Media Advocacy :An Overview Akinbode Oluwafemi Deputy Executive Director Environmental Rights Action/Friends of the Earth, Nigeria bodeolufemi@gmail.com

Introduction What we will talk about: What is Advocacy Understanding communication What is Media Advocacy? Audience diagnosis Messaging/Message Development Crisis Media Management

What is Advocacy Getting those in Power and Interest to Act In the Interests of those without Power and Influence Broadly three types: People-Centred Policy Political

Advocacy…. “The pursuit of influencing outcomes including public-policy and resource-allocation decisions within political, economic and social systems and institutions that directly affect people’s lives.” - Advocacy for Social Justice,2001

Advocacy….. Gathering, Organiszing and formulating information and data into effective argument-which are then communicated to policy –makers (for e.g) through selected methods to change an existing situation

What is Communication? Communication is Purposeful Relaying Message( s) from a Sender through a Medium to a Receiver The Question goes to Participants first

Can Public Health Be Badly Communicated

What is Media Advocacy Deliberate use of the mass media to advance behavioural changes or to promote social or public policy initiatives.

Why Media Advocacy? It has huge capacity for creating mass awaresness Trusted by the public and policy makers Connects behavioural change to political and policy agendas Feared by the Industry It is a contested space

Components of Media Campaign Context The Message The Messenger/ Encoder Mediums/channel The receivers/Decoder Feedback Components of Media Campaign

Steps to creating Media Advocacy Campaign Develop Develop a theory of change Frame Frame the issue Identify Identify your publics. who do you want to influence: Adults, young people, community, specific professionals Policy makers, government agents, legislators (local, national) Pick Pick your tools/medium

You Must be SMART Specific Measurable Achievable Realistic Time-bound

Tools Traditional : Newspapers, Radio, TV, Outdoor: Billboard, Mobile advert? Social Media: SMS, Facebook, Twitter, Instagram, WhatsApp etc. Community Outreach: Rallies , roadshows, Mobile Theater , Town halls, community meetings etc. (can be integrated into media campaign planning)

Tools No one size fits all approach, each campaign is unique

Tips for Effective Media Advocacy Train Journalists, parliamentarians, law enforcement agencies Yourself Recruit Professionals into TC campaign (Health, Lawyers, Economists)

TIPS Planned – clear and result in mind Keep Message Simple and concrete : AIDS KILLS Appeal to emotions Support individual behavior change : DON’T CONDEMN VICTIMS Build momentum : BE CONSISTENT Integrate messages into a variety of media Institutionalize messages Focus on the benefits

Tips Think of/deal with the media as a beautiful bride Be knowledgeable Have a Media plan If budget permits, engage a professional Keep and regularly update your media list/contacts Everybody likes freebees but don’t bribe Create effective media worthy events Build partnerships not transactional relationship

Crisis Media Management

Crisis Media Management Expect Backlash- These comes in various forms Stay on Message Always set the media agenda Don’t panic Sometimes, Silence is Golden

ALWAYS BE PREPARED

Devloping Advocacy Plan

Developing Media Plan