This document provides an overview of media strategy and tools that can be used to amplify community voices and drive action. It discusses how to develop an objective and frame issues thematically to hold institutions accountable rather than focusing on individuals. It also reviews tools for media monitoring, identifying spokespeople, and countering dominant narratives. The document emphasizes using clear messaging focused on concerns, values, and actionable solutions. It highlights the importance of putting issues in relatable terms using "social math" and offers several free online tools for creating visuals to support community organizing and action.

1. Amplify your voice using media strategy & free tools
Lauren Valdez
Allied Media Conference
June 18, 2017
Detroit
From Outrage to Action

2. Aligning steps
Objective
Purpose: Media Strategy & Tools

3. Media Strategy Canvas

4. Wilmington Overview
Port of LA
1,000 trucks
/hr
Multiple freeways Multiple oil
refineries

5. 90% Latino
38% Foreign Born
26% Below Poverty Line
2x rate of Childhood Asthma
2.4K premature deaths/yr
from particulate pollution
57,000 Residents
Numerous School Awards
Numerous health centers
Good relationships with outside
nonprofits & universities
Wilmington Overview
LA Community Health & Equity Index

6. – Alberto Ibargüen, President of the Knight Foundation
Information is as vital to the healthy functioning of
communities as clean air, safe streets, good schools
or public health… It is hard to succeed in the areas of
environment, safety, education or health when the
news and information system isn’t working.

7. News
Media
Engaged &
Empowered
Community
Action
Involvement
Accountability
Building an Engaged Community

8. Community
Correspondents
Community Groups,
Nonprofits,
Schools, Public
Agencies
Aggregate News
Community Hub
Wilmington Wire
Wilmington Community

9. Shaping the Media Agenda
Set the Public
Agenda
Shapes
perceptions, that
become reality
Amplify concern
into collective
voice

10. Values & Visioning

11. Objective

12. Objective
What is the problem?
What is the actionable solution?

13. Objective
What is the actionable solution?
Awareness
Resources
Community Meeting
Policy Change
Changing Conditions

14. Audience
Who has the power to make
the necessary change?
Who must be mobilized to
apply pressure for change?

15. Framing
Episodic Reports
Individuals Personal
Problem
Victim
Blaming
Individual
Solution

16. Framing
Episodic
Reports
Thematic
Reports
Social/
Political
Problem
Hold govt,
businesses,
institutions
accountable
Systems View

17. Media Monitoring
1) Is your issue being covered?
2) What are the main themes/arguments?
3) Who are spokespeople?
4) Are any solutions presented, if any?
5) Who is implied as having responsibility for solving the problem?
6) Who/what is missing from the coverage?

18. 3 largest new sources
● Los Angeles Times
● Random Lengths News
● The Daily Breeze
Problems
● Rare focus on Wilmington
○ People in LA barely know
about Wilmington
● Heavy focus on negative aspects
○ Crime, violence, pollution
● Authors don’t understand
Wilmington audience
Mentions in LA Times
over 6-months
Wilmington San Pedro
20
102
Media Monitoring

19. Free Tools for Monitoring
Talkwalker Alerts Feedly

20. Spokespeople
100% Law Enforcement
CA State Sheriffs Assoc.
CA District Attorney Assoc.
Spokespeople
Broad Coalition
Bipartisan
Prop 47 Framing Analysis
1. Collect Sample
23%
23%
54%
+
0
_
2. Review 3 times: Find key spokespeople,
key themes, arguments
26
newspaper
articles
Arguments
• “Decrease criminalization of
rapist & gang bangers”
• violent criminals on the loose
Arguments
• Failed criminal justice
system
• Invest in edu, rehab &
mental health
• Fiscal cost savings

21. FeedlyNarrative
Dominate Narrative Counter Narrative
Environment Regulations kill jobs
You can move
Better environment and better jobs
Segregation, concentration of poverty
is built on racist housing policies

22. Message for Action
1) Clear statement of concern
2) Value Dimension
3) Actionable Solution

23. Social Math
A heavy duty diesel truck driving from
Los Angeles to San Francisco emits as
much carcinogenic particulate matter
as smoking 275 packs of cigarettes
Compare data to familiar thingsBreak numbers down by time
$ Costs per day
X Deaths per hour

24. Free Tools: canva.com

26. Free Tools: Piktochart.com

27. Free Tools: nounproject.com

28. Free Tools: animaker.com

29. Next Steps & Questions
Lauren Valdez
LaurenValdez.com
@TheLaurenValdez