Media advocacy

MEDIA ADVOCACY

1. Media Advocacy Mohammad Aslam MPH-2 nd Semester SHAS, PU.

2. What is Media Media , which is the plural form of 'medium', are the forms of communication. Media are the materialistic things through which the message is passed . For eg . television and radio; newspapers, magazines, and written materials (or "print media"), and, more often now, the Internet – used to spread or transmit information from a source (which can be a person, an organization, a business, an institution, a government agency, a policy maker, or another media outlet) to the general public 2/5/2019 2

3. Types of Media/Aids 2/5/2019 3

4. Types of Media/Aids 2/5/2019 4

5. What is Advocacy Advocacy simply means actively supporting a cause, and trying to get others to support it as well. Advocacy is speaking up, drawing attention to an important issue and directing decision makers towards a solution. Advocacy : Openly supporting a certain viewpoint or group of people. Public support for or recommendation of a particular cause or policy. 2/5/2019 5

6. What is Advocacy Advocacy is a systematic effort by an individual or group which aims to influence public- policy and resource allocation decision within political, economic, and social systems and institution. Advocacy can be thought of as speaking up for, or assisting individuals or minority interests aren’t always represented in the mainstream political, social and economic environment. Advocacy is a process of supporting and enabling people to: Express their views and concerns, Access information and services, Defend and promote their rights and responsibilities, Explore choices and options 2/5/2019 6

7. What is Media Advocacy: Media advocacy  : Is the use of any form of media to help promote an organization's or a company's objectives or goals, which come from the group's vision and mission Media advocacy is a new strategy that is emerging in the public health community. Media advocacy is the strategic use of mass media to support community organizing and advance healthy public policies 2/5/2019 7

8. What is Media Advocacy: Media advocacy, one of the most common advocacy strategies used to advocate on health related issues, requires the identification of issues and concerns related to the community wellbeing, an emphasis on the broader context of those concerns , the maintenance of media attention to those concerns, and the provision of ‘ ‘entertainment ’’ to the audience hearing of those concerns. 2/5/2019 8

9. Media Vs. Media Advocacy: 2/5/2019 Media Media Advocacy Seeks to inform people about health problems Seeks to mobilize community Motivates individuals to change own behavior Motivates social and political involvement Develops health messages Develops healthy public policies Focuses on information gap Focuses on the power gap Access : Public affairs desk Access : News desk. 9

10. Use of Media Advocacy: You can: Provide information to general and specific groups Illustrate a point visually Focus on solutions Create a sense of urgency To shape public debates 2/5/2019 10

11. What Can be Achieved Using the Media Advocacy: Provide Creation of awareness Behavioral change on an individual level Influencing attitudes towards issues Shifting paradigm Undermining resistance to change Generating stakeholder support for policies and programs that we want to advance Pressure to decision makers 2/5/2019 11

12. Purpose of Media Advocacy: The purpose of advocacy as defined by UNFPA is to promote or reinforce a change in policy, programme or legislation. The purpose of media advocacy is to promote public health goals by using the media to strategically apply pressure for policy change . It provides a framework for moving the public health discussion from a primary focus on the health behavior of individuals to the behavior of the policymakers whose decisions structure the environment in which people act. It addresses the power gap rather than just the information gap. Media advocacy focuses on public policy rather than personal behavior 2/5/2019 12

13. Importance of Media Advocacy To inform the media   – and through them the public – about who and what really contributes to health problems, community deterioration, and the choices that individuals make about the behaviors that affect their health and well-being. To use the media  to pressure policy makers to change or institute policies that affect health and community development. To influence the media   to give your organization or coalition extensive coverage, allowing your members to tell their stories in their own words . 2/5/2019 13

14. Importance of Media Advocacy To give communities more control   by letting residents who might not otherwise be heard have a stronger voice in the media. Shining the spotlight on a community can give its members the power and the desire to change the policies and situations that affect their lives . To influence the media   to cover the kinds of stories that will "light a fire" under other community members, so that they get involved and contribute to community-based solutions 2/5/2019 14

15. Key Elements of Media Advocacy Problem as Policy Gap Research and apply data Policy Goals Target audience: - Stakeholders - Policy Makers Mobilize Community Frame the Issue for Media Action Plan and Media Strategy Evaluate Success 2/5/2019 15

16. Techniques & Tactics of Media Advocacy Sensitization Mobilizing Dialoguing Debating Negotiating Lobbing Petitioning Pressuring Informing 2/5/2019 16

17. Stakeholders of Media Advocacy Beneficiaries Decision Makers Allies and Partners Resistant Groups (Adversaries) 2/5/2019 17

18. Techniques & Tactics of Media Advocacy Advocacy Techniques & Tactics Makers Audience/Stakeholders Categories Beneficiaries Partners Adversaries Decision Makers Sensitization Mobilization Dialoguing Debating Negotiating Lobbing Petitioning Pressuring 2/5/2019 18

19. Major Areas of Media Advocacy Leadership development Coalition building Networking Political Lobbying Promoting legislative change Briefing media Counteracting opposition 2/5/2019 19

20. How can Media Advocacy be Used to Advance Environmental Change Media advocacy can shift the mass media’s focus: From individual factors that contribute to (alcohol or drug (AOD) use  To focus on social change From simply providing health information  To promoting healthy communities From giving people a message about their personal health  To giving communities a voice in defining and acting on public health issues. 2/5/2019 20

21. 3 Steps of Media Advocacy Media Advocacy entails: Setting the agenda/getting media attention Framing or shaping the debate Advancing specific solutions or policies 2/5/2019 21

22. Setting agenda/getting media attention Controversy Milestone Anniversary Irony Celebrity Breakthrough Localize Personalize Injustice 2/5/2019 22

23. 2. Framing or shaping the Debates Everything cannot be said about every issue in every story Tell the audience what is important about the story; create the meaning. The process for selecting what is left in and what is left out is called framing. Who the audience deems responsible for fixing the problem depends on how the story is framed. 2/5/2019 23

24. Framing for Content. Translate individual problem to social issue Assign primary responsibility Present solution Make practical/policy appeal Develop pictures and images Tailor to audience 2/5/2019 24

25. 3. Advancing Specific Policy Solutions. So often media reports on problems ( murder ); rarely does it offer solutions If “solution” is offered, the focus is on what individuals can do to: Protect themselves or Improve their health Reframe : How can society make the environment healthier and safer for its people ? 2/5/2019 25

26. Developing a Media Advocacy Plan. Define Goals and Objectives Identify and Target Your Audience Develop Your Message Develop Story Ideas Define Action Steps 2/5/2019 26

27. Developing a Media Advocacy Plan. Define Goals and Objectives Identify and Target Your Audience Develop Your Message Develop Story Ideas Define Action Steps 2/5/2019 27

28. Example of Goal & Objectives of Media Advocacy Goal: Restrict social availability of alcohol Objectives: Raise awareness of easy access to alcohol Demonstrate connection between alcohol and consequences: vandalism , noise , assaults, etc . Gain support of community agencies and campus officials to support policies to reduce social access Exert pressure on local official to adopt policies 2/5/2019 28

29. Who is the Target of Media Advocacy. Decision makers and opinion leaders: Politicians, Government regulators, Community leaders, Business owners, Newspaper editors Those who can exert pressure on decision makers: Alumni, Local residents , Law enforcement The public at large who must be educated about the issue and solutions 2/5/2019 29

30. Develop Your Media Advocacy Message. Keep it simple: think in sound bites : What is the problem What is the solution Who needs to act and How 2/5/2019 30

31. Barriers of Media Advocacy: Lack of support from governing bodies. Advocating for changes to policy, legislation or regulation requires significant effort and takes time 2/5/2019 31

32. THANK YOU 2/5/2019 32