Strategic Advocacy for Public Service Media

SPECIAL NOTE: This event is postponed until further notice. Please get in touch with the course coordinator.

The entire media environment has undergone dramatic disruption in the last few years, with the roles and values of public service media (PSM) coming under scrutiny.

Since PSM derives most, if not all, of its funding from public sources allocated by politicians, there is an urgent need to strengthen the ability to influence civil society to sustain and grow PSM.

This Master Class aims to further build the competence and know-how of participants in the processes, strategic calculations and instruments required to successfully launch advocacy campaigns and manage the challenges of an increasingly adversarial context.

Who it's for

Directors and Executives in charge of:

  • Communications
  • Strategy
  • Marketing

Skills learnt

Audience: How to better communicate the value of PSM to the audience
Storytelling: How to build a story that shows why PSM are important for society
Strategy: How to convince important stakeholders that PSM is important

Course objectives:

This Master Class will offer the opportunity for participants to come with issues related to specific PSM challenges and leave with sufficient knowledge on how to better manage them through advocacy and lobbying.

These challenges will include:

  • how to (re)legitimize PSM when their independence is threatened by national governments;
  • how to react when confronted with challenging and suffocating cost cutting; and
  • how to tackle the current crisis of democracy fuelled by populism, pilter bubbles, fake news etc and use it as an opportunity to reposition PSM.


Day 1: 14:00 - 17:00
Day 2: 09:00 - 17:00
Day 3: 09:00 - 12:00

Content Outline

Session 1: Advocating or lobbying?

  • Lobbying as part of an advocacy strategy.
    • Advocating for a cause
    • Lobbying policy-makers 
  • Engaging PSM into advocating and/or lobbying.
    • Exchange experiences and define main challenges of national PSM (common patterns, specificities)
    • Planning a campaign strategically (setting objectives and interests, gathering of facts, timeline and identification of required recources)

Session 2: Preparing a campaign

  • Mapping the scene.
    • Understanding the political system, the policy-making mechanisms (including budgetary procedure)
    • Mapping all stakeholders, including possible allies or opponents (policy-makers in the Ministries and at the Parliament, trade associations, NGOs, political parties, think tanks, trade unions)
  • Defining and formulating messages (position papers, amendments to draft legislation or regulation, press releases, media campaigns, social networks).

Session 3: Executing a campaign

  • Communicating the messages.
    • Running face-to-face meetings
    • Organising press conferences or events
  • Organising the follow up.
    • Short term (follow up of meeting or conference, execution of campaign until close of legislative/budgetary procedure)
    • Long term (establishing PSM views in the political and national landscape)
  • Respecting laws and ethics.
    • Main rules and practices derived from Codes of Conducts or Transparency rules (EU and national)

Session 4: Using the EU as an ally

  • Identifying the competencies of the EU as policy maker.
    • The EU and public services
    • The EU’s media policy (regulatory and supporting programmes network)
    • The EU as guardian of European values, including freedom of speech and plurality of media (Art.2 and 7 TEU, Charter of Fundamental Rights of the European Union
  • Lobbying the EU.
    • Practical exercise based on sessions 2 and 3 learning



Audience Storytelling Strategy


25 - 27 mai 2020


EBU BrusselsAvenue des Arts 56 Bruxelles Bruxelles 1000 Belgium

Date limite d'inscription

22 mai 2020


All participants are responsible for their own accommodation during the course.

Langues de travail


Information Complémentaires


  • EUR 1,450 per participant
  • Special group rate: 4 colleagues for the price of 3

The price includes tuition, course materials, one lunch and coffee breaks. It does not include any other meals, travel or hotel costs.

Payment and cancellation policy


Frédéric Frantz
Business Training Manager