Development & Media Advocacy

Author: Shaila ShahidKrisok of Krisoker Sor (Farmers’ Voice)

farmers.voice@gmail.com

Understanding Media & Media Advocacy

1. 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

Media Advocacy• 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?

• 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

• Focus 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

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Understanding MEDIA advocacy

• Making environment in favor with the help of media

• media can't bring change alone but can be helpful in bringing change

What is Media Advocacy

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Media advocacy is the strategic use of mass media to • support community organizing and advance their struggle for justice, peace and rights…

• make opinion in favor • influence policy/decision makers

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What is MEDIA Advocacy by NGO?

• NGO having a vision of how you want the world to be

• A shared vision is a force bringing people together for collective action

• A 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

Using Media vs. Media Advocacy

• Seeks to mobilize community

• Motivates social and political involvement

• Develops healthy public policies

• Focuses on the power gap

• Access: news desk

• Seeks to inform people about their rights and laws related to the issues

• Motivates individuals to change own behavior

• Develops messages• Focuses on information

gap• Access: public affairs

desk 7

Using Media Advocacy

Media 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 etc

• to increase support for and advance healthy public policies over crucial issues. 8

What Can We Use the Media to Do?

We can: provide information to general and specific

groups of media illustrate a point visually focus on the main issues create a sense of urgency and

responsibility

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What Can Be Achieved Using the Media?

creation of awareness behavioral change on an individual

level influencing attitudes towards issues shifting paradigms generating stakeholder support for

policies and programs that we want to advance

creating supportive environment for the issues 10

MEDIA ADVOCACY An Overview

• Using the Media and Media Advocacy

• How to go about planning a media campaign

• Methods for Using the Media• 5 Steps to Media Advocacy

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Five Steps to Media Advocacy

Media Advocacy entails:

Media Advocacy entails:• Understanding the composition of media• Setting the agenda/getting media attention• Framing and shaping the debate• Bridging the gap between media & people• Advancing specific policies towards people.

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1. Understanding the composition of media

There two kinds of ownership : Private and Public

There is no much difference Public media usually known as Government

media Private media is owned by big industrialists

and capitalists Both are going against marginalized people

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2. Getting Media Attention

• Controversy• Milestone• Anniversary• Irony• Celebrity

• Breakthrough• Localize• Personalize• Injustice• Initiatives

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2. Getting Media Attention

• Controversy/conflict• Milestone• Anniversary• Irony• Celebrity

• Breakthrough• Localize• Personalize• Injustice• Initiatives

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3. Framing & shaping the debate

• Everything cannot be said about every issue in every story

• Tell the audience what is important about the story; create the meaning.

• The process for selecting what is left in and what is left out is called framing.

• Who the audience deems responsible for fixing the problem depends on how the story is framed.

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4. Bridging the gap between media & people

• Translate individual problem to social issue

• Assign primary responsibility• Present solution• Make practical/policy appeal• Develop pictures and images• Tailor to audience

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Principles and Practices for Media

Advocacy• Credibility as Independent organization

• Non-partisanship• Collaboration vs. confrontation• Integrity as democratic,

transparent, and accountable internal governance

• Realistic about resources• SMART Analysis for issues• Clear action plans

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Principles and Practices

• Sending out loud and clear messages

• Campaign-based messages to be correct, clear, concise, concrete, complete and communicable and relevant to target audiences

• Identifying potential support groups

• Using the media

What Can We Use the Media to Do?

We can: provide information to general

and specific groups of media illustrate a point visually focus on the main issues create a sense of urgency and

responsibility

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What Can Be Achieved Using the Media?

creation of awareness behavioral change on an

individual level influencing attitudes towards

issues shifting paradigms undermining resistance to

change generating stakeholder support

for policies and programs that we want to advance

creating supportive environment for the issues

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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

• to increase support for and advance healthy public policies over crucial issues.

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MEDIA ADVOCACY An Overview

• Using the Media and Media Advocacy

• How to go about planning a media campaign

• Methods for Using the Media• 5 Steps to Media Advocacy

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Risks in advocacy work• NGO becomes the target of attacks by

opposing forces• Needs more resources than expected• Negative perceptions develop about

NGO’s political affiliation • Some target groups no more friendly• Failed strategy leads to demoralisation

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Benefits of advocacy work

• NGO becomes popular –public recognition

• Positive impact of policy• Achievement of desired policy change• Becomes part of a larger group,

coalition, or network• Positive influence with donors or

government

What is Media Advocacy?

Media advocacy is the strategic use of mass media

to support community organizing and advance their struggle for justice,

peace and rights…

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10 Elements for an advocacy strategy (cont.)

• Enlist support from other key players, other NGOs, the Public, the government

• Identify monitoring and evaluation criteria and indicators

• Assess success or failure and determine next steps