How can nonprofits balance their mission and values with their media and advocacy goals?

1 Define your audience and message

The first step to a successful media and advocacy strategy is to identify your target audience and craft a clear and compelling message that resonates with them. Who are you trying to reach, and what do you want them to know, feel, and do? How can you tailor your message to their interests, values, and needs? How can you use stories, data, and emotions to persuade them? Remember to align your message with your mission and values, and avoid jargon, exaggeration, or misinformation.

2 Choose your channels and tactics

The next step is to decide how and where you will communicate your message to your audience. What are the best channels and platforms to reach them, and what are the advantages and disadvantages of each? How can you use different types of media, such as social media, blogs, podcasts, videos, newsletters, press releases, op-eds, or events, to spread your message and engage your audience? How can you leverage your existing networks, partnerships, and supporters to amplify your voice and reach? How can you measure and evaluate your impact and feedback?

3 Be strategic and adaptable

The third step is to plan and execute your media and advocacy activities in a strategic and adaptable way. How can you set realistic and specific goals and objectives for your media and advocacy efforts, and align them with your overall organizational strategy? How can you allocate your resources, time, and staff effectively and efficiently? How can you monitor the external environment and respond to emerging opportunities and challenges? How can you learn from your successes and failures, and adjust your strategy accordingly?

4 Build trust and credibility

The fourth step is to build and maintain trust and credibility with your audience, your media partners, and your stakeholders. How can you demonstrate your expertise, authority, and legitimacy on the issues you are advocating for? How can you provide accurate, relevant, and timely information and evidence to support your claims? How can you acknowledge and address counterarguments, criticisms, or controversies? How can you show transparency, accountability, and ethical standards in your media and advocacy work?

5 Collaborate and coordinate

The fifth step is to collaborate and coordinate with other actors and organizations that share your mission and values, and can enhance your media and advocacy impact. How can you identify and engage with potential allies, partners, and coalitions that can help you reach a wider or more diverse audience, or provide complementary skills, resources, or perspectives? How can you align your messages and actions with them, and avoid duplication or contradiction? How can you foster mutual respect, communication, and cooperation among your collaborators?

6 Celebrate and appreciate

The sixth and final step is to celebrate and appreciate your media and advocacy achievements, as well as the people who made them possible. How can you recognize and reward your staff, volunteers, donors, supporters, partners, and beneficiaries for their contributions and efforts? How can you share your stories of impact, change, and progress with your audience and stakeholders? How can you express your gratitude and appreciation for their support and feedback? How can you inspire them to continue or deepen their involvement with your cause?

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?