Shaila.understanding media advocacy

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Shaila.understanding media advocacy

  1. 1. Development & Media Advocacy<br />Author: ShailaShahid<br />Krisok of KrisokerSor(Farmers’ Voice)<br />farmers.voice@gmail.com<br />
  2. 2. Understanding Media & Media Advocacy<br />1. Mark the items which are result of media advocacy<br />2. Find out spaces which you can use to raise your issues<br />3. Make a list of favorable<br />a. publishing establishments with contact details<br />b. editors with contact details<br />c. correspondents with contact details<br />d. contributors/writers/columnist with contact details<br />4. what activities you will do for raising issues in media<br />5.choose one activity to do <br />
  3. 3. Media Advocacy<br />Media advocacy – to convince media to write on issue? What is a good idea – to let the name come or not in the article? How many are reading social issues? Get articles in god newspaper does really impact on issue? <br />Field visits, media, fellowships, editors summit, fast sheet, letters to the editor, newsitem, press conference, column writer, photograph, charts, poster, branding, ambassador, press release, case studies, training or senitisation for media professionals, media tour, write to star, celebrities<br />Focus on journalists who consistently write on people’s issues and cultivate them <br />Newspaper in local languages – more readers and opportunity is lost if we ignore <br />Media is more influencing from people to officials <br />No contact details but e mail address<br />
  4. 4. 4<br />Understanding MEDIA advocacy<br /><ul><li>Making environment in favor with the help of media
  5. 5. media can't bring change alone but can be helpful in bringing change</li></li></ul><li>What is Media Advocacy<br />Media advocacy is the strategic use of mass media to <br /><ul><li>support community organizing and advance their struggle for justice, peace and rights…
  6. 6. make opinion in favor
  7. 7. influence policy/decision makers</li></ul>5<br />
  8. 8. 6<br />What is MEDIA Advocacy by NGO?<br />NGO having a vision of how you want the world to be<br />A shared vision is a force bringing people together for collective action<br />A clearly articulated vision provides energy, momentum and strength <br />Can be a continuing focus for their social commitment <br />Can create regular pressure on policy and decision makers<br />
  9. 9. Using Media vs. Media Advocacy<br />Seeks to mobilize community<br />Motivates social and political involvement <br />Develops healthy public policies<br />Focuses on the power gap<br />Access: news desk<br />Seeks to inform people about their rights and laws related to the issues<br />Motivates individuals to change own behavior<br />Develops messages<br />Focuses on information gap<br />Access: public affairs desk<br />7<br />
  10. 10. Using Media Advocacy<br />Media advocacy uses a range of media and advocacy strategies…<br />to stimulate broad-based coverage…<br />in order to reframe and shape public discussion about a social and humanitarian issue like Aadivasi’s right over natural resources (Jungle), right to education, right to WASH etc<br />to increase support for and advance healthy public policies over crucial issues.<br />8<br />
  11. 11. What Can We Use the Media to Do?<br />We can:<br /><ul><li>provide information to general and specific groups of media
  12. 12. illustrate a point visually
  13. 13. focus on the main issues
  14. 14. create a sense of urgency and responsibility</li></ul>9<br />
  15. 15. What Can Be Achieved Using the Media?<br /><ul><li>creation of awareness
  16. 16. behavioral change on an individual level
  17. 17. influencing attitudes towards issues
  18. 18. shifting paradigms
  19. 19. generating stakeholder support for policies and programs that we want to advance
  20. 20. creating supportive environment for the issues</li></ul>10<br />
  21. 21. MEDIA ADVOCACY An Overview<br /><ul><li>Using the Media and Media Advocacy
  22. 22. How to go about planning a media campaign
  23. 23. Methods for Using the Media
  24. 24. 5 Steps to Media Advocacy</li></ul>11<br />
  25. 25. Five Steps to Media Advocacy<br />Media Advocacy entails:<br />Media Advocacy entails:<br /><ul><li>Understanding the composition of media
  26. 26. Setting the agenda/getting media attention
  27. 27. Framing and shaping the debate
  28. 28. Bridging the gap between media & people
  29. 29. Advancing specific policies towards people.</li></ul>12<br />
  30. 30. 1. Understanding the composition of media<br /><ul><li>There two kinds of ownership : Private and Public
  31. 31. There is no much difference
  32. 32. Public media usually known as Government media
  33. 33. Private media is owned by big industrialists and capitalists
  34. 34. Both are going against marginalized people</li></ul>13<br />
  35. 35. 2. Getting Media Attention<br />Controversy<br />Milestone<br />Anniversary<br />Irony<br />Celebrity<br />Breakthrough<br />Localize<br />Personalize<br />Injustice<br />Initiatives<br />14<br />
  36. 36. 2. Getting Media Attention<br />Controversy/conflict<br />Milestone<br />Anniversary<br />Irony<br />Celebrity<br />Breakthrough<br />Localize<br />Personalize<br />Injustice<br />Initiatives<br />15<br />
  37. 37. 3. Framing & shaping the debate<br />Everything cannot be said about every issue in every story<br />Tell the audience what is important about the story; create the meaning.<br />The process for selecting what is left in and what is left out is called framing.<br />Who the audience deems responsible for fixing the problem depends on how the story is framed.<br />16<br />
  38. 38. 4. Bridging the gap between media & people<br />Translate individual problem to social issue<br />Assign primary responsibility<br />Present solution<br />Make practical/policy appeal<br />Develop pictures and images<br />Tailor to audience<br />17<br />
  39. 39. 18<br />Principles and Practices for Media Advocacy<br />Credibility as Independent organization<br />Non-partisanship<br />Collaboration vs. confrontation<br />Integrity as democratic, transparent, and accountable internal governance<br />Realistic about resources<br />SMART Analysis for issues<br />Clear action plans<br />
  40. 40. 19<br />Principles and Practices<br />Sending out loud and clear messages<br />Campaign-based messages to be correct, clear, concise, concrete, complete and communicable and relevant to target audiences<br />Identifying potential support groups<br />Using the media<br />
  41. 41. What Can We Use the <br />Media to Do?<br />We can:<br /><ul><li>provide information to general and specific groups of media
  42. 42. illustrate a point visually
  43. 43. focus on the main issues
  44. 44. create a sense of urgency and responsibility</li></ul>20<br />
  45. 45. What Can Be Achieved Using the Media?<br /><ul><li>creation of awareness
  46. 46. behavioral change on an individual level
  47. 47. influencing attitudes towards issues
  48. 48. shifting paradigms
  49. 49. undermining resistance to change
  50. 50. generating stakeholder support for policies and programs that we want to advance
  51. 51. creating supportive environment for the issues</li></ul>21<br />
  52. 52. Using Media Advocacy<br />Media advocacy uses a range of media and advocacy strategies…<br />to stimulate broad-based coverage…<br />in order to reframe and shape public discussion about a social and humanitarian issue like Aadivasi’s right over natural resources<br />to increase support for and advance healthy public policies over crucial issues.<br />22<br />
  53. 53. MEDIA ADVOCACY An Overview<br />Using the Media and Media Advocacy<br />How to go about planning a media campaign<br />Methods for Using the Media<br />5 Steps to Media Advocacy<br />23<br />
  54. 54. 24<br />Risks in advocacy work<br />NGO becomes the target of attacks by opposing forces<br />Needs more resources than expected<br />Negative perceptions develop about NGO’s political affiliation <br />Some target groups no more friendly<br />Failed strategy leads to demoralisation<br />
  55. 55. 25<br />Benefits of advocacy work<br />NGO becomes popular –public recognition<br />Positive impact of policy<br />Achievement of desired policy change<br />Becomes part of a larger group, coalition, or network<br />Positive influence with donors or government<br />
  56. 56. What is Media Advocacy?<br />Media advocacy is the <br />strategic use of mass media <br />to support community organizing <br />and advance their struggle for justice, peace and rights…<br />26<br />
  57. 57. 27<br />10 Elements for an advocacy strategy (cont.)<br />Enlist support from other key players, other NGOs, the Public, the government<br />Identify monitoring and evaluation criteria and indicators<br />Assess success or failure and determine next steps <br />

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