MEDIA ADVOCACY ELEMENTS

Media AdvocacyMedia 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 AdvocacyTo 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 GoalDefine clearly the goal. That means what is our objective by applying the media advocacy in the specific area.Target AudienceFinding 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 MessageClearly 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 StakeholdersDetermine the most effective communication stakeholders through whom message could be conveyed to the target audience most effectively.Targeting the MediaTo 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.