AdvocacyAdvocacyAdvocacyAdvocacy

Definition

Advocacy is influencing decision-makers.Advocacy is championing an issue,

drawing attention to it, and getting it on the agenda.

Advocacy is an action directed at changing the policies, positions or programs of any type of institution.

Advocacy is building support for an issue.Advocacy strategies can include lobbying,

social marketing, information, education and communication (IEC), community organizing, or many other “tactics”.

The importance of advocacy

advocacy is a set of targeted actions directed at decision-makers and other key stakeholders in support of a specific policy issue.

Effective advocacy may succeed in influencing policy decision-making and implementation, by: educating leaders, policy makers, or those

who carry out policies; reforming existing policies, laws and budgets,

developing new programs; creating more democratic, open and

accountable decision-making structures and procedures

The process of policy change

The advocacy process is critical in precipitating changes in policies and programs.

Advocacy

Changes in policies

and programsIdentifying

Problems

FindingSolutions

The Dynamic Advocacy Process

Issue

Stage 1:Identifying issues for policy action

Issue Policy

Stage 2:Developing policies

PoliticalWill

Issue Policy

Stage 3:Building political support

PoliticalWill

Issue Policy

Stage 4:Bringing issues, policies and

political will together for policy action

PoliticalWill

Issue Policy

Stage 5:Evaluating the policy action

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The Basic Elements of Advocacy

Advocacy

Coalitions

Messages

Data

Audiences

Objectives

Evaluation

Presentation

Fund-raising

Advocacy Strategy & Objectives

An advocacy strategy aims to change the behavior or opinions of policymakers, organizations, or key individuals regarding your policy and to motivate them to take action in support of your policy.

An advocacy objective states what you want to change, who will make the change, and by when.

Your advocacy strategy may encompass more than one objective; many advocates simultaneously work on multiple advocacy objectives to implement their policy and achieve their long-term goals.

Three categories for Advocacy Objectives

1. Maintain and mobilize current supporters2. Minimize active opposition3. Convert neutral parties and opposition

Selecting an Advocacy Objective

1. Identifying a comprehensive list of advocacy objectives.

2. Prioritizing the list (limited time and resources)

Setting Advocacy Objectives

Whose opinion or behavior do you want to change?

To what should their opinion or behavior be changed?

What actions or steps do you want them to take? What is the timeframe?

Components of an Advocacy Objective

SMART advocacy objectives

SpecificMeasurableAchievableRealisticTime-bound

Policy Audiences

Effective advocacy is based on an audience-centered approach that targets institutions and people critical for success, rather than attempting to reach all actors or decision-makers.

The audience-centered approach: Distinguishes the target audiences Analyzes their positions and interests Communicates policy messages to them Motivates them to take action.

Policy Messages

Dividing audience into groups and develop a “message” to which each group will respond.

What is a message?

A “message” is a concise and persuasive statement about your advocacy goal that captures what you want to achieve, why and how.

Since the underlying purpose of a message is to create action, your message should also include the specific action you would like the audience to take.

Five Key Elements of Messages

Content/IdeasLanguageSource/MessengerFormatTime and Place

Elements of Message Content

What you want to achieve;Why you want to achieve it (the positive

result of taking action and/or the negative consequence of inaction);

How you propose to achieve it;What action you want the audience to

take.

The SEE approach

A very persuasive communication methodState your message, provide evidence to

back it up, and conclude with a story or analogy.

Message Language

Successful messages often incorporate words, phrases or ideas that have positive connotations or that have particular significance to a target group.

Words such as “family”, “independence”, “well-being, “community” or “national security” are some examples.

Source / Messenger

Your messenger may be as important, or more important, than the message.

Criteria for selecting a messenger: Access to audience Credibility with audience Knowledge of issue Ability to clearly present issue

Two Types Of Messengers

1. Agents people who are highly respected by the audience but, in general, are not members of the target audience.

2. Opinion leaders prominent, trusted members of the target audience, usually living and working among them.

Format

The format is the medium through which you deliver your message for maximum impact.

The format must be appropriate to your target audience, message, and messenger. Formal or informal meetings Informal conversations at social, religious, business, or political

gatherings Executive briefing packets Pamphlets, brochures, or fact sheets Posters and/or flyers Computer and slide presentations Newspaper articles or advertisements Broadcast commentary or coverage Public debate Other Media ...

Media

Media coverage is one of the best ways to gain the attention of decision-makers, from local elected officials to members of Congress.

All monitor the media.Decisions to support legislative initiatives

are frequently influenced by the media coverage.

Ways Of Using The Media

Press releasesPress conferencesLetters to the editorEditorials Newspaper & magazine articles InterviewsTV & radio appearances

“If you don’t exist in the media, for all practical purposes,

you don’t exist” Daniel Schorr

Time and Place

Timing is important. You may link the delivery of your message to other political events to draw more attention to your issue.

The place where you deliver your message is also as important. Is there a place to deliver the message that enhances its credibility or gives it more political impact?

Communication plan for each audience

Tips

1. Deliver a consistent message to an audience through a variety of channels over an extended period of time.

2. Make sure that your message is being delivered by a source that the audience finds credible.

3. Create a message that the audience will understand.

Improving Advocacy

Constant evaluation and adaptation of your advocacy effort is the best way to ensure success.

Adaptability, creativity and persistence are characteristics of successful advocates.

Any Question ?