Fight For Public Health

The work explores the field of public health advocacy from the twin perspectives of the sociology of news production and public health activism. The second section offers an A-Z of strategies for gaining media attention, with many entries illustrated by case histories. Covering theory and practice, the guide is intended for public health and community medicine workers, community health action groups, and students of mass communication, media studies or public health.

Theory and principles 1 1 What is public health advocacy? SIMON CHAPMAN 3 2 Analysing news coverage DEBORAH LUPTON 23 3 Two studies of public health news DEBORAH LUPTON and SIMON CHAPMAN 58 4 Case studies in public health media advocacy SIMON CHAPMAN 96 Il A-Z of public health advocacy SIMON CHAPMAN 127 5 A-Z of public health advocacy 129 Accuracy 136 Acronyms 137 Advertising in advocacy 138 Analogies, metaphors, and similes 141 Anniversaries 144 Be there! The first rule of advocacy 145 Bluff 146 Boycotts 146 Bureaucratic constraints 148 Celebrities 153 Chain letters 156 Columnists 158 Crank letters (or how to put your opposition's worst foot forward) 158 Creative epidemiology 160 Demonstrations 163 Divide and rule 169 Doctors 172 Editorials 174 Elitism 176 Facsimile machine 177 Fact sheets 177 Fillers 179 Gatecrashing 179 Infiltration 181 Interview strategies 183 Jargon and ghetto language 195 Know your opposition 197 Learning from other campaigners 198 Letters to the editor 199 Letters to politicians 204 Litmus testing 208 Local newspapers 208 Mailing lists Marginal seats 209 Media cannibalism (how media feed off themselves) 211 Media conferences 212 Media etiquette 213 Media logs 216 Media releases 217 Networks and coalitions 218 Open letters 219 Opinion (op-ed) page access 220 Opinion polls 222 Opportunism 223 Parody 224 Petitions 227 Pictures and graphics 228 "Piggy backing" 229 Press agencies 230 Props 232 Publicising others' research 232 Quotes 233 Radicalism 234 Reporters and journalists 236 Shareholders 242 Slow news days 244 Strategic research 244 Talent (spokespeople) 246 Talkback (access) radio 248 Targeting or narrowcasting 250 Telephone trees 254 Whistleblowers 255 Wolves in sheep's clothing 255 Wrestling with pigs 257 Xmas 258 Index 261