Simon Chapmanis Professor in Public Health at the University of Sydney. He is the author of 11 books and major government reports, 302 papers and 112 letters and commentaries in peer reviewed journals. He is the Editor of the BMJ journal "Tobacco Control".

• Theory and principles 1 1 What is public health advocacy?SIMON CHAPMAN 32 Analysing news coverageDEBORAH LUPTON 233 Two studies of public health newsDEBORAH LUPTON and SIMON CHAPMAN 584 Case studies in public health media advocacy SIMON CHAPMAN 96Il A-Z of public health advocacySIMON CHAPMAN 1275 A-Z of public health advocacy 129Accuracy 136Acronyms 137Advertising in advocacy 138Analogies, metaphors, and similes 141Anniversaries 144Be there! The first rule of advocacy 145Bluff 146Boycotts 146Bureaucratic constraints 148Celebrities 153Chain letters 156Columnists 158Crank letters (or how to put your opposition's worst foot forward) 158Creative epidemiology 160Demonstrations 163Divide and rule 169Doctors 172Editorials 174Elitism 176Facsimile machine 177Fact sheets 177Fillers 179Gatecrashing 179Infiltration 181Interview strategies 183Jargon and ghetto language 195Know your opposition 197Learning from other campaigners 198Letters to the editor 199Letters to politicians 204Litmus testing 208Local newspapers 208Mailing lists Marginal seats 209Media cannibalism (how media feed off themselves) 211Media conferences 212Media etiquette 213Media logs 216Media releases 217Networks and coalitions 218Open letters 219Opinion (op-ed) page access 220Opinion polls 222Opportunism 223Parody 224Petitions 227Pictures and graphics 228"Piggy backing" 229Press agencies 230Props 232Publicising others' research 232Quotes 233Radicalism 234Reporters and journalists 236Shareholders 242Slow news days 244Strategic research 244Talent (spokespeople) 246Talkback (access) radio 248Targeting or narrowcasting 250Telephone trees 254Whistleblowers 255Wolves in sheep's clothing 255Wrestling with pigs 257Xmas 258Index 261

Simon Chapmanis Professor in Public Health at the University of Sydney. He is the author of 11 books and major government reports, 302 papers and 112 letters and commentaries in peer reviewed journals. He is the Editor of the BMJ journal "Tobacco Control".

• Theory and principles 1 1 What is public health advocacy?SIMON CHAPMAN 32 Analysing news coverageDEBORAH LUPTON 233 Two studies of public health newsDEBORAH LUPTON and SIMON CHAPMAN 584 Case studies in public health media advocacy SIMON CHAPMAN 96Il A-Z of public health advocacySIMON CHAPMAN 1275 A-Z of public health advocacy 129Accuracy 136Acronyms 137Advertising in advocacy 138Analogies, metaphors, and similes 141Anniversaries 144Be there! The first rule of advocacy 145Bluff 146Boycotts 146Bureaucratic constraints 148Celebrities 153Chain letters 156Columnists 158Crank letters (or how to put your opposition's worst foot forward) 158Creative epidemiology 160Demonstrations 163Divide and rule 169Doctors 172Editorials 174Elitism 176Facsimile machine 177Fact sheets 177Fillers 179Gatecrashing 179Infiltration 181Interview strategies 183Jargon and ghetto language 195Know your opposition 197Learning from other campaigners 198Letters to the editor 199Letters to politicians 204Litmus testing 208Local newspapers 208Mailing lists Marginal seats 209Media cannibalism (how media feed off themselves) 211Media conferences 212Media etiquette 213Media logs 216Media releases 217Networks and coalitions 218Open letters 219Opinion (op-ed) page access 220Opinion polls 222Opportunism 223Parody 224Petitions 227Pictures and graphics 228"Piggy backing" 229Press agencies 230Props 232Publicising others' research 232Quotes 233Radicalism 234Reporters and journalists 236Shareholders 242Slow news days 244Strategic research 244Talent (spokespeople) 246Talkback (access) radio 248Targeting or narrowcasting 250Telephone trees 254Whistleblowers 255Wolves in sheep's clothing 255Wrestling with pigs 257Xmas 258Index 261

Simon Chapmanis Professor in Public Health at the University of Sydney. He is the author of 11 books and major government reports, 302 papers and 112 letters and commentaries in peer reviewed journals. He is the Editor of the BMJ journal "Tobacco Control".

• Theory and principles 1 1 What is public health advocacy?SIMON CHAPMAN 32 Analysing news coverageDEBORAH LUPTON 233 Two studies of public health newsDEBORAH LUPTON and SIMON CHAPMAN 584 Case studies in public health media advocacy SIMON CHAPMAN 96Il A-Z of public health advocacySIMON CHAPMAN 1275 A-Z of public health advocacy 129Accuracy 136Acronyms 137Advertising in advocacy 138Analogies, metaphors, and similes 141Anniversaries 144Be there! The first rule of advocacy 145Bluff 146Boycotts 146Bureaucratic constraints 148Celebrities 153Chain letters 156Columnists 158Crank letters (or how to put your opposition's worst foot forward) 158Creative epidemiology 160Demonstrations 163Divide and rule 169Doctors 172Editorials 174Elitism 176Facsimile machine 177Fact sheets 177Fillers 179Gatecrashing 179Infiltration 181Interview strategies 183Jargon and ghetto language 195Know your opposition 197Learning from other campaigners 198Letters to the editor 199Letters to politicians 204Litmus testing 208Local newspapers 208Mailing lists Marginal seats 209Media cannibalism (how media feed off themselves) 211Media conferences 212Media etiquette 213Media logs 216Media releases 217Networks and coalitions 218Open letters 219Opinion (op-ed) page access 220Opinion polls 222Opportunism 223Parody 224Petitions 227Pictures and graphics 228"Piggy backing" 229Press agencies 230Props 232Publicising others' research 232Quotes 233Radicalism 234Reporters and journalists 236Shareholders 242Slow news days 244Strategic research 244Talent (spokespeople) 246Talkback (access) radio 248Targeting or narrowcasting 250Telephone trees 254Whistleblowers 255Wolves in sheep's clothing 255Wrestling with pigs 257Xmas 258Index 261