Advocacy toolsAssessment techniques

Stakeholder analysis

Packaging and delivery of information

Persuasion techniques

Media relations

N. AssifiUNFPA/CAT, Bangkok

Assessment techniques

Needs assessment helps identify and measure gaps between what is and what ought to be.

The needs assessment process includes:

1Gathering data 2Analyzing

the data3 Establishing priorities for

addressing the needs

Methods for assessing needs

Needs

Utilization data

Demographic data

Small area analysis

Use of key informants

Community forum

Focus group

Community survey

Direct observation

Survey and pools

Individual interview

Advocacy Tools

Stakeholder Analysis

Who are the stakeholders of advocacy?

•Decision makers•Allies and partners•Resistant groups (Adversaries)

Stakeholders Analysis

Stakeholders Analysis…Decision makers• Size, (number), location, sex etc.

• Knowledge about the advocacy issue

• Channels for reaching the decision maker

• Special skills i.e. good speaker, good negotiators

• Political standing of the decision maker on the issue

• Is the decision maker supporting the issue? If not, why?

• Is the decision maker willing to speak in support of the issue in public or through mass media?

Stakeholders Analysis…

• Size, (number), location, sex etc.

• Knowledge about the advocacy issue

• Networks, size of population covered

• Special strengths i.e. media relations, community mobilization

• Past experience , expertise in the area of advocacy

• Willingness to share experience, expertise, resources

• Expectations from joining the partnership

Allies and partners

Stakeholders Analysis…

•Size, (number), location, sex etc.

•Knowledge about the advocacy issue

•Reason for resistant/opposition

•How to reach the opposition group?

•Whom they consult or get advice from?

Resistant group (adversaries)

Advocacy ToolsPackaging and Delivery

ofAdvocacy Messages

Advocacy Message: What it is.Advocacy Message: What it is.

It is a short, concise and It is a short, concise and persuasive statement. persuasive statement.

It relates to your goal and sums up It relates to your goal and sums up what you want to achieve.what you want to achieve.

Its purpose: to create action you Its purpose: to create action you would like your audience to take.would like your audience to take.

Key Parts of an Advocacy MessageKey Parts of an Advocacy Message

What is the issue What is the issue or problem?or problem?

How big is the How big is the issue or how issue or how serious is the serious is the problemproblem..

What is the adverse What is the adverse effect of the effect of the problem on a problem on a particular group of particular group of people?people?

What can What can stakeholders do to stakeholders do to solve the problem?solve the problem?

Key Parts of an Advocacy Message What is the issue or problem?

ExampleExample: :

““High rate of teenage High rate of teenage pregnancy in South-East pregnancy in South-East Asia”Asia”

Key Parts of an Advocacy Message

How big is the issue or how serious is the problem? ExampleExample::

Between 1 to 1.4 million adolescent women have Between 1 to 1.4 million adolescent women have abortions in developing countries each year. About abortions in developing countries each year. About half of adolescents interviewed considered half of adolescents interviewed considered premarital sex as normal behaviour and 23% of 13-premarital sex as normal behaviour and 23% of 13-19 year old adolescents reported to be sexually 19 year old adolescents reported to be sexually active (Malaysia, 1994-95). In Indonesia, 28.8% of active (Malaysia, 1994-95). In Indonesia, 28.8% of newly married couples had engaged in premarital newly married couples had engaged in premarital sex (University of Islam Indonesia in Yogyakarta). sex (University of Islam Indonesia in Yogyakarta). Of these women, 12.6% were pregnant before their Of these women, 12.6% were pregnant before their marriage. 18% (2.5 million) of Filipinos aged 15-24 marriage. 18% (2.5 million) of Filipinos aged 15-24 have engaged in premarital sex. 74% of these do not have engaged in premarital sex. 74% of these do not use any method to prevent pregnancyuse any method to prevent pregnancy

Key Parts of an Advocacy Message

What is the adverse effect of the problem on a particular group of people?

Example:Example:

Pregnant adolescents may be denied Pregnant adolescents may be denied important opportunities such as education, important opportunities such as education, employment and consequently, better quality employment and consequently, better quality of life. For young men, early fatherhood can of life. For young men, early fatherhood can also disrupt educational plans and increase also disrupt educational plans and increase economic responsibilities.economic responsibilities.

Key Parts of an Advocacy Message

What stakeholders do to reduce teenage pregnancy?ExampleExample:: Promulgation of laws/policies on incorporation Promulgation of laws/policies on incorporation

of sexuality education in the school curriculumof sexuality education in the school curriculum Allocation of resources for establishing Allocation of resources for establishing

counselling services for adolescent on ARH counselling services for adolescent on ARH issuesissues

Policies to increase accessibility of information Policies to increase accessibility of information and contraceptive for adolescents.and contraceptive for adolescents.

SEE Approach to Message Design

S

E

E

Write a simple STATEMENT

Provide EVIDENCE with facts

Give EXAMPLE with a story or analogy

Advocacy message stylesAdvocacy message styles

•Emotional Vs Rational Appeals

•Positive Vs Negative Appeals

•Mass Vs Individual Appeals

•Definite Conclusion Vs Open Conclusion

•Repetitive Vs One time Appeals

Packaging the MessagePackaging the Message Presentation is key to message delivery.Presentation is key to message delivery. A successful presentation is appealing A successful presentation is appealing

and attractive.and attractive. Packaging includes print, audio or Packaging includes print, audio or

audio-visual materials.audio-visual materials. Support packaging with simple Support packaging with simple

illustrations, graphs and photos.illustrations, graphs and photos.

Packaging materials Packaging materials for differentfor different target groupstarget groups

1. Issue/Problem

2. Size of issue or problem

3. Effects

Message for Decision-makers

Message for Partners and Allies

Message for Resistant Groups

4. Action

Advocacy Tools

Persuasion Techniques

Persuasion techniquesPersuasion techniques

• Informing/sensitizing

• Making presentation

• Lobbying

• Petitioning

• Pressuring

• Negotiating (conflict resolution)

• Debating

Informing/sensitizingInforming/sensitizingInforming

Introducing a topic or a problem

Sensitizing

Presenting issues scrounging the topic

Methods

• Presentation

• Radio/television/print

• Poster, leaflet

Methods

• Seminar

• Conference

• Meetings

Making PresentationMaking Presentation

Presentation is:Presentation is:

Expressing ideas, Expressing ideas, presenting information and arousing feelings compelling the listeners to further inquiry and thought

Making PresentationMaking Presentation

To be an effective presenter, you must To be an effective presenter, you must have a balance between knowledge of have a balance between knowledge of subject and skills in organization and subject and skills in organization and presentation.presentation.

Knowledge of a subject can hardly be Knowledge of a subject can hardly be overemphasized, yet knowledge without overemphasized, yet knowledge without skills in presentation accomplishes skills in presentation accomplishes little.little.

Analyzing the Presentation Analyzing the Presentation OccasionOccasion

What is the purpose of the What is the purpose of the occasion?occasion?

What is the likely size of the What is the likely size of the audience?audience?

What physical conditions What physical conditions will prevail?will prevail?

Analyzing the AudienceAnalyzing the Audience Determine audience interestsDetermine audience interests

Primary interestPrimary interest Secondary interestsSecondary interests Momentary interestsMomentary interests

Determine facts Determine facts about the audienceabout the audience AgeAge SexSex Education, KnowledgeEducation, Knowledge OccupationOccupation Social status/ Social status/

backgroundbackground

Determine audience Determine audience attitude towards the attitude towards the subjectsubject Favorable attitudeFavorable attitude Hostile attitudeHostile attitude Apathetic attitudeApathetic attitude

Selection, Sequencing and Selection, Sequencing and Classification of the ContentClassification of the Content

1. 1. Selecting a TitleSelecting a Title• Select a title in keeping with occasionSelect a title in keeping with occasion• Select a title applicable to your subjectSelect a title applicable to your subject• Select a provocative titleSelect a provocative title• Select a brief titleSelect a brief title

2. 2. Sources of MaterialsSources of Materials• Your own experienceYour own experience• Other people “experts” Other people “experts”

experience-interviewexperience-interview• Printed materialsPrinted materials• Mass media, INTERNETMass media, INTERNET• Observation of a process, Observation of a process,

activity, etc.activity, etc.

Selection…Selection…3 Selection of Content3 Selection of Content

• Is the content in keeping with the intellectual capacity of Is the content in keeping with the intellectual capacity of your audience?your audience?

• Is the content adapted to your time limit?Is the content adapted to your time limit?• Is the content appropriate for the size of your audience and Is the content appropriate for the size of your audience and

the prevailing physical conditions?the prevailing physical conditions?

4.4. Sequencing ContentSequencing Content• Logical orderLogical order• Problem-centred orderProblem-centred order• Simple to complex orderSimple to complex order• Job performance order Job performance order

Identifying Support MaterialsIdentifying Support Materials

DefinitionsDefinitions Visual aidsVisual aids Accurate and effective use Accurate and effective use

of statisticsof statistics Effective use of examplesEffective use of examples Effective use of testimonyEffective use of testimony Repetition and restatementRepetition and restatement

Organizing the Presentation

IntroductionIntroduction• To create favorable atmosphere To create favorable atmosphere

for the presentationfor the presentation• To stimulate interest in the To stimulate interest in the

subjectsubject• Clarify and partition the topicsClarify and partition the topics

The body of the PresentationThe body of the Presentation• Develop the central ideaDevelop the central idea• Develop main divisions, Develop main divisions,

subdivisions and organizational subdivisions and organizational patternpattern

Support the IssuesSupport the IssuesExplanationExplanationStatisticsStatisticsExamplesExamplesTestimonyTestimony

The ConclusionThe Conclusion

Preparing for DeliveryPreparing for Delivery RehearsingRehearsing Reading from manuscriptReading from manuscript

Official statementsOfficial statementsResearch reportsResearch reportsSpeeches prepared for radioSpeeches prepared for radio

Speaking from memorySpeaking from memory Speaking with help of presentation notesSpeaking with help of presentation notes Speaking with help of an outlineSpeaking with help of an outline Effective use of microphoneEffective use of microphone

Presentation NotesPresentation Notes

MORE THAN 50% OF THE WORLD IS BELOW THE AGE OF MORE THAN 50% OF THE WORLD IS BELOW THE AGE OF 25 OF WHOM MORE THA 80% LIVE IN DEVELOPING 25 OF WHOM MORE THA 80% LIVE IN DEVELOPING COUNTRIES. THE LESS ECONOMICALLY DEVELOPED THE COUNTRIES. THE LESS ECONOMICALLY DEVELOPED THE COUNTRY, THE YOUNGER THE POPULATION. FOR COUNTRY, THE YOUNGER THE POPULATION. FOR EXAMPLE, IN KENYA, 70% OF THE POPULATION IS UNDER EXAMPLE, IN KENYA, 70% OF THE POPULATION IS UNDER 25 AS COMPARED WITH 34% IN THE UNITED KINGDOM. 25 AS COMPARED WITH 34% IN THE UNITED KINGDOM. ABOUT ONE FIFTH OF THE PEOPLE OF THE WORLD, MORE ABOUT ONE FIFTH OF THE PEOPLE OF THE WORLD, MORE THAN ONE BILLION, ARE ADOLESCENT. THE WORLD IS THAN ONE BILLION, ARE ADOLESCENT. THE WORLD IS RAPIDLY URBANIZING. IN 1950, 17% OF PEOPLE IN RAPIDLY URBANIZING. IN 1950, 17% OF PEOPLE IN DEVELOPING COUNTRIES LIVED IN URBAN AREAS. BY DEVELOPING COUNTRIES LIVED IN URBAN AREAS. BY THE YEAR 2000 THE FIGURE IS EXPECTED TO BE OVER THE YEAR 2000 THE FIGURE IS EXPECTED TO BE OVER 45%, AN INCREASE OF MORE THAN 250%, AND STILL 45%, AN INCREASE OF MORE THAN 250%, AND STILL ACCELERTINGACCELERTING..

Presentation NotesPresentation NotesMore than More than 50% of the world50% of the world is below the age of 25, of is below the age of 25, of whom more than whom more than 80% live80% live in developing countries. in developing countries.

The less economically developed the country, the younger The less economically developed the country, the younger the population.the population.For example, in For example, in Kenya 70% of the populationKenya 70% of the population is is under 25under 25 as compared with as compared with 34% in the United34% in the United KingdomKingdom..About About one fifth of the peopleone fifth of the people of the world, more of the world, more than than one billionone billion, are adolescent., are adolescent.

The world is rapidly urbanizing, In 1950,The world is rapidly urbanizing, In 1950, 17% of people17% of people in developing countries in developing countries

lived in urban areas.lived in urban areas.

Tips for Effective PresentationTips for Effective Presentation You may need to be more enthusiastic about the subject. You may need to be more enthusiastic about the subject.

You cannot expect audience interest unless you show You cannot expect audience interest unless you show enthusiasm yourself.enthusiasm yourself.

You may need to change the rate, volume or pitch of your You may need to change the rate, volume or pitch of your voice. A monotonous presentation invites inattention.voice. A monotonous presentation invites inattention.

Make your materials more interesting by relating it to the Make your materials more interesting by relating it to the interests of your listeners.interests of your listeners.

You may need to define and explain technical term or be less You may need to define and explain technical term or be less abstract.abstract.

You may need to use bodily action to help express yourself.You may need to use bodily action to help express yourself. Using the language accurately and effectively.Using the language accurately and effectively. Developing an adequate speaking voice.Developing an adequate speaking voice. Analyzing audience reaction.Analyzing audience reaction.

Political lobbyingPolitical lobbying

It is a technique of advocacy involving repeated, meetings, office calls, letters, media interventions to achieve public policy goals

Political lobbying often target one or a small group of political leaders

Political lobbyingPolitical lobbying

It is used to achieve public policy goalsPoints to remember

• It is more effective when there is a need for something specific from the legislative system

• Identify the key parliamentarians you want to reach, be they individuals or a committee dealing with the issue

• Be focused. Stick to just one issue for each communication

Political lobbyingPolitical lobbying……Points to remember

• Find out the parliamentarian’s position and background on the issue

• Make a personal connection. If you have a colleague or friend in common with the parliamentarians, let him/her know about it

• Tell the truth. Giving false or misleading information is counter productive

• Lobbying needs to be carried out continuously over a period of time

PetitioningPetitioning

• It is a written and formal way of making your point

• Represents a collective perspective, and not just that of individuals and a particular group

• It is a very short and clear statement on what the issue is and what action needs to be taken followed by names and addresses of a large number of individuals who support those statements

NegotiatingNegotiatingNegotiation helps to develop mutually beneficial solutions in situation of conflict.

Ways of coping with conflict

Competition

Collaboration

Avoidance

Accommodation

Compromise

Negotiation skillsNegotiation skillsThree key elements of negotiation

Listening• Attentively• Acceptably• Assistingly• Alertly• Actively• Respectfully

Observing• Fully• Tactfully• Empathetically• Objectively

Telling• By using simple, non-

threatening words• By saying and using

words that the listener wants to hear

• By avoiding objection words

• By using visual materials

• By being accurate and complete

• By being considerate

Negotiation skills…Negotiation skills…

The negotiator must be in SHAPE

S Sincere/Sensitive

H Honest/Humorous

A Attentive/Articulate

P Proficient

E Enthusiastic/Emphatic

DebatingDebating• It is used when there are two or more differing

opinions about a particular issue

• It is an opportunity to highlight the positive and negatives aspects of all the opinions

• There is a moderator who leads the discussion and controls the amount to time each persons is permitted to speak

• Each person in the debate is given the opportunity to speak in the beginning, and than questions are asked by the moderator or by the audience

Techniques and Tactics

Advocacy Advocacy techniques and techniques and

tacticstactics

Audience/Stakeholder CategoryAudience/Stakeholder CategoryBeneficiariesBeneficiaries PartnersPartners AdversariesAdversaries DecisionmakersDecisionmakers

SensitizationSensitization

MobilizationMobilization

DialoguingDialoguing

DebatingDebating

NegotiatingNegotiating

LobbyingLobbying

PetitioningPetitioning

PressuringPressuring

Advocacy tools

Media Relations

How to involve media?

•Establish personal relation

•Letters, telephone calls, office calls

•Invitation to high profile events

•Orientation seminars

•In-country site visits

•Arranging interviews with high-profile people

•Regular dissemination of up-to-date information/data

Features of a story that attracts mediaFeatures of a story that attracts media1. Issues that are controversial, sensational,

moving or inspiring

2. New discoveries, new ideas, inventions (especially when they affect

lots of people directly)

1. Events dealing with

competition, challenges etc

1. Miscarriage of justice, unfair

decisions etc

1. Unusual or odd events

2. Celebrities

Message formats for media

• Press release• Fact sheets/ background sheets

• Press kit/media packets

• Press conference• Editorials• Letters to editor

Press ReleasesPress Releases Keep the press release brief – two pages at most.Keep the press release brief – two pages at most. However, make sure it has all the facts with the However, make sure it has all the facts with the

main point in the lead paragraph and headline.main point in the lead paragraph and headline. Begin your article with a dramatic statement. Begin your article with a dramatic statement.

Write simply.Write simply.

Ex.: “More than 15 Million girls aged 15-19 give birth Ex.: “More than 15 Million girls aged 15-19 give birth each year with a risk of maternal mortality and each year with a risk of maternal mortality and morbidity, including infection from HIV/AIDS.”morbidity, including infection from HIV/AIDS.”

Press Releases

Send your press release using your Send your press release using your letterhead with “Press Release” letterhead with “Press Release” printed on it.printed on it.

Always include the Contact Person Always include the Contact Person and contact number for verification.and contact number for verification.

Accompany your press release with a Accompany your press release with a photograph.photograph.

Fact SheetFact Sheet1. Divide the subject matter into small bite-size

sub-topics for easy understanding

2. Discuss one sub-topic at a time.

3. Keep the multiple uses of a fact sheet in mind (as a press release, a teaching material, part of a press kit)

4. Support your information with simple charts, graphics, photos, statistics, tables

5. Write simply: use simple language

Press kitPress kitIt is a compilation of facts, data, examples, case studies, illustrations, photos, video tapes etc. to give journalists easy access to facts and information on a given subject.