Now Hear This: The Nine Laws of Successful Advocacy Communications
New York; Washington, DC, San Francisco: Fenton Communications (2009), 24 pp.
Contains illustrations
"This document is not intended as a blueprint for creating communications campaigns, but offers a way of thinking about campaigns from a strategic marketing and communications perspective." (Introduction)
1 Clear, measurable goals, 4
2 Audience identification and segmentation, 5
3 Clear, simple, concise messages, 7
4 Planning, 10
5 Specify what people should do, 13
6 Make the case: action needed now, 15
7 Match strategy and tactics to your target audience, 17
8 Budget for success, 21
9 Bring in the experts, 23
Conclusion, 24
2 Audience identification and segmentation, 5
3 Clear, simple, concise messages, 7
4 Planning, 10
5 Specify what people should do, 13
6 Make the case: action needed now, 15
7 Match strategy and tactics to your target audience, 17
8 Budget for success, 21
9 Bring in the experts, 23
Conclusion, 24
