Media Advocacy Toolkit
USAID (2020), 62 pp.
"You are about to embark on a journey of discovery. Within this toolkit you will find explanations, tips, examples from Sri Lanka and the world — everything you need to upgrade and enhance your own advocacy campaigns. The content has been adapted from a variety of sources, to illustrate best practices but tailored to the Sri Lankan context. We hope that you will find valuable insight as you go through this resource; we also hope and expect that you will be able to add to this manual by providing your own lessons learned as you work your way through. We would like to thank PACT and Freedom House for their respective publications, which we used when putting this toolkit together. If you would like to consult the originals, please see: “Politically Smart Advocacy: A guide to Effective Civil Society Advocacy for Sustainable Development” (PACT, 2018) and “Advocacy in restricted spaces: A toolkit for civil society organizations,” (Freedom House, 2020)." (Introduction)
SECTION ONE: ADVOCACY PLANNING
1 What is advocacy, anyway? 4
2 Developing an Advocacy Plan, 5
3 Identifying the issue, 7
4 Analyzing the issue/possible solutions, 9
5 Stakeholders and the environment, 12
6 Objectives and Goals, 14
7 Clarifying the policy position and asks, 16
8 Selecting the tactics, 18
9 Developing the messages, 20
10 Developing an advocacy strategy, 23
11 Advocacy Planning, 25
SECTION TWO: FORMULATING POLICY
1 Collecting Information, 26
2 Organizing and sharing information, 27
3 Consultation, 29
SECTION THREE: MANAGING RESOURCES
1 Types of Resource, 33
2 Resource Management Strategies and Techniques: Having an Annual Plan, 34
3 Resource Planning, 35
4 Raising funds, 39
5 Volunteer Recruitment, 41
6 Reporting and Evaluation, 42
SECTION FOUR: ACTIVE CAMPAIGNING
1 Advocacy Communication, 44
2 Networking, 50
3 Lobbying, 52
Annex, 56
1 What is advocacy, anyway? 4
2 Developing an Advocacy Plan, 5
3 Identifying the issue, 7
4 Analyzing the issue/possible solutions, 9
5 Stakeholders and the environment, 12
6 Objectives and Goals, 14
7 Clarifying the policy position and asks, 16
8 Selecting the tactics, 18
9 Developing the messages, 20
10 Developing an advocacy strategy, 23
11 Advocacy Planning, 25
SECTION TWO: FORMULATING POLICY
1 Collecting Information, 26
2 Organizing and sharing information, 27
3 Consultation, 29
SECTION THREE: MANAGING RESOURCES
1 Types of Resource, 33
2 Resource Management Strategies and Techniques: Having an Annual Plan, 34
3 Resource Planning, 35
4 Raising funds, 39
5 Volunteer Recruitment, 41
6 Reporting and Evaluation, 42
SECTION FOUR: ACTIVE CAMPAIGNING
1 Advocacy Communication, 44
2 Networking, 50
3 Lobbying, 52
Annex, 56
