1. Principles of Media Advocacy CHS 438-Lecture 4 Ebtisam Fetohy, 2012 1

2. “The responsibility of news coverage does not rest solely with news journalists صحفي الأخبار.” —Berkeley Media Studies Group “It’s not the reporter’s job to be educated يتعلم, it’s the reporter’s job to report.” —Susan Rook, freelance reporter “If you don’t exist in the media, for all practical purposes, you don’t exist.” —Daniel Schorr, commentator, NPR 2

3. Overview Using the Media and Media Advocacy Using the Media and Media Advocacy 3 Steps to Media Advocacy 3 Steps to Media Advocacy How to Develop a Media Plan How to Develop a Media Plan Methods for Using the Media Methods for Using the Media 3

4. What Can You Use the Media to Do? You can: Provide information to general and specific groups Provide information to general and specific groups Illustrate a point visually Illustrate a point visually Focus on solutions Focus on solutions Create a sense of urgency الاضطرار Create a sense of urgency الاضطرار 4

5. What Can Be Achieved Using the Media? Creation of awareness Creation of awareness Behavioral change on an individual level Behavioral change on an individual level Influencing attitudes towards issues Influencing attitudes towards issues Shifting paradigms الأمثلة المتحركة Shifting paradigms الأمثلة المتحركة Undermining تقويض - زعزعة resistance to change Undermining تقويض - زعزعة resistance to change Generating stakeholder support for policies and programs that we want to advance Generating stakeholder support for policies and programs that we want to advance 5

6. Definition of Media Advocacy Media advocacy is the strategic use of mass media to support community organizing and advance healthy public policies. 6

7. Media advocacy uses a range of media and advocacy strategies … To stimulate لتحفيز broad-based العريضة coverage… To stimulate لتحفيز broad-based العريضة coverage… In order to reframe يعيد تأطير and shape شكل public discussion about a health issue… In order to reframe يعيد تأطير and shape شكل public discussion about a health issue… To increase support for and advance… To increase support for and advance… healthy public policies. Using Media Advocacy 7

8. Media advocacy can be used to: Media advocacy can be used to: Shape public debate نقاش Shape public debate نقاش Speak directly with those of influence Speak directly with those of influence Apply pressure to decision makers Apply pressure to decision makers It is a tactic وسيلة for community groups and others to communicate their own story in their own words to promote social change. It is a tactic وسيلة for community groups and others to communicate their own story in their own words to promote social change. 8

9. Using Media vs. Media Advocacy Seeks to mobilize community Seeks to mobilize community Motivates social and political involvement Motivates social and political involvement Develops healthy public policies Develops healthy public policies Focuses on the power gap Focuses on the power gap Access: news desk Access: news desk Seeksيريد to inform people about health problem Motivates individuals to change own behavior Develops health messages Focuses on information gap Access: public affairs شئون desk 9

10. 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 From individual factors that contribute to (alcohol or drug (AOD) use  To focus on social change From simply providing health information From simply providing health information  To promoting healthy communities  To promoting healthy communities From giving people a message about their personal health From giving people a message about their personal health  To giving communities a voice in defining and acting on public health issues.  To giving communities a voice in defining and acting on public health issues. 10

11. Three Steps to Media Advocacy Media Advocacy entails يتطلب : 1.Setting the agenda جدول الاعمال /getting media attention 2.Framing or shaping the debate 3.Advancing specific solutions or policies 11

12. 1.Setting the agenda/Getting Media Attention: Controversy خلاف Controversy خلاف Milestone معالم / علامات Milestone معالم / علامات Anniversary ذكرى Anniversary ذكرى Irony سخرية Irony سخرية Celebrity شهرة Celebrity شهرة Breakthroughالاختراق Localize الموضع Personalizeأضف الطابع الشخصي Injustice الظلم Is there a “hook” تعليق that you can capitalize on? تستفيد منه 12

13. 2. Framing or shaping the debate Everything cannot be said about every issue قضية in every story Everything cannot be said about every issue قضية in every story Tell the audience what is important about the story; create the meaning. 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. The process for selecting what is left in and what is left out is called framing. Who the audience deems يعتقد responsible for fixing the problem depends on how the story is framed. Who the audience deems يعتقد responsible for fixing the problem depends on how the story is framed. 13

14. Framing for content/2 Translate individual problem to social issue Translate individual problem to social issue Assign خصص primary responsibility Assign خصص primary responsibility Present solution Present solution Make ضع practical/policy appeal Make ضع practical/policy appeal Develop pictures and images Develop pictures and images Tailor خطط - فصل to audience Tailor خطط - فصل to audience 14

15. So often media reports on problems (murder, mayhem الفوضى ); rarely does it offer solutions So often media reports on problems (murder, mayhem الفوضى ); rarely does it offer solutions If “solution” is offered, the focus is on what individuals can do to: If “solution” is offered, the focus is on what individuals can do to: A. Protect themselves or B. Improve their health  Reframe: How can society make the environment healthier and safer for its people?  Answer : public policy change 3. Advancing specific policy solutions 15

16. Developing a Media Plan Define Goals and Objectives Define Goals and Objectives Identify and Target Your Audience Identify and Target Your Audience Develop Your Message Develop Your Message Develop Story Ideas Develop Story Ideas Define Action Steps Define Action Steps 16

17. E.g., Objectives of Media Advocacy: Goal: Restrict social availability of alcohol Objectives: Raise awareness of easy access to alcohol Raise awareness of easy access to alcohol Demonstrate connection between alcohol and consequences: vandalism تخريب, noise, assaults اعتداءات, etc. Demonstrate connection between alcohol and consequences: vandalism تخريب, noise, assaults اعتداءات, etc. Gain support of community agencies and campus الحرم الجامعي officials to support policies to reduce social access Gain support of community agencies and campus الحرم الجامعي officials to support policies to reduce social access Exert مارس pressure on local officials مسئولين to adopt policies Exert مارس pressure on local officials مسئولين to adopt policies 17

18. Who is the target of Media Advocacy? Decision makers and opinion leaders: Decision makers and opinion leaders: A. Politicians, B. Government regulators, C. Community leaders, D. Business owners, E. Newspaper editors محررو Those who can exert pressure on decision makers: Those who can exert pressure on decision makers: A. Alumni, الخريجون B. Local residents سكان, C. Law enforcement تطبيق قانون The public at large who must be educated about the issue and solutions The public at large who must be educated about the issue and solutions 18

19. Develop Your Message Keep it simple: think in sound bites: تعليقات قصيرة What is the problem? What is the problem? What is the solution? What is the solution? Who needs to act? How? Who needs to act? How? 19

20. Define Action Steps Look at calendar and plan for opportunities Look at calendar and plan for opportunities Build a media list with contact information Build a media list with contact information Identify and begin to work with reporters مراسلين Identify and begin to work with reporters مراسلين Devise دبر - اخترع - استنبط system for monitoring media Devise دبر - اخترع - استنبط system for monitoring media Develop a press kit مجموعة - مجموعة أدوات Develop a press kit مجموعة - مجموعة أدوات Meet with editorial boards مجالس Meet with editorial boards مجالس Write letters to the editor Write letters to the editor 20

21. Let’s brainstorm نفكر بإبداع how to frame messages to support a party حزب ordinance نظام 21

22. It reaches mass audiences, including key political and bureaucratic decision makers. -If well informed about the process of news reporting, public health advocates may be in the position of influencing journalist to report issues in ways more consonant تتفق with public health objections

23. Case Studies in Public Health Advocacy in Health Education and Health Promotion

24. Smokeless Tobacco

25. Tobacco advertising in printed media and outdoor advertising

26. Prohibition of smoking in restaurants and other public indoor premises مراسلي

28. Control of Tobacco (CT)

30. The Asia Pacific Association for the Control of Tobacco (APACT) recognizes that tobacco use is a major cause of death in the Asia-Pacific region: The current pandemic of tobacco-related diseases is causing tremendous harm and an excessive burden on the economy. Everyone, especially children, has the right to live in a tobacco-smoke free environment. The Hong Kong Declaration APACT 2001

31. Of all the children alive today in Asia, a conservative estimate is that at least 150 million will eventually be killed by tobacco. There is a need for an urgent effort to contain this pandemic of tobacco-related diseases as well as its terrible effects on the environment and the economy. If it is to effectively prevent young people from smoking, it must be a comprehensive programme directed at the entire community. The Hong Kong Declaration APACT 2001

32. A comprehensive regional tobacco control policy: An end to all tobacco advertising Increase in taxes Protection of youth Regulation and control of tobacco products The Hong Kong Declaration APACT 2001

33. Eight Healthy Cities in Hong Kong Tseung Kwan O Wan Chai Central & Western Kwai Tsing Tsuen Wan Sham Shui Po Wong Tai Sin Tai Po Healthy Cities

34. Tseung Kwan O District Kwai Tsing District Central & Western District

35. Hong Kong Healthy Schools Award Scheme Opening Ceremony 20 May 2001 Hong Kong Healthy Schools Award Scheme Opening Ceremony 20 May 2001

41. Political Will To introduce, implement and enforce tobacco control measures Political support from: Minister of Health Minister of Labor Minister of Finance Departments support

42. THANK YOU