Part 3: Staging the Conversation
June 16, 2016
Katie Wright, Vice President, Client Relations
This month, we’re taking a look at the components required to build a strong public affairs campaign. We’ve pieced together a strong foundation for your campaign and identified your audience; now we can start to examine through what platforms you can reach those individuals and what to do to sustain these potential supporters. The best advocacy campaigns know where to find their advocates, the best tools to educate and engage them and what to say to get them to activate on your behalf.
For a public affairs campaign to be successful, you need launch messaging platforms that will engage your target audiences where they naturally look for information with messaging that relates the issue to their everyday live. By launching appropriate platforms, your organization will collect more information on these groups and their distinct characteristics. From this information, you can plan the path of communication that touches on their preferences and predispositions, expanding your messaging avenues to reach audiences where and how they want—while tracking the success of these communication efforts.
Part 3: Staging Your Audience
1. Manage Audience and Engagement Data
Identifying your audience is only the first step in solidifying effective communication between your advocates and your campaign. Continuously collecting data provides you the visual needed to better understand what platforms provide your organization the most success. This type of data collection and analysis permits you to easily follow engagement levels and see exactly where the numbers correlate between potential advocates and communication tactics.
2. Build Strong Branding & Creative Properties
Just like any good retailer, ensuring that your organization or campaign is recognizable and visually represented only strengthens your reach among audiences. Effective branding will help connect these audiences to your overall goal, while promoting a united voice throughout all of your communications. The most effective advocacy campaigns leverage brand identities that have a distinct advocacy purpose, ensuring your advocates know exactly what they are rallying behind. Creative assets will then develop one cohesive brand that is simple, clear, and deepens your audience’s connection to your issues.
3. Create Dynamic Campaign Websites
Creating a responsive website supports your campaign by maximizing audience reach and delivering easy and effective take-action capabilities to individuals with the convenience of a mouse click or a touch on their phone. Having an advocacy website that is mobile friendly, offers your organization a branded platform from which to base the campaign—providing an easy, singular location for potential advocates to find information on how to take action on causes or issues that they’d like to support, while also gathering educational materials, identifying legislative or regulatory bodies with oversight on the issue in focus, and providing support for key events. It’s a central communications hub through which your communications can flow.
4. Launch Various Social Platforms
With an ever-increasing amount of time spent on social media platforms, determining which social outlets are most appropriate to engage your audiences will enable you to launch community-branded channels to encourage active audience participation. Recruitment through these channels is vital, as these tools can help keep your audience up to date and active in the conversation in a way that they are most likely to engage and participate. To aid in your success, strong content strategies, boosts, and promotions will foster an authentic and educated community.
With 20 years of experience developing these properties and more for organizations, we understand how important it is to remember that every audience has individual characteristics and communication preferences. Developing a range of outreach strategies allows your message to resonate with a diverse set of audiences, while providing a comprehensive list of communications properties for a cohesive and recognizable campaign. It’s through these avenues that you’re one step closer to engaging your audience, which we’ll look at closer in Part 4 of our series. See you next Wednesday!