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Media Advocacy Contra Costa Health Services. Media Advocacy:. Getting Out Our Message Making Change. Media advocacy is the use of media to amplify our voices and the voices of our community. The premise underlying media advocacy:. Getting the information out isn’t enough!

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Media advocacy contra costa health services l.jpg

Media Advocacy

Contra Costa Health Services


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Media Advocacy:

  • Getting Out Our Message

  • Making Change


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Media advocacy is the use of media to amplify our voices and the voices of our community.


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The premise underlying media advocacy:

  • Getting the information out isn’t enough!

  • We have to change the system, the environment and the policies!


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The GOALof media advocacy is not media coverage or even individual change but

POLICY

CHANGE


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Reporters’ Goal: To tell a factual, objective and interesting story

Advocate’s Goal: To get the media’s attention so a specific message can get out


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  • Media Representatives tell you how to get your event or information into the news

  • Media Advocates will use the opportunity to out a message out for social change


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  • The mediawants to fill an INFORMATION GAP

  • The media advocatewants to fill a POWER GAP


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Some thoughts about media advocacy,

many from Media Advocacy and Public Health


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News is not just

factual information…

it is an act of creative construction, influenced and guided by a professional standard


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Media advocacy is a tactic for community groups to communicate their own story in their own words

to promote social changes.


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Media advocacy combines community advocacy approaches with strategic and innovative use of the media to pressure decision makers to change policy.

The purpose of media advocacy is to use the media strategically to apply pressure for changes in policy to promote public health goals.


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Media advocacy is about targeting the two or three per hundred who’ll get involved and make a difference.

It’s about starting a chain reaction and reaching a critical mass


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Never doubt that a small group of thoughtful committed citizens can change the world;

indeed, it’s the only thing that ever does.


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The primary task of media advocacy is to focus the spotlight on an issue and hold it there until the public acknowledges it and

takes action!


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The Issue/Attention Cycle on an issue and hold it there until the public acknowledges it and

  • Problem Exists but isn’t yet discovered

  • Alarmed discovery and euphoric enthusiasm

  • Awareness that Change requires sacrifice

  • Decline in public interest

  • Problem continues with no attention


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Media Advocacy on an issue and hold it there until the public acknowledges it and provides a framework for moving the public health discussion from a primary focus on the health behavior of the individuals to the behavior of policy makers and corporate executives.


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Media Advocacy on an issue and hold it there until the public acknowledges it and is most powerful when rooted in broad-based community support. This signals media gatekeepers that a particular issue is important.


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  • Who is an advocate: on an issue and hold it there until the public acknowledges it and

  • Physicians

  • Teachers

  • Volunteers

  • Politicians who still care

  • An alert and articulate 10-year-old

  • Angry parents

  • Pregnant mothers

YOUcan be a media advocate.!


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Why Are We Here? on an issue and hold it there until the public acknowledges it and

“Media has such a tremendous potential for helping us achieve our goals, in part by helping us counter those who oppose our vision, that we have to embrace the creative process of getting our message out and establishing our own symbols and labels to reframe public policy debate”

- Michael Pertschuk and Phillip Wilbur, the Advocacy Institute


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What is Media? on an issue and hold it there until the public acknowledges it and

  • Daily papers

  • Weekly papers

  • Radio


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  • Major TV networks on an issue and hold it there until the public acknowledges it and

  • Cable TV

  • Public access TV


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  • Magazines on an issue and hold it there until the public acknowledges it and

  • Neighborhood and organization newsletters

  • The internet, blogs, Youtube and more new media


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Media Advocacy: on an issue and hold it there until the public acknowledges it and A Piece of the PieIn Contra Costa, we plan our efforts using a framework called...


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How to Do It! on an issue and hold it there until the public acknowledges it and

Media Advocacy:

Media advocacy organizes a range of activities around two fundamental interrelated concepts:

  • Framing for access

  • Framing for content


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Framing for Access on an issue and hold it there until the public acknowledges it and

Getting the media’s attention with a

newsworthy or interesting story

  • Paying for it

  • Asking for it

  • Earning it (finding a news peg)


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Framing for Access on an issue and hold it there until the public acknowledges it and

Requires: being alert for opportunities

Packaging the opportunity in an compelling way

Sample “News Pegs”

Anniversary peg

Breakthrough or report

Celebrity

Controversy

Injustice

Irony

Local peg

Milestone

Personal angle

Seasonal angle


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Using the opportunity to tell the story from your point of view to advocate for your policy/action

Framing for Content


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Framing for Content view to advocate for your policy/action

Requires you to:

  • Know your objective

  • Have data to back it up

  • Craft a message


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Example of Objectives view to advocate for your policy/action

  • Provide information to educate the community

  • Serve as a call to action

  • Create organizational visibility

  • Puta"face" on an issue

  • Establish an individual as an expert

  • Help frame the issue

  • Create sympathy and support for a issue

  • Build the "files" for future reference

  • Use as a mailing piece to other community groups


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Framing for Content view to advocate for your policy/action

Involves creating a message - a sound bite that converts facts andarguments into symbols and labels

Sound bites are short concise summaries of your issue - 10 seconds longPurpose: to advance your policy goal


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Sample Messages/Conversions view to advocate for your policy/action

  • Having the tobacco industry regulate itself is like the fox guarding the hen house

  • Eating right requires access to affordable and convenient food outlets

  • Without action by the legislature, there will be no funds for treating poor women who have breast cancer


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More Messages view to advocate for your policy/action

  • We can do something to close the gap among ethnic groups – access to health care improves health outcomes

  • Emergency preparedness is more than having a family emergency kit. Every community has to work together to prepare.

  • Remember…the message is tied to other strategies, like policy changes


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Framing for Content Steps view to advocate for your policy/action

  • Transform from individual to social issue

  • Know who “They” are

  • Present a solution

  • Create compelling pictures and images

  • Identify authentic voices


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Approaches view to advocate for your policy/action

  • Press Release/News briefs

  • Paid ads

  • Public Service Announcement

  • Press Conference

  • Photo

  • Fact Sheet

  • Profile of local person

  • Appearance on Talk shows

  • Opinion Piece/Editorial

  • Letters to the Editor

  • Staged Event


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Things to Remember view to advocate for your policy/action

  • Know your objective

  • Look for a local angle

  • Find an authentic voice

  • Timing is everything


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Things to Remember view to advocate for your policy/action

  • Don’t be discouraged

  • Small stories matter

  • Prepare your contact person

  • Respect deadlines

  • You can’t control the media

  • Never give incorrect information

  • Consider the medium - t.v. is visual!


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Media Advocacy Outcomes: view to advocate for your policy/action

  • Hopefully, achieve the change you identified as your goal

  • build leadership

  • build a sense of team spirit

  • expand membership

  • build a sense of community

  • create a sense of power


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A successful advocacy campaign doesn’t make friends... view to advocate for your policy/action

It makes enemies.

It points the finger,

names names and starts a fight.

It tells us who is responsible and how to fight back.

It tells us which side we’re on.

- Public Media Center


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