ROOTS 1+2
Advocacy toolkit
Toolkit
www.tearfund.org/advocacy_toolkit
Section G3
Advocacy Cycle Stage 4
Taking action:
Using media
Section G3: What is the media?
The media includes:
Traditional media eg radio, TV and newspapers
Electronic and online media eg email, internet,
social networking sites and blogs
The media is a powerful force that can build
awareness, shape public opinion and influence
decision-makers.
Section G3: Media opportunities
• Written – press releases, letters to the editor,
feature-length articles, blogs, background
information for journalists
• Spoken and visual – radio interview, TV
interview, phoning in to a talk show, storylines
in radio or TV programmes, film footage
• Relational – putting on a lunch for journalists,
inviting journalists on visits to communities
Section G3: Media messages
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What is happening / has happened?
Who, where and when?
Why is it happening / has it happened?
How is it affecting people and why is it
important?
• What needs to happen now?
Section G3: Media messages
3 characteristics:
be clear,
concise,
colourful
Have 3 points –
and no more
3 letters: ABC
Acknowledge
Bridge
Communicate
Section G3: Good practice in media
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Understand the aim of getting media coverage
Use clear media messages
Target key media and key people
Trying to view the issue from the perspective
of a journalist
• Remember that no news is unbiased
• Use ‘hooks’ to hang stories on