Stewart Mills

2 February 2011

The general advocacy model presented below is the result of comparing the various
approaches to public advocacy as developed by Staples69, Cohen70, Hunt71, Fisher72
and others (Appendix 1).

Appendix 2. General Advocacy Model

1. Problem recognition
Identify public policy concern and initial response.

2. Initial Goal creation/Goal reevaluation

Set goals to respond to the public policy concern
Identify objectives: What do we want?
Identify who are we? What is the problem? What is our vision for change? What objectives will we focus
on?
A. Identification of goal
Process of goal formulation

3. Recognition of powers to achieve the goals73

Explore causes for the problem and means to address it
1. Mobilizing the community
Discussing the problem in our community
Collecting information and evidence
Cohens method:
Identifying the people who can make the changes we want
Identify audiences: Who has the power to make it happen? Who are the key decision-makers and key
pressure makers?
Diagnose solution and means to achieve goals: What is possible? What is our capacity to engage in
advocacy?
What is the external environment like? [Use various strategies eg ACTON - Advantages, Challenges,
Threats, Opportunities, Next Steps or SWOT analysis]
Staples method:
- Identification of where the power lies in effecting the change
- Identifying the legal framework in which the decision will be made
- Identifying the relevant time frame in relation to the decision-makers
- Identify resources available: Finances; People to work on strategy; Data about your opposition; Sources
of current research, behind the scene sympathizers; Identification of gaps in resources
- Ensure constitutents have input for developing goals of the campaign and feel ownership
- Identify and research opponents and opposing arguments
Fishers method:
- Setting the boundaries: identify relationships, identify communication setting; identifying motivating
forces positions and interests

69

J Staples, Strategic Public Advocacy for Civil Society Template, LAWS3315 Class lecture,
University of New South Wales, 12 January 2011.
70
Cohen D, de la Vega, R and Watson G, Advocacy for Social Justice: A Global Action and reflection
guide, Kumarian Press Inc, 2001
71
J Hunt, The Jubilee 2000 Campaign in Australia, an unpublished document produced for Jubilee
Australia.
72
Fishers specific insights are in dispute resolution and negotiation.
73
For an explanation of the powers see Gene Sharp, The Politics of Nonviolent Political Action, Porter
Sargent Publisher, Boston: MA, 1973 [Chapter 1 The Nature and Control of Political Power]

Stewart Mills (2-Feb-11)

4. Methods to ensure powers compelled to goal achievement

Look at alternatives at a better policy and campaign tactics including: lobbying campaign, public actions,
education campaign, media campaign, fundraising campaign, training and empowerment, litigation
Campaign tactics = Gene Sharps 198 methods
Select Policy/Campaign Tactics
Agreeing on the Change we want
Working together with other groups
Action plan: How do we get started? How do we move each audience to make or not blockchange? How will we protect group members from risk? What is our work plan? What is our back-up plan?
Staples method:
B. Develop alliances and actively create support groups, if appropriate.
Develop an internal communications strategy (CS) for constituent allies.
Develop an ongoing public media strategy relevant to the goal.
Develop the materials you need to publicise your issue e.g. pamphlets, videos, posters, websites, email list,
etc.
Identify if litigation might be relevant at any stage
Continually educate, train and empower your supporter and constitutents
Creating a possible resolution
Fishers method:
Identify alternatives, joint options for mutual gain, make a decision, ensure legitimacy and ensure
commitment

5. Implementation of campaign tactics Policy/Campaign tactics

6. Evaluation of the campaign
Evaluate actions to your original goals. [ongoing campaign; succession options]
Preparing to take action
Checking our results
Evaluation: How do we know our plan is working? What has changed in the short term? What has changed
in the long term?
Continually reassess the progress and adapt the campaign strategy according to the fresh reassessment. Is
the original goal consistent with the above? Modify if necessary. Yes, is consistent.
Identify goal achievement - What was the objectives of the campaign? How were they set and did they
change? Were they achieved?
Evaluate goal achievement, organizational structure, decision-making, resource use, alliance building,
internal communication, tactics, relationships with marginalized community, relationship with
transnational activists, other factors

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