It is nearly impossible to talk about advocacy without including the media. They are likely to be part of most advocacy plans. Media can offer a tremendous boost – sometimes game-changing coverage – and often at little to no cost. But media engagement is not easy, and it comes with some risk. It must be undertaken strategically and purposefully so that you minimise that risk and are ready for potential outcomes. Depending on the extent to which you plan to use media, you should develop a specific media strategy.

The first step toward managing media is recognising that it is not one thing. It is a diverse group of individuals and outlets who require different levels of information and attention. They have different methods and styles of reporting, and different resources available to do their jobs. Understanding, for example, that television reporters tend to have far less time to cover a story than a print reporter, you can tailor your interaction to suit them.

You don’t have to be an expert to talk to the media about climate change and health, but you do need to have a basic understanding of the specific problem, along with a few key facts and figures. You need to be able to explain simply and clearly. Importantly, you also need to know when to say, “I don’t know.” You never want to guess or hypothesise with reporters. Designating one or more spokespeople, and investing in their preparation and training, will go a long way in ensuring that your message is accurately represented to readers and viewers. The more qualified the spokesperson, the more journalists will come to you.

Over the last decade, social media such as Facebook, Twitter, Instagram and others have gained traction as leading advocacy tools. They provide a direct, unfiltered connection to audiences, allowing you to convey your message the way you want it. And assuming you have a smartphone or computer, they do not cost anything. Even so, traditional media is still indispensable for its reach, especially to local audiences. Traditional media can also play a useful role in investigating, questioning and holding leaders accountable. At the same time, media offers credibility to the individuals and organisations featured in its pages or on its airwaves.

Managing risk in media engagement

In most countries, the media directly influences government officials and decision-makers. For advocates, the task – and challenge – is to see that the influence delivers in a positive return to your campaign. For example, a newspaper story describing a slow government response to potential climate impacts on malaria might prompt immediate action on the part of elected leaders and officials. It might also prompt outrage among members of the public. Not appreciating the negative publicity, those leaders and officials may become a little chilly in their dealings with you. That tension might be good for your campaign – perhaps worth it to get them to address the problem – or it might be very damaging.