Our
Community Matters
Edition 1, 2018 • February
The 12 rules of advocacy BY CHRIS BORTHWICK, THINKER IN RESIDENCE, OUR COMMUNITY
1. The best battle is the one you don’t have to fight If you can find a way around the problem, do that. If you can live with it, do that. If you can cut a deal, do that. 2. People trust their friends Word of mouth is magic. That’s where social media comes in. One retweet and you’re inside the magic circle. You have to go viral.
3. Find the weak point And make it a photogenic angle where the public is on your side. 4. Symbols are powerful What’s your symbol? What’s theirs? How can you bring them both into a story? 5. Ask for something specific It minimises confusion across your coalition.
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