First Draft of Advocacy Course - 3 parts: Day1, Day2, Day3

1. Messages and methods of
delivery
Sheila Ash
MSA-Nigeria, February, 2013

2. The one-minute message
 The main elements of your advocacy message
should be:
• a statement of the problem. Why you are lobbying
• evidence – include statistics, comparisons, etc
• an example – give a human face to the problem
• the benefits of action and the impact of doing nothing
• a call to action - demonstrate a clear solution, and say
what action you are asking from your audience (the
‘ask’)
 Revise as you learn more about your policy issue
and what appeals to your target audiences

3. Essential Elements
 What you want to achieve
 Why you want to achieve it (and why others
should want to achieve it as well)
 How you propose to achieve it
 What specific action you want the audience
to take
Your time will be limited
Be prepared . Don’t improvise.

5. KISS
Keep it short and simple
 Be direct, straightforward and memorable
 Your job is to translate complex policy
messages into simple and emotive ones.
 Have recognisable sound bites, if possible in
the campaign name/slogan

7. Adding impact to messages
 A strong, clear message
 Stress its urgency, tie it to urgent political and
social concerns
 Repeat your message - through a variety of
channels and messengers
 Be creative – use humour, metaphors, popular
expressions, etc
 ‘one picture is worth a thousand words’
 Make it memorable

8. Reinforcing your message
 Do not just send your message once
 If no positive response, then reinforce message
 Re-send the message but in a new way
 Do not bombard your target
 Ask others to write along the same lines
 Bring in new information or angles, referring back
to your original communication
 If you agreed to follow up on any aspects, restate
your message when following up

9.  Message content + Manner of delivery
 Message + the Messenger

11. Advocacy Methods
 Position paper or briefing note
 Lobbying or face to face meetings
 Presentation
 Drama
 Press Releases
 Media Interview
 Press conference
 Social media e.g. Facebook, Twitter etc

12. Position Paper & Briefing Notes
Briefing Note
 Written for your allies
 Provides background on
your advocacy issue
 Ensures able to ‘sing from
the same song sheet’
Position Paper
 Written for your target
 Outlines your position on
the issue
 Places our arguments in
front of your target

13. Briefing Note contains
 facts, arguments, the ‘ask’ and messages
 the main aspects of your strategy, including
any relevant policies and ways of working,
your objectives, and agreed tactics
 ‘soundbites’ that can be repeated
 other aspects that will be helpful to allies,
such as which demands are non-negotiable
 frequently asked questions (FAQs) and
guidance on handling any difficult issues

14. Position Paper contains
 starts with a brief summary (including your ‘ask’) of the
problem
• define your policy issue within the current policy framework
 contains brief information on your organisation/ coalition,
its membership, and its mission
 outline the policy alternatives – the possible ways in which
this issue can be addressed
 assess the probable outcomes of these options based on
evidence from the current policy framework
 give a strong argument why your preferred alternative
(policy recommendation) is the best possible policy option

15. Structure of Position Paper
 Statement of main recommendation : 1-2 sentences
 Background : explain why the PP has been written. List laws,
policies which support recommendation
 Evidence supporting the recommendation – qualitative and
quantitative
 Your position : logical explanation of how the evidence
leads to the recommendations. Answers to possible
questions and objections
 Recommendations : specific realistic actions the decision
maker can take
 Organisation and individuals supporting this position paper
 Name of organisation, logo, date, contact details, mission
/goals of organisation

16. Structure of Briefing Note
 As per PP, plus
 Emphasize the important points – bold
 Suggest strategies, tactics, minimum
demands no to be compromised
 Include possible questions and suggested
answers
 Include problematic issues and how to deal
with them

17. Advice
 Use language appropriate to your audience
 Tailor briefing note / position paper to a particular
audience
 Try tot give full references to research or information
quoted
 Be brief , be to the point
 Consult appropriate people for ides when writing
 Make sure everyone in FAHCI understands the position
taken
 Check for errors and fix
 Read it before you send it

18. Advice
 Do not contradict yourself
 Try not to include the word Advocacy / advocating
 Don’t include irrelevant information
 Be clear, don’t waffle
 Don’t quote people without their permission, don’t
break confidentiality in case studies
 Minimise use of abbreviations

19. Letters
 Frequently used to make representations to
decision-makers (a high politician or official)
it is always preferable to write formally
 Letters should be brief 1 page and
persuasive.
 They should contain the main elements of
your advocacy message and request the
policy-maker to take specific action.

20. Letters
 Use organisational (or coalition) letterhead
 Be sure to get the name, title, address and other
details correct
 Ask for a reply – and include specific questions
 Never use a threatening tone – be courteous
 Ensure that the letter arrives well before any
vote/decisions
 Always say ‘thank you’ for any meetings, advice or
action

21. Advocacy letter contains
 Proper salutation
 Leading paragraph - State purpose , deliver message
 Information about yourself, how you are connected to the issue you are
raising
 Supporting arguments . Provide evidence that others support your
views.
 Request for specific action
 Acknowledgment of your audience. Recognize reader opinion matters.
Thank him/her for taking time to read your letter. Show your
appreciation for any past support
 Offer to provide additional information or assistance in the future

22. Presentations
 Introduce yourself / have someone introduce you
 Make the connection between yourself and the topic clear
 Tell the audience what you plan to present
 Don’t read from a script
 Say how long you plan to speak – stick to it
 Arrange when you will take questions
 Identify your key points right at the beginning.
 Deliver your advocacy message right away. NOT at the end.
 Use your best supporting arguments ( max 3)
 Say what your audience can do to help and how
 Summarize your main points. Retell the most important thing to
remember
 Thank your audience for attending

23. Planning the presentation
 Review the key factors
• Who is the audience?
• What are their interests and levels of knowledge
on topic?
• Formal v informal style expectations?
• What equipment needed and present?

24. Writing the presentation
 Bullet points v text
 Beginning, middle , end conclusion
 Attention catcher – quote, anecdote – make
it real for audience.
 Support each statement with quotes,
comparisons, examples.
 Use an added value human interest story

25. Presentation Delivery
 Keep to time
 Speak loudly, clearly, slowly
 Pause allow people time to consider key
points
 Use repetition
 Make the presentation like a conversation
 Make good eye contact

26. Handling Questions
 If question is complex, repeat it, rephrase it
so you clearly understand it
 Reply to the whole audience
 Think before replying
 Don’t bluff. Don’t know? Then say so, say
you’ll find out and get back to them

28. Advantages & Disadvantages
Advantages
 Helps get message across
to public
 Profiles your organisation
( and you)
 Reaches a wide audience
with your key messages
for relatively little effort
Disadvantages
 Can potentially go wrong
 Interviewee must use
organisation’s views as
basis for answers
 Unprepared and
inexperienced can be
caught out by difficult or
unrelated questions

29. Preparation – before the interview
 Where , when, how long is the interview?
 Just you or others being interviewed?
 Will interview be linked to another story?
 Why this topic and why me?
 Will the interview be broadcast live? / When
will interview be aired?
Management Strategies for Africa ©
2013

30. Preparation – about the
interviewer
 Investigate their audience
 Which or your targets are amongst their
audience?
 What information do you need to get
across?
 Interview starts the moment you first speak
with a journalist. No “ off the record”
Management Strategies for Africa ©
2013

31. Preparation – the interview
 Agree the subject to be discussed
 Ask what kind of questions there will be?–
supportive or argumentative?
 Prepare appropriate information e.g. statistics,
facts, personal support stories. Check info is up to
date
 List your key messages (3-4 key points for each)
 Prepare catchy sentences / sound bites to
summarise your message
 With colleagues prepare draft questions list
 Prepare answers, practice, practice, practice

32. During the interview
 Keep calm and composed
 The journalist is NOT your target! Your target will be
amongst the listeners
 You have your facts, you know more than the journalist
 KISS – keep your answers short, language simple
 Don’t get sidetracked, stay on topic
 “I think what your asking me is important but the main issue
is ….”
 If you need time to think, repeat the question
 Keep bring journalist back to your message, Repetition gets
the message across.

33. Radio interviews
 Studio manager will show you where to sit
and how to work the equipment
 Not much time for this, so make sure you
understand
 Ask for the first question in advance to help
you concentrate
 You can take in notes – but don’t make a
noise ( no rustling of paper on air)

34. Advice (1)
 Practice in advance
 Show you care but keep excessive emotion under
control
 Sit still, don’t fidget
 Look happy, relaxed and not nervous
 Answer the questions
 Be respectful and patient
 If NOT asked relevant questions, add key messages
to the end of one of the more relevant replies

35. Advice (2)
 Don’t bluff - If you don’t know, say so, OR
avoid the question. Don’t make statements
about things you know nothing about
 Stay clam, don’t get angry even if journalist
tries to unnerve you. Anger looses your
message
 Don’t let journalist put words into your
mouth