Media Advocacy Training
which training is right for you?
- 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.
tools for advocates
groups we've worked with
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
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 Leadership Institute
Communication strategies for policy change: Free clinic
Is your organization or coalition in need of specialized communication assistance to help advance public policies that create healthier places to live, work and play? Do you need support developing and delivering effective messages, creating a media calendar or planning media events? Berkeley Media Studies Group is offering a limited number of in-person media advocacy clinics at no cost to participants, sponsored by The California Endowment. Opportunities are offered on a first come, first served basis.
If you are interested in participating, please complete this short survey by Mon., December 23. For more information, or to discuss other consultation opportunities, please contact Julieta Kusnir at email@example.com.