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USING COMMUNICATION TO SUPPORT POLICY CHANGE
The goal of a communication campaign is not always to teach or to influence behavior; it
can also begin the process of changing a policy to increase health and wellness. This
might mean getting community leaders excited about a new “rails to trails” project or
working to bring up the issue of a lack of low-income housing. In each case, the final goal
(i.e., helping people exercise by increasing the number of walking/biking trails, making
sure that everyone in the community has a safe place to live by assigning more
apartments in newly built housing to low-income residents) is more than a
communication campaign can accomplish. However, the initial goal (gaining the support
of decision-makers who can change current policy) can be met.
STAGE 1
One of the most popular and effective ways to build support for policy change is to work
with the media. Use the following questions to help plan your message:
• What is the problem you are highlighting
• Is there a solution to it If so, what is it
• Whose support do you need to gain to make the solution possible
• What do you need to do or say to get the attention of those who can make the
solution happen
Once you have developed your message, create a media list that includes organizations,
such as newspapers and television stations; individuals, such as reporters, editors, and
producers; and other contacts. Keep this list updated as you communicate your message
and work to change policy. The following are a few methods to use:
• News releases
• Interviews
• Letters to the editor
• Media conferences
Media strategies are not the only way to build support for policy change. Also consider
attending and speaking at local meetings, approaching issue decision-makers either in
person or by letter, or working with and educating community members who are affected.
Note. From American Public Health Association. APHA Media Advocacy Manual 2000.
Washington, DC. Adapted with permission.
Making Health Communication Programs Work 19