Media advocacy is the proactive use of media—in combination with other actions—to advance your advocacy goals. In other words, instead of sitting back and waiting for something to happen that attracts the media and then reacting, media advocacy views the media as a force than can help to create change.
Social change often depends on broader public support and sustained pressure on public officials to act. Through the media, you can frame the issue, increase public awareness, shape public opinion, and create public pressure.
At the start of your advocacy effort. Start thinking about using the media to tell your story. How can you work with reporters to publicize the findings of your upcoming report? Tell the injury to the plaintiffs in the litigation you plan to file? Let legislators know the people who elected them care about your issue? Persuade the public to vote yes or no on the ballot initiative that just qualified? There are a number of media opportunities in the course of an advocacy campaign; the key is staying focused on ways to maximize media involvement every step of the way.