1. Development & Media Advocacy Author: ShailaShahid Krisok of KrisokerSor(Farmers’ Voice) farmers.voice@gmail.com

2. Understanding Media & Media Advocacy 1. Mark the items which are result of media advocacy 2. Find out spaces which you can use to raise your issues 3. Make a list of favorable a. publishing establishments with contact details b. editors with contact details c. correspondents with contact details d. contributors/writers/columnist with contact details 4. what activities you will do for raising issues in media 5.choose one activity to do

3. Media Advocacy Media advocacy – to convince media to write on issue? What is a good idea – to let the name come or not in the article? How many are reading social issues? Get articles in god newspaper does really impact on issue? Field visits, media, fellowships, editors summit, fast sheet, letters to the editor, newsitem, press conference, column writer, photograph, charts, poster, branding, ambassador, press release, case studies, training or senitisation for media professionals, media tour, write to star, celebrities Focus on journalists who consistently write on people’s issues and cultivate them Newspaper in local languages – more readers and opportunity is lost if we ignore Media is more influencing from people to officials No contact details but e mail address

6. make opinion in favor

7. influence policy/decision makers5

8. 6 What is MEDIA Advocacy by NGO? NGO having a vision of how you want the world to be A shared vision is a force bringing people together for collective action A clearly articulated vision provides energy, momentum and strength Can be a continuing focus for their social commitment Can create regular pressure on policy and decision makers

9. Using Media vs. Media Advocacy Seeks to mobilize community Motivates social and political involvement Develops healthy public policies Focuses on the power gap Access: news desk Seeks to inform people about their rights and laws related to the issues Motivates individuals to change own behavior Develops messages Focuses on information gap Access: public affairs desk 7

10. Using Media Advocacy Media advocacy uses a range of media and advocacy strategies… to stimulate broad-based coverage… in order to reframe and shape public discussion about a social and humanitarian issue like Aadivasi’s right over natural resources (Jungle), right to education, right to WASH etc to increase support for and advance healthy public policies over crucial issues. 8

12. illustrate a point visually

13. focus on the main issues

14. create a sense of urgency and responsibility9

16. behavioral change on an individual level

17. influencing attitudes towards issues

18. shifting paradigms

19. generating stakeholder support for policies and programs that we want to advance

20. creating supportive environment for the issues10

22. How to go about planning a media campaign

23. Methods for Using the Media

24. 5 Steps to Media Advocacy11

26. Setting the agenda/getting media attention

27. Framing and shaping the debate

28. Bridging the gap between media & people

29. Advancing specific policies towards people.12

31. There is no much difference

32. Public media usually known as Government media

33. Private media is owned by big industrialists and capitalists

34. Both are going against marginalized people13

35. 2. Getting Media Attention Controversy Milestone Anniversary Irony Celebrity Breakthrough Localize Personalize Injustice Initiatives 14

36. 2. Getting Media Attention Controversy/conflict Milestone Anniversary Irony Celebrity Breakthrough Localize Personalize Injustice Initiatives 15

37. 3. Framing & shaping the debate Everything cannot be said about every issue in every story Tell the audience what is important about the story; create the meaning. The process for selecting what is left in and what is left out is called framing. Who the audience deems responsible for fixing the problem depends on how the story is framed. 16

38. 4. Bridging the gap between media & people Translate individual problem to social issue Assign primary responsibility Present solution Make practical/policy appeal Develop pictures and images Tailor to audience 17

39. 18 Principles and Practices for Media Advocacy Credibility as Independent organization Non-partisanship Collaboration vs. confrontation Integrity as democratic, transparent, and accountable internal governance Realistic about resources SMART Analysis for issues Clear action plans

40. 19 Principles and Practices Sending out loud and clear messages Campaign-based messages to be correct, clear, concise, concrete, complete and communicable and relevant to target audiences Identifying potential support groups Using the media

42. illustrate a point visually

43. focus on the main issues

44. create a sense of urgency and responsibility20

46. behavioral change on an individual level

47. influencing attitudes towards issues

48. shifting paradigms

49. undermining resistance to change

50. generating stakeholder support for policies and programs that we want to advance

51. creating supportive environment for the issues21

52. Using Media Advocacy Media advocacy uses a range of media and advocacy strategies… to stimulate broad-based coverage… in order to reframe and shape public discussion about a social and humanitarian issue like Aadivasi’s right over natural resources to increase support for and advance healthy public policies over crucial issues. 22

53. MEDIA ADVOCACY An Overview Using the Media and Media Advocacy How to go about planning a media campaign Methods for Using the Media 5 Steps to Media Advocacy 23

54. 24 Risks in advocacy work NGO becomes the target of attacks by opposing forces Needs more resources than expected Negative perceptions develop about NGO’s political affiliation Some target groups no more friendly Failed strategy leads to demoralisation

55. 25 Benefits of advocacy work NGO becomes popular –public recognition Positive impact of policy Achievement of desired policy change Becomes part of a larger group, coalition, or network Positive influence with donors or government

56. What is Media Advocacy? Media advocacy is the strategic use of mass media to support community organizing and advance their struggle for justice, peace and rights… 26

57. 27 10 Elements for an advocacy strategy (cont.) Enlist support from other key players, other NGOs, the Public, the government Identify monitoring and evaluation criteria and indicators Assess success or failure and determine next steps