Media Advocacy Training

BMSG offers strategic communications trainings for advocates, community groups, youth leaders and others interested in shifting the public debate on health or other social justice issues. Our trainings are designed to help participants build the skills and capacity they need to make the case for policies that improve public health. We offer introductory trainings for those new to media advocacy as well as more advanced options for seasoned advocates who want to further build their team's capacity or apply their skills in a targeted media advocacy campaign.                                                                                          

which training is right for you?

 BMSG has a range of trainings to choose from, or we can custom-tailor our sessions to meet your team’s specific needs. Trainings are available in English and Spanish and range from one-time, half-day sessions to in-depth series delivered over a year. Read the sample list below to find out which training best suits your group. Or contact us at to discuss custom training options.
Overview of media advocacy This training introduces how to use media advocacy strategically to advance policy. Participants will learn to recognize the news media’s role in shaping debates on community health. They will clarify their overall strategy and learn how it relates to a media strategy, a message strategy, and a media access strategy. In many cases, this will be the basis for subsequent trainings.
Strategic media planning This training takes participants through each step of developing a media advocacy plan: setting goals and objectives, identifying strategies and tactics, assessing resources, determining timelines and specifying who will do what. Participants will learn to integrate communications planning organizationally and plan for timely, proactive news coverage.
Framing and message development This training explains framing -- what it is and why it matters -- and helps participants apply that knowledge to developing messages in advocacy campaigns. Participants will practice framing their issue in the context of policy advocacy.
Creating news This training explores different news story elements so participants can get access to journalists by emphasizing what is newsworthy about their issue. Participants will explore how to create news, piggyback on breaking news, meet with editorial boards, submit op-eds and letters to the editor, and develop advocacy ads.
Spokesperson training This training gives participants intensive practice being spokespeople for their issue, including on-camera training. Participants will learn to anticipate and practice answering the tough questions reporters ask. And they’ll learn how to give incisive feedback to one another.
E-advocacy training This training gives participants a tour of e-advocacy and social media tools, so they can tailor their online communications to effectively engage specific audiences and reach strategic advocacy goals.







Alameda County Public Health Department
California Convergence California Pan-Ethnic Health Network (CPEHN)
California Pediatric Collaborative
California Project LEAN
Centers for Disease Control & Prevention
Central California Regional Obesity Prevention Program (CCROPP)
Centro Binacional para el Desarrollo Indigena Oaxaqueno (CBDIO)
Community Clinics Initiative
First 5 Contra Costa
Girls Inc.
Goods Movement
Hmong Health Collaborative
Humboldt Partnership for Active Living
Long Beach Alliance for Children with Asthma
National Alliance on Mental Illness
Partnership for Physician Advocacy (UCSF)
Sacramento Housing Alliance
Shasta Public Health Department
Statewide Youth Board on Obesity Prevention (SYBOP)
The Health Trust Aging Services Collaborative
Violence Prevention Coalition of Greater Los Angeles
Youth Alive
Youth Leadership Institute


May 2: Place Matters Action Lab, Atlanta, GA

Partnering with the Joint Center for Political and Economic Studies, BMSG trainers Julieta Kusnir and Fernando Quintero will support media advocacy skills development among policy change advocates working to eliminate health disparities around the country. The advocates are part of the teams representing Place Matters, a nationwide initiative of the Joint Center aimed at improving the health of participating communities by addressing social conditions that lead to poor health.

June 4-5: National Soda Summit, Washington, D.C.

BMSG's Lori Dorfman and Fernando Quintero will provide participants with message strategy tools and lessons learned from advocates working on sugary drink policies. The conference will bring together national and international experts, public health professionals, and local, state and national policymakers to explore a variety of topics including the latest science on sugary drinks and health, as well as policies that help limit the consumption of unhealthy beverages.

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