Using PR tools for advocacy

Advocacy in neurology, public education on the field of neurological diseases and care, and public relations as a means of supporting both advocacy and public education efforts, are closely interrelated. Advocacy activists are, in many instances, making use of public relations instruments—for the sake of public education campaigns as well as for awareness and mobilization purposes. PR tools play an important role in neurology advocacy. In some diseases, such as epilepsy, stroke, or dementia, awareness campaigns, public information, education, and advocating for an optimization of care can make a big difference with respect to prevention, early diagnosis, or access to therapies. Therefore, the question of how to best make use of the instruments in the PR toolbox for the purposes and aims of advocacy is of major practical relevance. In this chapter major PR instruments, particularly in the field of media relations and their practical use, will be described. Also, some critical issues with respect to the relationship between advocacy and the widespread efforts of the healthcare industry to integrate patients advocates and organizations of health professionals into their PR and lobbying strategies will also be mentioned.