Day One: Tuesday, September 26, 2023
10:00 – 10:15 a.m.
Intro: What Media Advocacy Is and Isn’t
10:15 – 10:45 a.m.
Module One: Planning like a Pro
The Parkville Alliance wants consistent, intensifying coverage for their cause. They need a plan. This module will establish how to develop an overarching media strategy, using tactics and timelines to achieve desired change. Specifics include:
- Researching the Media Landscape
- Building Effective Media Lists
- Setting Goals and Objectives for Media Campaigns
- Using Data Effectively
- Identifying and Training Spokespeople with Lived Experience
10:45 – 11:05 a.m.
Breakout Workgroups: Develop Your Own Media Plan
11:05 – 11:20 a.m.
Q&A
11:20 – 11:30 a.m.
A Look at Tomorrow’s Agenda / Wrap Up
Day Two: Wednesday, September 27, 2023
10:00 – 10:05 a.m.
Welcome
10:05 – 10:50 a.m.
Module Two: There’s a Plan. Now for Action!
The Alliance has a media plan. Now they want to blanket Parkville with news stories. They need to master the essentials. This module will cover:
- Writing Press Releases, Media Advisories, and Editorials that Get Coverage
- Pitching Stories Effectively
- Forging Relationships with Reporters, Editors, and Assignment Desks
- Piggybacking on Community Happenings
- Hosting a Successful Media Event that Attracts Camera Crews
10:50 – 11:05 a.m.
Breakout Workgroups: Write Your Own Media Advisory
11:05 – 11:25 a.m.
Module Three, Part One: Engaging the Modern Newsroom
The Parkville Alliance is smart. They know they must integrate digital media into their campaign. This module reviews the details of how to use social media, video, and images to engage journalists, bloggers, and podcasters. Part One content includes:
- X? Threads? A Look at Methods for Building a Digital Reporter Network
- Creating Your Own News with Pitches and Video
11:25 – 11:40 a.m.
Q&A
11:40 – 11:45 a.m.
A Look at Tomorrow’s Agenda / Wrap Up
Day Three: Thursday, September 28, 2023
10:00 – 10:05 a.m.
Welcome
10:05 – 10:25 a.m.
Module Three, Part Two: Engaging the Modern Newsroom
A continuation of Module 3. Part Two content includes:
- Getting Bloggers and Podcasters On Board
- Using Biteable, Canva and Infographics to Support Issue Advocacy Campaigns
10:25 – 10:40 a.m.
Breakout Workgroups: Discuss Social Media Strategies
10:40 – 11:05 a.m.
Module Four: The End (is Never the End)
The Parkville Alliance succeeded! Mayor Parks allocated funding to revitalize Park Central. Now what? This module will cover what to do after your winning campaign. Specifics include:
- Highlighting the Change that’s Been Created
- Gauging Success
- Maintaining Relationships with Newsrooms
- Keeping your Social Media Engagement Vibrant
- Pivoting to Other Issues
11:05 – 11:20 a.m.
Final Q&A
11:20 – 11:30 a.m.
Provide Toolkit/Closing Statements
Become a Media Advocacy pro!
The Parkville Alliance has met with the mayor to propose revitalizing Park Central, but nothing has happened. Using media advocacy, they hope to inspire the mayor and other city officials to take action, and you’ll be along for the ride.
“Lights! Camera! ADVOCATE!” will provide you with the knowledge and toolkit you need to get your issue covered by journalists, bloggers and podcasters, whether you live in a big city or a small town.
This workshop is intended for public health professionals, advocates and community organizers.
