COMMUNITY MOBILIZATION, ORGANIZING, AND MEDIA ADVOCACY - A DISCUSSIONOF METHODOLOGICAL ISSUES

Community Mobilization refers to those activities that prepare communi ties to accept, receive, and support prevention interventions designed to reduce alcohol-involved trauma Media advocacy refers to the strate gic use of media by those seeking to advance a social or public policy initiative. Within the Community Prevention Trial, both of these acti vities were critical elements. This article presents the evaluation de sign for community mobilization and media advocacy implemented for the project. Here the authors argue for the need to include both structur ed and unstructured community monitoring instruments, coding of local alcohol-related news coverage and surveying community members about th e exposure to alcohol-related problems, and support for project interv entions. This article also presents an audience segmentation analysis and discusses the implications of this analysis for media advocacy eff orts.