Targeted Advocacy Development is an original planning tool of All One Communication, designed to help create effective advocacy strategies, messages and materials. Like Audience-Centered Communication Planning, Targeted Advocacy is a systematic process centered on clear thinking about advocacy audiences and their needs.
AOC will train your team in this process and help them develop strategies and campaigns to achieve their advocacy goals.
1. IDENTIFY THE ADVOCACY PROBLEM
Ask: What is wrong in general terms?
What issues exist; what gaps could be filled by advocacy?
2. IDENTIFY AN ADVOCACY GOAL
Ask: What will be true when the problem is solved?
3. IDENTIFY THE ADVOCACY TARGET AUDIENCE
Ask: Who is able to bring about the change called for by the advocacy goal?
4. ANALYZE THE ADVOCACY AUDIENCE
Ask: Why has this not already been done?
What barriers prevent it?
What do we want the advocacy audience to know, believe, do?
What are the small changes that will lead to the advocacy goal?
5. DEVELOP ADVOCACY OBJECTIVES
Advocacy objectives should be highly specific and written as follows:
“After this advocacy, the (advocacy audience) will….”
6. DEVELOP KEY ADVOCACY MESSAGES
Ask: What idea(s), information, image(s) are most likely to influence the advocacy audience to change?
7. CHOOSE ADVOCACY CHANNELS
Ask: What channel is most likely to reach the advocacy audience?
8. IDENTIFY ADVOCACY PARTNERS OR COMMUNICATORS
Ask: What organization is best able to carry out the advocacy actions?
9. DEVELOP ADVOCACY SUPPORT MATERIALS
Ask: How can advocacy materials be pre-tested with the advocacy audience?
10. PLAN IMPLEMENTATION
Ask: What steps must be taken, when and by whom?
11. PLAN FOR EVALUATION
Ask: Were the advocacy objectives attained?
How close are we now to the Advocacy Goal?
What barriers are left to address?
Permission to use the Targeted Advocacy Planning is granted, as long as credit is given to Barbara A.K. Franklin, PhD and All One Communication