What is Needed for Successful Advocacy Communications?
Create an advocacy communications strategy that has:
- a clear vision
- agreed messages
- clear and realistic objectives
- evaluation criteria
A well thought through advocacy program:
- informs, educates and engages
- persuades, inspires and motivates
- revitalizes and repositions your brand/image
- creates a sense of injustice that mobilizes positive action
- gains the endorsement of the media
- cultivates new donors and ambassadors
Define and create a process of stimulating preferences, that is, taking action to ensure that your organization is the organization “of choice“.
Actions could include:
- induct the media
- host meetings between media and key stakeholders along with those responsible for implementing your strategy/program to inform, educate and engage them — these meetings should use real examples that demonstrate why your organization’s work is vital.
- take the media, donors, decisions-makers on program visits or advocacy events (e.g., public demonstrations, town hall meetings, public forums, etc.)
- design activities and and events that will generate positive media coverage that builds profile while highlighting injustices using real issues
- network constantly with key people in the media, supporters and your peers in similar fields in order to promote your organization, its mission, their current work and the underlying issues being addressed
- never say “no” to media inquiries — if you can’t help yourself, then give the media information about who can be of assistance