Media advocacy is used in public health to promote an issue in order to influence policy-makers and encourage social change. Media advocacy is used to educate the public, sway public opinion and influence policy-makers.

Media coverage is one of the best means to gain the attention of decision-makers, and media coverage is easy to get. This can be accomplished through news releases, letters to the editor, editorial board meetings, interviews, or simply by publicizing public health events.

There are several key points to a successful media advocacy campaign. Plan your message carefully. Make your message simple, clear, persuasive and compelling. Target the message to the intended audience. Point out the problem, why it is of concern, and what should be done about it. Try to create a message that is new and put a human face on it. This will have a greater impact than simply using statistics. Cultivating positive relationships with media professionals will also benefit organizations and their public health issues.

Source: American Public Health Association

Relevant Links

American Public Health Association - Media Advocacy Manual