ADVOCACY WITH
MEDIA & POLICY MAKERS
FRIDAY, JANUARY 06, 2012, JAIPUR
Gaurav Shukla
OUTLINE

What is advocacy?

Types of advocacy

Synergising research and advocacy

Building blocks for media outreach


Engagement with media
Building blocks for policy outreach

Engagement with policymakers

Expected outcomes

Way forward
2
WHAT IS ADVOCACY?
The pursuit of influencing
outcomes — including
public-policy and resource
allocation decisions within
political, economic, and
social systems and
institutions — that directly
affect people’s lives
Cohen 2001
3
TYPES OF ADVOCACY

Ideological advocacy: groups fight to advance their ideas in the in all
circles, including decision-making circles (often involving protests etc)

Mass advocacy: petitions, demonstrations, etc.

Legislative advocacy: achieving change through the Parliaments

Policy advocacy: targeted to the policy-makers

Media advocacy: strategic use of the mass media as a resource to
advance a social or public policy initiative
4
SYNERGISING RESEARCH AND ADVOCACY
Evidence based advocacy
 How do we translate evidence into effective advocacy: Challenge
and an Opportunity

Research
Advocacy
5
BUILDING BLOCKS
FOR MEDIA OUTREACH
Building Blocks for Media
Outreach
6
ENGAGEMENT WITH MEDIA
Activities
• State Reference Group Meetings
• Consumer Interface Meetings
• Conferences and seminars
Outputs
• Synthesis Report
• Briefing Papers
• Event Reports
Action
• Articles / Press releases
• Focussed group discussions (CIMs)
• Press Conference
• Need for Sensitisation (Training
programme for Media)
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Building Blocks for Policy
Outreach
8
ENGAGEMENT WITH POLICYMAKERS
Activities
• State Reference Group Meetings
• National and State level advocacy
meetings
• Conferences and seminars
Outputs
• Synthesis Report
• Policy Briefs
• Event Reports
Action
•Advocacy Seminars
•Parfore Meeting
• Periodic briefings with ‘influential’
Parliamentarians
• State level briefings
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EXPECTED OUTCOMES
• Greater coverage of consumer issues pertaining to
RE/DSM in local/national dailies
• An informed press leads to wider dissemination of
information and greater public awareness
• Increased attention to consumer issues/demand from the
Government
• Strengthen the channel of communication between
policy makers and CSOs
• Consumer representation on ERC in project States
10
WAY FORWARD
Engage with the partners to
develop an advocacy/outreach
strategy
to
finalise
in
consultation
with
SRG
Members
11
THANK YOU!!
12
Gaurav Shukla
gs3@cuts.org