WEB ADVOCACY 

                                                      Study Guide

Terms to Define:

Advocacy

 

Web advocacy

 

Propaganda

 

Action Plan

 

Levels of Influence

  • lawmakers,

  • organizational “best practice” policies

  • “grassroots” or individual choice

 

Some Questions to Consider:

  • How can I prove the exigence of the issue?

  • How can I educate the public on the issue?

  • What is the local effect of the issue?

  • What are the national implications of the issue?

  • What is the global effect of the issue?

  • What is the cost of doing nothing?

  • What specific actions can I ask for?

  • What are the impediments to what I am asking for?

  • Who are the opponents to the change I seek?

  • How can I identify and attract like-minded people to my cause?

  • How can I keep up with evolving data or events that affect the cause?

 

The Necessity of Building a Network

  • Bring together like-minded constituencies toward a common goal: your cause

  • Build support and credibility among target groups or across demographics

  • Raise the profile of the issue by exploiting inexpensive internet platforms

  • Design events to rally your group or your viewer base

  • Know your opponents! Study their claims, evidence, warrants, etc.

  • Communicate with your network; establish a contact list.

  • Set clear goals, make specific claims, and be realistic.

  • Consider fundraising for your cause, or amplification of a larger funding effort

  • Identify and establish relationships with policymakers, organizations, individuals who can help you.

  • Be patient.

 

Tools for Influencing Policymakers

  • Meetings

  • Testimony in hearings or town halls

  • E-mail campaigns to key officials

  • Telephone calls

  • Personal visits

  • Position papers that are rich in neutral, non-politicized data

  • Policy briefs that share current “best practice” info

 

 

Tools for Influencing Via Media

  • Fact Sheets, FAQ’s available to reporters

  • Information Packets/Press kits about your group or cause

  • Targeted, dedicated Twitter research and data stream/networked with reporters

  • Other social media networking

  • Dedicated website

  • Amplification of like-minded messages from thought leaders on your issue:  re-tweets, links

  • Youtube Channel/broadcasts

  • STAY ON MESSAGE; BE CONSISTENT.