With Inputs from UNESCO-UNICEF, OSI and RWS Policy Team

•Policy is a set of principles

that represent the end result
of a decision as to how to
achieve the set objectives
• Policy advocacy is a coordinated effort to
achieve meaningful change – for real
education reform, it is important to ensure
coordination among:
– the right institutions; and
– sensitized and mobilised citizenry

(this includes, but is not limited to,

organized civil society – NGOs, LGUs, etc.)
 Analyse
Identify a policies
Plan for monitoring
policy issue
and evaluation

- Set a policy goal

Essential Plan of
- Desired outcomes
implementation
- Define the target Steps

Identify key
messages Define the
strategy
Identify key
partners/allies
• Be Analytical: Undertake research and understand
what the data and information reflect – What story
are they telling you and where the gaps lie?
• Find a position: Identify what needs to be
changed (politically, economically, culturally) to
fix the situation.
• Stay focused: Make sure to follow a process where
your communication and advocacy actions are
mutually supportive to the changes required.
• Be Strategic: The next phase is about delineating
strategies to address the challenges identified. So
comes the how part....
• Develop a policy statement
• Identify your audiences and allies
• Develop your SMART objectives (specific,
measurable, appropriate, realistic and time-bound)
• Engage/coordinate/ ensure linkage among partners
and allies to
– Mobilise the stakeholders (awareness & capacity
development and ongoing actions based on ownership)
– Lobby with the relevant counterparts/ audiences/
government through consultations/ briefings
• Involve Media at all stage
• Continue wider communication, dissemination &
knowledge management (publications, case studies,
information communication materials, websites, e-mail
etc.)
 Tip # 1: Define your goal
• A clearly defined goal, is essential for developing a
clear, concise and compelling message.
• Defining the goal also includes understanding the
achievability & identifying resource requirements.
• Think SMART (specific, measurable, appropriate,
realistic and time-bound).
• Know your political environment. Look for
opportunities (hooks).
– Meetings and Summits, Symposium/Forums
 Tip # 2: Identify your target.

• It is critical to Know and Understand Your

Audience & Your Target. Your goal will help
determine your audience.
– Donors, MOE, IFIs, MoF etc
– General People/ citizenry
• Understand your audience - identify what
motivates them and what may hold them back
from supporting your goal.
• Understand the best way to reach your
audience.
Tip # 3: Make your audience act.
• Present possible & doable solutions. Think
SMART.
“Never go outside the expertise of your people…..
whenever possible, go outside the expertise of the
enemy.” – Saul Alinsky
– Advocates and the Public
 Engage them in awareness raising activities, lobbying
and mobilisation
– Policy Makers
 engage them through consultations, dialogue
 ask them to read your policy paper
Tip # 4: Keep it simple & brief.

• It is important to be very concise in your

message. Keep it simple. Use precise
language, powerful words and active verbs.

• Attract attention. Eg. First 100 enrollees will

be given FREE SCHOOL SUPPLIES.
Tip # 5: Be persuasive. Combine
the rational and emotional.
• Present evidence. Many people believe something
only when they see proof in the form of facts.
Others need to believe in something before they
acknowledge the facts.
– Use real life stories. Dramatization of facts more
often than not appeals more to audience.
• Your messages need to be balanced to capture
both hearts and thoughts.
• Use facts and numbers creatively, but accurately.
– Don’t let wrong data and numbers ruin your plan
Tip # 6: Determine the primary
message.

• This is the one message that is clear,

concise and compelling and appeals to the
broadest audience.

• Adapt the message to the medium.

 Tip # 7: Create secondary
messages for each of your
audiences

• Prioritise your secondary messages

according to the priorities of your target
audience.
 Tip # 8: Write and share the
message.

• Simplify the message into talking points that

every advocate (individual and group) can
use.
Tip # 9: Do not use jargon in
your messages

• Speak to people in their language not

yours.

• Do not assume everyone knows the

meaning of your acronyms!
 Jargon vs Development Speak
Situation: To properly implement this
dance of Latin American derivation
requires the simultaneous participation of
both stakeholders.
Situation: It is crucial to make sure that
the end result of a farm animal
reproduction project is not assumed in
advance of proper tabulations being
conducted. This ensures that results are
conclusive and confirmed by all partners.
Tip # 10: Know the language of
your audience.

• Language should be used appropriately to appeal to different

targets. In talks with

– With policy makers/decision makers/experts - know and

express concepts and terminology clearly and effectively.

– Public – simplify and use select jargon smartly and often to

familiarize the general audience. Eg. Simple fact sheet - ODA
101 - for public use