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(Media) Advocacy and Social Marketing
“Advocacy is the pursuit of influencing outcomes – including public-policy and resource-allocation decisions within political, economic, and social systems and institutions – that directly affect people’s lives.”[1]
Advocacy is used to promote an issue in order to influence policy-makers and encourage social change. Media coverage is one of the best ways to gain attention of decision-makers.[2]
Advocacy means openly supporting a certain viewpoint or a group of people. Advocating for a specific cause means to try to persuade local or national governments or other entities to grant specific rights, make policy changes, provide money, or create new laws for the good of this cause. (Community Tool Box: Chapter 34 Media Advocacy, in: http://ctb.ku.edu/tools//chapter_1034.htm)
Media advocacy is the purposeful and planned use of mass media to bring problems and policy solutions to the attention of the community and (local and national) decision-makers and thereby influence public policy. It targets the broad social environment. By working with the media, advocates can:
Media advocacy and social marketing differ therefore in their orientation: Whilst social marketing focuses on behaviour change of the individual (and groups), media advocacy targets the societal and policy level. Taken together, social marketing and media advocacy can be complementing to each other and become a powerful mechanism for promoting social change.
References:
Community Tool Box: Chapter 34 Media Advocacy, in: http://ctb.ku.edu/tools//chapter_1034.htm Deals i.a. with the following questions: What are the media and media advocacy? Why should you engage in media advocacy? When should you focus on the media? What does media advocacy involve? How do you set up a media campaign?
American Public Health Association (APHA): Media Advocacy Manual, in: http://www.apha.org/NR/rdonlyres/A5A9C4ED-1C0C-4D0C-A56C-C33DEC7F5A49/0/Media_Advocacy_Manual.pdf. Illustrates what media advocacy is and how it works: how to plan the message, contact the media and what the ways there are to use the media.
Advocacy is used to promote an issue in order to influence policy-makers and encourage social change. Media coverage is one of the best ways to gain attention of decision-makers.[2]
Advocacy means openly supporting a certain viewpoint or a group of people. Advocating for a specific cause means to try to persuade local or national governments or other entities to grant specific rights, make policy changes, provide money, or create new laws for the good of this cause. (Community Tool Box: Chapter 34 Media Advocacy, in: http://ctb.ku.edu/tools//chapter_1034.htm)
Media advocacy is the purposeful and planned use of mass media to bring problems and policy solutions to the attention of the community and (local and national) decision-makers and thereby influence public policy. It targets the broad social environment. By working with the media, advocates can:
- Set the agenda: You influence what the media covers (media agenda), what people talk about (public agenda) and what policy makers deal with (policy or political agenda).
- Shape the debate: Change the way people talk about a specific social issue.
- Advance a policy: Use the media to put pressure on policy makers.
Media advocacy and social marketing differ therefore in their orientation: Whilst social marketing focuses on behaviour change of the individual (and groups), media advocacy targets the societal and policy level. Taken together, social marketing and media advocacy can be complementing to each other and become a powerful mechanism for promoting social change.
References:
Community Tool Box: Chapter 34 Media Advocacy, in: http://ctb.ku.edu/tools//chapter_1034.htm Deals i.a. with the following questions: What are the media and media advocacy? Why should you engage in media advocacy? When should you focus on the media? What does media advocacy involve? How do you set up a media campaign?
American Public Health Association (APHA): Media Advocacy Manual, in: http://www.apha.org/NR/rdonlyres/A5A9C4ED-1C0C-4D0C-A56C-C33DEC7F5A49/0/Media_Advocacy_Manual.pdf. Illustrates what media advocacy is and how it works: how to plan the message, contact the media and what the ways there are to use the media.
[1] David Cohen/Rosa de la Vega/Gabrielle Watson: Advocacy for Social Justice: A global action and reflection guide, 2001, p. 7
[2] American Public Health Association (APHA): Media Advocacy Manual, p. 2, in: http://www.apha.org/NR/rdonlyres/A5A9C4ED-1C0C-4D0C-A56C-C33DEC7F5A49/0/Media_Advocacy_Manual.pdf
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