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Toolkit for Competition
Advocacy in ASEAN
Toolkit for Competition
Advocacy in ASEAN
Key messages
A key message document is the most commonly used tool for
advocacy work. As an expanded version of the key thematic
messages, it is more succinct and provides focused guidance on
what a CPL advocate can say or write. Key messages can be broken
up by theme or activity and can take into account current events
or news that have an impact or implications on advocacy activities.
For example, if a CA is running a specific advocacy activity that
addresses anti-competitive behaviour following a high-profile case,
key messages can be customised and edited. As such, key messages
need to be reviewed periodically, in order to ensure that they remain
current, credible and will have the desired impact.
Below is an example of how the key message on the benefits of competition for consumers can be
further differentiated:
Key thematic message
Creates better deals for customers
Message objective
To increase consumer confidence and empowerment
Key benefits
♦
Increases consumer choice
♦
Increases quality of products and services
♦
Lowers prices
♦
Increases innovation
♦
Stimulates consumer spending
High-level statement or
testimonial
“Competition in XX [insert country] provides consumers with greater
choice, better quality and competitive prices”
Supporting statements
E.g. Competition in the marketplace empowers consumers to make
well-informed decisions according to their needs and budget.
FAQs
E.g. to be derived from stakeholder consultations.
Case studies
To be added, drawing on the enforcement and advocacy record of
each CA or external sources.
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Talking points
Frequently Asked Questions (FAQs)
Talking points are usually for more high-profile advocacy activities
for a specific event or activity where a representative from a CA is
speaking. Typically, this could be a panel session at a conference or
forum, or a media interview. Talking points differ from key messages
in that they place greater emphasis and guidance on which key
messages should be used, as well as the context, tone and posture
of how the message should be delivered.
If, for example, an advocate from a CA is part of a panel session
at a conference on enforcement issues facing the judiciary,
talking points can be prepared that cover the
sensitivities. Talking points could also
emphasise the political priority attached to
creating a competition culture to advance
economic prosperity within the context
of the ASEAN Economic Community.
Talking points essentially help direct key
messages to specific occasions and are
thus developed on a case-by-case basis.
FAQs support key messages with information that is generally factual
and straightforward to answer. It is usually an expansion or updated
extract from those that are included in the key message framework.
A well-researched FAQ will have facts, figures, statistics, policies and
case studies that support building a case for competition.
FAQs also provide anyone involved in advocacy activities with quick
and easy information that can be fed into presentations, speeches
and press releases. FAQs can also be specially prepared for press
packs, either standard or tailor-made for a specific occasion.
