Advocacy tools
Assessment techniques
Stakeholder analysis
Packaging and delivery of information
Persuasion techniques
Media relations
N. Assifi
UNFPA/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
2 Analyzing
the data
3 Establishing priorities for
addressing the needs
Methods for assessing needs
Demographic data
Focus group
Community survey
Small area analysis
Use of key informants
Community forum
Needs
Direct observation
Survey and pools
Individual interview
Advocacy Tools
Stakeholder Analysis
Stakeholders Analysis
Who are the stakeholders of advocacy?
•Decision makers
•Allies and partners
•Resistant groups
(Adversaries)
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…
Allies and partners
• 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
Stakeholders Analysis…
Resistant group (adversaries)
•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?
Advocacy Tools
Packaging and Delivery of
Advocacy Messages
Advocacy Message: What it is.
 It
is a short, concise and
persuasive statement.
 It relates to your goal and sums
up what you want to achieve.
 Its purpose: to create action you
would like your audience to take.
Key Parts of an Advocacy Message

What is the issue
or problem?

How big is the
issue or how
serious is the
problem.

What is the
adverse effect of
the problem on a
particular group
of people?

What can
stakeholders do
to solve the
problem?
Key Parts of an Advocacy Message
What is the issue or problem?
Example:
“High rate of teenage
pregnancy in South-East
Asia”
Key Parts of an Advocacy Message
How big is the issue or how serious is
the problem? Example:
Between 1 to 1.4 million adolescent women have
abortions in developing countries each year. About
half of adolescents interviewed considered
premarital sex as normal behaviour and 23% of 1319 year old adolescents reported to be sexually
active (Malaysia, 1994-95). In Indonesia, 28.8% of
newly married couples had engaged in premarital
sex (University of Islam Indonesia in Yogyakarta).
Of these women, 12.6% were pregnant before their
marriage. 18% (2.5 million) of Filipinos aged 15-24
have engaged in premarital sex. 74% of these do not
use 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:
Pregnant adolescents may be denied
important opportunities such as
education, employment and
consequently, better quality of life.
For young men, early fatherhood can
also disrupt educational plans and
increase economic responsibilities.
Key Parts of an Advocacy Message
What stakeholders do to reduce teenage
pregnancy?
Example:



Promulgation of laws/policies on
incorporation of sexuality education in
the school curriculum
Allocation of resources for establishing
counselling services for adolescent on
ARH issues
Policies to increase accessibility of
information and contraceptive for
adolescents.
SEE Approach to Message Design
S
Write a simple STATEMENT
E
Provide EVIDENCE with facts
E
Give EXAMPLE with a
story or analogy
Advocacy 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 Message
 Presentation
is key to message
delivery.
 A successful presentation is
appealing and attractive.
 Packaging includes print, audio or
audio-visual materials.
 Support packaging with simple
illustrations, graphs and photos.
Packaging materials
for different target groups
1. Issue/Problem
2. Size of issue or
problem
3. Effects
Message for Decisionmakers
Message for Partners
and Allies
4. Action
Message for
Resistant Groups
Advocacy Tools
Persuasion Techniques
Persuasion techniques
• Informing/sensitizing
• Making presentation
• Lobbying
• Petitioning
• Pressuring
• Negotiating (conflict resolution)
• Debating
Informing/sensitizing
Informing
Sensitizing
Introducing a
topic or a
problem
Presenting issues
scrounging the topic
Methods
Methods
• Presentation
• Seminar
• Radio/television/print
• Conference
• Poster, leaflet
• Meetings
Making Presentation
Presentation is:
Expressing ideas,
presenting information
and arousing feelings
compelling the listeners
to further inquiry and
thought
Making Presentation
To be an effective presenter, you
must have a balance between
knowledge of subject and skills in
organization and presentation.
Knowledge of a subject can hardly
be overemphasized, yet knowledge
without skills in presentation
accomplishes little.
Analyzing the Presentation
Occasion

What is the purpose of
the occasion?

What is the likely size of
the audience?

What physical
conditions will prevail?
Analyzing the Audience
Determine audience
interests

Primary interest

Secondary interests

Momentary interests
Determine audience
attitude towards the
subject
 Favorable attitude
 Hostile attitude
 Apathetic attitude


Determine facts
about the audience
 Age
 Sex
 Education,
Knowledge
 Occupation
 Social status/
background
Selection, Sequencing and
Classification of the Content
1. Selecting a Title
•
•
•
•
Select a title in keeping with occasion
Select a title applicable to your subject
Select a provocative title
Select a brief title 2. Sources of Materials
• Your own experience
• Other people “experts”
experience-interview
• Printed materials
• Mass media, INTERNET
• Observation of a process,
activity, etc.
Selection…
3
Selection of Content
•
•
•
Is the content in keeping with the intellectual
capacity of your audience?
Is the content adapted to your time limit?
Is the content appropriate for the size of your
audience and the prevailing physical
conditions?
4. Sequencing Content
•
•
•
•
Logical order
Problem-centred order
Simple to complex order
Job performance order
Identifying Support Materials
Definitions
 Visual aids
 Accurate and effective use
of statistics
 Effective use of examples
 Effective use of testimony
 Repetition and restatement

Introduction
• To create favorable
atmosphere for the
presentation
• To stimulate interest in the
subject
• Clarify and partition the
topics
The body of the Presentation
• Develop the central idea
• Develop main divisions,
subdivisions and
organizational pattern
Organizing the
Presentation
Support the Issues
Explanation
Statistics
Examples
Testimony
The Conclusion
Preparing for Delivery


Rehearsing
Reading from manuscript







Official statements
Research reports
Speeches prepared for radio
Speaking from memory
Speaking with help of
presentation notes
Speaking with help of an outline
Effective use of microphone
Presentation Notes
MORE THAN 50% OF THE WORLD IS BELOW THE AGE OF
25 OF WHOM MORE THA 80% LIVE IN DEVELOPING
COUNTRIES. THE LESS ECONOMICALLY DEVELOPED THE
COUNTRY, THE YOUNGER THE POPULATION. FOR
EXAMPLE, IN KENYA, 70% OF THE POPULATION IS UNDER
25 AS COMPARED WITH 34% IN THE UNITED KINGDOM.
ABOUT ONE FIFTH OF THE PEOPLE OF THE WORLD, MORE
THAN ONE BILLION, ARE ADOLESCENT. THE WORLD IS
RAPIDLY URBANIZING. IN 1950, 17% OF PEOPLE IN
DEVELOPING COUNTRIES LIVED IN URBAN AREAS. BY
THE YEAR 2000 THE FIGURE IS EXPECTED TO BE OVER
45%, AN INCREASE OF MORE THAN 250%, AND STILL
ACCELERTING.
Presentation Notes
More than 50% of the world is below the age of 25, of
whom more than 80% live in developing countries.
The less economically developed the country, the younger
the population.
For example, in Kenya 70% of the population is
under 25 as compared with 34% in the United
Kingdom.
About one fifth of the people of the world, more
than one billion, are adolescent.
The world is rapidly urbanizing, In 1950,
17% of people in developing countries
lived in urban areas.
Tips for Effective Presentation








You may need to be more enthusiastic about the
subject. You cannot expect audience interest unless
you show enthusiasm yourself.
You may need to change the rate, volume or pitch of
your voice. A monotonous presentation invites
inattention.
Make your materials more interesting by relating it
to the interests of your listeners.
You may need to define and explain technical term or
be less abstract.
You may need to use bodily action to help express
yourself.
Using the language accurately and effectively.
Developing an adequate speaking voice.
Analyzing audience reaction.
Political 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 lobbying
It is used to achieve public policy goals
Points 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 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
Petitioning
• 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
Negotiating
Negotiation helps to
develop mutually
beneficial solutions in
situation of conflict.
Ways of coping with conflict
Competition
Compromise
Collaboration
Accommodation
Avoidance
Negotiation skills
Three key elements of negotiation
Listening
• Attentively
• Acceptably
• Assistingly
• Alertly
• Actively
• Respectfully
Observing
Telling
• Fully
• By using simple, nonthreatening words
• Tactfully
• Empathetically • By saying and using
words that the listener
• Objectively
wants to hear
• By avoiding objection
words
• By using visual
materials
• By being accurate and
complete
• By being considerate
Negotiation skills…
The negotiator must be in SHAPE
S
Sincere/Sensitive
H
Honest/Humorous
A
Attentive/Articulate
P
Proficient
E
Enthusiastic/Emphatic
Debating
• 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
techniques and
tactics
Sensitization
Mobilization
Dialoguing
Debating
Negotiating
Lobbying
Petitioning
Pressuring
Audience/Stakeholder Category
Beneficiaries
Partners
Adversaries
Decisionmakers
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 media
1.
2.
1.
1.
1.
2.
Issues that are controversial, sensational,
moving or inspiring
New discoveries, new ideas, inventions
(especially when they affect
lots of people directly)
Events dealing with
competition, challenges etc
Miscarriage of justice, unfair
decisions etc
Unusual or odd events
Celebrities
Message formats for media
• Press release
• Fact sheets/
background sheets
• Press kit/media
packets
• Press conference
• Editorials
• Letters to editor
Press Releases



Keep the press release brief – two pages
at most.
However, make sure it has all the facts
with the main point in the lead paragraph
and headline.
Begin your article with a dramatic
statement. Write simply.
Ex.: “More than 15 Million girls aged 15-19
give birth each year with a risk of maternal
mortality and morbidity, including infection
from HIV/AIDS.”
Press Releases



Send your press release using your
letterhead with “Press Release”
printed on it.
Always include the Contact Person
and contact number for verification.
Accompany your press release with a
photograph.
Fact Sheet
1. 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 kit
It 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.