Changing advocacy communications

Prof Charlie BeckettMadrid, May 2015

Virtuous cycle of advocacy communications

#EdStone: when good people get it wrong

Who are the digital citizens?

The fab Four

1. Act as if media is environmental 2. Use networks to broaden and deepen

relationships 3. Adopt an ethical approach to communications 4. It’s time for strategy not tactics

Kony2012

What was wrong about #StopKony?

• Policy• Politically• Ideologically• Logistically• Sustainability

From clicktavism to change

From clictavism to change

Change knowledge change the world

Data + social = engagement

Marketing morals

Who is the real radical?

Strategic priorities

• Invest in communications & analytics as well as design

• Identify, segment, specify – listen and learn

• Align your organisation and your message before making the call to action

Transparency is the currency for the ethical online economy

@CharlieBeckettc.h.beckett@lse.ac.uk