarding message content suggest PSAs are not
that practical or effective an element in
media advocacy activity. |
