Post on 03-Aug-2015
Changing advocacy communications
Prof Charlie BeckettMadrid, May 2015
Virtuous cycle of advocacy communications
#EdStone: when good people get it wrong
Who are the digital citizens?
The fab Four
1. Act as if media is environmental 2. Use networks to broaden and deepen
relationships 3. Adopt an ethical approach to communications 4. It’s time for strategy not tactics
What was wrong about #StopKony?
• Policy• Politically• Ideologically• Logistically• Sustainability
From clicktavism to change
Change knowledge change the world
Data + social = engagement
Who is the real radical?
Strategic priorities
• Invest in communications & analytics as well as design
• Identify, segment, specify – listen and learn
• Align your organisation and your message before making the call to action
Transparency is the currency for the ethical online economy
@CharlieBeckettc.h.beckett@lse.ac.uk