Stewart Mills

2 February 2011

Appendix Appendix 1. A comparison of models relevant to the public advocacy

Problem-solving
approach
1. Identify public
policy concern and
response (ie goal
setting)
2. Explore causes for
the problem and
means to address it
Getting the message
right
[ACTON
Advantages,
Challenges, Threats,
Opportunities, Next
Steps cf SWOT
analysis]
3. Set goals to
respond to the public
policy concern
4. Look at
alternatives at a
better policy and
campaign tactics
5. Select
Policy/Campaign
Tactics

Grassroots Advocacy
Manual
Mobilizing our
community

Cohens Advocacy
Model
Objectives: What do we
want?

Staples Campaign template

Discussing the problem

in our community

Who are we? What is the

problem? What is our
vision for change? What
objective will we focus
on?

Process of goal formulation

a. Identification of where the power lies
in effecting the change
b. Identifying the legal framework in
which the decision will be made
c. Identifying the relevant time frame in
relation to the decision-makers

Collecting information
and evidence

Audiences: Who has the

power to make it happen?
Who are the key decisionmakers and key pressure
makers?

Agreeing on the
Change we want

6. Implement

Working together with

other groups

Diagnosis: What is
possible?

Identifying the people

What is our capacity to

Hunts evaluation (replacing

Jubilee with FSAM) 2001
Goal achievement - What was the
objectives of the campaign? How
were they set and did they change?
Were they achieved?
Organisational structure of the
Free South Africa Movement

Fisher Principled
Negotiation
A. Setting the
boundaries

d. Identify resources available:

a.Finances
b.
eople to work on strategy
c.Data about your opposition
d.
ources of current research, behind the
scene sympathizers
e.Identification of gaps in resources

How effective was the decisionmaking within the network?

C. Creating a
possible resolution

e. Ensure constitutents have input for

developing goals of the campaign and
feel ownership
f. Is the original goal consistent with the
above? Modify if necessary. Yes, is
consistent.
B. Develop alliances and actively create

Resource use - How effective were

resources used during the
campaign?
Alliance building - What were the
strategies used to build an alliance?
How significant as the alliance?
Internal Communication - How

A. Identification of goal

1. Identify
Relationships
2. Communication
B. Identifying
motivating forces
3. Positions
4. Interests

P
S

5. Alternatives
6. Options
D. Making a

Stewart Mills (2-Feb-11)

Policy/Campaign
tactics
getting the message
out
a.lobbying campaign,
public actions,
education campaign,
media campaign,
fundraising
campaign, training
and empowerment,
itigation?
7. Evaluate actions
to your original
goals.
[ongoing campaign;
succession options]

who can make the

changes we want

engage in advocacy?
What is the external
environment like?
[ACTON Advantages,
Challenges, Threats,
Opportunities, Next Steps
cf SWOT analysis]

support groups, if appropriate.

C. Develop an internal
communications strategy (CS) for
constituent allies.
D. Develop an ongoing public media
strategy relevant to the goal.
E. Develop the materials you need to
publicise your issue e.g. pamphlets,
videos, posters, websites, email list, etc.

did FSAM communicate to

supporters, other NGOs/civil
society, media , government etc?

decision

Preparing to take action

Action plan: How do we

get started?

F. Identify and research opponents and

opposing arguments

What campaign tactics (protest,

civil disobedience, lobbying) were
used? What were particularly
effective and why?

7. Legitimacy

Checking our results

How do we move each

audience to make or not
block-change?
How will we protect
group members from
risk?
What is our work plan?
What is our back-up plan?
Evaluation How do we
know our plan is
working?

G. Identify if litigation might be

relevant at any stage

Relationship with South Africa What was the relationship with antiApartheid groups in South Africa?
How strong were they? What value
did they bring?

8. Commitment

H. Continually reassess the progress and

adapt the campaign strategy according to
the fresh reassessment.

What has changed in the

short term?
What has changed in the
long term?

I. Continually educate, train and

empower your supporter and
constitutents

Relationship with transnational

anti-Apartheid activists - What
was the relationship with FSAN
with other international antiApartheid campaigns?
Other effect on campaigners life
divorce, break-downs, depression,
suicide

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