Advocacy Session II: Defining and Packaging your Advocacy Message.
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.
- Teams will learn the value of strategic messaging in not only government but with key community leaders and funding sources.
- Participants will understand and be able to identify target markets for the agency.
- Agencies will understand how key stakeholders influence funding and resources for the organization.
- Organizations will identify and develop initial communication tools and strategy to reach key stakeholder groups.
- Agencies teams will understand the variety of message goals and be able to match a messaging strategy to a target audience.
- Team members will be trained to provide training for others and be able to serve as advocates for their organization.
- 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?
- 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.
Co-Trainer: Jeannette Archer-Simons. Contact information firstname.lastname@example.org 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.
- Board Commitment
- Board Involvement and Support
- 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
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.