Media advocacy workshop (1 or 2 days)
Description of workshop
Media advocacy is the process of working with the media to influence
healthy public policies through shaping debate about the topic. Successful
media advocacy ensures that issues include a public health perspective,
emphasize the social, cultural, economic and political dimensions
of health problems, and stress the importance of participation and
empowerment in health promotion. This one-day workshop will provide
a recommended process, many tips and strategies, and media representatives
will share their advice. Although the topic of media relations
will be touched on in the workshop it is not a focus for the workshop.
Who should attend?
This introductory workshop is intended for health promotion practitioners
who are planning or conducting media advocacy initiatives. Those
attempting policy change who have not considered a media advocacy
component in their strategy will also find it useful.
Goal
The goal of the media advocacy workshop is to acquaint public health
practitioners with the functions of the news media and equip them
with basic skills to apply that knowledge to advancing healthy public
policy.
Objectives
By the end of the workshop, participants will
- Understand the value of media advocacy as a health promotion
strategy.
- Understand how media advocacy differs from other approaches to
mass media used in health promotion.
- Understand the importance of
framing and the difference between framing for access and framing
for content.
Agenda
This agenda is a sample only.
8:30 Registration, Networking and Light
Breakfast
8:50 Introductions & Housekeeping
9:00 Overview: Concepts, Definitions,
Position within Health Promotion, Media Advocacy
9:30 The Steps in Media Advocacy
9:45 Audience Analysis / Influencing
Audiences
10:30 BREAK
10:45 Planning Access to the News Media
11:30 Application: Framing for Access (The
Pitch)
12:15 LUNCH (on own)
1:15 Guest Speakers
2:45 BREAK
3:00 Messaging: Framing for Content
- Message Development
- Interview Techniques with the Media
4:15 Summary, Further Supports, Evaluation
4:30 Closing Remarks
