Using Media Advocacy to Influence Policy*

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Using Media Advocacy to Influence Policy*

Health Promotion Strategies & Tactics (COH430)

National University

* Bensley, R.J., & Brookins-Fisher, J. (2009). Community health education methods. Third edition. Boston: Jones and Bartlett Publishers, Inc.

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Chapter 14 Learning Objectives

1. Identify and explain steps for developing effective media advocacy.

 

2. Explain a health education media strategy.

 

3. Develop a media message strategy.

 

4. Discuss tips and techniques for successful media advocacy.

 

5. Identify strategies to overcome challenges in media advocacy.

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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Policy

 

  • The primary tool available to the public for influencing social conditions and environments

Using Media Advocacy to Influence Policy

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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Steps for Developing Effective Media

Advocacy Campaigns

 

    • Organize an approach to communications

 

  • Develop overall strategy
  • Ultimate goal of the campaign
  • Media Advocacy
  • Message Strategy
  • Access Strategy

Using Media Advocacy to Influence Policy

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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Develop overall strategy:

Clarify, articulate, justify the desired change.

  • Ask: “What changes will improve the public’s health?”
  • What is problem or issue
  • What is a solution or policy- the desired outcome?
  • Who has the power to make the necessary change?
  • Who must be mobilized to apply pressure

Develop Media Strategy

 

  • Differs from traditional public health campaigns
  • Media Advocacy
  • Use of mass media to advance public policy by applying pressure to policymakers

Media Advocacy differs from PH Campaigns – HOW?

  • Links social problems to inequities in society rather than individuals
  • Alter public policy not personal behavior
  • Focus is on reaching policymakers not those with the problem
  • Work with groups to increase participation

Using Media Advocacy to Influence Policy

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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Develop Message Strategy

 

    • Framing

 

    • Portrait vs. landscape
    • Individual vs social

 

    • Message components
    • P.373

 

  • Access strategy

Using Media Advocacy to Influence Policy

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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Tips and Techniques for Successful

Media Advocacy

 

    • Calculate social math
    • Review examples: p. 379

 

    • Localize stories

 

    • Evaluate authentic voice

 

  • Reuse the news

Using Media Advocacy to Influence Policy

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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Overcoming Challenges

 

    • Avoid murky strategies
    • Message needs to be clear and target well defined

 

    • Avoid institutional constraints

 

    • Distraction by opposition

 

  • Stay on message

Using Media Advocacy to Influence Policy

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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Outcomes

 

    • Increase skills

 

    • Better relationships

 

  • Increased visibility and influence

Using Media Advocacy to Influence Policy

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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Summary

 

  • Media advocacy is the right choice when public demands must be made and pressure brought to bear on decision makers to protect and promote the public’s health

Using Media Advocacy to Influence Policy

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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Public Health System and Services

The Public Health System

The post Using Media Advocacy to Influence Policy* appeared first on Infinite Essays.

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