Effective Media Engagement for Advocacy

Join us for an interactive and practical workshop over two mornings, each lasting 3.5 hours. This workshop focuses on communications and media engagement, particularly in the context of generating media interest for policy, advocacy, research and behaviour change.

Participants will learn strategies for engaging with the media to secure beneficial coverage that helps achieve policy, advocacy, or behaviour change objectives. We aim to help attendees identify their unique value in a crowded media landscape and how to effectively communicate this to the public through a positive media presence.

The workshop includes insider insights on what makes a compelling media story, featuring sessions with an experienced journalist and a seasoned media advocate. Practical exercises will cover pitching media stories, interacting with journalists, and making media appearances, including how to deliver key messages and handle challenging questions.

Learning Outcomes:

- Develop effective media strategies and coverage to achieve your objectives

- Create media releases that grab journalists' attention and pitch newsworthy stories

- Craft powerful key messages, quotes, and media releases

- Master key messaging and effectively respond to tough questions

- Gain tips and tricks from experienced professionals in journalism and media advocacy

This two-part workshop, designed to be interactive, will be conducted online via Zoom over two weeks. Participants are expected to have audio access at a minimum. Slide handouts will be distributed after the session. Please note that this workshop will not be recorded.

Workshop Dates:

- Thursday, 12 November 2025

- Thursday, 13 November 2025

Session Times by State: (Please be aware of time differences for each state)

- VIC, NSW, ACT & TAS: 10:30 AM - 2:00 PM

- SA: 10:00 AM - 1:30 PM

- QLD: 9:30 AM - 1:00 PM

- NT: 9:00 AM - 12:30 PM

- WA: 7:30 AM - 11:00 AM

Who Should Attend?

This workshop benefits communications, marketing, policy, and research professionals who want to navigate an evolving media landscape and develop effective strategies to amplify important issues.

About the Facilitators:

Edwina Pearse is a communications, public affairs, media, and social marketing specialist with over two decades of experience, including roles at Cancer Council Victoria, Quit, and the Australian Medical Association. Her strategic thinking and successful public health and advocacy campaigns have significantly shaped public understanding of key issues, such as plain packaging for tobacco products, graphic health warnings, and prioritising primary care during COVID-19. Edwina enjoys coffee, reading, and chasing after her mischievous poodle in her free time.

Sarah Jackson is an experienced legal and policy advisor focusing on regulatory policy analysis and strategic advocacy. With more than 10 years of experience as a senior lawyer and policy advisor to Cancer Council Victoria and health policy alliances, she deeply understands health policy and regulatory challenges. Sarah has also worked as a government lawyer and policy advisor in the UK and Australia. Outside work, she enjoys travelling and embarking on adventures with her family, running, walking her beloved bordoodle Betty, and indulging in books during quiet moments.