1. Advocacy Communications
AAP ADVOCACY TRAINING
Advocacy Communications

2. Media Advocacy and Communication Defined
Intentional use of any type of media or communication mechanism to bring about awareness and change on behalf of your issue.
Media advocacy: Using media (newspapers, magazines, television, radio, and internet) to reach broader audience to build awareness on behalf of an issue and gain more attention from decision-makers.
Communications advocacy: Any material and mechanism (other than the media) used to create awareness around an issue, get others involved, or influence decision-makers. Examples include making a guest presentation to a group or hosting an information table at a public event.
Trainer Notes:
For the media advocacy bullet point:
Mention that media advocacy can be either paid or “earned”.
Paid media is media for which you pay. It could include advertising space you
buy on the internet, in newspapers, or on television.
Earned media refers to the media that you create on behalf of an issue you
care about. It is not advertising that you pay for, but rather media attention
that you earn through your advocacy work.
Ask pediatric residents for examples of earned media (examples could include
letters to the editor, op-eds, television or radio news interviews, and persuading
a local newspaper editorial board to run a positive editorial about your issue.)
For the communications advocacy bullet point:
Mention examples of communications advocacy that could include:
print-based (such as newsletters, articles, flyers, or brochures);
internet-based (such as Web sites, list serves, an online journal often
referred to as a blog, social networking sites, or alerts); or it can
take place in-person (such as through public speaking, setting up a booth
at a local event, or making a presentation to a local group or organization.)

3. Why Media Advocacy and Communications
Persuades decision-makers to act because they believe public is paying attention.
Increases likelihood that more people will get involved because they are aware of issue and how they can help change circumstances affecting the children they know and care about.
Establishes credibility on behalf of your issue by demonstrating how it affects many people and deserves the public’s attention.
Trainer Notes:
Mention that decision-makers almost always read the opinion pages of their
local newspaper or assign their staff to do so. This is how they keep a pulse on
what constituents care about.

4. Media Advocacy and Communications Pointers
Two important things to keep in mind when using media and communications to advance your issue:
your message
how you deliver your message

5. Your Message
Your message is the core statement of why your issue is important and should be the underpinning of all your media and communications work.
EFFECTIVE MESSAGES:
Create consistency and cut across the many stories that relate to your issue.
Are easily understood and can be internalized and repeated by others.
Convince people that your issue is something they can support.
Trainer Notes:
Mention that the message must connect/resonate with your audience. Avoid
technical jargon and making the message too complicated. Use language that
you would use when talking to your patient’s family.
Connect the message to your audience’s self-interest – ask yourself what
they would care about or what would motivate them.

6. Crafting Your Message
Essentially, your message is what follows because…. Consider the following example of a message:
“Medicaid and CHIP are indispensable health programs because they provide health insurance coverage to over 25 million low-income children who otherwise wouldn’t have access to critical and much needed health care services.”
This message makes the case about the importance of Medicaid and CHIP funding. Your personal experiences and stories of working with children who are uninsured can then help support this message.
Trainer Notes:
If time allows, share 1 or 2 more examples of timely and relevant children’ health
messages. Additional messages can be found on the AAP Web site at:
Ask the group:
What is memorable about this message?
What is persuasive about the message?
What is the main point of the message that you will walk away with?

7. Creating an Effective Message
Consider the following points as a guide to creating an effective message:
clear
concise
memorable and relatable
persuasive
repeat, repeat, repeat
Trainer Notes:
Clear = Mention that the message must be easily understood in words
that can be internalized and repeated by others. Use language that you
would use to talk to a parent. As a pediatric resident, you break down
technical jargon to your patients and their families every day. Use the
same rule when creating your message.
Concise = Your message must be to the point. Keep in mind that most
people have short-attention spans and like their information given in concise
formats.
Memorable = messages stick when they are captivating and memorable.
Consider running your message by a friend or colleague to get their opinion
on what is memorable.
Persuasive = The message should convince people that your issue is something
they can support. Use personal examples and stories to help paint a picture that people
can relate to.
Repeat = The average person needs over six contacts before it sticks with them. Look for
opportunities to include your message in all communications and activities.

8. How to Deliver Your Message
Combine your message with personal stories to illustrate the importance of and to put a human face on an issue.
Connect your message to what is happening locally.
Highlight solutions and inform others of how they can help bring about a solution.
Trainer Notes:
Don’t be afraid to include a personal story from your work that supports your
message. This can help you further capturing people’s attention.

9. Additional Resources & Information
AAP Advocacy Guide (
AAP Member Media Center (
AAP Chapters (
AAP Division of State Government Affairs (
AAP Department of Federal Affairs ( )
AAP Community Pediatrics Training Initiative (