Media advocacy involves strategically using mass media to support community organizing and advance social issues. It can help frame issues to increase support for policies, shift public debates, and create awareness. The document outlines 5 steps to effective media advocacy: 1) understanding media composition, 2) getting media attention, 3) framing debates, 4) bridging gaps between media and people, and 5) advancing policies. It also discusses principles like credibility, collaboration, and clear messaging, and how media can be used to illustrate issues, focus attention, and generate support for causes.

1. Development & Media AdvocacyAuthor: ShailaShahidKrisok of KrisokerSor(Farmers’ Voice)farmers.voice@gmail.com

2. Understanding Media & Media Advocacy1. Mark the items which are result of media advocacy2. Find out spaces which you can use to raise your issues3. Make a list of favorablea. publishing establishments with contact detailsb. editors with contact detailsc. correspondents with contact detailsd. contributors/writers/columnist with contact details4. what activities you will do for raising issues in media5.choose one activity to do

3. Media AdvocacyMedia 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? 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, celebritiesFocus on journalists who consistently write on people’s issues and cultivate them Newspaper in local languages – more readers and opportunity is lost if we ignore Media is more influencing from people to officials No contact details but e mail address

4. 4Understanding MEDIA advocacyMaking environment in favor with the help of media

5. media can't bring change alone but can be helpful in bringing changeWhat is Media AdvocacyMedia advocacy is the strategic use of mass media to support community organizing and advance their struggle for justice, peace and rights…

6. make opinion in favor

7. influence policy/decision makers5

8. 6What is MEDIA Advocacy by NGO?NGO having a vision of how you want the world to beA shared vision is a force bringing people together for collective actionA clearly articulated vision provides energy, momentum and strength Can be a continuing focus for their social commitment Can create regular pressure on policy and decision makers

9. Using Media vs. Media AdvocacySeeks to mobilize communityMotivates social and political involvement Develops healthy public policiesFocuses on the power gapAccess: news deskSeeks to inform people about their rights and laws related to the issuesMotivates individuals to change own behaviorDevelops messagesFocuses on information gapAccess: public affairs desk7

10. Using Media AdvocacyMedia advocacy uses a range of media and advocacy strategies…to stimulate broad-based coverage…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 etcto increase support for and advance healthy public policies over crucial issues.8

11. What Can We Use the Media to Do?We can:provide information to general and specific groups of media

12. illustrate a point visually

13. focus on the main issues

14. create a sense of urgency and responsibility9

15. What Can Be Achieved Using the Media?creation of awareness

16. behavioral change on an individual level

17. influencing attitudes towards issues

18. shifting paradigms

19. generating stakeholder support for policies and programs that we want to advance

20. creating supportive environment for the issues10

21. MEDIA ADVOCACY An OverviewUsing the Media and Media Advocacy

22. How to go about planning a media campaign

23. Methods for Using the Media

24. 5 Steps to Media Advocacy11

25. Five Steps to Media AdvocacyMedia Advocacy entails:Media Advocacy entails:Understanding the composition of media

26. Setting the agenda/getting media attention

27. Framing and shaping the debate