NCJ Number
188080
Date Published
2001
Length
42 pages
Annotation
This guide provides suggestions for developing media advocacy to enhance the enforcement of underage drinking laws.
Abstract
"Media advocacy" has been defined as the strategic use of media to advance a social or public policy goal. A traditional use of the media focuses only on existing attitudes, responds to media inquiries, views media as a threat, responds passively to media framing of coverage, and defines problems from an individual perspective. Strategic media advocacy, on the other hand, focuses on shaping attitudes, affecting policy, and building social movements; proactively seeks media attention; views media as a useful tool; works to shape media coverage; and defines problems from a policy perspective. Media advocacy means developing a strategy that will influence how a media reporter "frames" a story on underage drinking. This involves making every effort to talk with the reporter who is developing the story and expressing one's points of view in a convincing manner. Although the reporter will provide the format for an interview through the questions asked, questions can be answered in such a way that subsequent questions will tend to move in the direction desired by the person being interviewed. Examples of how this occurs are provided through sample reporter interviews. Given the importance of how questions are answered, there must be preparation prior to the interview. The goal one wishes to achieve through the interview should be determined prior to the interview. This goal will determine how questions are answered, which in turn will determine what is achieved through the interview. Other issues addressed in this guide are how to get the attention of the media, the framing of "media bites," the development of a message to help frame a story, dealing with journalists, and five steps in contacting a journalist. 13 annotated resources