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Linda Barovier, Associate Coordinator, Northeast Regional Team

Providing Training and Technical Assistance to Prevention First-NY! Communities on Using Media Advocacy December 15, 2010. Linda Barovier, Associate Coordinator, Northeast Regional Team. Introduction to Connect Pro.

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Linda Barovier, Associate Coordinator, Northeast Regional Team

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  1. Providing Training and Technical Assistance to Prevention First-NY! Communities on Using Media AdvocacyDecember 15, 2010 Linda Barovier, Associate Coordinator, Northeast Regional Team

  2. Introduction to Connect Pro Welcome to this Connect Pro Virtual Meeting. We will be using the following windows: • PowerPoint Window • Attendee List • Chat • Note We will also use the “Raise your Hand” feature

  3. Introduction to Connect Pro Two Ways to Ask Questions 1. In Writing: • Write question in Chat window • Select everyone from drop down menu • Press “Enter”

  4. Introduction to Connect Pro 2. By Raising Your Hand: • Raise your hand by clicking • You will see your status change in attendees list • Un-mute your phone (press * #) when called upon • Remember to mute your phone again once you have finished speaking • Lower your hand by again clicking

  5. Welcome & Virtual Roll Call • We will use the hand raise feature for a virtual roll call • Raise your hand to signal your presence when your affiliation (PRC or OASAS) is named: • Central • Finger Lakes • Mid-Hudson • NY City • Suffolk • Western • OASAS staff

  6. Wishes for Today’s Webinar • Use the chat box to identify one wish for today’s webinar • Your login name will identify you • You can also opt to agree with your colleagues by scrolling down the options listed in the hand raise feature (the little “blue man”) • Please mute your phone until you wish to ask questions (use * # to mute and unmute)

  7. Objectives Participants will be able to: • Define key terms associated with media advocacy in the field of prevention • Identify and utilize four keys to effective media advocacy • Provide technical assistance to communities on using media advocacy

  8. What is Media Advocacy? The strategic use of media to advance a social or public policy issue. • Shifts the focus from the individual to society’s laws, norms, and policies • Is based on the public health model • Targets changes in the environment

  9. Goals of Media Advocacy Objectives are: • To effect change in public policy, not just obtain media coverage • To shape debate around public policy • To communicate stories for the purpose of changing policies

  10. Key Questions for Planning • What is the problem? • Which type of policy is needed to address the problem? • Who has the power to make it happen? • Who must be mobilized? • What message(s) will be most effective?

  11. Four Keys to Media Advocacy Key 1: Conduct Research Key 2: Frame the Issue Key 3: Access the Media Key 4: Using Epidemiologic Data

  12. Key # 1: Conducting Research

  13. Conducting Research – Why? • Research provides the “ammunition” to make your case and counter opposition arguments. • Researchgives you credibility and sets you up as the expert on the issue.

  14. Conducting Research – When? • When you're trying to get an ordinance, policy or legislation passed • When you're seeking to arouse community concern about an issue • When important programs or services or whole groups of people are under attack

  15. Conducting Research – How? • Learn the basics about your issue • Example: server training, keg registration, advertising • Know how you will use the information • Example: press release, study, legislative briefing • Check all your facts twice – know stats • Get help

  16. Conducting Research – Where? • Academic research • Library, internet, journals, Google Scholar • Key informant surveys or focus groups • Police chief, license commissioner, community stakeholders • Existing laws, policies, or ordinances • State legislature website and library • Municipal/county clerks’ offices and websites • Surveys and epidemiologic data

  17. Conducting Research – NY Resources • Existing state laws • State resources on the New York Assembly and Senate • http://www.nysl.nysed.gov/ils/legislature/legis.html •  State Senate and Assembly legislation • http://www.nysenate.gov/legislation • http://assembly.state.ny.us/leg/

  18. Conducting Research – NY Resources • NY Surveys and Epidemiologic Data • Various substance abuse-related data • http://www.oasas.state.ny.us/hps/datamart/DataMart.cfm • Available State and regional epidemiological profiles (must register as user to access; anyone can register) • http://cps.oasas.state.ny.us

  19. Key 2: Framing the Issue

  20. Framing the Issue • What to include/exclude? • Focus on policies, not individual behavior • Focus on social accountability and institutional responsibility

  21. Key 3: Accessing the Media

  22. Accessing The Media • Connect your issue to other stories • Monitor the media • Make the issue community-based

  23. Accessing The Media (cont’d.) • Write an Op-Ed • Suggest a story • Write a press release

  24. Connecting to Stories • Connect your issue to other stories • Search area papers • On-line searches of local newspapers • Find ways to link stories back to conditions in the community (local interest stories)

  25. Monitor the Media • Monitor the media • http://www.alcoholpolicymd.com/press_room/brochures/alcohol_outlet_facts.htm • Monitor alcohol industry and local alcohol merchant ads • Look for reports about research on alcohol-related problems

  26. Writing an Op-ed • An op-ed is a guest opinion column found in the editorial section of your newspaper. • As a member of the community, you can use it as a tool to get your message out in the local media. • Getting a community leader or champion to co-author may help get the op-ed published. • Resources and suggestions • http://www.oasas.state.ny.us/ud/Campaign.cfm

  27. Building Relationships with the Media • Know who they are • Print (newspapers, magazines) • Broadcast (TV, radio, podcasts) • Social media (blogs, Facebook, MySpace, Twitter) • http://www.kidon.com/media-link/ • http://directory.google.com/Top/Regional/North_America/United_States/ • Know what type of media your target audience prefers • Learn how to best contact your target audience

  28. Hold a Newsworthy Event • A Policy Forum • A Conference • A Town Hall Meeting • A Legislative Briefing

  29. Key #4: Using Epidemiological Data

  30. Epidemiological Data • Using statistics • Translating research from dry facts to attention- grabbing news

  31. Using Epi Data to Make the Case • Number of Liquor Licenses in South Boston • Number of Churches in South Boston There are 5 liquor licenses for every 1 church in South Boston

  32. Community Case Study Massachusetts Banding Together Against Alcohol Ads

  33. Massachusetts Banding Together Against Alcohol-Advertising (MBTAA) • Problem:Ads on the subway train • Solution: Policy • Power: Grabowskis (Massachusetts Bay Transportation Authority Commissioner) • Mobilize: Community coalitions • Message: Youth don’t want the ads

  34. Case Study: MBTAA Grabowskis counters responsibility to raise funds Grabowskis doesn’t get it; campaign launched MBTAA formed with 3 Boston coalitions Governors’ spouse joins National initiative Meeting with Governor’s spouse planned Jernigan–CAMY speaks in Boston Youth take photos conduct poll Message framed as public health New Governor Health Commissioner MBTAAA requests budget Strategic plan developed Meeting with Public Health Commission planned State policy recommendations made to IAC – Lt Governor Press release Conference on steps of MBTAA Strategic plan re-developed Cambridge and Somerville join

  35. Case Study: MBTAA Framing the Issue Publicly-funded transportation system should not allow alcohol ads Research • Impact of Advertising • Youth Ridership on T • Poll: See Ad Disapprove • MBTA Advertising Budget Accessing The Media • Press Release • Press Conference • Media on Committee • Conference: CAMY • Legislative Briefing Epi/Statistical Data • Youth Use • Consequences • Advertising Dollars Spent

  36. Case Study: MBTAA • Social Marketing: Cambridge implemented numerous efforts to reduce youth access and change social norms supporting youth use • Media Advocacy: Create public support to change policy of Massachusetts Bay Transportation Authority (MBTA or the “T”) of carrying alcohol advertising on the T • Policy: Change T advertising policies • Enforcement: Coalitions could monitor whether T has alcohol-related ads once policy is enacted

  37. Synergy & Complementary Strategies

  38. Concern: Is This Lobbying ? What is lobbying? “A person who tries to influence the introduction of or voting on legislation or the decisions of government administrators.”

  39. What is Lobbying? • Direct • Influence Legislation Through Communication (vote for House Bill 2203) • Grassroots • Influence legislation through an attempt to affect the public opinions of the general public or any segment (Hey citizens of Anytown, NY - House Bill 2203 is bad) • If you’re unsure … check with your funder

  40. What is Not Lobbying? • Meeting with your legislator • Providing your legislator with educational materials • A newsletter to your members • http://www.mondaymorningreport.org/index.html • Dissemination of research reports or studies • Elected Officials • http://capwiz.com/cadca/dbq/officials/ • http://capwiz.com/cadca/issues/

  41. Questions?

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