communicating for policy, systems, and environmental change kent hartwig advocacy strategies, llc...

Communicating for Policy, Systems, and Environmental

ChangeKent Hartwig

Advocacy Strategies, LLCOctober 10, 2013

Objectives

• Highlight the Role of Communication

• Discuss Persuasive Communication

• How to Communicate Effectively with Decision Makers

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Introduction

Advocacy Strategies– Direct lobbying

Partnership for Better Health – Grassroots/Grasstops/media campaign– Prevention, Access, Innovation through

Collaboration

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Communication = ESSENTIAL

•Fundamental to any change– Policy, System or environment

•Build relationships first then advocate•Not just WHAT, but WHY and HOW•Never assume it will happen on its own

– Or that leaders or the media will come to you

•Reach out to be seen as the issue expert

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Cancer is Personal

Personal vs. External•Advocacy – General Informing– Lobbying– Grassroots Mobilization– Grasstops Mobilization

•Media•Social Media

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Communication Methods

• The ability to make your voice heard• An attempt to persuade or influence members

of a legislative body• Actively working for public policy change• Its legal!

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What is Advocacy?

Lobbying

Lobbying is directly discussing policy issues before a legislative body or to an elected official or staffer. This is done by a registered lobbyist or an advocate specifically engaging.

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Grassroots

Grassroots advocacy is an effective way to engage the public and motivate decision makers. This effort creates a critical mass of constituents to support a cause and drive change.

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Grassroots

• Building relationships with policy makers, the public and the media through local advocates

• How do you engage these targets?– Share a personal story– Be passionate about your issue– Speak with compassion – Communicate with them again & again & again…– Let them know you are the expert

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Grasstops

Engaging Key Opinion Leaders (KOLs) in the community to advocate on your behalf for change.

If grassroots is a shotgun approach grass roots is a rifle. Its precise and strategic.

A single respected individuals can change the debate

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Engage the Media

• Educate and inform on your issue ALL the time

• Invite them to meetings, events, and support groups

• You become the expert and the go to person

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Ways to Engage the Media

• Submit letters to the editor• Talk to reporters about the issues, ask for a news story• Submit news releases about your issues and activities• Ask to visit with the Editorial Board about your issues or

submit memos to the ED Board• Remember: People and Personal Stories SELL the media• Don’t forget to let your Chapter staff know what you are

up to, they can always help

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Go Viral

Big change needs lots of hands and broad support

•Spread your message through new technology.– Facebook– Twitter

•Start a blog – If the media wont print it, print it yourself!– Share the views of other respected blogs and they will likely

share yours to gain momentum.

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How to Communicate

DO• Introduce yourself• Know your issue• Specify the particular bill or

legislation of concern• Bring supporting materials• Express your opinion• Be brief and concise• Ask for their support• Thank you and follow up

DON’T• Confront or threaten• Behave arrogantly• Overwhelm people• Misinform anyone• Confuse issues• Ignore opportunities

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• LISTEN!!!!• Storytelling/Personalizing• Contrast• Know your audience• Similarity• Analogies/metaphors• Repetition• Commitment/consistency

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Persuasive Methods

• Reciprocity• Association/liking• Authority• Civility• Humor• Civility

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Persuasive Methods

QUESTIONS??????????????????

THANK YOU!