Campaign planningPresentation for PSAY Workshop 2013

a campaign is a series of coordinated activities to

achieve a social, political, economic or industrial goal

AdvocacyMediaPopular mobilisationCoalition-building

Campaign components

Advocacy

• Direct lobbying• Research• Policy development• Submissions• Meetings• Bargaining• Reports• Letters• Relationship-building

Popular mobilisation

• Communication• Education• Petitions• Letter-writing• Public meetings• Visual protest• Rallies• Social media• Stop work meetings• Industrial action• Celebrities

Media

• Letters to the editor• Opinion editorials• Press releases• Blogs• Social media• Talking to journalists• Interviews• Videos• Publicity stunts

Coalitionbuilding

1) Identify the problem2) Identify your overall goal3) Identify your specific objectives4) Identify what needs to change to

achieve these objectives5) Do a power & influence analysis

…….

Planning a campaign

6) Identify your targets, allies and possible opponents

7) Develop a strategy to achieve your goal and objectives

8) Decide what tactics to use within this strategy

9) Consider your messaging10) Plan for evaluation

Planning a campaign

1) Identify the problem2) Identify your overall goal3) Identify your specific objectives4) Identify what needs to change to achieve these

objectives5) Do a power & influence analysis 6) Identify your targets, allies and possible opponents7) Develop a strategy to achieve your goal and

objectives8) Decide what tactics to use within this strategy9) Consider your messaging10) Plan for evaluation

Planning a campaign

Problem Analysis

• What is the problem we want to fix?• What is the current situation?• Where do we want to be?

SMARTSpecificMeasurableAchievableRealisticTime-bound

Objective setting

Who has the power to deliver the change you want to see?

1)Brainstorm2)Draw a grid/map3)Assess influence 4)Determine connections 5)Determine priority relationships6)Keep updating the map!

Power map

Check, check, check!

New Zealand Public Service AssociationTe Pūkenga Here Tikanga Mahi

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