Tools
Effective use of media is also a critical tool in any advocacy campaign. Media enables public health advocates who gain access to capture public attention on behalf of a particular issue or policy change. Media has often turned the tide by informing the public (and policy makers in particular) of a particular problem; providing ideas and opportunities for public action; and facilitating a shift in the focus from policy that holds individuals accountable to policies that seek to effectively regulate institutional actors as well. Your action plan should also include how you plan to use the media.
MEDIA PLANNING CONSIDERATIONS: A Checklist
Write here your main three program goals:
List three goals for your work with the media. At least one should be related to your program goals:
Whom do you want to reach? Remember any targets you identified.
| Organization/ Constituency | Why do we want them? | What do we want them to do? | WWhat do they care about? (values, vulnerabilities) | What/whom do they read, watch, listen to? |
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What are you trying to communicate? Try to distill your message into a 25-word (maximum) statement that will get the point across. Remember: a message is not the same as a soundbite. It is the overall theme you are trying to communicate.
What are good images for conveying this message?
Who are good spokespeople for conveying the message?
What are the best media for conveying this message for each target?
(List targets and choose one or more that fit. Try to focus on not more than three)
- __Large Academic Publications
__Professional development or journal articles
__News media: ___ print ___ radio ___ television __ on-line __ opinion
__Entertainment media
__Other on-line media
__Personal networks
__Other ________________________________________________
List arguments of the opposition:
Develop two soundbites that convey your message and address important issues raised by the opposition. (Remember: you are not debating them. You are delivering the message.)
Planning
List upcoming events and products, date they are scheduled to be completed and whether they have any piggybacking opportunities:
Event/Product Date to be done Media opportunities
List other events and products you know about (annual conferences, anniversaries, etc., that provide opportunities to communicate with others and advance your goals:
Organize these events in chronological order and prioritize which are the communications opportunities you’d like to follow up on.
Identify what tasks need to be done and by whom in order to complete the follow up:
