Download Learning Objectives Affective and Psychomotor Domains

Advocacy
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
Advocacy
Changes in policies
Identifying
Problems
Finding
Solutions
and programs
The advocacy process is critical in precipitating
changes in policies and programs.
The Dynamic Advocacy Process
Issue
Issue
?
Stage 1:
Identifying issues for policy action
Policy
Issue
Political
Will
Stage 2:
Developing policies
Stage 5:
Evaluating the policy action
Issue
Issue
Policy
Policy
Policy
Political
Stage 4:
Will
Bringing issues, policies and
political will together for policy action
Political
Will
Stage 3:
Building political support
The Basic Elements of Advocacy
Coalitions
Fundraising
Evaluation
Objectives
Advocacy
Data
Audiences
Presentation
Messages
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 supporters
2. Minimize active opposition
3. 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
Specific
Measurable
Achievable
Realistic
Time-bound
Policy Audiences
 Effective advocacy is based on an audiencecentered approach that targets institutions and
people critical for success, rather than
attempting to reach all actors or decisionmakers.
 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/Ideas
Language
Source/Messenger
Format
Time 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 method
State 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 releases
 Press conferences
 Letters to the editor
 Editorials
 Newspaper & magazine articles
 Interviews
 TV & 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 ?