Advocacy Strategy & Campaigns
Influencing a policy or government decision requires more than presenting a strong argument.
Organisations need credible evidence, clear messages, the right stakeholders and a coordinated approach to communicating why change is needed and who will benefit.
Bastion Reputation helps organisations develop advocacy strategies and campaigns designed to build understanding and support around policy and government decisions.
We help clients define the case for change, identify the audiences and stakeholders who matter, build credible messages and coordinate communications and engagement around a clear advocacy objective.
Our approach brings together government understanding, stakeholder engagement and strategic communications to help organisations advocate in an informed, constructive and credible way.
Define the change you are seeking
Effective advocacy starts with a clear objective.
Organisations may understand the problem they face but be less clear about the specific government or policy outcome that would address it.
Bastion Reputation helps clients define what they are advocating for and develop a clear pathway towards that objective.
This can involve clarifying:
- The problem or opportunity
- The policy or government decision being sought
- Why change is needed
- Who would benefit from the proposed outcome
- Potential concerns or barriers
- The evidence required to support the case
- The decision-makers who can influence the outcome
A clearly defined objective gives the wider advocacy campaign a consistent focus.
Build an evidence-based case for change
Advocacy is stronger when it is supported by credible evidence.
Government decision-makers need to understand not only what an organisation wants but why the proposed change is practical, necessary and relevant to broader government or community priorities.
Bastion Reputation can help organisations structure the evidence supporting their position and turn complex information into a clear case for change.
Demonstrate why the issue matters
Depending on the issue, evidence may include economic impacts, industry data, community outcomes, operational experience, research, case studies or stakeholder perspectives.
The aim is not simply to provide more information.
It is to identify the evidence most relevant to the decision and use it to support a compelling, credible argument.
Develop an advocacy narrative
Strong advocacy needs a narrative people can understand.
Policy issues are often complicated, and organisations can become focused on technical detail or industry language that does not resonate beyond those already familiar with the issue.
Bastion Reputation helps organisations develop clear advocacy narratives that explain the issue, the need for change and the benefits of the proposed outcome.
Make complex issues easier to understand
A strong advocacy narrative should answer fundamental questions:
What is the problem? Why does it matter? What needs to change? Who benefits? Why should government act?
These questions can provide a foundation for messages used across government engagement, stakeholder communications, media activity and campaign materials.
Identify the audiences that matter
Not every advocacy campaign needs to speak to everyone.
The audiences that matter depend on who makes the decision, who influences that decision and who has a credible interest in the outcome.
Bastion Reputation can help map the stakeholder environment surrounding an advocacy objective.
Relevant audiences may include ministers, departments, agencies, parliamentarians, industry organisations, community groups, experts, customers or other stakeholders.
Understand influence and interest
Stakeholder mapping can identify:
- Decision-makers
- Influencers
- Potential supporters
- Organisations with shared interests
- Stakeholders who may have concerns
- Credible independent voices
- Audiences requiring greater understanding
This allows campaign effort to be focused where it can be most relevant.
Build stakeholder coalitions
An advocacy position can carry greater weight when it is supported by stakeholders beyond the organisation seeking the change.
Other organisations, industry groups, community representatives or experts may share an interest in the same policy outcome.
Bastion Reputation can help identify opportunities to build stakeholder support around areas of genuine shared interest.
Create a broader case for change
Coalitions can demonstrate that an issue affects more than one organisation.
However, effective coalitions need a clear shared objective and sufficient flexibility for participating organisations to maintain their own perspectives.
The goal is not to manufacture support.
It is to bring together credible stakeholders who have a legitimate interest in the outcome and can contribute to a stronger evidence base and broader understanding of the issue.
Develop messages for different audiences
A single advocacy message may not be equally relevant to every audience.
Government may focus on policy implications and public outcomes. Industry stakeholders may be interested in operational consequences. Communities may want to understand how a proposed change affects them directly.
Bastion Reputation helps organisations develop consistent core messages that can be adapted to the needs and interests of different audiences.
Keep the case consistent
Tailoring messages does not mean changing the underlying position.
The central case for change should remain consistent while the emphasis, evidence and level of detail can vary depending on who is being engaged.
This helps create a coherent advocacy campaign across multiple channels and stakeholders.
Coordinate government and public communications
Some advocacy objectives require direct government engagement.
Others may benefit from broader communications that increase understanding of the issue among relevant stakeholders or communities.
Bastion Reputation can help determine the appropriate communications approach based on the advocacy objective and environment.
This may include:
- Government engagement
- Stakeholder briefings
- Thought leadership
- Media engagement
- Digital and social communications
- Community communications
- Executive communications
- Industry engagement
- Campaign collateral
The communications mix should support the advocacy objective rather than create activity for its own sake.
Build credible advocates
The messenger can influence how an advocacy position is received.
Depending on the issue, an organisation’s chief executive may be an important spokesperson. In other circumstances, industry experts, community representatives, customers or other stakeholders may provide valuable perspectives.
Bastion Reputation can help organisations identify appropriate advocates and prepare them to communicate the case for change clearly and consistently.
Give stakeholders the tools to participate
Supporters need to understand the campaign objective and the messages they are being asked to communicate.
Clear briefing materials, evidence and key messages can help stakeholders advocate confidently while retaining their own authentic voice.
Plan the campaign around decision points
Advocacy campaigns operate within government and policy processes.
Consultations, parliamentary inquiries, policy reviews, budget processes or other government milestones can create opportunities for engagement.
Bastion Reputation helps organisations consider these decision points when developing advocacy strategy.
Use timing strategically
Campaign activity should build understanding when it is relevant to the decision-making process.
This can mean establishing the evidence and stakeholder base early, increasing engagement as important decisions approach and adapting communications as circumstances change.
A structured campaign plan helps ensure activity supports the pathway towards the desired outcome.
Monitor and adapt the campaign
Advocacy environments can change.
Government priorities may shift, new stakeholders may enter the debate, competing proposals may emerge or public discussion may develop in unexpected ways.
Bastion Reputation can help organisations review the campaign environment and adapt their approach where necessary.
This may involve refining messages, addressing new concerns, strengthening evidence or changing the emphasis of stakeholder engagement.
Maintain credibility as circumstances change
Effective advocacy should remain grounded in evidence and realistic about the environment.
Being able to adapt without losing sight of the core objective can help maintain campaign relevance and credibility.
Bastion Reputation can help build your case for change
Successful advocacy requires a clear objective, credible evidence and an understanding of the people who can influence the outcome.
Bastion Reputation helps organisations develop advocacy strategies that bring these elements together.
We can help define the case for change, develop advocacy narratives and messages, map stakeholders, build coalitions and coordinate government and broader communications.
Bastion Reputation can also help plan campaign activity around relevant decision points and adapt the approach as the policy and stakeholder environment changes.
The objective is to build informed, credible support for change and give decision-makers a clear understanding of why the proposed outcome matters.
Related Government & Public Sector services
Government Relations & Engagement
Build constructive relationships with ministers, departments, agencies and other government decision-makers.
Policy & Political Strategy
Understand the political and policy environment and develop a strategy that reflects government priorities and realities.
Government & Public Sector Communications
Develop strategic communications for government agencies and organisations operating in complex public-sector environments.
Political & Policy Risk Analysis
Assess how elections, policy changes, regulatory developments and political dynamics could affect your organisation and reputation.
Government Submissions & Engagement Materials
Prepare briefing papers, submissions, ministerial materials, stakeholder presentations and advocacy collateral to support government engagement.
Frequently Asked Questions
What is an advocacy strategy?
An advocacy strategy sets out the change an organisation is seeking, the evidence supporting that change, the decision-makers and stakeholders who matter, the messages required and the engagement and communications activity needed to build support.
What makes an effective case for change?
A strong case for change clearly defines the issue and proposed outcome and supports it with credible evidence. It should also explain why the change matters to government, stakeholders and communities rather than focusing only on the organisation’s own interests.
Can Bastion Reputation help build stakeholder coalitions?
Yes. Bastion Reputation can help identify stakeholders with a genuine shared interest in an issue and develop approaches for building support around a common advocacy objective.
Does an advocacy campaign always require media activity?
No. The communications approach should reflect the objective and environment. Some campaigns may primarily involve direct government and stakeholder engagement, while others may benefit from broader media, digital or community communications.
How is advocacy different from government relations?
Government relations focuses on developing constructive, ongoing relationships with government stakeholders. Advocacy is more specifically focused on building support for a particular policy change or government decision.
