In this chapter we will discuss how to keep in touch with your fellow activists, how to formulate a message for your target audience and how to reach out to the press.

Communication strategy #

• 📣 Audiences

• ✊ Engagement flow

• 💬 Language (include Inclusive language, and Communicating science)

• 🎨 Visual identity: Read this guide on how to create a brand kit.

• 🆘 Crisis communication

Platforms #

Where do you want to share your message?

• Social media: Stop mindlessly feeding the algorithm and start using social media effectively for your movement.

• Chat apps: Learn how to use chat apps such as WhatsApp to broadcast messages to members of your community.

• SMS campaigns: Spread your message and call people to action using text messages.

• Phone banking: Have effective conversations over the phone on a large scale.

• News media: Learn how to write press releases

• Public speaking (not yet created): Learn how to give a speech during a protest.

Content creation #

• 🎥 Videos: Learn how to record videos of your actions.

• 📸 Photos: Become a professional photographer at protests.

• 🔴 Livestream: Learn how to organise a livestream.

• 🏡 Action back-office: Every action needs people who stay at home or in the office to edit and share media online.

Big-budget communication #

• A/B testing your messaging

• Advertising (needs to be created)

Local context #

The local context across countries can impact activists trying to communicate their message in various ways. For example, the political system, the cultural norms, the media landscape, and the legal framework can affect how activists can express their views, mobilize supporters, and influence decision-makers. Depending on the context, activists may face different opportunities and challenges in their advocacy work. Some general examples are:

• In a democratic country with a free press and a vibrant civil society, activists may have more space to voice their opinions, organize protests, and lobby policymakers. However, they may also face competition from other groups and interests, and need to adapt their message to different audiences and platforms.

• In an authoritarian country with a repressive regime and a controlled media, activists may have less space to voice their opinions, organize protests, and lobby policymakers. They may face censorship, harassment, intimidation, or even violence from the authorities or their supporters. They may need to use alternative or covert methods to communicate their message, such as online platforms, encrypted tools, or underground networks.

• In a country with a diverse or divided population, activists may have to deal with different cultural values, beliefs, languages, and identities among their potential supporters and opponents. They may need to tailor their message to appeal to different groups and avoid alienating or offending others. They may also need to build coalitions and alliances with other actors who share their goals or interests.

Improve this page #

Answer these questions:

• How to make your voice heard

• What are the most effective communication channels for reaching our target audience?

• How can we develop a messaging strategy that resonates with our audience and achieves our objectives?

• What are some creative ways to promote our cause and get our message out there?

• How can we use social media to reach more people and engage them in our campaign?

• How can we make our website and online communications more user-friendly and effective?

• What kinds of events and activities can we organize to raise awareness and engage people in our cause?

• How can we work with the media to get our story out there?

• How can we get more people to sign up for our e-newsletter and follow us on social media?

• How can we evaluate our communication efforts to ensure that we are achieving our goals?

• Who can we partner with to help us reach more people and spread our message?

Search keywords #

We have not found many keywords yet that have a high search volume and are also very relevant to Activist Handbook. Generic searches such has ‘how to get more likes on instagram’ are hard to compete with, since there are already many articles about this topic. These are not necessarily of high quality, but they are all very much optimised for search engines (often promoting some sort of service or product).

*According to Semrush

Related articles #

• Chat apps

• Social media

• Newsletters

External resources #

Creative Commons #

• Communications to Promote Interest by Community Tool Box

• Developing a Plan for Communication by Community Tool Box

• Using Principles of Persuasion by Community Tool Box

• Developing Creative Promotions by Community Tool Box

• Creating Fact Sheets on Local Issues by Community Tool Box

• Handling Crises in Communication by Community Tool Box

• Collection: Communication for queer activists by ILGA-Europe Hub

• 5 Questions to Ask Yourself When Planning a Communications Campaign by ILGA-Europe Hub (2021)

• Framing for LGBTI activists by ILGA-Europe Hub (2020)

• Publicity for grassroots groups by Citizen's Handbook

• How to Call Talk-back Radio by the Australian Conservation Foundation

• The Neon Guide to Progressive Media Work/Press Officer Handbook by Matthew Butcher and Polly Edwards

Copyright resources #

• Activist and Protest Media by Action Skills

• Dealing with disinformation by Blueprints for Change

• How to Take Quality Photographs by 350.org

• Online organiseren en vergaderen [Dutch] by Tractie (2020)

• Nonprofit marketing courses by NonProfitReady

• Narrative Initiative

• Naming an Advocacy Campaign by Tim Singleton North

• Collection: Digital communication by CharityComms

• Collection: Nonprofit brand by CharityComms

• Collection: Media by CharityComms

• Collection: Communication strategy by CharityComms

Social marketing #

• Implementing Social Marketing

• Understanding Social Marketing: Encouraging Adoption and Use of Valued Products and Practices

• Conducting a Social Marketing Campaign

• Listening to Those Whose Behavior Matters

• Segmenting the Market to Reach the Targeted Population

• Promoting Awareness and Interest Through Communication

• Promoting Behavior Changes by Making It Easier and More Rewarding: Benefits and Costs

• Supporting and Maintaining Behavior Change

• Monitoring Progress and Making Adjustments in the Social Marketing Campaign