Doing Media Advocacy
For better or worse, media are clearly central to setting the public agenda, with news media playing a particularly important role as the public’s “official story.” It is virtually a given that what story is chosen for coverage and how it is covered largely determine public sentiment—especially among public officials. You’ve probably already found in your planning process that getting coverage for your work is absolutely critical if you are to be successful in your advocacy efforts. The following section provides a framework for how to initiate this media work. There will be additional links to other Praxis Project media planning tools throughout this section.
Set clear goals. What are you trying to accomplish? What outlets are you trying to reach? This is the most important step in preparing for media advocacy because it will define what you communicate about and to whom you’ll be communicating. Identifying goals require an honest assessment of the group’s strengths and weaknesses, the political climate, and thorough research of the available options.
Know who you are talking to. Most media advocacy is focused on policymakers because it is policymakers that have the power to enact the desired change. In some cases, groups use media advocacy to mobilize supporters as a preliminary step to targeting policymakers. It’s important to note that although media can support organizing goals, it can never be a substitute for organizing. That's why most groups shape their media strategy to target policymakers and support their organizing.
Spend time researching how your "targets" get their information. Most elected officials and other gatekeepers read the editorial pages of local newspapers to gauge community concerns. Television news also helps set the public agenda and affects the “public conversation” on a particular issue. In any case, identifying the target will help shape a more effective and efficient strategy.
Know what you're saying. Now you are ready to take the final step in preparation: developing a message. A message is not a soundbite or a slogan (although it can help shape them). It is the overarching theme that neatly frames your initiative for your target audience. Messages should be relatively short, easy to understand, emotive and visual. The message should reflect the hard work and research that went into developing the initiative and should be supportive of the overall strategy.
It's best to test messages on friends and co-workers — especially those who are not familiar with your issue. Colleagues working on similar issues are another good resource. Listen carefully to feedback: Did the message convey the importance of your issue? Did they "get" it? Keeping your target in mind, use the input to help shape and refine your message.
More on Media Planning:
- Getting Ready for Media Advocacy (PDF, 82K)
- Media Planning Template (PDF, 64K)
Identifying Your Stories
It’s important to translate the issue from abstract cuts into human stories. What are the compelling stories behind your state's budget negotiations? Here are some places to start looking. It works best when these stories are juxtaposed against “bad” spending priorities.
POTENTIAL STORY THEMES
WHERE TO BEGIN
Raising new revenues
How long has it been since new revenues were raised? How much do these revenues really amount to when you control for inflation? What are some cool proposals? Any recent tax cuts causing problems. Can you compare increases in regressive taxes and decreases in progressive ones?
Pulling open
the budget curtainWhat's the real process? What non-electeds have influence? FOIA the agency that does the budget prep work to get the real details.
Health and health care
threats and lossesWhat's at stake? Who will be hurt? What cuts have broad impact if only the public knew?
Cessation and treatment makes a difference
A grandma who was finally able to quit smoking. A cancer survivor receiving program support. In what ways is our work making a difference?
Youth programs and interventions
that changed livesAre young people learning important lessons of democracy and activism? Better indicators for youth health and well being? Let the public know.
Losing community resources
Are there losses and threats beyond health? Jobs? Buildings? Parks? Tally it up and tell the stories.
Who's on the front lines
Who’s hit the hardest by the cuts? Who's protected? If your state is like most, it's children, women, people of color and seniors that will be hurt the most. Look for disparate impact, bias, and unfairness. Look for who benefits: big business? Politician pet programs?
Making the case for
developing the public and
non-profit sectors as a vital part of the economyCutting public and nonprofit jobs hurts the economy even more than losing private sector (especially service) jobs. With state budget cuts, you lose important higher wage jobs with benefits and local spending power. What's the percentage of public and nonprofit jobs in your state? In many states, about one in five jobs is created in the public or nonprofit sector. Some states are closer to one in four. It's important that reporters understand that these jobs and programs are not mere fiscal "pork". They are important engines of the state economy.
