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Messages and Media: Educating and Persuading

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.

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Uploaded on: Dec 18, 2013
Last Updated: Dec 04, 2015
Year Published: 2007


Resource Tags

Resource Type: Practitioner Resources Issues: Community Paralegals, Governance, Accountability & Transparency, Other, Policy Advocacy Tool Type: Manuals & Guides, Training Resources & Popular Education Method: Improving Governance, Accountability and Transparency, Promoting Citizens' Participation in Governance Regions: > Global