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Media and its impacts on public health policy

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Christine Wood
Christine Wood
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MEDIA + ITS IMPACTS ON PUBLIC POLICY KendallWood May 10, 2012 University of Victoria Graduate Program Public Health
Hello •  KendallWood •  Give you some stories from the front lines •  Hands up if you’ve ever worked on an advocacy campaign •  Hands up if you’ve used social media •  Or dealt with media
Three things All rules are broken A small idea Money and effort
Big pink backlash •  Susan G. Komen video
Framing your story
Pink = Passion •  Trends •  Themes •  Views •  Opinions •  Advocates
Pink-washing
Friends + Foes •  News media coverage •  TV news + talk shows •  Online message boards + forums •  Consumer watch groups •  Community associations + interest groups •  Citizen journalists •  Celebrities + public figures •  Journals + reports
You are media now
Some things to think about •  Who are you speaking to? •  Different audiences have different needs •  Who + how many people will be speaking on your behalf? !
Everyone has a voice •  Stakeholders •  Community opinion leaders •  Members of related organizations •  Key decision makers •  Subject matter experts + delightfully uninformed •  Schools •  Faith-based groups •  Businesses •  Citizen journalists •  Media !
What does Media Advocacy do? •  Changes or reframes the problem or issue •  Creates a stream of publicity •  Expands the conversation •  Engages community members and key decision makers !
Don’t talk AT people, talk TO them •  engagement matters •  so does having a conversation •  what motivates them •  what’s important to them •  appeal to their interests •  sense of community !
It’s always personal •  Is there a fire near my house? •  Where is the smoke coming from? •  Is my road closed? •  Is my food safe? •  What do you want me to do? !
Living Water Smart Blog
Give people permission •  just do it! •  begin with the end in mind •  don’t overwhelm •  focus on what’s relevant •  make complex issues easy !
ImmunizeBC Redux •  First time virulent opposition •  Social media + its discontents •  Initial launch based on CDC best practices •  Flu bug, family friendly •  Anti-vaccine advocates
PR + Media Advocacy Public Relations Media Advocacy Takes the lead in developing key messages Collaborative message development Individual responsibility Focuses on social good Shapes public attitudes Focuses on policy Provides a consistent song sheet for spokespeople Allows people to improvise, harmonize or sing a cappella
The Tipping Point
Canadian Drug Policy Coalition
What’s next?
rena@kendallwood.ca christine@kendallwood.ca https://www.facebook.com/kendallwood.ca

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Media and its impacts on public health policy

  • 1. MEDIA + ITS IMPACTS ON PUBLIC POLICY KendallWood May 10, 2012 University of Victoria Graduate Program Public Health
  • 2. Hello •  KendallWood •  Give you some stories from the front lines •  Hands up if you’ve ever worked on an advocacy campaign •  Hands up if you’ve used social media •  Or dealt with media
  • 3. Three things All rules are broken A small idea Money and effort
  • 4. Big pink backlash •  Susan G. Komen video
  • 6. Pink = Passion •  Trends •  Themes •  Views •  Opinions •  Advocates
  • 8. Friends + Foes •  News media coverage •  TV news + talk shows •  Online message boards + forums •  Consumer watch groups •  Community associations + interest groups •  Citizen journalists •  Celebrities + public figures •  Journals + reports
  • 10. Some things to think about •  Who are you speaking to? •  Different audiences have different needs •  Who + how many people will be speaking on your behalf? !
  • 11. Everyone has a voice •  Stakeholders •  Community opinion leaders •  Members of related organizations •  Key decision makers •  Subject matter experts + delightfully uninformed •  Schools •  Faith-based groups •  Businesses •  Citizen journalists •  Media !
  • 12. What does Media Advocacy do? •  Changes or reframes the problem or issue •  Creates a stream of publicity •  Expands the conversation •  Engages community members and key decision makers !
  • 13. Don’t talk AT people, talk TO them •  engagement matters •  so does having a conversation •  what motivates them •  what’s important to them •  appeal to their interests •  sense of community !
  • 14. It’s always personal •  Is there a fire near my house? •  Where is the smoke coming from? •  Is my road closed? •  Is my food safe? •  What do you want me to do? !
  • 16. Give people permission •  just do it! •  begin with the end in mind •  don’t overwhelm •  focus on what’s relevant •  make complex issues easy !
  • 17. ImmunizeBC Redux •  First time virulent opposition •  Social media + its discontents •  Initial launch based on CDC best practices •  Flu bug, family friendly •  Anti-vaccine advocates
  • 18. PR + Media Advocacy Public Relations Media Advocacy Takes the lead in developing key messages Collaborative message development Individual responsibility Focuses on social good Shapes public attitudes Focuses on policy Provides a consistent song sheet for spokespeople Allows people to improvise, harmonize or sing a cappella
  • 20. Canadian Drug Policy Coalition