Principles of Principles of Media AdvocacyMedia Advocacy

CHS 438-Lecture 4 CHS 438-Lecture 4

Ebtisam Fetohy, 2012Ebtisam Fetohy, 2012

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““The responsibility of news coverage does The responsibility of news coverage does not rest solely with news journalistsnot rest solely with news journalists صحفي صحفي”.”. األخباراألخبار

——Berkeley Media Studies GroupBerkeley Media Studies Group

““It’s not the reporter’s job to be It’s not the reporter’s job to be educatededucatedيتعلميتعلم , it’s the reporter’s job to , it’s the reporter’s job to report.” report.”

——Susan Rook, freelance reporterSusan Rook, freelance reporter

““If you don’t exist in the media, for all If you don’t exist in the media, for all practical purposes, you don’t exist.” practical purposes, you don’t exist.”

——Daniel Schorr, commentator, NPRDaniel Schorr, commentator, NPR2

OverviewOverview

Using the Media and Media Using the Media and Media AdvocacyAdvocacy

3 Steps to Media Advocacy3 Steps to Media Advocacy How to Develop a Media PlanHow to Develop a Media Plan Methods for Using the MediaMethods for Using the Media

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What Can You Use the What Can You Use the Media to Do?Media to Do?

You can:You can: Provide information to general Provide information to general

and specific groupsand specific groups Illustrate a point visuallyIllustrate a point visually Focus on solutionsFocus on solutions Create a sense of urgencyCreate a sense of urgencyاالضطراراالضطرار

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What Can Be Achieved Using the Media?

Creation of awarenessCreation of awareness Behavioral change on an individual levelBehavioral change on an individual level Influencing attitudes towards issues Influencing attitudes towards issues Shifting paradigmsShifting paradigms المتحركة المتحركة األمثلة األمثلة Undermining Undermining -زعزعة زعزعة-تقويض resistance to resistance toتقويض

changechange GeneratingGenerating stakeholder supportstakeholder support for for

policies and programs that we want to policies and programs that we want to advanceadvance

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Definition of Media Advocacy

Media advocacy is the Media advocacy is the

strategic usestrategic use of of mass mass mediamedia

to support community to support community organizing organizing

and advance healthy and advance healthy public public policiespolicies..

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Media advocacy uses a range of media Media advocacy uses a range of media and advocacy strategiesand advocacy strategies……

To stimulate To stimulate لتحفيزلتحفيزbroad-based broad-based العريضةالعريضة coverage…coverage…

In order to reframe In order to reframe تأطير تأطير يعيد and shape and shape يعيد…public discussion about a health issue…public discussion about a health issue شكلشكل

To increase support for and advance…To increase support for and advance…

healthy public policies.healthy public policies.

Using Media AdvocacyUsing Media Advocacy

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Using Media AdvocacyUsing Media Advocacy

Media advocacy can be used to:Media advocacy can be used to: Shape public debateShape public debate نقاشنقاش Speak directly with those of influenceSpeak directly with those of influence Apply pressure to decision makersApply pressure to decision makers

It is a tactic It is a tactic وسيلةوسيلة for community for community groups and others to communicate groups and others to communicate their own story in their own words to their own story in their own words to promote social change. promote social change.

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Using Media vs. Media Using Media vs. Media AdvocacyAdvocacy

Seeks to mobilize Seeks to mobilize communitycommunity

Motivates social and Motivates social and political involvement political involvement

Develops healthy Develops healthy public policiespublic policies

Focuses on the power Focuses on the power gapgap

AccessAccess: news desk: news desk

SeeksSeeksيريديريد to inform to inform people about health people about health problemproblem

Motivates individuals to Motivates individuals to change own behaviorchange own behavior

Develops health Develops health messagesmessages

Focuses on information Focuses on information gapgap

AccessAccess: public affairs : public affairs deskdesk شئونشئون 9

How can media advocacy be used to advance environmental

change?Media advocacyMedia advocacy can shift the mass can shift the mass media’s focus:media’s focus:

From individual factors that contribute to From individual factors that contribute to (alcohol or drug (AOD) use (alcohol or drug (AOD) use

To To focus onfocus on social changesocial change From simply providing health information From simply providing health information

To To promoting healthy communitiespromoting healthy communities From giving people a message about their From giving people a message about their

personal health personal health To To giving communities a voicegiving communities a voice in in

defining and acting on public health issues.defining and acting on public health issues.10

Three Steps to Media Three Steps to Media AdvocacyAdvocacy

Media Advocacy entailsMedia Advocacy entailsيتطلبيتطلب ::

1.1. Setting the agendaSetting the agenda جدول جدولgetting media attention/getting media attention/ االعمالاالعمال

2.2. Framing or shaping the debateFraming or shaping the debate

3.3. Advancing specific solutions or Advancing specific solutions or policiespolicies

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1.1. Setting the agenda/Getting Setting the agenda/Getting Media Attention: Media Attention:

ControversyControversyخالفخالف Milestone Milestone

عالمات/ عالمات/معالم معالم Anniversary Anniversary ذكرىذكرى Irony Irony سخريةسخرية Celebrity Celebrity شهرةشهرة

BreakthroughBreakthroughاالخترااالخترا قق

LocalizeLocalize الموضعالموضع PersonalizePersonalize أضف أضف

الشخصي الشخصي الطابع الطابع Injustice Injustice الظلمالظلم

Is there a “hook” Is there a “hook” تعليقتعليقthat you can that you can capitalize on? capitalize on? منه منه تستفيد تستفيد

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2. Framing or shaping the 2. Framing or shaping the debatedebate

Everything cannot be said about every Everything cannot be said about every issueissueقضيةقضية in every storyin every story

Tell the audience what is important Tell the audience what is important about the story; create the meaning.about the story; create the meaning.

The process for selecting what is left The process for selecting what is left in and what is left out is called in and what is left out is called framing.framing.

Who the audience deems Who the audience deems responsible for fixing the problem responsible for fixing the problemيعتقديعتقدdepends on how the story is framed.depends on how the story is framed.

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Framing for content/2Framing for content/2

Translate individual problem to Translate individual problem to social issuesocial issue

Assign Assign خصصخصص primary responsibilityprimary responsibility Present solutionPresent solution Make Make ضعضعpractical/policy appealpractical/policy appeal Develop pictures and imagesDevelop pictures and images Tailor Tailor -فصل فصل-خطط to audienceto audienceخطط

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So often media reports on problems So often media reports on problems (murder, mayhem(murder, mayhemالفوضىالفوضى ); rarely ); rarely does it offer solutions does it offer solutions

If “solution” is offered, the focus is If “solution” is offered, the focus is on what individuals can do to:on what individuals can do to:

A.A. Protect themselves or Protect themselves or

B.B. Improve their healthImprove their health ReframeReframe:: How can society make the How can society make the

environment healthier and safer for environment healthier and safer for its peopleits people??

AnswerAnswer: : public policy changepublic policy change

3. Advancing specific policy 3. Advancing specific policy solutionssolutions

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Developing a Media Plan

Define Goals and ObjectivesDefine Goals and Objectives Identify and Target Your Identify and Target Your

AudienceAudience Develop Your MessageDevelop Your Message Develop Story IdeasDevelop Story Ideas Define Action StepsDefine Action Steps

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E.g., Objectives of Media Advocacy:Goal: Restrict social availability of Goal: Restrict social availability of

alcoholalcoholObjectives:Objectives: Raise awareness of easy access to alcoholRaise awareness of easy access to alcohol Demonstrate connection between alcohol Demonstrate connection between alcohol

and consequences: vandalismand consequences: vandalismتخريبتخريب , noise, , noise, assaults assaults اعتداءاتاعتداءات, etc. , etc.

Gain support of community agencies and Gain support of community agencies and campuscampus الجامعي الجامعي الحرم officials to support officials to support الحرمpolicies to reduce social accesspolicies to reduce social access

Exert Exert مارسمارس pressure on local pressure on local officialsofficialsمسئولينمسئولين to adopt policiesto adopt policies 17

Who is the target of Media Advocacy? Decision makers and opinion leadersDecision makers and opinion leaders: :

A.A. Politicians, Politicians, B.B. Government regulators, Government regulators, C.C. Community leaders, Community leaders, D.D. Business owners, Business owners, E.E. Newspaper editorsNewspaper editorsمحررومحررو Those who can Those who can exert pressureexert pressure on decision on decision

makers:makers:A.A. Alumni, Alumni, الخريجونالخريجونB.B. Local residentsLocal residentsسكانسكان , , C.C. Law enforcementLaw enforcement قانون قانون تطبيق تطبيق The The public at largepublic at large who must be educated who must be educated

about the issue and solutionsabout the issue and solutions18

Develop Your Message

Keep it simple: think in Keep it simple: think in sound bites: sound bites: قصيرة قصيرة تعليقات تعليقات

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?

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Define Action Steps

Look at calendar and plan for Look at calendar and plan for opportunitiesopportunities

Build a media list with contact Build a media list with contact informationinformation

Identify and begin to work with Identify and begin to work with reportersreportersمراسلينمراسلين

DeviseDevise - استنبط- اخترع -دبر استنبط- اخترع system for system for دبرmonitoring mediamonitoring media

Develop a press kitDevelop a press kit أدوات- مجموعة أدوات- مجموعة مجموعة مجموعة Meet with editorial boardsMeet with editorial boardsمجالسمجالس Write letters to the editorWrite letters to the editor 20

Let’s brainstorm Let’s brainstorm نفكر نفكر how to how to بإبداعبإبداع

frame messages frame messages to support a partyto support a partyحزبحزب

ordinanceordinanceنظامنظام

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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

Case StudiesCase Studiesin Public Healthin Public Health

Advocacy in Health Advocacy in Health Education and Education and

Health PromotionHealth Promotion

Smokeless

Tobacco

Tobacco advertising in printed media and

outdoor advertising

Prohibition of smoking in restaurants and other

public indoor premises مراسلي

Control of TobaccoControl of Tobacco(CT)(CT)

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

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

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

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

Tseung Kwan O DistrictTseung Kwan O District

Kwai Tsing DistrictKwai Tsing District

Central & WesternCentral & WesternDistrictDistrict

Hong Kong Healthy Schools Award Hong Kong Healthy Schools Award Scheme Opening CeremonyScheme Opening Ceremony

20 May 200120 May 2001

Hong Kong Healthy Schools Award Hong Kong Healthy Schools Award Scheme Opening CeremonyScheme Opening Ceremony

20 May 200120 May 2001

Political Will

To introduce, implement and enforce tobacco control measures

Political support from: Minister of Health Minister of Labor Minister of Finance

Departments support

THANK YOU