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Whenever you communicate with a member of the media, you must explain why an issue is important, what is at risk, why the reader/listener/viewer should care, and why that reader/listener/viewer should act. The more closely you can align the message with others who share your values and concerns, the more support you will engender. Being prepared with a plan is the starting point for advocating an issue.
Pick a health topic to advocate and use Exhibit 10.1 and 10.2 (chapter 10) to plan and deliver the media message for the advocacy. From Patton Etal
EXHIBIT 10.1
MEDIA STRATEGY PLANNER
Group I want to change the opinion of __________________________.
Issue I want to change their opinion about ______________________.
Current Opinion Currently, their opinion is ____________________________.
Evidence I know this is currently their opinion because ___________________.
Desired Opinion I want their opinion to be _____________________________.
Message Problem ➔ __________________________ is a pressing concern because
Impact ➔ It affects [xyz community] in the following ways: ________________.
Value Proposition ➔ Addressing this problem will have numerous benefits: ____________.
Dangers of Inaction ➔ If this problem continues to be ignored, the consequences could be __________________.
Call to Action ➔ You can be part of the solution by _________________________.
Media The group I am trying to influence can best be reached through . . . (print, broadcast, internet).
Timeline I want to change the opinion of this group by the following date: _________.
Resources I have the following resources available to implement this media strategy: (staff, volunteers, money, other).
Evaluation I will assess whether their opinion has changed by ______________.
EXHIBIT 10.2
STEPS TO DELIVERING A SUCCESSFUL MESSAGE
1.State your goal clearly.
2.Identify your audience(s.)
3.Define your issue—the issue must draw attention and be considered “newsworthy.”
4.Include only one main message with no more than three underlying themes of support.
5.Limit your message to 30 seconds or less so that it is memorable.
6.Frame your statements so that your message connects to the greater public’s interest.
7.Be strategic when proposing a solution.
8.State the support sought.
9.Compel the audience to be concerned about your issue.
10.Use humanizing examples and/or analogies.
11.Match your message and language to the audience.
12.Repeat your message frequently and consistently in all communications.
13.Evaluate the effectiveness of your message.
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