AMWIK employs the following strategies in her work.
Capacity Building for Membership
The Association offers various trainings and programmes for members, including sponsorship for higher education through a revolving scholarship fund. Members are also involved in programme implementation in various capacities from radio producers, editors, writers, designers while capacity building is on-going on areas such as training in information technology and use of social media.
The Association also engages media managers to provide conductive working environment for women in media.
Supporting Media Growth and Capacity
The association supports media growth and capacity by facilitating programmes that build media practitioners’ knowledge on wide ranging issues including governance, gender based violence, child abuse and sexual exploitation, children’s, women’s and human rights.
AMWIK does this through organizing conferences and workshops for members, journalists and editors to build their awareness around topical social issues and ensure gender dimensions are taken into consideration.
AMWIK also organizes media field trips for journalists to enable them to write authoritatively and produce human interest stories on key social issues that would normally go unreported.
The Association produces its own reports and feature articles that are offered for sale to the media for publication as well as radio programmes for broadcasting on national radio.
AMWIK organizes live radio and TV talk shows on women issues for general public awareness.
AMWIK is also a point of contact for many international journalists, media organizations and NGOs looking for contacts in Kenya and networks with many media organizations in the region.
More over it is a reference point for media organizations and practitioners seeking information from its resource center and staff members who are very collaborative. It is a first point of contact for many international journalists, media organizations and NGO looking for contacts in Kenya and networks with many media organizations in the region.
Community Radio Listening Groups
Use of community radio listening groups is a key strategy in awareness creation and sensitization of communities for social change and transformation. This strategy entails pre-recording of information, availing radio handsets to community groups and training the groups on group listening facilitation and media relations.
This concept attempts to localize media to address the needs of communities and encourages participation and debates as well as encourages the communities to come up with specific action plans to address issues raised in the discussions.
The information is also packaged in local languages.
AMWIK has paid special attention to women groups from marginalized pastoral communities especially those from North Eastern province of Kenya where infrastructural development is poor, including access to media.
AMWIK has been able to reach community members in 15 districts from all the provinces in the country.
Advocating for Freedom of Media and Freedom of Expression
AMWIK participates in advocacy efforts to defend and expand media freedoms. AMWIK has in the past contributed towards negotiations for suitable legislation and policies such as the Media Act 2007 and Kenya Communication Act 2008 and is currently partnering with other like-minded organizations to lobby for the Freedom of Information Act.
Media Monitoring and Communication Research
AMWIK conducts research on women and children issues, including monitoring media coverage of issues affecting women and children.
The association also undertakes knowledge, attitude and practice surveys to gauge awareness of communities on issues such as women’s human rights and child labour in order to record trends and propose communication and media based interventions.