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Toolkit for Competition
Advocacy in ASEAN
Toolkit for Competition
Advocacy in ASEAN
Timing
When developing an advocacy strategy, it is important to consider the timing of the planned activity.
There are a number of factors that can have a potential impact on the successful delivery of advocacy
activities. Each of these should be considered during the planning process:
Factors
Notes
Availability of resources:
A CA should ensure human and financial resources are available
and approved for each planned activity, particularly higher profile
advocacy. For example, if a CA is planning a conference or forum, the
proposal should be budgeted and signed off, along with an outline
agreement from keynote speakers, etc.
Preferences of stakeholder
groups:
A CA should conduct research within each stakeholder group to
determine how and when they prefer to communicate and interact.
For example, if a CA is planning internal advocacy activities, they
should be scheduled to when all staff are available. Conducting an
awareness session during a lunch hour is not likely to have as much
of an impact as slotting it in during a regular monthly departmental
training or meeting.
Wider government
announcements and concerns:
Co-ordination with other government activity, where possible, should
also be considered. For example, if a CA is planning a headline-
grabbing event, this could be made part of a broader government
event or announcement. The participation in other government
activities could be also effective to promote the CA’s key messages.
Special considerations
♦
Political or regime changes
♦
National, regional and global
economic conditions
♦
Pre-existing regional
arrangements
♦
International relations,
specifically with a key ally
♦
Ongoing issues and events
impacting any of the key
thematic messages
♦
Specific barriers to change
ASEAN is a culturally, politically and economically diverse region. Each AMS will have special
considerations when planning its advocacy activities, and each consideration will have its own
sensitivities. These could relate to:
It is important to account for these considerations and the potential
impact they can have on advocacy activities. It is then vital to assess
whether given these considerations, written or verbal communication
works better, and then to accommodate this in the advocacy planning
process accordingly.
Identifying champions, spokespersons
and ambassadors
Choosing the right advocacy lead
♦
Respected track record, with
solid technical expertise
♦
Credible in the community and/
or stakeholder groups targeted
♦
Skilled at building trust and
relationships
♦
Confident and calm under
pressure
♦
Public-speaking experience
♦
Endorsement from leadership
There are a number of key considerations in identifying the right champion, ambassador or
spokesperson. A combination of qualities and experience that are highly desirable includes:
Once identified, preparing CPL champions, ambassadors and
spokespersons is the last element in planning advocacy activities.
ensure that the messages are received, understood and have
the desired impact.
Terminology when referring to those publicly leading advocacy efforts
should be consistent. A champion is generally an individual who leads
internal activities while an ambassador leads external activities. A
spokesperson is authorised to speak to the media about CPL and is
generally the public face of an advocacy campaign and/or a CA.
A major success factor of an
advocacy campaign is who leads
it and delivers the messages.
Identifying the right public figure
for an advocacy activity can
Preparing champions, ambassadors and spokespersons
messages. Internally, a CA could consider public-speaking
trainings for those tasked with advocacy activities.
It is further recommended that a media training be given to
competition advocates. Media activity and press coverage is both
sought and achieved at significant events and announcements during
an advocacy activity. Professionally prepared spokespersons will
help ensure the coverage is both polished and professional. As with
presentation training, media training will also give the individuals
more confidence.
To provide ongoing support and to maintain momentum, a CA should
consider assigning a dedicated member of their communications
team to support campaign champions, ambassadors and
spokespersons. Dedicated communications support will facilitate
up-to-date messages and tools, administer speaking opportunities
and manage media activity. It will also allow champions, ambassadors
and spokespersons to focus on delivery of message, rather than
its production.
Ensuring champions,
ambassadors and spokespersons
fully understand the advocacy
activities, their intent and
contribution to wider government
policy is essential for effective
delivery. They need to understand
the bigger picture and what their
role is in achieving the campaign
objectives. A session to help
champions, ambassadors and
spokespersons keep on message
during speeches, presentations
and other public speaking events
will support them in confidently
delivering the necessary key
