How can you effectively identify channels for your advocacy message?

2 Choose your objectives

The second step to identify channels for your advocacy message is to choose your objectives. What do you want your audience to do after receiving your message? Do you want them to change their attitude, behavior, or policy? Do you want them to support, oppose, or propose a specific issue or solution? Do you want them to join, donate, or volunteer for your cause? By defining your objectives, you can select the most appropriate channels that can help you achieve them. For example, if you want to raise awareness, you might use mass media or online platforms, while if you want to build relationships, you might use face-to-face interactions or networking events.

3 Assess your resources

The third step to identify channels for your advocacy message is to assess your resources. What are the human, financial, and technical resources that you have or need to implement your communication strategy? How much time, money, and expertise do you have to produce and distribute your message? How can you leverage your existing networks, partnerships, and platforms to amplify your message? By evaluating your resources, you can prioritize the most feasible and effective channels that match your capacity and budget. For example, if you have limited resources, you might use low-cost or free channels such as email, social media, or word-of-mouth, while if you have more resources, you might use high-cost or paid channels such as advertising, events, or publications.

4 Analyze your context

The fourth step to identify channels for your advocacy message is to analyze your context. What are the political, social, and cultural factors that affect your communication environment? How do they influence the availability, accessibility, and credibility of different channels? How do they shape the opportunities and risks for your advocacy message? By understanding your context, you can adapt your channels to the specific situation and audience that you are operating in. For example, if you are working in a restrictive or hostile context, you might use discreet or secure channels such as encrypted messaging, peer-to-peer networks, or alternative media, while if you are working in a supportive or open context, you might use visible or mainstream channels such as public forums, media outlets, or official channels.

5 Test and evaluate your channels

The fifth step to identify channels for your advocacy message is to test and evaluate your channels. How can you measure the effectiveness and impact of your communication strategy? How can you collect and analyze feedback and data from your audience and stakeholders? How can you learn from your successes and failures and improve your channels? By testing and evaluating your channels, you can monitor and adjust your communication strategy based on the results and outcomes that you are achieving. For example, if you are using online channels, you might use analytics tools, surveys, or social media metrics to track and assess your reach, engagement, and conversion, while if you are using offline channels, you might use interviews, focus groups, or observation to gather and interpret qualitative insights and stories.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?