MEDIA + ITS IMPACTSON PUBLIC POLICYKendallWoodMay 10, 2012University of Victoria Graduate ProgramPublic Health
Hello•  KendallWood•  Give you some stories from the front lines•  Hands up if you’ve ever worked on an advocacycampaign• ...
Three thingsAll rules are brokenA small ideaMoney and effort
Big pink backlash•  Susan G. Komen video
Framing your story
Pink = Passion•  Trends•  Themes•  Views•  Opinions•  Advocates
Pink-washing
Friends + Foes•  News media coverage•  TV news + talk shows•  Online message boards + forums•  Consumer watch groups•  Com...
You are media now
Some things to think about•  Who are you speaking to?•  Different audiences have differentneeds•  Who + how many people wi...
Everyone has a voice•  Stakeholders•  Community opinion leaders•  Members of related organizations•  Key decision makers• ...
What does Media Advocacy do?•  Changes or reframes theproblem or issue•  Creates a stream of publicity•  Expands the conve...
Don’t talk AT people, talk TO them•  engagement matters•  so does having a conversation•  what motivates them•  what’s imp...
It’s always personal•  Is there a fire near my house?•  Where is the smoke comingfrom?•  Is my road closed?•  Is my food s...
Living Water Smart Blog
Give people permission•  just do it!•  begin with the end in mind•  don’t overwhelm•  focus on what’s relevant•  make comp...
ImmunizeBC Redux•  First time virulent opposition•  Social media + its discontents•  Initial launch based on CDC best prac...
PR + Media AdvocacyPublic Relations Media AdvocacyTakes the lead in developing keymessagesCollaborative message developmen...
The Tipping Point
Canadian Drug Policy Coalition
What’s next?
rena@kendallwood.cachristine@kendallwood.cahttps://www.facebook.com/kendallwood.ca
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Media and its impacts on public health policy

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Media and its impacts on public health policy

  1. 1. MEDIA + ITS IMPACTSON PUBLIC POLICYKendallWoodMay 10, 2012University of Victoria Graduate ProgramPublic Health
  2. 2. Hello•  KendallWood•  Give you some stories from the front lines•  Hands up if you’ve ever worked on an advocacycampaign•  Hands up if you’ve used social media•  Or dealt with media
  3. 3. Three thingsAll rules are brokenA small ideaMoney and effort
  4. 4. Big pink backlash•  Susan G. Komen video
  5. 5. Framing your story
  6. 6. Pink = Passion•  Trends•  Themes•  Views•  Opinions•  Advocates
  7. 7. Pink-washing
  8. 8. Friends + Foes•  News media coverage•  TV news + talk shows•  Online message boards + forums•  Consumer watch groups•  Community associations + interest groups•  Citizen journalists•  Celebrities + public figures•  Journals + reports
  9. 9. You are media now
  10. 10. Some things to think about•  Who are you speaking to?•  Different audiences have differentneeds•  Who + how many people will bespeaking on your behalf?!
  11. 11. 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!
  12. 12. 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!
  13. 13. 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 !
  14. 14. 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?!
  15. 15. Living Water Smart Blog
  16. 16. Give people permission•  just do it!•  begin with the end in mind•  don’t overwhelm•  focus on what’s relevant•  make complex issues easy!
  17. 17. ImmunizeBC Redux•  First time virulent opposition•  Social media + its discontents•  Initial launch based on CDC best practices•  Flu bug, family friendly•  Anti-vaccine advocates
  18. 18. 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
  19. 19. The Tipping Point
  20. 20. Canadian Drug Policy Coalition
  21. 21. What’s next?
  22. 22. rena@kendallwood.cachristine@kendallwood.cahttps://www.facebook.com/kendallwood.ca

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