audiences stand now, along with how far they need to move in order to achieve a policy
goal, is essential.
The shading in the figure illustrates how identifying a strategy’s positioning might work.
The hypothetical policy goal in this example calls for an action-oriented strategy that
mobilizes both the public and policy influencers to advocate with decision makers and
inspire them to act. The strategy calls for tactics that include community organizing and
mobilization, coalition building and coordinated action, and champion development with
decision makers to generate the action needed to move the policy issue forward. In other
cases, different audiences may be at very different places along the change continuum.
ACTION
Mapping an Advocacy Strategy
Litigation
Community Mobilization
Lobbying
Regulatory Feedback
Coalition Building
WILL
Champion Development
Media Advocacy
Public Will Campaigns
Political Will Campaigns
Communications and Messaging
Advocacy Capacity Building
AWARENESS
CHANGES
Community Organizing
Model Legislation
Leadership Development
Voter Outreach
Public Forums
Demonstration Programs
Public Awareness Campaigns
Public Polling
Public Education
PUBLIC
Policy Analysis/Research
Influencer Education
INFLUENCERS
Policymaker Education
DECISION!MAKERS!
AUDIENCES
TIP: Do not start by identifying which tactics the strategy is using or should use. Instead,
start with where the strategy stands on the two main dimensions, and then use the tactics
as a check on the appropriateness of that positioning. Remember that these tactics are
merely illustrative examples. It is not expected that a strategy will be using all of the
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