media advocacy for public health

Developed by BrightLite Communications

TARGETTING THE

MASS MEDIA Understanding different uses of media for

communication

Understanding the role of media advocacy in influencing the public and policy


INDIAN MEDIA :

A SNAPSHOT

History of Indian Media : Independence vs. Freedom

Bengal Gazette in 1780

Largely independent media

The Argumentative Indian: Oral and Visual Culture


INDIAN MEDIA :

A SNAPSHOT

From 214 in the 1950s to over 4,000 today

Second largest newspaper market globally : over 99 million readers

Top 5: Dainik Jagran,Dainik Bhaskar, Times of India, HT,The Hindu

Television Media Fury : over 500 channels

Over 130 million television households


The TV Fury

Peepli Live !


THREE KEYS TO

MEDIA ADVOCACY

Key 1 : What about my message!

( Who,Why ,What, So What, Where , When , How )


THREE KEYS TO

MEDIA ADVOCACY

Key 2: The town crier! Who is conveying my message (Print, Television, Social Media )


THREE KEYS TO

MEDIA ADVOCACY

Key 3 : Is anyone listening! Talk Louder!

( Shaping Public Opinion, Influencing Policy)


Key 2 : The Town Crier Print Television

• International, National, Regional

• Newspapers

• Magazines

• News agencies

• News Stories, Columns, Editorial Page Articles

• TV Structures

• National, State, TV News Agencies

• News Stories, Studio Chats, Live Chats, Panel Discussion

• Video News Releases


Newsgathering for Print The Newspaper

Reporter : The Foot soldier

Copy Desk : Platoon Commanders

Editors : The General

Editors: National,Business

International, Opinion

Copy Desk

Reporter/Bureau


Newsgathering for Television

NEWS EDITOR/PRODUCER

INPUT EDITOR

REPORTER ENG CREW/OB

VAN

INPUT DESK

ENG CREW/OB VAN/REPORTER


Media Access Tools

Key 1 : What about my message!

The Pitch

Press Releases

Press Conferences

Conference Calls

One to Ones


THREE KEYS TO

MEDIA ADVOCACY

Key 1 : What is News is simply : What is New(s)

What

Why Now

So What


Story Break Down The Anna Hazare Blitz What : Corruption Why Now : Piggybacked on 2 G, other scams, People’s Demonstration So What: National Issue after 35 years, People’s Demonstration

,Specific Solution : Lok Pal Bill, Escalated Attack , Parliament in Session , Political Parties Debate at Jantar Mantar Proof Points : Vox Pops, Experts, Political Parties, Multi Platform Approach


Story Breakdown:

World AIDS Day

2009 What : Established TB HIV Co-infection

Why Now : Case Studies speak their stories publicly on TB-HIV on eve of World AIDS Day

So What : Study has been released

Proof Points: Expert Quote , study


THREE KEYS TO

MEDIA ADVOCACY

Key 1 : The Pitch!So What!

( Business card test)

Who

Why

Where

When

How

So What


Dos and Donts’ Do Share

Information Consistently and clearly

Do follow up with requests for information

Don’t share long documents sporadically

Don’t insist on being featured above the issue


Media Policy • Priority Stakeholders

• Priority Issues

• Platforms

• Spokespersons

• Aims of Media Conversations

• Level of Transparency

• Policy of covering sensitive communities

• Ethics Code

• One Page Document


Understanding

Television

PICTURE

BYTE

COMMENTARY

( Byte : Either they are talking on their cell phones or they just got slapped for eve teasing)


Understanding

Television

SESSION 1 and 2,

Day 2

Dressing For TV

Solid Colors

No Thick and intricate Patterns

Dress for Comfort

Well groomed

Out Damned White!


THE PRESS KIT

Press Release

Background Paper

Data Sheet

Contact Info

Pictures

Appearances matter


media advocacy for public health

News & Politics