Media advocacy can be a powerful tool for influencing public opinion and health policy. This chapter provides guidance about various tools in the media advocacy toolbox and how (and when) to use each. It focuses on how to communicate one’s message to different audiences to influence opinions on policy issues, and how to use media to amplify nursing’s voice in policy arenas. To influence public opinion and shape policy, nurses must use media to communicate clear, compelling messages relevant to health and the advancement of the profession. Nurse leaders have a responsibility to learn the skill set needed for working with the media. Combining knowledge of media advocacy, ability to express ideas in writing and oral presentations, and use of current and emerging internet and other social networking resources can have a profound impact on influencing local policies, as well as more comprehensive national policy and politics.