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The Fight for Public Health: Principles and Practice of Media Advocacy
by Simon Chapman and Deborah Lupton
London:British Medical Journal Books, 1994 270pp ISBN 0-7279-0849-9
**NEW BOOK ON MEDIA ADVOCACY & PUBLIC HEALTH**

Simon Chapman (author of The Lung Goodbye: Tactics for Counteracting the Tobacco Industry in the 1990s; Great Expectorations:Advertising and the Tobacco Industry; and Tobacco in the Third World:A Resource Atlas) and

Deborah Lupton (author of Moral Threats and Dangerous Desires:AIDS inthe News Media; and Medicine as Culture:Illness, Disease and the Body in Western Societies) have just published:

The Fight for Public Health: Principles and Practice of Media Advocacy (London:British Medical Journal Books, 1994 270pp ISBN 0-7279-0849-9).

It can be purchased from the

    BMJ Publishing Group
    PO Box 295,
    London WC1H 9TE
    United Kingdom

for stlg22 (overseas price including postage); stlg19.95 in the UK. They take Amex, Visa or Mastercard.

The book has two parts: the first is a sociological review of concepts of newsworthiness and framing, together with a series of case studies on public health advocacy campaigns. The second part is an A-Z of media advocacy strategy covering the following headings:

Headings
  • ACCURACY
  • ACRONYMS
  • ADVERTISING
  • AIMS AND OBJECTIVES
  • ANNIVERSARIES
  • BE THERE!
  • THE FIRST RULE OF POLITICS
  • BLUFF
  • BOYCOTTS
  • BUREAUCRATIC CONSTRAINTS
  • CELEBRITIES
  • CHAIN LETTERS
  • COLUMNISTS
  • CREATIVE EPIDEMIOLOGY
  • DEMONSTRATIONS
  • DIVIDE AND RULE
  • DOCTORS
  • EDITORIALS
  • ELITISM
  • FACSIMILE MACHINES
  • FACT SHEETS
  • FILLERS
  • GATE-CRASHING
  • INFILTRATION
  • INTERVIEW STRATEGIES
  • JARGON AND GHETTO LANGUAGE
  • KNOW YOUR OPPOSITION
  • LETTERS TO THE EDITOR
  • LETTERS TO POLITICIANS
  • LITMUS TESTING
  • LOCAL NEWSPAPERS
  • LOW NEWS DAYS AND PERIODS
  • MAILING LISTS
  • MARGINAL SEATS
  • MEDIA ETIQUETTE
  • MEDIA LOGS
  • MEDIA CANNIBALISM
  • MEDIA CONFERENCES
  • MEDIA RELEASES
  • NETWORKS AND COALITIONS
  • OP-ED PAGE ACCESS
  • OPINION POLLS
  • OPEN LETTERS
  • OPPORTUNISM
  • PARODY
    • PETITIONS
    • PHILANTHROPISTS
    • PICTURES AND GRAPHICS
    • PIGGY-BACKING
    • POLITICAL PARTIES
    • PUBLIC MEETINGS
    • PRESS AGENCIES
    • PROPS
    • PUBLICISING OTHERS' RESEARCH
    • QUOTES
    • RADICALISM
    • REPORTERS
    • SHAREHOLDER MEETINGS
    • SHORT MEMORIES
    • SIMILES AND ANALOGIES
    • STRATEGIC RESEARCH
    • TALENT (SPOKESPEOPLE)
    • TALKBACK RADIO
    • TELEPHONE TREES
    • WHISTLE BLOWERS
    • WRESTLING WITH PIGS
    • WOLVES IN SHEEP'S CLOTHING
    • XMAS

    Endorsements

    		 Endorsements so far include: "This splendid book moves the art of media advocacy a giant step forward. Chapman and Lupton's counsel leapfrogs continents: it will be as welcome and applicable in London and Washington as in Sydney." (Mike Pertschuk - Advocacy Institute, Washington DC)

    "This book fills a major gap in present health promotion literature. It should be read by everyone committed to improving and safeguarding the health of the public." (Ilona Kickbusch - director of Health Promotion, WHO Geneva)

    "This informative, streetwise text offers a strategic framework, know-how and compelling examples." (Tony McMichael, Professor of Epidemiology, London School of Hygiene and Tropical Medicine).

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