To start, we need to define the problem, the solution(s), and the
audience we wish to reach.
1
While the overall problem is tobacco
use, we can identify more specific problems: cigarette advertising,
low taxes on tobacco products, lack of knowledge about tobacco
products (and only vague warnings written in small print on the
side of cigarette packs). The solutions would then be a ban on
cigarette ads, higher taxes on all tobacco products, and better
warnings. The audience we need to reach is the policymakers who
can push for those changes. In addition, we may want to reach the
general public, so that they will support the laws—and thus
increase the chance that they are passed.
Once the problem, solution, and audience are clear, we can begin
to identify our media strategy. As our goal is not only to illustrate
the problem, but also to point out the solution, we need to be sure
that our message includes both.
When planning activities
suggested in the A to (almost) Z list, remember to include not only
why we’re angry or what we are protesting, but also what we want
the government to do.
We will know how well we are succeeding when we gather the
news coverage (see Appendix 5, How to Monitor the Media). We
are interested not only in the quantity, but also the quality, of the
news coverage. If the solution to the problem is not being
mentioned, we need to work to increase attention to our
recommendations. As we progress with our work, we can revise
our sense of the problems and solutions, and thus rework our
media strategy.
