COUNCIL: COMMUNITY ADVOCATE

ANDRES PUIG, DIRECTOR

Advocacy

• The political class is changing • Rigorous policy development is no longer the

norm • Having a good policy or a worthy project is not

enough anymore• Advocacy is the solution • To advocate effectively, you have to run a

campaign

The three ‘Ps’

• Successful advocacy campaigns get three things right:

–Policy –Politics –Process

Modern campaigns are complex

Research and Polling

• The starting point for any successful campaign • It will tell you what people think, and why they

think it• Armed with this information, you can persuade

doubters and mobilise supporters“People think that message just means a few

words, but message is much more: it is the rationale that underpins your campaign”

- Philip Gould, The Unfinished Revolution

Media Relations

• Campaigns need to tell a storyA detailed media strategy will allow you to use the media to your advantage

• It will identify the media to reach the target audience/s and the angles and tactics required

It’s about the people…

Government Relations

• Understanding the policy intent of the Government (or Opposition) is key

• What is the political landscape – can the Government (or Opposition) benefit from assisting you? Can they afford not to assist you?

• Identifying key players and how to approach them• Government relations is a tactic, not a strategy

Advertising

“Many a small thing has been made large by the right kind

of advertising.” - Mark Twain

Digital and social media

A great campaign looks like this…

Thank you

• Any questions?