Media and Communications


Further Resources



This module covers the use of media in animal welfare advocacy, and other communications such as written, ‘face-to-face’ and negotiations. It considers best practice, and the building of effective media and communications strategies – taking into account the difficulties inherent in working on animal welfare issues, as opposed to priority human concerns.

Learning objectives:

  • To understand the use of the media in advocacy strategy.
  • To examine various types of media, and how to use these effectively to spread campaign messages.
  • To learn about various types of communication, and how to use targeted communications to further your advocacy.
  • To learn about the art of negotiation, in order to gain advocacy success.
  • To understand the difficulties associated with media and communication work on animal welfare issues; and what is needed to build winning media and communication strategies in this field.