May
24

Partnerships: Lifting You Higher

Greg McCarthy

Oprah Winfrey offered some good advice for advocacy campaigns: “Surround yourself with people who are going to lift you higher.”

OK, she wasn’t speaking specifically about advocacy campaigns, but it is still good advice.

In planning advocacy and communications campaigns, we often recommend identifying partners, coalitions and third-party advocates who can support and enhance the campaign’s message and reach. Groups and individuals who share the campaign’s goal can contribute their reputation and communication networks to increase the credibility and impact of the campaign’s message.

It often benefits an advocacy campaign to have the target audience hear the message from various credible sources. On the 2010 Census campaign, we worked with Fortune 500 companies that used their national brand, trusted voice and resources to promote 2010 Census participation. This corporate partnership effort supplemented the 2010 Census paid and earned media campaign by leveraging each company’s connection with its customers to raise awareness and encourage participation.

Partnerships can also help advance campaign goals by taking big issues and making them personal and local. On behalf of Northrop Grumman, we bring together hundreds of companies from across the country that provide parts, services and support for U.S. Navy aircraft carriers. Members of the Aircraft Carrier Industrial Base Coalition (ACIBC) in their overlapping roles as constituents, local business owners and taxpayers, take a large national security issue and make it very relevant to their Member of Congress: “My business and its employees in your district need you to support aircraft carrier funding.” Members of Congress are often surprised to learn of their congressional district’s close connection to the aircraft carrier program.

From big to small, partners and allies are very useful in advocacy campaigns. Look for ways partners can be brought in to advance your campaign’s goals and advance your message. 

Michael Stopford

Executive Vice President and Senior Global Corporate Strategist

Brian Wommack

Senior Vice President

Lance Morgan

Chief Communications Strategist