Part two of key terms that we use regularly:
Free media (sometimes called ‘earned media): Publicity for your issue or organization that is generated without direct compensation to the media source. Press events, photo-ops, Letter to the Editor, rallies, public testimony and other actions are ways to attract the media to pay attention to your work and, perhaps, report on it. As with any Media Advocacy action, remember the “Triple C”: Coordinate with your Colleagues in Communications!
Grassroots: The term grassroots describes every-day people who live (and vote) in a particular legislative district. We are all grassroots in relation to those elected to represent our interests from the level of Town Meeting up to the President of the United States.
Grassroots base: Organizations like the AHA try to develop grassroots support for particular mission-related issues such as tobacco control, physical activity, school nutrition, etc. By identifying individuals who care about a specific issue, AHA is able to connect those grassroots members in their base to influence the lawmakers and decision-makers who have the power to change related policy. As a You’re the Cure networker, you are an essential piece of the AHA‟s grassroots base.
Media Advocacy: Helps to shape public opinion, along with educating the public on the issues and any current proposals. Also helps influence decision makers. Media includes more traditional forms such as newspapers, magazines, radios and television, but also the internet. Make sure you have clear message points to get across if you are reaching out to the media. Whenever undertaking a Media Advocacy action, remember the “Triple C”: Coordinate with your Colleagues in Communications!
News Conferences: As the name implies, news conferences should only be employed when there is true news or important messages to impart. Everything shared during a news conference is “on the record.” During a news conference, presentations should be kept to a minimum, if possible include “real people” (heart survivors, etc.) to put a human face on the issue and allow ample time for questions from reporters. As with any Media Advocacy action, remember the “Triple C”: Coordinate with your Colleagues in Communications!
Op-Eds: Readers of newspaper’s opinion-editorial (op-ed) pages include decision makers and opinion leaders. Op-eds can greatly increase the exposure of an organization’s issue and they are an invaluable method of educating decision makers. They should be offered exclusively to a single publication; if they decline, then feel free to shop it to the next outlet. As with any Media Advocacy action, remember the “Triple C”: Coordinate with your Colleagues in Communications!
Paid advertising: When a group pays for advertising to get their message out or show support for a cause. This can include advertising in all types of media. As with any Media Advocacy action, remember the “Triple C”: Coordinate with your Colleagues in Communications!
Paid media: Publicity for your issue or organization that comes through paid advertising – print, radio, television, online, billboards, etc. As with any Media Advocacy action, remember the “Triple C”: Coordinate with your Colleagues in Communications!
Petitions: A request to government officials regarding an issue. Signatures are gathered from voters, coalition partners and the general public to illustrate support for the cause. Petitions are a great way to initiate a community conversation about and issue and a gentle way to demonstrate public interest to your decision-makers, but petition-gathering does not currently count towards our goals.
Click here to download the full You're the Cure Dictionary.
Free media (sometimes called ‘earned media): Publicity for your issue or organization that is generated without direct compensation to the media source. Press events, photo-ops, Letter to the Editor, rallies, public testimony and other actions are ways to attract the media to pay attention to your work and, perhaps, report on it. As with any Media Advocacy action, remember the “Triple C”: Coordinate with your Colleagues in Communications!
Grassroots: The term grassroots describes every-day people who live (and vote) in a particular legislative district. We are all grassroots in relation to those elected to represent our interests from the level of Town Meeting up to the President of the United States.
Grassroots base: Organizations like the AHA try to develop grassroots support for particular mission-related issues such as tobacco control, physical activity, school nutrition, etc. By identifying individuals who care about a specific issue, AHA is able to connect those grassroots members in their base to influence the lawmakers and decision-makers who have the power to change related policy. As a You’re the Cure networker, you are an essential piece of the AHA‟s grassroots base.
Media Advocacy: Helps to shape public opinion, along with educating the public on the issues and any current proposals. Also helps influence decision makers. Media includes more traditional forms such as newspapers, magazines, radios and television, but also the internet. Make sure you have clear message points to get across if you are reaching out to the media. Whenever undertaking a Media Advocacy action, remember the “Triple C”: Coordinate with your Colleagues in Communications!
News Conferences: As the name implies, news conferences should only be employed when there is true news or important messages to impart. Everything shared during a news conference is “on the record.” During a news conference, presentations should be kept to a minimum, if possible include “real people” (heart survivors, etc.) to put a human face on the issue and allow ample time for questions from reporters. As with any Media Advocacy action, remember the “Triple C”: Coordinate with your Colleagues in Communications!
Op-Eds: Readers of newspaper’s opinion-editorial (op-ed) pages include decision makers and opinion leaders. Op-eds can greatly increase the exposure of an organization’s issue and they are an invaluable method of educating decision makers. They should be offered exclusively to a single publication; if they decline, then feel free to shop it to the next outlet. As with any Media Advocacy action, remember the “Triple C”: Coordinate with your Colleagues in Communications!
Paid advertising: When a group pays for advertising to get their message out or show support for a cause. This can include advertising in all types of media. As with any Media Advocacy action, remember the “Triple C”: Coordinate with your Colleagues in Communications!
Paid media: Publicity for your issue or organization that comes through paid advertising – print, radio, television, online, billboards, etc. As with any Media Advocacy action, remember the “Triple C”: Coordinate with your Colleagues in Communications!
Petitions: A request to government officials regarding an issue. Signatures are gathered from voters, coalition partners and the general public to illustrate support for the cause. Petitions are a great way to initiate a community conversation about and issue and a gentle way to demonstrate public interest to your decision-makers, but petition-gathering does not currently count towards our goals.
Click here to download the full You're the Cure Dictionary.
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