Jackie Knowles, Project Manager Welsh Repository Network Advocacy: the theory Jackie Knowles, Project Manager Welsh Repository Network
The importance of advocacy Engage stakeholders Culture change
Engage stakeholders Who are they?
Culture Change Culture change is classically commonly brought about through engagement with individuals on one of three levels: Intellectual (conceptual, logical, the greater good) Emotional (hearts and minds, enlightened self-interest) Political (necessity, external drivers, compliance with policy)
Core Message Ethos Motivation Tangible advantages Role of key players What is in it for me?
Tips for writing a core message USP Limited word count Tweet Lift exercise
Promotional Framework CORE MESSAGE
Activities
Activities
Methods - examples Top down Mandate Bottom up Champions Blanket Poster Targetted ‘Green’ publishers
Key points Sustained effort
Key points Needs resourcing … but are there things you can do for free or low cost?
Key points It takes time
Key points It is everyone’s job
Overview Define your promotional framework Embed the repository into existing structures training programmes communication strategy Agree your core message Keep talking
Outline of rest of afternoon Discussion session Practical workshop Prize available