Media Strategy Definitions

Social Marketing: The use of commercial and mass marketing in programs designed to bring about individual behavior change. Example: Campaigns that tell us "don't drink and drive."

Public Relations: communication primarily directed toward gaining public understanding and acceptance. Public relations usually deals with issues rather than products or services, and is used to build goodwill with the public or employees. Example: Miller Brewing publicizes its donations to charity to improve the company's image in the eyes of its customers and the general public.

Media Advocacy: community organizing combined with strategic engagement of the media to promote the adoption of public policies. Example: A community coalition calling for the removal of alcohol advertising billboards near schools organizes a protest and press conference that gets widespread local news coverage.