Strategy Every advocacy effort needs a strategy. The strategy phase builds upon the analysis phase to direct, plan, and focus on specific goals and to position the advocacy effort with clear paths to achieve those goals and objectives.

Establish a working group to develop a strategy and plan activities. Identify your primary and secondary audiences (pro, undecided, and your competition). Develop your SMART objectives (specific, measurable, appropriate, realistic and timebound). Position your issue to offer key decision-makers a unique and compelling benefit or advantage. Follow a model for policy change that suits the situation and advocacy objectives. Identify your resources and plan to build coalitions and mobilize support. Seek out and work with appropriate partners, coalition advocates, spokespeople, and the media. Identify your competition. Plan the activities that are the most appropriate for your intended audience. Refine positions to achieve a broader consensus. Minimize the opposition or find areas of common interest as often as possible. Prepare an implementation plan and a budget. Plan for and combine multiple channels of communication, including personal contacts, community media, mass media (print, radio, TV), and new information technologies such as E-mail and the Internet. Develop intermediate and final indicators to monitor the process and evaluate the impact. Give the proposed policies or policy change an appealing name, easily understood and designed to mobilize support. Next | Previous

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