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| News for a Change - An Advocates Guide to Working with the Media | |
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Copies can be
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"Once you read [this book], you will never again feel comfortable just handing out brochures (no matter how cool they are) or hosting yet another seminar. Once you "get" media advocacy, you have to do it. Or live with the fact that youre not doing everything you can to make a difference." Authors Lawrence Wallack, Katie Woodruff, Lori Dorfman and Iris Diaz are experienced media advocacy practitioners who produced this handbook to help nonprofits develop "a strategy that combines key elements of social change - community organizing, research, policy development, advocacy, and politics - with news media." Chapters headings are based on the authors ten basic rules for doing strategic news media work - with emphasis on "strategy." The first chapter argues that doing effective media advocacy depends upon having clear policy objectives or an overall social change strategy. It also outlines key elements need to develop a campaign strategy, such as defining the problem to be solved, proposing a solution, and determining who has the power to bring about change. Subsequent chapters lay out the individual components of media advocacy work. Topics covered include: shaping the story, creating news, talking to journalists, strategies for editorial page coverage, strategies for getting television and radio coverage, and evaluating the effects of a media campaign. The book provides a solid foundation and wealth of practical tips for working effectively with journalists. Most chapters contain "Advocacy in Action" sidebars that provide real-life examples of specific media advocacy skills, a series of "Try it Out" exercises that allow readers to practice the skills described in that chapter, and helpful checklists that can be used in creating media plans. Recommended for non-profit and community-based organizations, community groups and activists working to develop effective media advocacy strategies.
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