Before reaching out to the media, the first question you should ask yourself is ‘WHO are we trying to reach?’ It is important to identify our target audiences so we can strategize about how to reach them. Although our primary goals and key objectives include “the general public,” our public awareness efforts should be focused toward more specific target audiences. 

In social change movements, advocacy organizations should not expend any effort on trying to convert the opposition. Instead, it’s most important to focus on clear supporters and those who fall somewhere in the middle on our issues and are open to being influenced. (Fortunately for our mission, those two groups equal the overwhelming majority of the US population.) Specifically, we should target: 

  • Self-Identified Medical Cannabis Supporters who are not aware of the urgent threats faced by patients and their providers in states that allow access, the situation of patients now being forced into black markets to secure their medicine across the US, and the pain that many endure because of fear of arrest.
  • Other Political Activists/Potential Allies who do not yet see how the safe and legal access to cannabis therapeutics is intertwined with issues they are already actively working on such as HIV/AIDS advocacy, consumer health care issues, anti-Religion vs. Science advocacy etc.
  • “Mushy Middle” who may not identify themselves as activists but can be swayed and influenced to act on this issue if it is framed as something that is or could be affecting their lives or the lives of their loved ones rather than as social/political controversy.

Advocates should target the following (even more narrowly defined than the audiences listed above) key stakeholder audiences who have the power to create meaningful and significant change:

  • Law Enforcement Community whose members can exercise influence over federal, state, and local-level decision making and have the power to make recommendations and formulate drug enforcement strategies.
  • Opinion Leaders like leading media pundits, politicians, and community leaders who frame issues impacting public health and policy and consequently influence the public’s perception of those issues. They may be educated on the legal and legislative attacks on medical cannabis but are not aware about the particularly urgent threat to patients.
  • Acute Care Medical Communities (Cancer, AIDS, Multiple Sclerosis, Crohn’s Disease, etc.) since they may potentially need these services, and, as health care consumers, can make demands on the medical community to provide those services as an integral part of medicine.
  • Medical Professionals and Scientific Communities who may think that “Medical Marijuana” is a political/social issue rather than an issue of public health policy.

Get your message heard: “Say what you mean to say” 

The next question you should ask yourself is ‘WHAT do we want to say to our target audiences?’ By coordinating our efforts, we will dramatically increase our chances of having what we say “echoed” through the media to our target audiences and to key stakeholders. 

If you want to reach your target audience, it is important to consider what messages they want to hear. For instance, think about how you would tell your mother a story about a date vs. what you would tell your best friend. While the two stories are about the same event, they will most likely differ in details and descriptions. In this case you are sizing up your target audience and giving them the details they want or need. 

Advocates often try to communicate information that their audiences don’t understand because they are not as educated as the advocates are on the issue. For instance, talking about good dispensaries vs. bad dispensaries may turn someone off who is just learning about the medical efficacy of cannabis.  

One of the most popular buzzwords in media relations and public advocacy is “framing.” The words, phrases, and themes used to describe advocacy issues are extremely important. Taken together – the words, phrases, and themes chosen – create a “framework” for how those issues are discussed publicly. In our world of 30-second sound bites and 10-minute meetings, those who frame issues well often win public discussions. By taking control of how our issues are framed for the media and policymakers, we are able to: 

  • define our issues on our terms—use terms like medicine, medicate, dispensaries, provider and patients, NOT drugs, get high, clubs, grower and users;
  • identify how our efforts are part of social issues that impact a greater number of people than our members—medical cannabis represents the struggle of all patients who cannot access their medicine that their doctors agree is the best treatment;
  • identify who are the most important players including those who can make changes; and
  • put the opposition on the defense—ask the DEA and other opponents to prove that the harms of cannabis therapeutics are worse than the pain these patients face every day and the harassment they face from the Federal Government.

HOW TO FRAME: Using our Key Messages 
The best strategy for framing issues is to stand back, look at our primary goals, and develop the best messages for communicating those goals. By condensing our complex issues down to a few key messages, we will be able to: 

  • communicate the “frame” around our issues—think of the “big picture” values, such as compassion, liberty, democracy, medical professionalism;
  • highlight our primary goals—Safe and legal access to cannabis therapeutics NOW;
  • focus reporters and policymakers on the most relevant issues—we’re talking about patients, not criminals; and
  • maintain control and direct interviews with reporters and meetings with policymakers—don’t let distracting questions pull you away from your message.

MESSAGE DISCIPLINE: One Message, Many Messengers 
If we practice “message discipline” – consistently and persistently delivering these same key messages – we will have the greatest impact. As mentioned earlier, key messages are more likely to reach target audiences if they echo again and again through all of our public advocacy work, especially media outreach. The best way to ensure that we stay “on message” is for every spokesperson – whether in CA or MO – to consistently use strategic messaging. 

Although factual information is important, reporters and policymakers are also interested in having social problems expressed in human terms. Personal stories are essential elements in producing compelling news stories and successfully lobbying policymakers. These messages are only intended as guidelines for speaking about cannabis therapeutics. They are only compelling when injected with the more personal stories of why and how ASA advocates are committed to this issue.

Key Media/Public Messages 

Key Media/Public Messages are what you need the public to know about your issue. Remember you do need to fully disclose political strategy in these messages but rather articulate problems on your terms. Key Media/Public messages should be used to craft sound bites, slogans, and any press statements.   

Key Media/Public Messages should: 

  • Appeal to target audiences but frame issues on your terms 
  • Communicate problem,  and the cause
  • Communicate the solution and who has the power to make the solution 
  • Communicate actions that reinforce your goals

ASA Key Media/Public Messages: 

Mission: The mission of Americans for Safe Access (ASA) is to ensure safe and legal access to cannabis for therapeutic use and research. 


  1. End federal raids and prosecutions of medical marijuana patients and their providers.
  2. Remove federal barriers for medical and scientific cannabis research.
  3. Create comprehensive access plan for seriously ill patients though out the United States. 

Target Audiences: 

  1. Law Enforcement Community
  2. Opinion Leaders
  3. Acute Care Medical Communities (Cancer, AIDS, Multiple Sclerosis, Crohn’s Disease, etc.)
  4. Medical Professionals and Scientific Communities