What is a Media-advocacy Strategy?

A strategy or plan for packaging, targeting, channelling and disseminating messages through the
mass media in a systematic and coordinated way.

Developing a media-advocacy strategy...involves defining what you want to achieve, and how you can do it.
Here are some of the steps and activities that are necessary to do this.
1. What is your aim? Your objective?
This involves defining your aim – what you hope to achieve or change in the long term, and your more immediate short-term objective. Remember to make your objective
SMART – Specific, Measurable, Achievable, Realistic, Time-bound.

2. Who do you want to influence – who is your target audience?
Which individuals or groups it is you want to target is key to realising your aim and objective.
You need to think about who has the power to make the changes (in policy, legislation, practice,
behaviour) needed to achieve your objective .

3. What media channel(s) should you use?
Different audiences are reached through different media. You need to identify which forms of media
will best reach those who you wish to inform and influence (your target audience).
For example, if you are targeting a government official at national level the national printed press and
TV might be suitable. If however your target is community leaders in remote areas not reached by
the national press then local media, such as local radio stations broadcast in local languages might
be more appropriate. It is also important to remember that men and women may also sometimes
receive information and be able to access the media in different ways and at different times.
It is also important to consider the literacy levels of your target audience. If for example you are

Finally it is very important that you think about the language used by your targeted audience. If you
are targeting government officials then media channels that use the country’s main official language
may be most appropriate. However if you are targeting areas local or community leaders, teachers,
parents or students in areas where other languages are spoken it is important to ensure that the
media you chose is available in a language that is accessible to them.
Remember that women and men may often have different levels of literacy and different levels of
access to local and official languages.
When deciding which media channel to use it is helpful to consider the advantages and
disadvantages of each:
Radio – wide appeal but message cannot be stored for future reference. Radio stations often
available in local languages. Phone in programmes in some countries give wide access.
Television – powerful because it uses vision and sound. However it is not always accessible to all
sections of the population due to cost and infrastructure limitations.
Newspapers – large audience if the country has a high literacy level and can be stored for future
reference. However they have circulation limitations – for example they may not be sold outside the
main cities – and are not always available in local languages. They can only be read by those with
good literacy skills.
Traditional media (drama, music, dance, folklore and community theatre) – has grassroots appeal
but very labour intensive if used to reach large audiences. Useful for local-based advocacy issues.
New media (information and communication technologies) – quick, spontaneous and allow for
interaction, take the news beyond national boundaries. However they are limited to those with
access to technology and the skills to use it.
Often it is helpful to use a combination of various different media channels for effective
communication. This helps to reinforce the message, reach many people and keep the message in
people’s minds.
Activity 6