Working with the Media

Communication strategies have many purposes in racial equity work. People often think of using communication strategies to make their work more visible, for mobilization and to help potential partners and collaborating groups understand better ways in which proposed actions fit (or are in opposition) to their work. Communication strategies are also often tied to accountability strategies - for example, in the case of publicly distributed community report cards that show progress toward or away from racial equity goals.

Institutions in the communication business are also targets for change. For example, the media is an institution that shapes and reflects culture. It helps people form opinions about who is dangerous and who is not, what leadership is and who can be a leader and whether or not a policy being considered is likely to benefit particular groups and individuals. Traditional media reinforce and maintain the dominant culture. Thus, strategies that use the media to deliver different stories about people that challenge dominant assumptions are important. See Arts and Culture section for more information.

Resources in this section offer insights on ways to work with the media, how to use the media as an advocacy tool, and how to increase the likelihood of accurate and fair coverage.

Also in this section: