Media Advocacy

1
Media Advocacy
Welcome toDay 2
Colorado Prevention Partners
Presenter Chuck Klevgaard

• Promoting Health and Changing Policy

2
Modules

• Introduction to Advocacy
• Key 1 Conducting Research
• Key 2 Framing The Issue
• Key 3 Gaining Access to the Media
• Key 4 Epidemiology / Data
• Lobbying and Advocacy
• Afternoon Work groups

3
Objectives

• Participants will be able to
• Define the terms associated with media advocacy
  in the field of prevention
• Identify media advocacy keys
• Recognize the use of advocacy keys in a case
  study
• Utilize a planning process that incorporates
  media advocacy to enhance an environmental
  strategy

4
What is Advocacy

• Advocacy is active promotion of a cause or
  principle
• Advocacy involves actions that lead to a selected
  goal
• Advocacy is one of many possible strategies, or
  ways to approach a problem
• Advocacy can be used as part of a community
  initiative, nested in with other components
• Advocacy is not direct service
• Advocacy does not necessarily involve
  confrontation or conflict

Central Region
5
The Role of Confrontation

• Can be confrontational but not a
  good place to start
• Why and when to choose advocacy
• Know allies and opponents
• You have the capacity
• Long term commitment

Central Region
6
The Role of Confrontation

• Goal to pass a local policy that restricts the
  number of liquor licensees in a neighborhood.
• Allies
• Opponents
• Strategies that you would consider

Central Region
7
Media Advocacy

• The strategic use of media to advance a social or
  public policy issue.
• Shifts the focus from the individual to societys
  laws, norms, and policies
• Based on the public health model
• Targets changes in the environment

Western Region
8
Goals of Media Advocacy

• Not media coverage but to effect change in public
  policy
• Communicate stories for the purpose of changing
  policies
• Shape debate around public policy

Western Region
9
Goals of Media AdvocacyPolicy, Shape the Debate
Western Region
10
Synergy

• Policy provides direction for the campaign
  strategy
• Social Marketing targets the specific behavior
  to encourage or discourage
• Branding brings the two together to create
  synergy
• Synergy refers to the phenomenon in which two or
  more discrete influences or agents acting
  together create an effect greater than that
  predicted by knowing only the separate effects of
  the individual agents.

11
Synergy
12
Having a Strategy

• What is the problem?
• What is the solution or policy approach?
• Who has the power to make it happen?
• Who must be mobilized
• What message will be most effective?

Western Region
13
MBTAAA Massachusetts Banding Together Against
Alcohol Ads

• Problem Ads on the T
• Solution Policy
• Power Grabowskis
• Mobilize Community Coalitions
• Message Youth dont want them

14
Preparing and Planning

• Principles
• http//ctb.ku.edu/tools/en/chapter_1030.htm

Western Region
15
Key 1Conducting Research - Why

• Research gives your advocacy substance.
• Research gives you new information to help make
  your case.
• Research can show you what's most likely to
  address your issue successfully.
• A Collective Responsibility
• Research can provide you with anecdotes and
  examples to use.
• Research can confirm what you were already sure
  of.
• Research allows you to make cost-benefit
  arguments.
• Research gives you credibility.
• Research can short-circuit the opposition.
• Research sets you up as the expert on the issue.

Western Region
16
Conducting Research - When

• When you're trying to get legislation passed
• When you're seeking to arouse community concern
  about an issue.
• When important programs or services or whole
  groups of people are under attack.
• When it's necessary to prevent harm
• When it's important in order to further the
  public interest

Western Region
17
Conducting Research - How

• Learn the basics about your issue
• Example server training, keg registration,
  advertising
• Know what you're going to use the information for
• Example press release, study, legislative
  briefing
• Check all your facts twice
• Be persistent
• Get Help

Western Region
18
Types of Research

• Academic Research
• Library, internet, journals,
  google scholar
• Interviews
• Experts, police chief, the license commissioner
• Surveys
• Studies
• Stories and Anecdotes

Western Region
19
Conducting Research

• Know the current facts and figures about a
  problem
• Know how solution has proven effective
• Use statistics creatively

20
Key 2 Framing the Issue

• What to include/exclude
• Focus on policies not individual behavior
• Focus on social accountability and institutional
  responsibility

Western Region
21
Framing the Issue
22
Key 3 Accessing The Media

• Connect Your Issue to Other Stories
• Monitoring The Media
• Make it Community-Based
• Write and Op-Ed
• Suggest a Story
• Press Release Example

Western Region
23
Connecting to Stories

• Connect Your Issue to Other Stories
• Search area papers
• http//www.gazette.com/

Western Region
24
Monitor the Media

• Monitoring The Media
• http//www.bostonnow.com/news/local/2007/09/20/bos
  ton-bellies-up-to-the-bar
• http//www.alcoholpolicymd.com/press_room/brochure
  s/alcohol_outlet_facts.htm
• Monitor Alcohol Industry and Local Alcohol
  Merchant Ads
• Look for Reports About Research on
  Alcohol-Related Problems

Western Region
25
Submit and Op-ed

• An op-ed is a guest opinion column found in the
  editorial section of your newspaper. As a member
  of the community, you can use it as a tool to get
  your message out in the local media.

Western Region
26
Tips For Your Op-ed

• Make it newsworthy by tying it to something
  specific. Examples of news hooks might include
  an upcoming vote on a piece of legislation or
  responding to a new ad campaign for beer that
  clearly targets youth.
• When possible, personalize your piece with an
  experience or anecdote. (Something as simple as
  As a mother of two, I believe could do the
  trick.)
• Be brief and to the point. Op-eds are usually 800
  words or less, and editors wont be happy about
  having to make your piece fit.
• Appeal to the average reader. Dont use technical
  language or jargon.
• Start and end with a bang. Draw the reader in
  with your first paragraph. Sum up your piece in
  the last paragraph with a strong message and call
  to action.
• If possible, recruit others to add to your
  by-line. Sometimes it helps to have an expert
  on the issue in order to get published. Or it
  might improve your chances to simply add other
  concerned members of the community to the
  by-line.
• Samples http//www.marininstitute.org/action_pac
  ks/media_advocacy3.htmoped

Western Region
27
Sample Op-ed

• Sample
• A Call to Action
• http//www.cspinet.org/booze/NAS_Action_TP.htm

Western Region
28
Alcohol Policies ProjectCSPI

• Strategizers
• Developed by the Community Anti-Drug Coalitions
  of America (CADCA), in collaboration with the
  Center for Science in the Public Interest (CSPI),
  to guide community coalitions working to reduce
  alcohol-related problems. 4.00 each.
• Increasing Alcohol Taxes to Fund Programs to
  Prevent and Treat Youth-Related Alcohol Problems
  (Strategizer Technical Assistance Manual 37)
• Alcohol Advertising Its Impact on Communities,
  and What Coalitions Can Do to Lesson That Impact
  (Strategizer Technical Assistance Manual 32)
• Preventing Youth Access to Alcohol from
  Commercial Sources (Strategizer Technical
  Assistance Manual 28)

29
Alcohol Policies ProjectCSPI www.cspinet.org/booz
e/taxguide/TaxFacts.htm

• Why Raise Alcohol Excise Taxes to Protect
  Underage Youth? PDF
• Beer Consumption Taxes PDF
• Public Attitudes and Opinions on Youth Access to
  Alcohol 82 of adults support raising alcohol
  taxes by five cents to fund underage drinking
  prevention and treatment programs.
• Myths Facts about Beer Taxes
• Talking Points on Beer Taxes

30
Key 3Gaining Access to The Media

• Building relationships
• Know who they are
• http//www.kidon.com/media-link/us_co.php
• http//www.coloradomediadirectory.com/
• http//directory.google.com/Top/Regional/North_Ame
  rica/United_States/Colorado/News_and_Media/
• Learn How to Best Contact Them

Western Region
31
Media AdvocacyHold a Newsworthy Event

• A Policy Forum
• A Conference
• A Town Hall Meeting
• A Legislative Briefing

Western Region
32
Key 4 Epidemiological Data

• Use of statistics
• Translating research from dry facts into
  attention grabbing news
• Relevance to decision influencing public and
  opinion leaders

Western Region
33
Key 4 Epidemiological Data

• Total per capita alcohol consumption in gallons
  of ethanol by State / population based
  http//www.niaaa.nih.gov/Resources/GraphicsGallery
  /Epidemiology/consfigs4.htm
• By the population of your CPP
• http//www.rootsweb.com/cogenweb/comain.htm
• Youth consume 16 of alcohol in the US.

Western Region
34
Key 4 Epidemiological Data

• Number of Liquor Licenses in South Boston
• Number of Churches in South Boston

There are 5 liquor licenses for every 1 church
in South Boston
Western Region
35
Case Study MBTAAA Massachusetts Banding Together
Against Alcohol Ads

• Problem Ads on the T
• Solution Policy
• Power Grabowskis
• Mobilize Community Coalitions
• Message Youth dont want them

36
Case Study MBTAAA Massachusetts Banding Together
Against Alcohol Ads
Grabowskis Counters Responsibility to Raise Funds
Grabowskis Doesnt Get It Campaign Launched
MBTAAA Formed with 3 Boston Coalitions
Governors Spouse Joins National Initiative
Meeting with Governors Spouse Planned
Jernigan CAMY Speaks in Boston
Youth take photos conduct poll
Message Framed as Public Health
New Governor Health Commissioner
MBTAAA Requests budget
Strategic Plan Developed
Meeting with Public Health Commission Planned
State Policy Recommendations made to IAC Lt Gov
Press Release Conference on steps MBTA
Strategic Plan Re-Developed
Cambridge and Somerville Join
37
MBTAAA Massachusetts Banding Together Against
Alcohol Ads

• Research
• Impact of Advertising
• Youth Ridership on T
• Poll See Ad Disapprove
• MBTA Advertising Budget

Framing The Issue Publicly funded transportation
system should not allow alcohol ads

• Accessing The Media
• Press Release
• Press Conf.
• Media on committee
• Conference CAMY
• Legislative Briefing

• Epi- Statistical Data
• Youth Use
• Consequences
• Advertising Dollars Spent

38
Activity

• Read the Media Advocacy Case Study
• Refer to the information sheet, Media Advocacy
  Keys
• Read the case study and determine which keys were
  used and how they were applied in the case study
  
• Prepare a short statement to share with the group

39
Case Study Read The Case Separate your
newsprint into four sections, label the sections
and identify which advocacy keys were utilized
and write them in the appropriate section

• Research

Framing The Issue

• Accessing The Media

Epi- Statistical Data
40
What is Lobbying

• A person acting for a special interest group who
  tries to influence the introduction of or voting
  on legislation or the decisions of government
  administrators.

Western Region
41
What is Lobbying

• Direct
• Influence Legislation Through Communication
• Grassroots
• Influence legislation through an attempt to
  affect the public opinions of the general public
  or any segment
• How Much is Permitted ?

Western Region
42
What is Not - Lobbying

• Meeting with your legislator
• Providing your legislator with educational
  materials
• A newsletter to you members
• http//www.mondaymorningreport.org/index.html
• Dissemination of research reports or studies
• Elected Officials
• http//capwiz.com/cadca/dbq/officials/
• http//capwiz.com/cadca/issues/

Western Region
43
Coordination of Strategies Social Marketing/
Research/ Press Release
What Next ?
44
Preparing and Planning

• Having a strategy
• Matrix
• Identify Policies or Strategies that you are
  working on
• Model policy / research
• http//www.epi.umn.edu/alcohol/cmca/index.shtm
• http//www.udetc.org/
• http//www.revenue.state.co.us/liquor_dir/home.asp
  

Western Region
45
Direct Action Strategies

• Conducting a Direct Action Campaign
• Section 1. Writing Letters to Elected Officials
• Section 2. Writing Letters to the Editor
• Section 3. Criticizing Unfavorable Action
• Section 4. Filing a Complaint
• Section 5. Seeking Enforcement of Existing Laws
  or Policies
• Section 6. Using Personal Testimony
• Section 7. Lobbying Decisionmakers
• Section 8. Establishing Lines of Communication
  with the Opposition's Traditional Allies
• Section 9. Conducting a Petition Drive
• Section 10. General Rules for Organizing for
  Legislative Advocacy
• Section 11. Developing and Maintaining Ongoing
  Relationships with Legislators and their Aides
• Section 12. Registering Voters
• Section 13. Conducting a Public Hearing
• Section 14. Organizing Public Demonstrations
• Section 15. Seeking a Negotiator, Mediator, or
  Fact-Finder
• Section 16. Initiating Legal Action
• Section 17. Organizing a Boycott
• Section 18. Organizing a Strike

46
Questions
47
Afternoon Work

• Communications Template
• Get into your community level group
• Pull out your strategic prevention plan
• Think Big Picture
• First Three things you will do to advance this
  strategy when you get back to your community
• Use the template to sketch some initial ideas,
  thoughts, pieces started, etc

48
Closing

• Volunteers to share their first three things