THE NEXUS
Advocacy Marketing : Making It A Means To A Political End
By Walter Chabala
According to the author Lawrence Wallack , advocacy is a catch all phrase that encompasses a set of skills and techniques used to create a shift in public opinion and mobilize the necessary resources and forces to support an issue , policy or constituency . The author notes that advocacy involves much more than simply lobbying to support certain legislation .
Also , in their deeply insightful book , “ Activists beyond Borders ”, the authors Margaret E . Keck and Kathryn Sikkink also refer to advocacy as networks of specialized actors who are organized to promote causes , principled ideas , and norms . In other quarters , advocacy is simply speaking up and drawing a community ’ s attention to an important issue , personality or idea and directing public opinion towards that direction .
No doubt Advocacy marketing covers a wide spectrum of space in the field of knowledge . This year however , my professional attention is drawn to how it can be used to achieve success to the many political aspirants running for office in Kenya . Kenya ’ s August elections will undoubtedly be among the most consequential political events in Africa in 2022 . In a turbulent region , Kenya ’ s stability , economic muscle , and diplomatic leadership are more essential than ever before .
Moreover , Kenyan aspirants will be increasingly focused inward as Election Day grows nearer . Just as it is in the space of products and services , these “ honorable ” ladies and gentlemen are also throwing themselves out there in the market hoping to win the hearts and minds of different constituents . And who better to step in than we marketers to help sell their ideas , promises and candidatures ?
“
All said and done , the role of advocacy marketing in a political campaign should remain to attempt to enlarge the range of choices that people can have by increasing their power to define problems and solutions and correctly participate in the broader political equation .
So , where to start ? First and foremost , a strategic plan to kick start and maintain momentum is vitally important for any possible success . Right from the beginning , it ’ s critical to set forth a plan that establishes where you are , where you want to go , and how you ’ re going to get there . For this our political course however , I will just but narrow in on 3 key advocacy marketing areas that can prove worthwhile to all aspiring candidates out there .
Determine a Clear Objective
One thing leads to another , and as often happens , the more immersed you get into one issue , the more others surface . It ’ s critical to remain undistracted . An effective strategy must be clear , concise , and constant . Frequently shifting goals and objectives creates confusion and can ultimately lead to digression , disgruntlement , and possibly defections by members and volunteers who are assets to the campaigns progress and eventual victory .
People support campaigns and candidatures based on what they are trying to achieve so one key thing is to make sure the campaign activities are clearly tied to the overall campaign message . For instance , the Nairobi Igathe : Kaloki ticket seems to have clicked a positive chord here . Their # NaiTunavyoitaka campaign message is really about the people and this far , they have been in different markets , streets and small businesses asking Nairobians what they really want . Theirs ties in well with their key campaign message .
“ Our campaign is not about us that ’ s why you are not going to see our faces on billboards staring at you . We will use public participation strategy in line with our campaign slogan , ‘ Nairobi Mwataka Nini ?’ Igathe said . So far , don ’ t you think this campaign is truly sticking to its objective ? The verdict is out there ! This campaign has clearly dissociated itself with the populist approach employed by many politicians that choose to hunt for votes by conducting door-to-door , trader to trader and small business to small business mobilization .
By choosing to listen and engage with these key constituents , the Igathe : Kaloki ticket is intentionally or unintentionally building a solid , spirited and true base of advocates . Not only will they be able to keep the supporters engaged , but will also make the campaign teams not work in silos , making the overall strategy more robust . That ’ s why it ’ s important to clarify priorities and maintain baselines or benchmarks in charting progress .
90 MAL48 / 22 ISSUE