Activist network Avaaz is an expert at getting the news media to pay attention to its issues. So much so, if an Avaaz issue is not covered by the news media somewhere in the world, Avaaz bumps up its media campaign even more to make sure it is.
How does Avaaz get the news media so interested in its issues, and the way they are progressing? By putting into action a media campaign that has proved to be successful time and time again.
How an Avaaz media campaign works — When a new issue has been chosen and Avaaz has started to promote it to their members, their next step is to make sure the news media gets involved.
After all, part of Avaaz’ power is their ability to get their issues in front of the news and thus embarrassing the people they are targeting with their campaign.
To get a media campaign started, Avaaz first approaches its membership and asks it to fund the cost of doing so. Once donations have started to pour in, Avaaz staff write press releases and op-ed pieces that are submitted to national and international news media.
They develop strong relationships with members of the news media, so when a new issue hits they already have people in place who will listen to them.
They go after high-profile press members so the work they are doing is talked about by the people who can ensure things change.
They also create what they call ‘charismatic actions’ — unusual ways of protesting or bringing the public’s attention to the issue — so that the media will cover it.
How successful is Avaaz? — Avaaz issues are covered in the news media daily. Avaaz teams disseminate information in 17 languages and across all six continents, so news media around the world is constantly covering the issues.
In the eight years since they were founded, Avaaz has been involved in over 300 million actions on more than 2,750 issues. Many of them have been covered by the news media leading to hundreds of their issues seeing change by the people they were targeting.
After all, when hundreds of news articles and broadcast pieces are being created around the world about the issue, the public figure being targeted by the campaign tends to sit up and take notice.
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