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The Benefits of Media Advocacy
Earned Media
One of the most important achievements of Media Advocacy is “earning” inches and
airtime of coverage for which you would otherwise have to pay. The ability to
earn media depends on:
- How the issue is framed. Is there a bad guy vs. a good
guy? A debate or controversy? Are individuals suffering from an injustice?
Is an issue being treated with short-sightedness that may cost society in
the long run? Or, is someone offering a solution to a community problem
about which the public should know?
- Your relationships with reporters and
other media gatekeepers who trust your information and respect your
organizational goals.
- Who your messengers are. Do they have
name recognition in the community? Do they represent the class of
individuals who are targeted? Are they considered credible sources for
information? Examples of good messengers include elected officials,
respected medical practitioners, and well-known volunteer advocates.
Educational Tool
Media advocacy allows you to connect with far more individuals than you could
reach in a single, paid ad, and it gets your message across with more
credibility than audiences give to paid placements. The only major cost for
media advocacy success is the time it takes to organize your story and implement
your strategy. Often by orchestrating the media coverage of your issue, you can
frame the debate and educate the community about problems and the community’s
participation in crafting and implementing solutions.
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