Media Advocacy to Influence Policy Chapter 14 A Tool to Reshape the Social and Physical Environment

The Power Of The Media Determinants of Health Determinants of Health Social Conditions Social Conditions Physical Environment Physical Environment Primary tool to influence these determinants Policy Policy Primary influence on policy Primary influence on policy Media Media Largely determines what issues we collectively think about Largely determines what issues we collectively think about

Media Advocacy Provide understanding for the public Provide understanding for the public Motivate for participation Motivate for participation Provide the method Provide the method Shared accountability Shared accountability Harness the power of the news Harness the power of the news

Steps for Developing Effective Media Advocacy Campaign 1. Overall strategy 2. Media strategy 3. Message strategy 4. Access strategy

1. Developing an Overall Strategy “The Ultimate Goal” Most Important part of a Media Campaign Most Important part of a Media Campaign “Clarification, articulation and justification of the desired change”. “Clarification, articulation and justification of the desired change”. Media advocacy prime directive: You cannot have a media strategy without an overall strategy Media advocacy prime directive: You cannot have a media strategy without an overall strategy Four Main questions: 1. What is the problem or issue? Define the problem. 2. What is a solution or policy-desired outcome? Develop a realistic and achievable objective. 3. Who has the power to make the necessary change? 4. Who must be mobilized to apply the necessary pressure?

2. Media Strategy Media Advocacy / What? Media Advocacy / What? Move from information gap (traditional health communications) to power gap (media advocacy) Move from information gap (traditional health communications) to power gap (media advocacy)

Traditional Health Communication vs Media Advocacy 1. Individual Problem vs Policy Problem 2. Change: Personal health behavior vs Policy 3. Mass Media used to: Change behavior vs Influence public policy 4. Short term focus vs Long term focus

3. Message Strategy Framing Framing Portrait vs. landscape Portrait vs. landscape Message components Message components Access strategy Access strategy

Framing Framing / The process of identifying how the issue will be depicted by the public. Shapes how the public will feel and discuss the issue. Framing / The process of identifying how the issue will be depicted by the public. Shapes how the public will feel and discuss the issue. Who’s the hero or the villain Who’s the hero or the villain Overcoming adversity Overcoming adversity Twist of protectors causing harm Twist of protectors causing harm

Framing for Content When framing the content of a news story: When framing the content of a news story: Shifts the individual problem to a social issue Shifts the individual problem to a social issue Includes all aspects of the problem, not just one aspect (landscape instead of portrait) Includes all aspects of the problem, not just one aspect (landscape instead of portrait)

Challenges for Framing “Put a face on the issue” More interest in a individual plight than the policy (This could cause victim blaming) More interest in a individual plight than the policy (This could cause victim blaming) When stories are more issue oriented audiences respond differently-they include government and social institutions as part of the solution

Landscape versus portrait How to distinguish between the two?? How to distinguish between the two?? Individual Individual Broad Broad

Components of a Message Clear, concise statements Clear, concise statements Keep it simple Keep it simple New and interesting angle New and interesting angle Understand how typical news stories might connect to a particular health issue, such as asthma and secondhand smoke Understand how typical news stories might connect to a particular health issue, such as asthma and secondhand smoke Be able to link social factors and contextual variables Be able to link social factors and contextual variables

Components of a Message Journalists will ask two questions: Journalists will ask two questions: 1. What is the problem? 2. What is the solution? Public Health Professionals spend: Public Health Professionals spend: 80% talking about problem 80% talking about problem 20% talking about solution 20% talking about solution A good message uses direct language to convey at least three elements: A good message uses direct language to convey at least three elements: 1. A clear statement of concern 2. The value dimension 3. The policy objective Compelling Visuals Compelling Visuals

Access Strategy Determine what part of the issue will make a good story to attract journalist’s attention Determine what part of the issue will make a good story to attract journalist’s attention Understand how journalists define and report news Understand how journalists define and report news Watch television news carefully Watch television news carefully Reading newspapers Reading newspapers Listening to radio Listening to radio

Building Relationships with Journalists Keep a lists of local media contacts Keep a lists of local media contacts Name of reporter Name of reporter Phone number and fax Phone number and fax address address Name of the media Name of the media Best time to contact Best time to contact Section that the journalist is responsible for Section that the journalist is responsible for Notes of any interactions Notes of any interactions Update addresses regularly Update addresses regularly

Newsworthiness Is the issue controversial? Is the issue controversial? Is there a milestone event? Is there a milestone event? Is there an anniversary? Is there an anniversary? Can irony be used? Can irony be used? Can a local issue be connected with a larger national event? Can a local issue be connected with a larger national event?

Strategies for Getting in the News Creating news Creating news Piggybacking on breaking news Piggybacking on breaking news Paying for advertisement Paying for advertisement Using editorial strategies Using editorial strategies

Tips and Techniques for Successful Media Advocacy Calculate social math Calculate social math Localize stories Localize stories Evaluate authentic voice Evaluate authentic voice Reuse the news Reuse the news

Overcoming Challenges Avoid murky strategies Avoid murky strategies Avoid institutional constraints Avoid institutional constraints Distraction by opposition Distraction by opposition Stay on message Stay on message

Outcomes Increase skills Increase skills Better relationships Better relationships Increased visibility and influence Increased visibility and influence

Summary Media advocacy brings public attention to specific individuals & issues Media advocacy brings public attention to specific individuals & issues