Teaching Paper: Media Outreach for Advocacy Campaigns – A Structured Checklist for Effective Engagement and Impact
Author: Dr. Anna Neya Kazanskaia
Publisher: NEYA Global Publishing
Teaching Paper | NEYA Global Journal of Non-Profit Studies
Year: 2025
ORCID: https://orcid.org/0009-0009-5669-1676
DOI: 10.64357/neya-gjnps-fth-bs-advc-tp-02
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About the Article
Media outreach is among the most powerful tools for advocacy campaigns, enabling organizations to amplify their messages, influence public opinion, and engage stakeholders. This Teaching Paper introduces a Media Outreach Checklist that structures the entire process—from identifying relevant outlets and crafting press releases to leveraging social media and monitoring results.
Drawing on communication and public relations scholarship, the paper provides a framework that is both rigorous and practical. A case study of a regional NGO highlights how structured media outreach elevated its food insecurity campaign, generating public debate and influencing policy discussions. Designed for both academics and practitioners, the paper positions media engagement as a critical, systematic component of advocacy strategy.
Key Topics
- Strategic role of media outreach in advocacy
- Checklist for step-by-step outreach planning
- Journalist relations and trust-building
- Crafting compelling press materials
- Integrating traditional and digital media
- Monitoring results and evaluating impact
Suggested Citation
Kazanskaia, A. N. (2025). Teaching Paper: Media Outreach for Advocacy Campaigns – A Structured Checklist for Effective Engagement and Impact. NEYA Global Publishing. https://doi.org/10.64357/neya-gjnps-fth-bs-advc-tp-02
References
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Kazanskaia, A. N. (2025). Media relations and public engagement in faith-based advocacy. Neya Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-fth-bs-advc-06
Kazanskaia, A. N. (2025). Storytelling for advocacy and non-profit impact – A guide to ethical, engaging, and value-driven narratives (Teaching Paper). Neya Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-sc-md-ms-tp-03
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https://doi.org/10.64357/neya-gjnps-comm-tp-03
Kazanskaia, A. N. (2025). Digital Communication for Religious Organizations. NEYA Global Publishing.
https://doi.org/10.64357/digital.communication.religious.2025
Kazanskaia, A. N. (2025). Faith-Based Advocacy. NEYA Global Publishing.
https://doi.org/10.64357/faith-based-advocacy-2025
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