SLIDE 1 Media Advocacy: Using the Media to Accomplish Your Policy Goals Administration on Developmental Disabilities Technical Assistance Institute Youth Information, Training and Resource Centers Grantees August 11, 2006 Anne Marie O'Keefe, Ph.D., J.D. SLIDE 2 The reasonable man adapts himself to the world, the unreasonable man persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man. -- George Bernard Shaw SLIDE 3 Media Advocacy The strategic use of mass media and community advocacy to advance a social or public policy goal. SLIDE 4 A movement-building, strategic use of media and community advocacy to advance social or policy change. Generally (but not always) focused on influencing free/earned media. Uses the media to make structural changes that will affect individual decisions. SLIDE 5 Traditional Media Professional Message Development Reinforces individual responsibility Focus on shaping public attitudes Gives people a message Takes care of media for community Media Advocacy Collaborative message development Reinforces social responsibility Focuses on policy Gives people a voice Trains the community in media skills SLIDE 6 Media Advocacy: Shifting Focus Problem Definition at Individual Level It takes a lot of education to change people's eating habits. People should exercise more. Families should take care of their own problems. Problem Definition at Social Level Available food choices should be healthy. Communities should be planned for healthy lifestyles. Government's chief responsibility is the health, safety, and welfare of their citizens. SLIDE 7 Traditional Media Presumes Problems are caused by individuals' lack of information There is an information gap Media Advocacy Presumes Problems are caused by individuals' lack of power to change policy There is a power gap SLIDE 8 Compared to PR, Media Advocacy Is More concrete More focused on a particular policy goal More decentralized, community-based, and community-owned More flexible and opportunistic More credible SLIDE 9 What Does Media Advocacy Do? Changes (reframes) the way decision-makers look at community issues or problems Creates a reliable, consistent stream of publicity (media focus) for your issues and activities Explains how these problems could and should be solved Motivates community members and policymakers to get involved SLIDE 10 Framing for Action Translate individual problems into social issues Present a solution Assign primary responsibility Make it practical Develop pictures and images Tailor your message SLIDE 11 Plan Your Media Campaign / Media Intervention Communication plan Goals Objectives Strategy Audience Message Evaluation Time line SLIDE 12 Media Strategies What is the goal, in precise and realistic terms? What is the message, in clear, simple terms? Who is the target audience? What outlets are best to disseminate the message and reach the target? What should the audience do when they have heard the message? What help will you need? SLIDE 13 Developing Your Message K.I.S.S. Begin with research Resonate with your audience Common core set of values Based on what audience wants, not on what you think they need Aim for high impact Test, revise, test, revise, test SLIDE 14 Maximizing Your Media Coverage Know the beats Understand your media markets Respond quickly to requests for information Provide usable information Be honest and straightforward Remember media relations Research what you don't know SLIDE 15 Ground Rules for Effective Media Advocacy Media: A means, not an end Keep your eyes on the prize Media is limited; the competition is not Media advocacy is only one part All that counts is the message received Most media is local SLIDE 16 Tips for Successful Media Advocacy Develop your media strategy Ask the 6 questions Media Relations / Public Relations Needs / benefits are mutual Call when you don't need something No permanent friends, no permanent enemies Track the reporters on your beat Credibility is your currency SLIDE 17 Frame your story Make your story newsworthy Never assume the reporter (or your audience) has background information Localize, humanize, personalize Anticipate and defuse your opposition Accessing the Media News Conferences News Briefings SLIDE 18 Communicating with the media Press Release News Advisory News or Feature Release Tickler (something that prompts to action) Pitch Letter Media Presentations Prepare your biography (1-page) Do your research Keep language simple and direct Speak in bites (small short concise pieces of information)