Media Advocacy Questions
1) Do you have a policy goal?
Unlike public relations and social marketing, media advocacy always promotes policy change. You’ll be ready for media advocacy when you’ve decided what you want to change. Although you may know what the problem is, you should be ready to propose a solution and give some focus to your advocacy. It might seem like a good idea to work with the media to increase the visibility of your organization or educate the public about alcohol-related problems. But before you launch a public education campaign, consider taking the time to identify at least one realistic and workable solution. You will expend a great deal of effort to attract attention from the media. Don’t miss the opportunity to propose a policy change!
2) Who has the power to make the desired policy change?
Assuming that you have a clear policy goal, you must determine who has the power to make the change you seek. Is it the CEO of Anheuser-Busch, a private institution or a legislative body? Finding your target (who it is you need to convince, persuade or shame into action) is important for any advocacy campaign—it allows you to prioritize your outreach to media that your target is likely to see. You don’t want to waste energy earning coverage that your target is likely to ignore.
3) Do you have community support for your policy goal?
The alcohol-related problem you wish to address is serious and urgent—and your proposed solution may be absolutely brilliant. But, since you are asking for a policy change, you are likely to face some opposition. Building a base of community support before you go public is usually a good idea. Demonstrating that you are not alone in wanting to change policy to prevent alcohol-related problems increases the chances that your proposal will be taken seriously.
4) Are you ready for the tough questions?
You are more likely to attract media attention if your proposal is controversial. Journalists will interview people who oppose you and they will not hesitate to ask you tough questions about the practicality, effectiveness, and legality of the policy that you are promoting. Even if you’re sure that you’ve thought of everything, be prepared to answer a few difficult questions.
5) Is media advocacy the right tool for the job?
Media advocacy is a potentially powerful tool and it can be fun and exciting. But media advocacy is not always the best way to accomplish policy change. Earning media attention can be time consuming and labor intensive. In a world of limited resources it is important to stop and think about whether there is a better or easier way to reach your goal.
Getting Started
Once you've decided that Media Advocacy is for you, use your local newspapers, radio shows and other media to build support for substance abuse policy change. Here are some ways to work with the press on your issue:
- Speak to the media on the phone or in person
- Build a relationship with your local reporters
- Write a letter-to-the-editor
- Get an Editorial Board Meeting
- Submit an op-ed (guest editorial)
- Hold a Press Conference
- Put out a Press Release
- Call Radio talk shows
The advantage of letters-to-the-editor and op-eds is that you can get your message out virtually unedited. When holding a media event or sending out a press release, you are dependent on the reporters and editors who write the story. With letters-to-the-editor and op-eds you have the opportunity to talk about your issue in your own words.
This information developed by the Marin Institute
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