Media Advocacy
Media advocacy refers to the strategic use of mass media along with direct participation of the members of civil society and opinion leaders, with the vision to bring any significant positive change in mass lifestyle or policy level. Actually media advocacy means, the use of media as a powerful tool in development communication’s process.
Elements of Media Advocacy
To make a media advocacy process to be fruitful in its working process, the strategy planner has to be aware about Media Advocacy’s element, which means some key-factors to keep in mind when someone is dealing with Media Advocacy.
Communication Goal
Define clearly the goal. That means what is our objective by applying the media advocacy in the specific area.
Target Audience
Finding out the key-audience is the second most important duty. Target mass might be of a huge number but there might be a limited number of people who can perform better in message conveying process to achieve our goal.
The Message
Clearly define the message what I want to convey to the target audience. The message will consist of the information which will focus on our goal.
Key Stakeholders
Determine the most effective communication stakeholders through whom message could be conveyed to the target audience most effectively.
Targeting the Media
To identify which part of mass media will perform more effectively on the target people and use that particular media in the media advocacy is a vital element. Because wrong choice of it might turn the advocacy planning worthless.
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