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?