Communicating for Policy, Systems, and Environmental Change Kent Hartwig Advocacy Strategies, LLC October 10, 2013

Objectives Highlight the Role of Communication Discuss Persuasive Communication How to Communicate Effectively with Decision Makers Advocacy Strategies, LLC 2

Introduction Advocacy Strategies – Direct lobbying Partnership for Better Health – Grassroots/Grasstops/media campaign – Prevention, Access, Innovation through Collaboration Advocacy Strategies, LLC 3

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 Advocacy Strategies, LLC 4

Cancer is Personal Personal vs. External Advocacy – General Informing – Lobbying – Grassroots Mobilization – Grasstops Mobilization Media Social Media Advocacy Strategies, LLC 5 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! Advocacy Strategies, LLC 6 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. 7 Advocacy Strategies, LLC

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. 8 Advocacy Strategies, LLC

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 9 Advocacy Strategies, LLC

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 10 Advocacy Strategies, LLC

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 11 Advocacy Strategies, LLC

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 12 Advocacy Strategies, LLC

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. 13 Advocacy Strategies, LLC

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 14 Advocacy Strategies, LLC

LISTEN!!!! Storytelling/Personalizing Contrast Know your audience Similarity Analogies/metaphors Repetition Commitment/consistency Advocacy Strategies, LLC 15 Persuasive Methods

Reciprocity Association/liking Authority Civility Humor Civility Advocacy Strategies, LLC 16 Persuasive Methods

QUESTIONS ?????????????????? THANK YOU!