Training Item

Advocacy Session II: Defining and Packaging your Advocacy Message.

5 (1 vote)
Resource Type:On-Demand/Downloadable
Training Level:Introductory

This session includes a pre-survey of organizations on their current messaging strategy.  The training will include an overview of key message strategy.  Participants will work to define a message for each target audience.  The workshop will include specific tools for framing messages across sectors and how to provide resources for spokespeople in the organization to carry the message.

Learning Objectives:

  1. Teams will learn the value of strategic messaging in not only government but with key community leaders and funding sources.
  2. Participants will understand and be able to identify target markets for the agency.
  3. Agencies will understand how key stakeholders influence funding and resources for the organization.
  4. Organizations will identify and develop initial communication tools and strategy to reach key stakeholder groups.
  5. Agencies teams will understand the variety of message goals and be able to match a messaging strategy to a target audience.
  6. Team members will be trained to provide training for others and be able to serve as advocates for their organization.
  7. Organizations will identify tools and techniques for measuring advocacy and communication results.

 After this session, participants would have an assignment to develop at least 5 messages for target audiences to bring to the third session.

General Course Outline

Overview of Strategic Messaging:

  • Law of Comparative Advantage
  • Leverage your strengths (win/win)
  • Strategic partnering (value and benefits/how to)

Target Audiences/Target Messaging:

  • Understanding the audience and what they hear.
  • Talking in their language.
  • Provide value to the listener – what’s in it for them.
  • Understanding polarization and when it might be appropriate to soften/strengthen the message.
  • Creating framework for message acceptance.
  • Discussion/Whiteboard Interaction

Planning for Specific Audiences:

  • Business Leaders
  • Funding Sources (Grantmakers/Private Trusts/Corporate Foundation/Individuals)
  • Legislators/Policy Makers (includes local elected officials)
  • State and Federal Executive Offices and Agencies
  • Law Enforcement/Health Professional
  • Educators (Potential for Partnerships/Research Resources)
  • Who else?

Message Strategy:

  • What specific messages need to be developed that help people understand your work and why they should invest resources with your organization?
  • What kind of action do you wish to create for each audience?
  • How do you convey the message?
  • How to begin to make it part of your organizations regularly routine to share the message.

Homework:  Develop some messages for target audiences. 

Recommended Use

Co-Trainer: Jeannette Archer-Simons. Contact information or 717-635-8354 Workshop is designed for board, staff, key stakeholders and volunteers. It can be used as a training and development tool for a committee.

Is Fee?No
Content Areas:
  • Board Commitment
  • Board Involvement and Support
  • Volunteers
  • Management of Legal and Liability Matters
  • Management Development/Succession Planning
  • Board Development
  • Public Relations and Marketing
  • Monitoring of Landscape
  • Advocacy and Public Policy
  • New Program Development - Funding Model
Provided By:
Albert Davenport
Davenport Communications
phone: 202-374-3302
Albert Davenport is a human resources writer and consultant specializing in disability rights, work-life balance, and discrimination issues. He holds a Masters of Public Administration from the Pennsylvania State University and a Masters of Arts in Nonfiction Writing from Johns Hopkins University. He has consulted for several agencies of Pennsylvania state government including the Pennsylvania Commission on Crime & Delinquency, the Departments of Transportation, Public Welfare, and Labor and Industry. He has authored numerous articles for national employment law publications and is currently co-authoring a labor and employment law textbook entitled Labor and Employment Law for the 21st Century for Pearson Prentice-Hall— publication date January 2013.