To advance public health policy goals, advocates must learn how to communicate strategically about three things: the issue they want to address, why it matters and what should be done about it.
Together, these elements form the core of any message and can be incorporated into a variety of campaign communications, from blogs to op-eds to websites. They can also be tailored to answer most of the questions that a reporter or decision-maker might ask.
Too often, advocates prepare for interviews or news conferences by compiling exhaustive lists of facts and policy details, using those to form their messages and to counter opposition arguments. While facts and figures are important, alone they are not enough to form a compelling narrative or sway audiences. To make sure your message resonates with your audience, you must communicate shared values and show how your proposed solution reinforces them.
In addition, BMSG has identified several “story elements” that are commonly included in the news. By strategically using these elements — visuals, social math, authentic voices and media bites — advocates can increase the visibility of their issue and make it more understandable to audiences.
To learn more about message development, check out the below resources or contact us.
Related resources
Creating news that reaches decision-makers [pdf]
This training manual explores different news story elements so advocates can gain access to journalists by emphasizing what is newsworthy about their issue. Advocates 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.
Worksheet: Developing strategic messages [pdf]
Use this worksheet with your partners to practice developing messages for your target audience.
Worksheet: Crafting effective op-eds
Op-eds are a powerful way to bring public health and social justice issues to the public’s attention, and to reach policymakers with suggestions for concrete policy solutions. Writing one can help support your overall social change strategy. Use this worksheet to organize your ideas.
Using social math to support your policy issue
How advocates can make dense data meaningful for reporters, policymakers and the public.
Tips for writing effective letters to the editor
Letters to the editor can signal community interest about a particular public health issue and send a message to policymakers. Here are some tips to help advocates craft compelling letters and increase their chances of getting published.
Blogging tips for media advocates
Blogging can be a powerful communications tool for media advocacy. Blogs can help you establish your online identity, share expertise, and, ultimately, advance your social change goals. Whether you are just getting started or have been blogging for years, here are some tips and tricks to help your organization build and maintain a better blog.