Lesson 5: Communication for Various Purposes (Advocacy)

INFORMATIVE COMMUNICATION

To provide facts data, or instructions

PERSUASIVE COMMUNICATION

To influence beliefs, attitudes, or behavior

EXPRESSIVE COMMUNICATION

To express thoughts or emotions.

DIRECTIVE COMMUNICATION

To instruct or guide the listener to take action.

INFORMATIVE

What type of communication the situation does?

A health department releasing COVID-19 guidelines.

PERSUASIVE

What type of communication the situation does?

A public service announcement encouraging people to stop smoking.

EXPRESSIVE

What type of communication the situation does?

A poem, a personal blog, or a protest speech

DIRECTIVE

What type of communication the situation does?

A teacher giving classroom instructions.

ADVOCACY

The act of speaking, writing, or acting in support of a cause or policy.

ADVOCACY

It involves influencing public opinion, decision-makers, and policies to create social, environmental, or political change.

BUILDING AWARENESS, PROPOSING SOLUTIONS, ENGAGING KEY AUDIENCES

Advocacy isn’t just about protest - it’s about ______, _______, and _____ over time.

PERSUASIVE, INFORMATIVE

In advocacy, we often combine _____ and _____ communication to raise awareness and promote action.

ADVOCACY CAMPAIGN

A strategic and organized effort to promote a specific cause or policy.

ADVOCACY CAMPAIGN

It involves planned communication, targeted actions, and continuous evaluation to reach defined objectives.

ISSUE-FOCUSED, TIME-BOUND, ACTION-ORIENTED, AUDIENCE-SPECIFIC

Characteristics of advocacy campaigns

RAISE AWARENESS, EDUCATE THE PUBLIC OR TARGET AUDIENCE, INFLUENCE DECISION-MAKERS, MOBILIZE COMMUNITIES, CHANGE LAWS, POLICIES, OR BEHAVIORS

Goals of Advocacy Campaigns

ISSUE IDENTIFICATION, CLEAR OBJECTIVES, TARGET AUDIENCE, KEY MESSAGES, TACTICS/STRATEGIES, ALLIES AND STAKEHOLDERS, TIMELINE AND BUDGET, EVALUATION AND MONITORING PLAN

Key Elements of an Advocacy Campaign

IDENTIFY THE ISSUE, SET SMART OBJECTIVES, DEFINE TARGET AUDIENCE, DEVELOP KEY MESSAGES, CHOOSE COMMUNICATION CHANNELS, OUTLINE STRATEGIES AND TACTICS, CREATE A TIMELINE AND BUDGET, PLAN FOR MONITORING AND EVALUATION

8 Steps of Writing an Advocacy Campaign Plan

IDENTIFY THE ISSUE

What is the problem or cause?

SPECIFIC, MEASURABLE, ACHIEVABLE, RELEVANT, TIME-BOUND

SMART stands for…

DEFINE TARGET AUDIENCE

Who needs to be influenced?

DEVELOP KEY MESSAGES

What are you trying to say?

CHOOSE COMMUNICATION CHANNELS

Samples are social media, radio, community forums, etc.

OUTLINE STRATEGIES AND TACTICS

Rallies, petitions, press releases, partnerships

CREATE A TIMELINE AND BUDGET

When and how will you implement?

PLAN FOR MONITORING AND EVALUATION

How will you measure success?

ISSUE, OBJECTIVE, TARGET AUDIENCE, MESSAGE, TACTICS, CHANNELS, TIMELINE, EVALUATION

8 Components of an Advocacy Campaign Plan

PUBLIC CONFUSIONS

Misinformation spreads rapidly online, leading to _______.

CLEAR AND CONSISTENT, TELL REAL EMOTIONAL STORIES, USE VISUALS, ENGAGE YOUR AUDIENCE, ADJUST BASED ON FEEDBACK

Tips for a Successful Campaign

1. Be ______ in messaging

2. ______ to build empathy

3. ______ like infographics and short videos

4. _______ through interactive content

5. _______ and data