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Changing advocacy communications
Prof Charlie BeckettMadrid, May 2015
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Virtuous cycle of advocacy communications
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#EdStone: when good people get it wrong
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Who are the digital citizens?
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The fab Four
1. Act as if media is environmental 2. Use networks to broaden and deepen
relationships 3. Adopt an ethical approach to communications 4. It’s time for strategy not tactics
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What was wrong about #StopKony?
• Policy• Politically• Ideologically• Logistically• Sustainability
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From clicktavism to change
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Change knowledge change the world
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Data + social = engagement
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Who is the real radical?
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Strategic priorities
• Invest in communications & analytics as well as design
• Identify, segment, specify – listen and learn
• Align your organisation and your message before making the call to action
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Transparency is the currency for the ethical online economy