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Messages and Media: Educating and Persuading

By: Lisa VeneKlasen, Valerie Miller

This chapter of Just Associate’s The Action Guide for Advocacy and Citizen Participation offers practical guidance on conducting media advocacy at a community, national, or global level. It focuses on message development and delivery, giving step-by-step instruction on identifying and understanding the intended audience, whether grassroots or political, and tailoring your message accordingly. Examples of message delivery in different contexts are offered including outreach, mobilization, lobbying and negotiation. The chapter also discusses mass media use and alternative media, such as community-based theatre, song, workshops, and other direct communication. The practical approaches and tips on messaging to reach citizens are based on the authors’ experiences in human rights advocacy work and large-scale campaigns.