Media Advocacy is one component in a comprehensive approach to creating a shift in community norms and standards through environmental prevention strategies.
Media advocacy is the strategic use of media to gain community and decision-maker support for changing community norms and standards and potential solutions. Media advocacy is a critical element of an environmental prevention project because it links all the other components of the environmental prevention model into a cohesive holistic approach.
The role of media advocacy often evolves during different phases of an environmental prevention project. In early phases of a project, media advocacy can be used to raise awareness of the problem on the public agenda and to highlight possible policy-focused solutions. Media advocacy provides a vehicle for high-visibility community response and can be used to demonstrate community support for proposed environmental prevention solutions. Throughout the life of a project, media advocacy can be used effectively to highlight project successes.
Media advocacy often is used to:
- Raise the issue on the public agenda
- Reveal the magnitude and scope of a problem
- Frame an issue
- Introduce solutions
- Empower stakeholders
- Apply pressure and give cover to those who can create change
- Highlight change as it happens
- Promote enforcement