Community mobilization, organizing, and media advocacy. A discussion of methodological issues

Community Mobilization refers to those activities that prepare communities to accept, receive, and support prevention interventions designed to reduce alcohol-involved trauma. Media advocacy refers to the strategic use of media by those seeking to advance a social or public policy initiative. Within the Community Prevention Trial, both of these activities were critical elements. This article presents the evaluation design for community mobilization and media advocacy implemented for the project. Here the authors argue for the need to include both structured and unstructured community monitoring instruments, coding of local alcohol-related news coverage, and surveying community members about the exposure to alcohol-related problems, and support for project interventions. This article also presents an audience segmentation analysis and discusses the implications of this analysis for media advocacy efforts.