by: Madelynn Graham, Account Coordinator
Recently, RBOA participated in an FPRA iCast presentation on the Role of Public Relations in Advocacy. The interactive webcast reviewed the best practices and lessons learned by senior level FPRA members in both public and private sectors, and presented viewers with the top 10 rules of engaging PR to promote advocacy.
As a PR firm located in the state capital we have a lot of experience working with for-cause organizations, and we felt the FPRA panel did a great job of highlighting the important factors when advocating on behalf of your clients. Here’s a quick recap of their 10 tips:
1. Know Your Audience.
Understanding the demographic and composition of your audience is crucial. The message of your organization or association must be tailored to the particular audience to garner reaction and support of the cause.
2. Know Your Issues and Messages.
In accordance with knowing your audience comes knowing your issues and messages. In order to adjust the syntax and construction of your message, you must be infinitely familiar with the core contents. Once you are aware of the components of the message, you can rearrange and restructure it for a variety of audiences.
3. Know The Opposing Viewpoints.
With every perspective on every issue there is an equal and opposite perspective. In order to fully address the issue, you must acknowledge and show empathy for the other side. Who knows – such bipartisanship may even attract new supporters!
4. Engage Your Audience.
The FPRA experts could not stress enough the importance of engagement. On divisive issues, you have to know who your allies are and perpetuate a conversation with them. With political issues, engagement is even important in the off season when government officials are not in session, to build awareness well in advance of elections.
5. Repeat Your Message.
An old marketing adage “The Rule of Seven” dictates that one has to hear a message seven times before any action is taken. With a bevy of social media outlets repetition is crucial. A possible supporter may see your message once, but won’t take action until seeing that message multiple times from different sources.
6. Be Brief.
The most memorable messages are those that are concise. Brevity is crucial in comprising a message that can easily be understood and shared. Bulleted fact sheets are a great way to present information in a succinct manner.
7. Measure Success (or Lack Thereof).
Data regarding the outreach of your message is essential. Measuring success will show you if your message is engaging, and if not what you have to do to change it.
8. Keep it Local.
When searching for advocacy of a cause, the most likely supporters are the supporters closest to you. Polluted water in the Everglades is most relevant to lobbyists and politicians representing those districts. Your next biggest advocate could be next door.
9. Be honesty and trustworthy.
You are supposed to be the expert on your messages and issues. Don’t mislead the public with false or exaggerated information. Just as fabricated stories defame journalists and news media outlets, they only hurt your search for advocates. Be honest with the information your provide so that your audience trusts you.
10. Work Hard.
The last and most pervasive rule in PR and life in general is work hard. No success is achieved overnight. If you devote and dedicate yourself to the cause anything is possible.
Effective advocacy begins with trusted business relationships. If you are aware of all aspects of your audience, message and opposition you have all the tools you need to engage. And remember to repeat your message, keep it brief and keep it local so that you have success to measure. Work hard, and happy advocating!
