An individual advocacy action can be successful on its own, but a campaign that reinforces its message using a variety of channels, media, and communicators can build greater momentum and involvement. In a world flooded with more and more information, your constituents will be most enthusiastic if you're available where they are and interact with them on their terms. If you understand them, they'll join your efforts.
On the corporate side, integrated marketing communications and multichannel marketing are responding to the same trends, and companies know that "Users who interact with your company over multiple channels are more loyal than single-channel customers." The trick is to become part of people's lives, something they choose to become more involved in over time - and keep reaching them in different ways, so they don't get bored.
We think about integrated advocacy campaigns as including:
- traditional public affairs - Hill briefings, media relations, coalition building;
- conventional online tactics - petitions, email newsletters, tell-a-friend forms;
- and new social media tools - virtual events, micromedia, social networks.
It's not easy to coordinate everything, but each piece increases your impact. Why not add something your constituents will want to tell their friends about?
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