# Presentation: 651567

## Media Advocacy

**Media Advocacy**

***Promoting Health and Changing Policy***

***Presenter***
**Chuck Klevgaard**

*Colorado Prevention Partners*

**Welcome to****Day 2**

## Modules

- Introduction to Advocacy
- Key 1: Conducting Research
- Key 2: Framing The Issue
- Key 3: Gaining Access to the Media
- Key 4: Epidemiology / Data
- Lobbying and Advocacy
- Afternoon Work groups

## Objectives

- Participants will be able to:
- Define the terms associated with media advocacy in the field of prevention
- Identify media advocacy keys
- Recognize the use of advocacy keys in a case study
- Utilize a planning process that incorporates media advocacy to enhance an environmental strategy

## What is Advocacy

- Advocacy is *active* promotion of a cause or principle
- Advocacy involves *actions* that lead to a selected goal
- Advocacy is one of many possible strategies, or ways to approach a problem
- Advocacy can be used as part of a community initiative, nested in with other components
- Advocacy is *not* direct service
- Advocacy does not necessarily involve confrontation or conflict

**Central Region**

## The Role of Confrontation

- Can be confrontational but...             not a good place to start
- Why and when to choose advocacy
***Know allies and opponents***
***You have the capacity***
***Long term commitment***

**Central Region**

## The Role of Confrontation

- Goal: to pass a local policy that restricts the number of liquor licensees in a neighborhood.
- Allies
- Opponents
- Strategies that you would consider

**Central Region**

## Media Advocacy

- The strategic use of media to advance a social or public policy issue.
- Shifts the focus from the individual to society’s laws, norms, and policies
- Based on the public health model
- Targets changes in the environment

**Western Region**

## Goals of Media Advocacy

- Not media coverage but _to effect change in public policy_
- Communicate stories for the purpose of changing policies
- Shape debate around public policy

**Western Region**

## Goals of Media AdvocacyPolicy, Shape the Debate

**Western Region**

## Synergy 

**Policy :** *provides direction for the campaign strategy*
**Social Marketing:** *targets the specific behavior to encourage or discourage*
**Branding:**  *brings the two together to create synergy*
***	***
***Synergy**** refers to the phenomenon in which two or more discrete influences or agents acting together create an effect greater than that predicted by knowing only the separate effects of the individual agents.*

## Synergy 

## Having a Strategy

- What is the problem?
- What is the solution or policy approach?
- Who has the power to make it happen?
- Who must be mobilized
- What message will be most effective?

**Western Region**

**Notes:**
Knowing exactly what the problem is will help advocates develop a solution. The way a problem is worded can have an effect on what the solution will be. Advocates are usually knowledgeable about the problem but it is important to break it down into manageable pieces. For instance, the problem might be binge drinking (five or more drinks in one sitting) by college students. 
In  terms of advocacy, the problem may be addressed by changing characteristics in the environment that contribute to the binge drinking. For example, the solution might be a policy banning happy hours and/or enforcing underage drinking laws. When forming a media advocacy strategy, an advocate should spend his time and energy describing the exact nature of the solution in clear and concise terms. Calling for specific steps to eradicate the problem is more interesting, effective and further promotes the goal of solving the problem rather than simply talking about it or its complexity. 
In terms of who has the power to make the solution in this example, merchants, representatives, city council members, county commissioners, law enforcement, or other non-conventional community leaders, may have the power to make the policy change that is needed. Although society usually blames the person with the problem and places responsibility on him to solve it, advocates must address the dilemmas in terms of what society can do about the problem. This calls for addressing key people that have the power to make changes in the environment that will benefit the entire community. 
Media advocacy can be very time and cost effective compared to prevention approaches that focus on the individual. For instance, college administrators could create a curriculum to teach students about the harmful effects of binge drinking, have speakers address the topic in the classes, teach refusal and decision-making skills, and provide alcohol free activities, which will take a lot of time, energy, and money. On the other hand, in terms of advocacy, prevention professionals can target the regulatory body to limit the hours of alcohol sales, restrict reduced product pricing of alcohol, or limit the number of alcohol outlets close to the campus. These approaches will impact large numbers of people and will ultimately cost less than the other strategies described. 
Media advocates need to formulate the answers to these questions and be able to discuss them with reporters in a clear and succinct manner. The answers to these questions should be strategic and applicable immediately. It is important that media advocates be specific about the outcomes they want to see, such as a policy banning cigarette sales through vending machines, a policy banning alcohol billboard advertising, a policy limiting the hours of alcohol sales or locations of alcohol sales, or a policy mandating server training. 
Effective media advocacy focuses on establishing a long-term social movement, not just short-term policy goals, in order to tackle influential commercial interests (Wallack, Dorfman, Jernigan, & Themba, 1993). Building a broad-based, representative, and united collaborative will establish a sense of community and empowerment, which are necessary in order to battle large corporate interests that will not go away after a coalition victory focused on a short-tem accomplishment. To do so, the policy initiative must come from within the community. In order to achieve this, it is important to involve parents, youth, community-based and faith-based organizations, individuals and groups from all sectors of the community. Allies can include health organizations, researchers, members of the media, businesses, authorities in the field, all cultural and ethnic groups and other key leaders or institutions.
After advocates identify the specific problem and determine the solution, then they find out who has the power to resolve the problem. Media messages do not need to target everyone in the community, only those that have the ability to make the policy change. Next, the message must be developed. Advocates should consider what arguments will be most likely to appeal to those with power to make the changes. For example, they may be receptive to arguments about the health and safety of community members, or they may need to become aware that there is a demand from the community to take action, or they may want to hear about other communities that have had success with a similar strategy. Also, advocates must determine whether the message may be more effective coming from a parent, a student, or an expert in the field. Credibility of the messenger is very important. Lastly, advocates must determine the best media channel through which the message can reach the target audience? Advocates can write an editorial, writer a letter to the editor, or generate an investigative report (Wallack, et al., 1999; Wilbur & Stewart, n.d.). 

## Problem: Ads on the T
Solution: Policy
Power : Grabowskis
Mobilize: Community Coalitions
Message: Youth don’t want them

- Solution: Policy
- Power : Grabowskis
- Mobilize: Community Coalitions
- Message: Youth don’t want them

**MBTAAA**
*Massachusetts Banding Together Against Alcohol Ads*

## Preparing and Planning

- Principles
- _[http://ctb.ku.edu/tools/en/chapter_1030.htm](http://ctb.ku.edu/tools/en/chapter_1030.htm)_

**Western Region**

## Key 1:Conducting Research - Why

*Research **gives your advocacy substance*.
*Research **gives you new information to help make your case*.
*Research **can show you what's most likely to address your issue successfully*.
- _[A Collective Responsibility](file:///../ReducingUnderageDrinking.pdf)_
*Research** can provide you with anecdotes and examples to use*.
*Research** can confirm what you were already sure of*.
*Research **allows you to make cost-benefit arguments*.
*Research** gives you credibility*.
*Research **can short-circuit the opposition*.
*Research** sets you up as the expert on the issue*.

**Western Region**

## Conducting Research - When

- When you're trying to get legislation passed
- When you're seeking to arouse community concern about an issue.
- When important programs or services or whole groups of people are under attack.
- When it's necessary to prevent harm
- When it's important in order to further the public interest

**Western Region**

## Conducting Research - How

- Learn the basics about your issue
- Example: server training, keg registration, advertising
- Know what you're going to use the information for
- Example: press release, study, legislative briefing
- Check all your facts twice
- Be persistent
- Get Help

**Western Region**

## Types of Research

**Academic Research**
**Library, internet, journals,                 google scholar**
**Interviews**
**Experts, police chief, the license commissioner**
**Surveys**
**Studies**
**Stories and Anecdotes**

**Western Region**

## Conducting Research

- Know the current facts and figures about a problem
- Know how solution has proven effective
- Use statistics creatively

**Notes:**
A third skill media advocates need is to know the current facts and figures about the problem that is being addressed, the populations most affected, and the variables in the environment that could impact the problem. Also, advocates should be familiar with the research documenting how the proposed solution has proven effective in other communities and be able to discuss the research implications for alcohol, tobacco, and other drug policies. For example, a community may seek to increase alcohol or tobacco taxes. Advocates should know the research, which documents the impact of this strategy. Or a community may seek to restrict advertising or promotional practices. In this case advocates should be able to clearly articulate the effects of advertising on youth. It is also important to document what the community need truly is. For example, a community may want to reduce the hours of alcohol sales but after completing a thorough planning process, described in chapter 3, they may find that their resources might be better spent in limiting the number of alcohol licenses, or the outlet density rate. 
Statistical data can be dry and boring; however, using the information creatively can be an effective strategy for advocacy. By creatively using statistics, advocates can capture the attention of their audience. The following example illustrates the point: “12 million U.S. college students annually consume over 430 million gallons of alcoholic beverages” (CSAP, 1993, p. 80). Although, this is true, it doesn’t mean much to the general public. It is hard to figure out if this is too much or if this is normal. Another way to present the information is, “ The total alcohol consumption of college students exceeds the volume of an Olympic-size swimming pool for every one of the 3,500 colleges and universities in the United States” (CSAP, 1993, p. 80). This statement is more likely to impress the audience. It is easy for people to imagine all those pools filled with alcohol. This also provokes people to wonder what is being done about it or what can be done about it. Consequently, it is valuable for media advocates to distribute data and statistics in creative ways. 
Another reason why it is important for media advocates to have knowledge of research, statistics, and facts is that the media is more likely to contact sources they know to have credible and factual information. If advocates, are knowledgeable, credible, and have access to useful information, over time media advocates can build relationships with journalists. 
However, in addition to knowing the facts and understanding the research, prevention media advocates also need to research how the media operates. By researching the practices of the local media, making phone calls and developing relationships, advocates can learn which reporters are concerned with the alcohol, tobacco, and other drug issues. Advocates should learn the names of relevant news editors and submit news releases to specific people. Advocates should know how the media prefers to receive information. 

## Key 2: Framing the Issue

- What to include/exclude
- Focus on policies not individual behavior
- Focus on social accountability and institutional responsibility

**Western Region**

**Notes:**
A second skill necessary to successfully implement media advocacy is to be able to frame an issue. Framing has to do with the information that is included in the story and the elements that are left out. Since media advocacy is about changing the environment it is important to always frame the issue in a way that demonstrates the policies that need to be adopted in order to provide a healthy environment for all individuals. Advocates should keep the focus on the policies and not on individual behavior. Simply the language used can help frame an issue. For example, drinking is an individual behavior but alcohol is a product, and its harmful effects are a societal problem. In this example, the language lays the groundwork for a policy issue. In terms of a solution to a possible problem, framing become important since the word “drinking” will elicit an individual change but using the word “alcohol” lays the groundwork for policies to restrict it issale or other preventative strategies. Understandably, this can be difficult since most news media reinforces individualism. Both sides – policy advocates and industry proponents- will attempt to frame the issue in a way that seems rational. For example, when prevention professionals oppose the alcohol and tobacco advertising practices for unethically marketing to youth and vulnerable populations, they frames the issue by discussing individual responsibility or First Amendment rights to free speech. Further, the alcohol industry not only shifts the focus from its marketing techniques but it moves the attention to their positive contributions of supporting sporting events, minority organizations, charities, scholarships, and other favorable endeavors (Wallack, et al., 1999). 
The way an issue is framed will help the public determine who is responsible for a problem as well as what can be done to solve it. Most news events frame stories in such a way that individual responsibility will be identified as the solution to a problem. Advocates must work harder to present information that makes the audience consider broader factors and society’s responsibility. Advocates can help frame a story by providing statements, metaphors, and information, which focuses on institutional responsibility and social accountability (Wallack, et al., 1993). 
The tobacco industry spends more money promoting smoking in a week than the entire federal government spends on preventing smoking in a year.

## Framing the Issue

## Key 3: Accessing The Media

- Connect Your Issue to Other Stories
- Monitoring The Media
- Make it Community-Based
- Write and Op-Ed
- Suggest a Story
- Press Release _[Example](file:///../bsaspressrelease.doc)_

**Western Region**

## Connecting to Stories

- Connect Your Issue to Other Stories
- Search area papers
- _[http://www.gazette.com/](http://www.gazette.com/)_

**Western Region**

## Monitor the Media

- Monitoring The Media
- _[http://www.bostonnow.com/news/local/2007/09/20/boston-bellies-up-to-the-bar](http://www.bostonnow.com/news/local/2007/09/20/boston-bellies-up-to-the-bar)_
- _[http://www.alcoholpolicymd.com/press_room/brochures/alcohol_outlet_facts.htm](http://www.alcoholpolicymd.com/press_room/brochures/alcohol_outlet_facts.htm)__ _
***Monitor Alcohol Industry and Local Alcohol Merchant Ads**** *
***Look for Reports About Research on Alcohol-Related Problems**** *

**Western Region**

## Submit and Op-ed

- An op-ed is a guest opinion column found in the editorial section of your newspaper. As a member of the community, you can use it as a tool to get your message out in the local media.

**Western Region**

## Tips For Your Op-ed

- Make it newsworthy by tying it to something specific. Examples of news hooks might include: an upcoming vote on a piece of legislation or responding to a new ad campaign for beer that clearly targets youth.
- When possible, personalize your piece with an experience or anecdote. (Something as simple as “As a mother of two, I believe ...” could do the trick.)
- Be brief and to the point. Op-eds are usually 800 words or less, and editors won’t be happy about having to make your piece fit.
- Appeal to the average reader. Don’t use technical language or jargon.
- Start and end with a bang. Draw the reader in with your first paragraph. Sum up your piece in the last paragraph with a strong message and call to action.
- If possible, recruit others to add to your by-line. Sometimes it helps to have an “expert” on the issue in order to get published. Or it might improve your chances to simply add other concerned members of the community to the by-line.
- Samples:  _[http://www.marininstitute.org/action_packs/media_advocacy3.htm#oped](http://www.marininstitute.org/action_packs/media_advocacy3.htm#oped)_

**Western Region**

## Sample Op-ed

- _[Sample](file:///../Sample%20Editorial.doc)__ _
- A Call to Action
- _[http://www.cspinet.org/booze/NAS_Action_TP.htm](http://www.cspinet.org/booze/NAS_Action_TP.htm)__ _

**Western Region**

## Alcohol Policies ProjectCSPI

**Strategizers**
- Developed by the _[Community Anti-Drug Coalitions of America](http://www.cadca.org/)_ (CADCA), in collaboration with the Center for Science in the Public Interest (CSPI), to guide community coalitions working to reduce alcohol-related problems. $4.00 each.
- _[Increasing Alcohol Taxes to Fund Programs to Prevent and Treat Youth-Related Alcohol Problems](http://www.cspinet.org/booze/Alcohol_Tax.pdf)_ (Strategizer Technical Assistance Manual #37)
- _[Alcohol Advertising: Its Impact on Communities, and What Coalitions Can Do to Lesson That Impact](http://www.cspinet.org/booze/Alcohol_Advertising.pdf)_ (Strategizer Technical Assistance Manual #32)
- _[Preventing Youth Access to Alcohol from Commercial Sources](http://www.cspinet.org/booze/Youth_Access.pdf)_ (Strategizer Technical Assistance Manual #28)

## Alcohol Policies ProjectCSPI www.cspinet.org/booze/taxguide/TaxFacts.htm

- _[Why Raise Alcohol Excise Taxes to Protect Underage Youth?](http://www.cspinet.org/booze/FactSheets/031008NASTaxes.pdf)__ [PDF]_
- Beer Consumption & Taxes [PDF]
- Public Attitudes and Opinions on Youth Access to Alcohol: 82% of adults support raising alcohol taxes by five cents to fund underage drinking prevention and treatment programs.
- Myths & Facts about Beer Taxes
- Talking Points on Beer Taxes

## Key 3:Gaining Access to The Media

- Building relationships
- Know who they are
- _[http://www.kidon.com/media-link/us_co.php](http://www.kidon.com/media-link/us_co.php)_
- _[http://www.coloradomediadirectory.com/](http://www.coloradomediadirectory.com/)_
- _[http://directory.google.com/Top/Regional/North_America/United_States/Colorado/News_and_Media/](http://directory.google.com/Top/Regional/North_America/United_States/Colorado/News_and_Media/)__ _
- Learn How to Best Contact Them

**Western Region**

## Media AdvocacyHold a Newsworthy Event

- A Policy Forum
- A Conference
- A Town Hall Meeting
- A Legislative Briefing

**Western Region**

## Key 4: Epidemiological Data

- Use of statistics
- Translating research from dry facts into attention grabbing news
- Relevance to decision influencing public and opinion leaders

**Western Region**

## Key 4: Epidemiological Data

**Total per capita alcohol consumption in gallons of ethanol by State** / population based _[http://www.niaaa.nih.gov/Resources/GraphicsGallery/Epidemiology/consfigs4.htm](http://www.niaaa.nih.gov/Resources/GraphicsGallery/Epidemiology/consfigs4.htm)__ _
- By the population of your CPP
- _[http://www.rootsweb.com/~cogenweb/comain.htm](http://www.rootsweb.com/~cogenweb/comain.htm)__ _
- Youth consume 16% of alcohol in the US.

**Western Region**

## Key 4: Epidemiological Data

**Number of Liquor Licenses in South Boston**
**Number of Churches in South Boston**

**Western Region**

**There are **
**5 **
**liquor licenses for every**
**1**
** ****church **
**in South Boston**

## Problem: Ads on the T
Solution: Policy
Power : Grabowskis
Mobilize: Community Coalitions
Message: Youth don’t want them

- Solution: Policy
- Power : Grabowskis
- Mobilize: Community Coalitions
- Message: Youth don’t want them

**Case Study: MBTAAA**
*Massachusetts Banding Together Against Alcohol Ads*

## Case Study: MBTAAA

*Massachusetts Banding Together Against Alcohol Ads*

**MBTAAA Formed with 3 Boston Coalitions**

**Cambridge and Somerville Join**

**Strategic Plan Developed**

**Youth take photos conduct poll**

**Press Release**
**Conference on steps MBTA**

**Grabowskis**
**Counters **
**Responsibility to Raise Funds**

**MBTAAA Requests budget**

**Strategic Plan Re-Developed**

**Grabowskis Doesn’t Get It Campaign**
**Launched**

**New Governor**
**Health Commissioner**

**Jernigan –CAMY Speaks in Boston **

**State Policy Recommendations made to IAC – Lt Gov**

**Governors’ Spouse Joins National Initiative**

**Message Framed as Public Health**

**Meeting with Public Health Commission Planned**

**Meeting with Governors Spouse Planned**

## Research
Impact of Advertising
Youth Ridership on T
Poll: See Ad  Disapprove
MBTA Advertising Budget

*Massachusetts Banding Together Against Alcohol Ads*

**Research**
**Impact of Advertising**
**Youth Ridership on T**
**Poll: See Ad  Disapprove**
**MBTA Advertising Budget**

**Framing The Issue**
**Publicly funded **
**transportation system**
**should not **
**allow alcohol ads**

**Accessing The Media**
**Press Release **
**Press Conf.**
**Media on committee**
**Conference : CAMY**
**Legislative Briefing**

**Epi- Statistical Data**
**Youth Use**
**Consequences**
**Advertising Dollars Spent**

## Read the Media Advocacy Case Study
Refer to the information sheet, Media Advocacy Keys
Read the case study and determine which keys were used and how they were applied in the case study  
Prepare a short statement to share with the group

- Refer to the information sheet, Media Advocacy Keys
- Read the case study and determine which keys were used and how they were applied in the case study
- Prepare a short statement to share with the group

**Activity**

## Research

**Separate your newsprint into four sections, label the sections and identify which advocacy keys were utilized and write  them in the appropriate section**

**Research**

**Framing The Issue**

**Accessing The Media**

**Epi- Statistical Data**

## What is Lobbying

- A person acting for a special interest group who tries to influence the introduction of or voting on legislation or the decisions of government administrators.”

**Western Region**

## What is Lobbying

**Direct**
**Influence Legislation Through Communication**
**Grassroots**
**Influence legislation through an attempt to affect the public opinions of the general public or any segment**
**How Much is Permitted ?**

**Western Region**

## What is Not - Lobbying

- Meeting with your legislator
- Providing your legislator with educational materials
- A newsletter to you members
- _[http://www.mondaymorningreport.org/index.html](http://www.mondaymorningreport.org/index.html)_
- Dissemination of research reports or studies
- Elected Officials
- _[http://capwiz.com/cadca/dbq/officials/](http://capwiz.com/cadca/dbq/officials/)_
- http://capwiz.com/cadca/issues/

**Western Region**

**Coordination of Strategies**
**Social Marketing/ Research/ Press Release**

**What Next ?**

## Preparing and Planning

- Having a strategy
- _[Matrix](file:///../May%2029/matrix.doc)_
- Identify Policies or Strategies that you are working on
- Model policy / research
- _[http://www.epi.umn.edu/alcohol/cmca/index.shtm](http://www.epi.umn.edu/alcohol/cmca/index.shtm)_
- _[http://www.udetc.org/](http://www.udetc.org/)__ _
- _[http://www.revenue.state.co.us/liquor_dir/home.asp](http://www.revenue.state.co.us/liquor_dir/home.asp)__ _

**Western Region**

## Direct Action Strategies

**Conducting a Direct Action Campaign**
- _[Section 1. Writing Letters to Elected Officials ](http://ctb.ku.edu/tools/en/section_1238.htm)_
- _[Section 2. Writing Letters to the Editor ](http://ctb.ku.edu/tools/en/section_1239.htm)_
- _[Section 3. Criticizing Unfavorable Action ](http://ctb.ku.edu/tools/en/section_1240.htm)_
- _[Section 4. Filing a Complaint ](http://ctb.ku.edu/tools/en/section_1242.htm)_
- _[Section 5. Seeking Enforcement of Existing Laws or Policies ](http://ctb.ku.edu/tools/en/section_1244.htm)_
- _[Section 6. Using Personal Testimony ](http://ctb.ku.edu/tools/en/section_1246.htm)_
- _[Section 7. Lobbying ](http://ctb.ku.edu/tools/en/section_1248.htm)__[Decisionmakers](http://ctb.ku.edu/tools/en/section_1248.htm)__[ ](http://ctb.ku.edu/tools/en/section_1248.htm)_
- Section 8. Establishing Lines of Communication with the Opposition's Traditional Allies
- Section 9. Conducting a Petition Drive
- Section 10. General Rules for Organizing for Legislative Advocacy
- Section 11. Developing and Maintaining Ongoing Relationships with Legislators and their Aides
- Section 12. Registering Voters
- Section 13. Conducting a Public Hearing
- Section 14. Organizing Public Demonstrations
- Section 15. Seeking a Negotiator, Mediator, or Fact-Finder
- Section 16. Initiating Legal Action
- Section 17. Organizing a Boycott
- Section 18. Organizing a Strike
- Section 19. Electronic Advocacy
- Section 20. Advocacy Over and For the Long Term

## Questions

## Afternoon Work

- Communications Template
- Get into your community level group
- Pull out your strategic prevention plan
- Think “Big Picture”
- First Three things you will do to advance this strategy when you get back to your community
- Use the template to sketch some initial ideas, thoughts, pieces started, etc

## Closing

- Volunteers to share their first three things