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Advocacy

WE Center – Mahmoud Hishmah

Key words for Advocacy

Advocacy

Policy PeoplePower

Communicate

Tactic

Participate

Decision - Makers

Change

Can

WinArt

“The process of using information and communication strategically to change

policies that affect the lives of disadvantaged people.”

What is Advocacy?

Is this your definition ?

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Advocate (ad’ve-kat) n.

1. One who supports or defends a cause

2. One who pleads on behalf of another

Much of advocacy is about policy:

The way in which policy is formedNew laws and regulations

The way in which policy is implemented

Local by-laws, local implementation operational policy, budgets and

resources5

What is Advocacy?creating a common

agenda with you and decision-makers

delivering the right message to the right person

lobbying effectively in a different political and economic environment

community partnerships and collaboration

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If you have ever:

Helped a relative or neighbor get help when they needed it?

Asked friends to support a favorite project?

talked with your school management about certain problem facing your fellow students? then….

You are an advocate.

Types of Advocacy

Direct Advocacy Persuading decision-makers on public policy

Public Engagement Building awareness and support

Media Engagement Getting your message out to decision-makers

and the public

Why is it important for you to be an advocate for your issues?

You are the expertsYour work will be impacted by

policymakers’ decisionsYou are voters and can hold

policymakers accountableIf you don’t speak up, someone

else will speak for you

“Power concedes nothing without demand”

Frederick Douglass

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US President Roosevelt said after meeting with A. Philip Randolph, the leader of the Brotherhood of Coalmen Porters Union:

"I agree with you, now go out in the streets and fight like hell to make me do it."

KnowYourself

Know YourAdversary

Know theTerrain

From Sun Tzu—the Art of War

The Center for Victims of Torture—New Tactics in Human Rights Project

Stakeholders are:

“Those who have an interest in the issue

or can have an impact on your success”

Frederick Douglass – “Power concedes nothing without demand”

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• State elected officials (Parliament)

• City councils• School

administrators• Governors• ….etc.

• Mayors• School boards

• Service groups

• Community leaders• Media.

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Before you contact with policymakers….

Do Your Homework!

Who are the most influential individuals and how can you get access to them?

What are their backgrounds and what are their areas of interest/expertise?

What will personalize the issue of your message for these individuals?

What information or concern do you have and how are you going to get your message across?

Stakeholder Map

Campaign

Business

The Media

Education

Government

Politicians

NGOs

Community Leaders

Professionals

Spectrum of Allies

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The Center for Victims of Torture—New Tactics in Human Rights Project

Target analysis

Who are they?

Why are they important to you?

What do you want from them?

Target Audiences

Can you list your audiences ?

"I would unite with anybody to do right and with nobody to do wrong”. Frederick Douglass

The perfect message?

The introduction – what is the issue ?

Why is it important to you ?

What can you do?

The messageHierarchy of messages:

Your messages will change over time Even your general message will change over time

Your messages will be different for each group Where are they now in perception ? Where do you want them to get to ? Make it simple to agree with you

Why is this important to ME ?

Can you list your messages ?

Communicating advocacy form

Raise awareness

Explain and Inform

Engage

Motivate to action

1. Think about going ‘direct’ and don’t forget ‘indirect’.

2. Use their terms and their interests.

3. Show why this issue is important to them as well as the wider interest.

4. Make their involvement as simple as possible.

Communication tools Face-to-face briefings Conferences/Seminars Direct Mail Written briefings Training sessions Newsletters Leaflets Brochures The media – editorial/advertising Billboards Internet E-mails/Viral campaigns Campaign event – National Date/Awareness week

Public awareness is a key component

Objectives should be realistic

Different types of communication

With credibility comes influence

Information brings credibility

There is strength in numbers

However don’t dilute your message Remember this takes time….

Best forms of Advocacy

Effective Advocacy

IntentionalStrategicFlexibleOrganized

Effective Advocacy is Intentional

Intentional means knowing what you are seeking to accomplish; identifying long and short term goals

An Intentional Advocacy Task Develop a legislative agenda that has

no more than 3 areas, is related to what policymakers are doing, and is decided with others in the community

Effective Advocacy is Strategic

Strategic means taking into account social, economic and political climate; being aware of capacity opportunities and challenges

Some Strategic Advocacy Tasks Using data on needs to drive your priorities Understanding the political, economic and social

climate Choosing partners based on political realities, not

personal feelings

Effective Advocacy is Strategic: Context is Key Political Climate – Do you have political will? Can

you build political will? Or are you building awareness for a day in which the climate is more favorable?

Economic Climate – What are the competing strains on the budget? If tough times, what are your priorities? In good times, do you want expansion, new initiatives, or both? Have you planned a vision/agenda for better times?

Social Climate – Do you have public will? Have you made your issue known with support from an array of potential stakeholders?

Effective Advocacy is Flexible

Being Flexible means that you can adjust plans, tools, partners, and

tactics as needed

Effective Advocacy is Organized

Being Organized means having a plan of action

Three parts of your plan of action: Getting Connected Getting Informed Getting Involved

The Advocacy Plan

Advocacy is about RESPECT

PlanningWho ? - do you need to communicate with

Why ? – are they important

What ? - do you need to say to them

When ? – are you going to say it

Where ? – in what media

TARGET WHY IMPORTANT?

Education Quality of EducationViolence impacts on children/learning and crime

TARGET MESSAGE

Ministry of Education

‘Future educated generation will bring about change.’‘Need to think now about a national curriculum free from family violence.’TARGET APPROACH

Ministry of Education Face-to-face interview with MinisterPetition from experts in the fieldCommitment to:• Leaflets/Seminars for Mid Managers• Training for Principals/Teachers

Planning

Remember the importance of:

Consistency

Branding – and your brand values

The tone of your voice/message

Evaluation

Monitor your targets comments

Monitor relationships with your target audiences

Monitor the media

Monitor public opinion

Policy change is incremental

Achieving a short term goal is just as important as reaching the ultimate goal

Celebrate your successes – no matter how small

Things to Remember

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Thank You

East & West CenterWE Center

Mahmoud Hishmah