DRAFT PROGRAMME ADVOCACY COURSE

1
DRAFT PROGRAMME ADVOCACY COURSE DAY 3 SESSION
9 Creating the message Quiz 5 Creating the
message SESSION 10 Working with the media
(1) Website development Working with the
media Writing a press release Developing
websites Sound bite 5
2

• Basic Principles of Media Advocacy
• Be Flexible, Spontaneous, and Creative
• Seize the Initiative/ Don't be Intimidated
• Stay Focused on the Issues
• Make it Local/Keep it Relevant
• Know the Medium
• Target Your Media Messages
• Make Sure Your Media Know and Trust You
• Your Best Spokesperson May Be Someone Else
• Wit and Humor Have Many Uses and Virtues

3

• LEARNING ABOUT THE MEDIA
• gather information about the operating policies,
  audiences, deadlines, and key personnel of local
  media that might be interested in covering your
  story
• Note who is writing or reporting about your issue
  and where.
• See which media outlets -- newspaper, radio,
  television -- spend the most time on legislative
  issues.
• Identify the particular journalists who cover
  issues related to your issue and become familiar
  with their style.

4

• Strategies for Gaining Access to the Media
• Creative Epidemiology
• Localizing Statistics
• Public Policy Implications
• Timely Reaction to the General News Environment
• Turning the Tables on the Alcohol Industry
• Distortions of Science
• Marketing, Advertising, and Promotional Excesses
  and Abuses
• The Misuse of Philanthropy
• Political Excesses
• Public Policy Initiatives are Newsworthy
• Promoting Public Policy Role Models
• Creating News with Created Events
• Public Service Announcements
• Paid Advocacy Advertising

5

• Guidelines to increase the chances for media
  coverage of your issue
• Make sure the information is timely.
• Localize the issue.
• Accent the human interest angle.
• Demonstrate support for your issue.
• Always make sure that your sources are credible.

6

• FRAMING YOUR ISSUE
• Frame the position positively
• negativity and defensiveness make the message
  less appealing and identifiable.
• Present yourself and the issue as pro-safety,
  pro-health, and pro-freedom from public hazards
  and death.
• Speak on behalf of the public, citizens, and
  community, not supporters of specific action
  or legislation.
• Come across as representing the community, not a
  special interest group.
• Do what you can to frame opponents in a negative
  context.

7

• ORGANIZING MATERIALS ON YOUR ISSUE
• Background information and position papers.
• Fact sheets and Q A brochures.
• Quotes or endorsements on your issues by
  prominent legislators and authorities.
• Biographies of issue spokespeople and
  organizational contacts.
• A news release.

8

• DELIVERING A STORY
• If you call, be particularly sensitive about
  time.
• Its a good idea to start out a three or four
  sentence by asking whether the call comes at a
  convenient time, or whether another time is
  better.
• Get right to the point. Dont argue if theres
  no interest in the story go on to deliver it to
  someone else.
• Leap on expressions of interest with offers of
  more information, then and later.
• Dont linger unless you feel a strong invitation
  to do so.
• Follow up immediately on anything youve promised.