2 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”.
3 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
4 The process of policy change AdvocacyFindingSolutionsIdentifyingProblemsChanges in policiesand programsThe advocacy process is critical in precipitating changes in policies and programs.
5 The Dynamic Advocacy Process IssueStage 1:Identifying issues for policy actionPoliticalWillIssuePolicyStage 5:Evaluating the policy action?IssuePolicyStage 2:Developing policiesPoliticalWillIssuePolicyStage 3:Building political supportPoliticalWillIssuePolicyStage 4:Bringing issues, policies andpolitical will together for policy action
6 The Basic Elements of Advocacy CoalitionsMessagesDataAudiencesObjectivesEvaluationPresentationFund-raising
7 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.
8 Three categories for Advocacy Objectives Maintain and mobilize current supportersMinimize active oppositionConvert neutral parties and opposition
9 Selecting an Advocacy Objective Identifying a comprehensive list of advocacy objectives.Prioritizing the list (limited time and resources)
10 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
12 Policy AudiencesEffective 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 audiencesAnalyzes their positions and interestsCommunicates policy messages to themMotivates them to take action.
13 Policy MessagesDividing audience into groups and develop a “message” to which each group will respond.
14 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.
15 Five Key Elements of Messages Content/IdeasLanguageSource/MessengerFormatTime and Place
16 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.
17 The SEE approach A very persuasive communication method State your message, provide evidence to back it up, and conclude with a story or analogy.
18 Message LanguageSuccessful 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.
19 Source / MessengerYour messenger may be as important, or more important, than the message.Criteria for selecting a messenger:Access to audienceCredibility with audienceKnowledge of issueAbility to clearly present issue
20 Two Types Of Messengers Agents people who are highly respected by the audience but, in general, are not members of the target audience.Opinion leaders prominent, trusted members of the target audience, usually living and working among them.
21 FormatThe 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 meetingsInformal conversations at social, religious, business, or political gatheringsExecutive briefing packetsPamphlets, brochures, or fact sheetsPosters and/or flyersComputer and slide presentationsNewspaper articles or advertisementsBroadcast commentary or coveragePublic debateOther Media ...
22 MediaMedia 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.
23 “If you don’t exist in the media, for all practical purposes, Ways Of Using The MediaPress releasesPress conferencesLetters to the editorEditorialsNewspaper & magazine articlesInterviewsTV & radio appearances“If you don’t exist in the media, for all practical purposes,you don’t exist”Daniel Schorr
24 Time and PlaceTiming 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?
26 TipsDeliver a consistent message to an audience through a variety of channels over an extended period of time.Make sure that your message is being delivered by a source that the audience finds credible.Create a message that the audience will understand.
27 Improving AdvocacyConstant evaluation and adaptation of your advocacy effort is the best way to ensure success.Adaptability, creativity and persistence are characteristics of successful advocates.