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SpinDistribute.com Article Directory

The following article was published in our article directory on February 17, 2014.
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The Uses of Media Advocacy

Article Category: Advice

Author Name: Cindy Jeffrey

Media advocacy is defined as a tactic for community groups to communicate their goals to the public. It is a tool that combines the approaches of advocacy with the strategic use of media and modern technologies. It plays a key role towards achievement of the goals set by the coalition or group. Specifically, leaders can use media advocacy to achieve the following drivers that will likely increase likelihood of achieving the organization's goals:

Inform the public and gain support

It enables the group to inform the public and to gain their support by eliciting empathy, emotions, or urgency of the issue that it pursues. We know that the first step towards achieving advocacies is to make the issue known to the public. By simply being alert and catching their attention, the group can easily provide the public with more information about the issue.

The group can gain support through various ways. It can describe to the public the urgency of the advocacy and how it can affect people's lives. It also enables to group to get in touch with the target audience's moral fabric and to encourage them to agree on their position. More importantly, if implemented efficiently, it can even be used to encourage the people to act and join the coalition.

Get the support of gate keepers

Through these tactics, the coalition is more likely to get the support of gatekeepers and opinion leaders. It is important to get the nod of opinion leaders and gate keepers because they influence people easily. These are religion leaders, celebrities and other key members of the society. By doing this, the coalition increases their reputation, integrity, and popularity.

Sustain the presence of the issue being addressed

Through media advocacy, the awareness of the issue is spread and sustained. Through the media, the target audience and the decision makers are constantly reminded of the problem. Hence, the coalition will no longer need to go back to square one wherein they would need to remind the audience about the issue that they pursue. Media advocacy enables advocacy campaigns to have lasting impressions to the public.

Pressure decision-makers

With the support of gatekeepers and opinion leaders, the can put more pressure to decision makers or policy makers involved in the issue being addressed. This purpose serves as the outmost advantage of media advocacy that the coalition can use. If the decision makers, probably policy makers will be pressured about the issue, then it is more likely that they will make necessary actions that are favorable to the advocacy. If this is achieved, the probability of achieving the group's goal is at its highest level.

It is an important tactic when pursuing an advocacy with great urgency. If the coalition needs to achieve the goals within a short span of time, media advocacy is a promising strategy. Similarly, media advocacy can also be used in issues that are needed to be addressed in the long term because it can also sustain public's awareness and attention.

Keywords: strategic planning, coalition building, leadership, leadership training, advocacy, media advocacy, policy advocacy, advocacy campaigns

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