Some things to think about• Who are you speaking to?• Different audiences have differentneeds• Who + how many people will bespeaking on your behalf?!
Everyone has a voice• Stakeholders• Community opinion leaders• Members of related organizations• Key decision makers• Subject matter experts + delightfully uninformed• Schools• Faith-based groups• Businesses• Citizen journalists• Media!
What does Media Advocacy do?• Changes or reframes theproblem or issue• Creates a stream of publicity• Expands the conversation• Engages community membersand key decision makers!
Don’t talk AT people, talk TO them• engagement matters• so does having a conversation• what motivates them• what’s important to them• appeal to their interests• sense of community !
It’s always personal• Is there a fire near my house?• Where is the smoke comingfrom?• Is my road closed?• Is my food safe?• What do you want me to do?!
Give people permission• just do it!• begin with the end in mind• don’t overwhelm• focus on what’s relevant• make complex issues easy!
ImmunizeBC Redux• First time virulent opposition• Social media + its discontents• Initial launch based on CDC best practices• Flu bug, family friendly• Anti-vaccine advocates
PR + Media AdvocacyPublic Relations Media AdvocacyTakes the lead in developing keymessagesCollaborative message developmentIndividual responsibility Focuses on social goodShapes public attitudes Focuses on policyProvides a consistent song sheet forspokespeopleAllows people to improvise, harmonizeor sing a cappella