Archive for the 'Issue/Cause Advovacy' Category
Today’s New York Times includes a story about how Wal-Mart’s badvocates are retreating (“Wal-Mart’s Detractors Come in From the Cold”). It’s a great case of why it is so critical to know your badvocates, understand why they badvocate, and authentically respond to and/or act upon their criticisms.
Wake-Up Wal-Mart is a union-backed campaign group that often criticizes the business practices of Wal-Mart. The group claims Wal-Mart offers its employees substandard wages and health care benefits. Wal-Mart Watch is another agency whose mission is to benefit Wal-Mart communities. Three years of pressure from these groups prompted Wal-Mart to expand its health care coverage to workers (although not to the extent the unions would like) and increased its “green” programs. Given such progress, Wal-Mart and these groups have concluded that it is more effective to engage one another on the issues than to live as adversaries.
While both Wake-Up Wal-Mart and Wal-Mart Watch report that they will remain vigilant watch dogs of the world’s largest retailer despite progress, some signs that they are, as the NY Times writes, lowering their pitchforks are:
•Wal-Mart disbanded a campaign-style war room to deal with these groups
•Wal-Mart disbanded their own advocacy group, Working Families for Wal-Mart
•Wal-Mart Watch and Wake-Up Wal-Mart both reduced their staffs
Badvocacy can be deflated when companies are willing to face up to the damage badvocates can cause, recognize legitimate concerns of their badvocates and inoculate themselves from badvocacy by doing the right thing. At the same time, badvocates need to know when they can back off from their campaigns so that future criticisms and actions will be considered credible. Here’s to healthy badvocacy!
Former VP Al Gore launched its new advertising campaign today. The goal is to enlist 10 million advocates. You can find out more on www.wecansolveit.org. The first of the new ads is available to view. There is a button on the web site with ideas for Taking Action, a true advocacy criterion. When I clicked on the Advocate for Change, there was a host of activities suggested for helping with climate change. They were:
- Writing to elected officials
- Meeting with elected representatives
- Writing an op-ed piece to my local paper
- Letters to the Editor
- Making talk radio work for you
I was particularly intrigued about the advice on calling into a talk radio program and read the pointers on making one’s arguments “advocable” (new word):
- Listen to the show to get an idea of topics addressed and the kind of rapport the host has with callers. Does the host challenge callers and cut them off, or is he or she more likely to invite a diversity of opinions? Don’t be afraid to call shows with typically argumentative hosts. If you present your point in a clear, non-flustered manner, your call will have been a success.
- Write out a couple of clear (and brief!) talking points. Plan on making your point in no more than a few sentences.
- If you think you will be nervous, practice stating your point out-loud or with a friend.
- Try calling early in the show, ideally about five minutes before the show starts.
You will speak to a screener who will ask what you would like to talk about. Keep your point short and avoid going into detail. You might say you are calling to talk about “green energy” or “the importance of good public transportation.”
- When you get on-air, stay focused and calm. State your point in a few clear and short sentences. Just don’t read directly from your notes — listeners can tell.
If the host challenges you or tries to re-direct the conversation, bring listeners back to your central point.
- Avoid sounding flustered, obstinate, or argumentative. Instead, work to come across as calm and authoritative.
Helpful advice on an important advocacy tool. I had also heard Al Gore on the radio last Sunday and was moved by his comments on how he became an advocate after his devastating defeat for the presidency. Gore talked about how he had no where else to go but dust off his old climate change slides and start over. It was remarkable to hear the passion and commitment in his voice. His comments on restoring his life’s direction made me visit their site this morning and read about the solutions they offer on minimizing one’s impact on the environment.
Gore’s advocacy on climate change can fuel change and mobilize people to take action. Advocacy works.
Congratulations to the editors of PR News for their new blog. Diane and Courtney share some refreshing perspectives and blunt commentary about things that are happening in the PR industry — something we need much more of in the industry.
In particular, Courtney’s post about the recent CMO Leadership Forum in NYC was spot on. After several hours of hearing speakers talk about PR-related topics like social media, customer advocacy, thought leadership, word of mouth, measurement and other initiatives — but never once mentioning “PR” in their comments — Courtney spoke up and challenged them on it. Which is *exactly* what we as a PR industry need to be doing on a regular basis. Thanks, Courtney, for “representin’”!
A January 6th New York Times op-ed from Mark Mellman and Michael Bloomfield addresses the power of advocacy in this year’s election. The authors describe how word-of-mouth is as potent if not more potent than TV ads on influencing what people think. The example is the Iowa showings by Huckabee and Edwards - a surprise given they were outspent by their rivals on a grand scale (in traditional ad dollars anyway). While their luck didn’t make it to New Hampshire, the op-ed raises a great issue, which is the importance of transforming “talkers” into advocates.
The power of advocacy is no new news to us. Our New Wave of Advocacy research showed that personal sources (friends, family, coworkers) have more than 3 times the influence as political parties when it comes to triggering support for an issue or cause (60% vs. 18%, respectively). Here are some demographic nuances candidates who rely upon word-of-mouth might be interested in:
- Men are more influenced by political parties than women (22% vs. 13%) and so, presumably, party-sponsored TV spots.
- Women are more influenced by WOM than men (63% vs. 58%) and are also more influenced by charities than men (41% vs. 34%). Clearly, this is something the male candidates should be thinking about this year (and hopefully for many elections to come!).
Our study also showed that in the US, religious leaders hold less sway on triggering support for an issue or cause than political organizations (11% vs. 18%). Might be one of the reasons we’re not seeing the once-outspoken religious leaders of our day pounding the campaign trail (yet, anyway).
We all know that this election is like nothing we’ve ever seen before, a sea change has hit the way society communicates. It will be some time before the final analysis of the candidates’ campaign efforts is complete but without a doubt, no candidate should underestimate the power of his or her adovacates. Successfully tapping into that power will mean win or lose.
On behalf of all Weber Shandwick, I am proud to tell you about an inspiring Advocacy in Action event that we did with The Allstate Foundation.
At the Mall of America in Minnesota last weekend, five teams of teens performed holiday carols with lyrics they modified to highlight the need for teens to drive responsibly during the holiday driving season. The event was part of a year-long campaign aimed to authentically engage teens as smart driving Advocates among their peers, as car crashes are the number one killer of teens. See www.HolidayHolla.com for the top performances and more information on the teen smart driving issue.
Grassroots events that have a positive impact on the safety of our society rate as the ultimate examples of Advocacy. Perhaps this should be the goal that all of us who call ourselves “Advocates” strive for as we head into a new year!
Wishing you all a very safe and healthy holiday season.
Best regards,
Jack Leslie
Chairman
A colleague called me this morning from the airport to tell me that the ultimate Advocate endorsement just occurred — Oprah’s endorsement of presidential candidate Barak Obama. Oprah used Advocacy brilliantly. Each person who attended the rally received a list of four phone numbers and names along with a script to use in calls asking for support in the upcoming primary. And get this…everyone in the audience was asked to text Obama for President. When election day comes around, the campaign can text message or call everyone and remind them to vote for Obama. The future is here. Advocacy starts now.
There’s a great paper in the latest McKinsey Quarterly that reports on the opportunity organizations should leverage by addressing the challenges of aging baby boomers. What caught my eye was McKinsey’s premise that boomers will need to turn to new sources of community as they face approaching health and loneliness issues. Couple this idea with the finding that many over age 50 view retirement as a time to contribute to society and we have a perfect formula for Boomer Advocacy.
Our own research on boomer communications (B2F Connections) found that boomers have vast personal networks, are trusted advisors and are socially and environmentally conscientious. Our New Wave of Advocacy study went even deeper and found that 42% of boomers are already Advocates. Their influence even goes beyond word-of-mouth — nearly half of boomers wear something like a pin, bracelet or T-shirt to show their support for an issue or cause and take just hours to act upon their decision to support an issue or cause. This is a powerful segment and not only because of its size and wealth.
Watch out for the Advocacy boom. It’s approaching quickly.
One of the first thing that comes to mind when I think about Advocacy is rock star and activist Bono’s “Red” campaign. Bono launched a new push to fight HIV and AIDS in Africa on Thursday, unveiling a partnership with American Express and other companies to offer products under a brand called “Red,” some proceeds of which will be funneled to the cause.
Today’s New York Times includes a story about how Wal-Mart’s badvocates are retreating (“Wal-Mart’s Detractors Come in From the Cold”). It’s a great case of why it is so critical to know your badvocates, understand why they badvocate, and authentically respond to and/or act upon their criticisms.
