Advocacy and election campaigns

An Executive Director of a charitable organization recently told me that with a federal election looming , her organization is pulling back from  advocacy and communication efforts.  While the attention of federal politicians of all stripes is currently focussed on the impending budget and a potential election campaign, advocacy and awareness efforts should not be abandoned.  In fact, with an election potentially upon us, organizations should have their election campaign communications strategy ready.

There are limits on third party advertising in election campaigns. Elections Canada 's website has more information about spending limits and registering as a third party advertiser. Furthermore, registered charities cannot engage in partisan political activities.  The Policy Statement on Political Activities by the Charities Division of Canada Revenue Agency can be found here.  

Despite these limitations, there are activities which are allowable during an election campaign. Questionnaires to candidates is one way to canvass support among the parties for your issue. Inviting candidates to attend events, hosting a local all-candidates forum, and providing your members with questions to ask candidates at the door are just some of the tactics you may wish to include in your plan.

However, like all communication efforts,  activities during a campaign should be strategic, focussed and consistent with your organization's objectives. 

Getting your day of awareness recognized by government

Last week I was asked by a non-profit organization to help them draft a proclamation recognizing a particular day as a day of awareness for their issue. My advice was to pursue a motion in the Legislature instead as their aim was to educate and bring awareness to their issue through dialogue.

Many non-profit organizations designate  a special day or week for awareness and advocacy. As part of a communications or advocacy strategy, organizations will sometimes ask governments to recognize a day or an event.  Recognition of a day of awareness for your issue by provincial, federal or municipal governments or by a provincial legislature, municipal council or Parliament can play a significant role in a larger strategic advocacy plan. The key is to understand the different ways you can receive recognition for your "Day" and the strategic effect of each, and then choose the one which best assists you in moving towards your strategic goals.

Here are six ways to receive recognition by a legislative body or government for your "Day":

1. A statement from the floor by the Premier, a Cabinet Minister or a backbench member recognizing the day is a public acknowledgment on the official record, known as Hansard, during a sitting. Sometimes members will send out communications materials highlighting statements they have made. Because these are short interventions, the ability to educate is limited. A statement like this is probably the easiest recognition to achieve, but will have the smallest effect. In the House of Commons these are know as SO 31s. In the Senate they are known as Senator Statements. A Minister can choose to make a statement under Minister's Statements.

2. A Minister may issue a press release marking a particular day of awareness. If this is picked up by the media and accompanied by a statement, you have a slightly better chance of reaching the public through the media, as well as demonstrating some Ministerial support for your issue.

3. A Premier or a Minister may issue a Declaration indicating the government recognizes a special day or event. Sometimes these Declarations are mistakenly called Proclamations. A Declaration is made by the Premier or Minister  and does not mean there has been Cabinet approval. Nor does it necessarily mean official government recognition. A Declaration is not published in the Royal Gazette. It is not signed under the Great Seal of the Province or  of Canada as the case may be.  It can provide a good opportunity for a photo op and media hit. It has a limited ability to educate in and of itself as there is no opportunity for debate as it takes place outside of the legislative body.

4. In some cases, the government might issue a Proclamation, signed by the Lieutenant Governor of the province,  proclaiming a particular day.  A Proclamation is defined as an official notice or order issued by the Crown. Proclamations are most commonly used to bring legislation into effect and begin or end a parliament. A Proclamation is published in the Royal Gazette. The official seal of the province/Canada is affixed.

 British Columbia has a specific process for organizations and groups to follow to apply for a proclamation.
 Excerpt from the BC Ministry of the Attorney General website:

 "A provincial proclamation is a recognition by government of events or occasions held by groups on their own behalf or for the general public. The attorney general has the authority to approve and sign provincial proclamations. Approval is required each year or time an event or occasion occurs.
Types of events or occasions suitable for proclamations are those that are:

• apolitical;
• observe milestones, recognize achievements or direct attention to a worthy cause; and
• would not be considered offensive or frivolous by the public."

Not all provinces have the same process for a Proclamation.  Often Proclamations and Declarations are confused with one another and what may be referred to in a province as a Proclamation is really a Declaration. 

A Proclamation is an official notice or order by Crown so that means the Lieutenant Governor or Governor General has signed.  It is not very easy to get a Proclamation and, in my view, it is not necessary. It takes place outside the legislative body and there is no accompanying debate.

5. A legislature or Parliament might adopt a bill (proposed legislation) recognizing a certain day. This is often used when that date is to be recognized every year.  With a bill there is debate on the floor, which can be useful in raising awareness and bringing attention to an issue among members, the media and the public. A bill will have substantial debate twice, at seconds reading and at third reading, and will usually be sent to a legislative committee for study and hearings. Adopting a bill in a legislature or Parliament grants official recognition. A bill could be introduced by either the Government or the Opposition. A bill, once adopted and proclaimed, is law. A bill may be the best choice if there are other legislative measures you wish taken or to direct the Government to take certain action in promoting the day. Note that once a bill has been adopted a Proclamation is issued to bring the legislation into force.

6. A legislature or Parliament may adopt a motion recognizing a certain day. This can be used when the day is to be recognized every year.  As with a bill there is debate on the floor, which can be useful in raising awareness and bringing attention to an issue among members, the media and the public. Although a motion may be sent to Committee for hearings, it often is not. There is only one stage of debate and so a motion can often be more easily adopted.  A motion is an official order of the legislative body and does grant official recognition by the legislative body. It can include several explanatory clauses about why the day should be recognized. It may even direct the government to take particular action. It can be introduced from either the Government or the Opposition.

Fundamentally, when an organization wishes to seek recognition by government for a day or event as part of a strategic advocacy plan, it must consider how each of these methods might fit into the overall strategy.  Do you wish to secure ministerial support and/or Cabinet support? Do you wish to educate the members of the legislature and the public?  Are you looking for a photo op or a dialogue? How do your other strategic goals intersect?

The decision to choose between which of the above you pursue must take into account a range of factors, both internal to your organization and external. External factors include time frames, other items on the legislative agenda, and how widespread support is for the issue, among others.  These external factors, in combination with internal operational factors and opportunities must be analyzed as part of the overall strategic approach.  Remember, understanding the context is as important as understanding the tools.

Dos and Don'ts of Giving a Public Presentation

I am not an expert on social media, but I have been using facebook, twitter and blogging for some time, so I do have some basic knowledge of how these social media applications work. Recently, I decided I would attend some local events on social media to learn from others who are also using this medium to share information and ideas. After all, there is always something new to learn, right?  So, when I read about a free presentation being offered on social media, I thought I would pop in and see what nuggets of new knowledge I could mine.

I must say, I had to work harder to dig up these nuggets than I thought I would, as the presenter, who may well have been extremely knowledgeable, lacked some basic presentation skills. In fact, the presenter managed to include so many presentation "Don'ts" I decided I would blog about it. The presentation was so confusing, I even began to doubt what I already knew. I felt sorry for those in the audience who were completely new to the topic, as I am sure from the blank faces and coffee chatter afterwards that they did not gather as much information as they were hoping for from the talk. So what were the big "Don'ts" the presenter did?

#1.Don't choose a location which detracts from your audience's ability to engage with you - This event was held in a public place, with the presenter speaking three feet from a set of doors leading outside. People entered and left constantly, distracting the presenter and the audience.  Loud music was being played, which made the presenter hard to hear by those in the back. 

DO: Choose your location carefully, keeping in mind room set up, and nearby activity. The audience is there to see and hear you. Make sure you are the centre of their attention.

#2. Don't create slides you need to apologize for - PowerPoint slides are a popular way to present information. The presenter had slides with cute cartoons and lovely graphics. However, some slides were completely irrelevant to the subject matter. Sometimes the font was so small it could not be read and the light colours used meant that even text that was larger was hard to see. The presenter compounded his mistakes by apologizing for the small font and colours. If you know it is going to be difficult to see, don't use that cute graphic or interesting quote. Make sure the slide information is relevant and underlines a point. Some of the graphics used in this presentation seemed to only be showcasing the presenters knowledge of PowerPoint, and because they were irrelevant, the audience was lost. 

DO: Be critical when you are reviewing your slides.  Slides should complement and underline points made in your presentation. Choose the content wisely, and make sure their content can be seen by your audience.

#3. Don't let your slide show upstage you - The presenter was completely distracted by the slides, constantly turning and speaking to the slides, not the audience. That made it very difficult to hear what the presenter was saying, especially since it was already a noisy location with constant foot traffic and loud background music.   

DO: Look at your audience when you are speaking, make eye contact, project your voice loudly enough so you can be heard or use a PA system. The slides support your presentation, not the other way around. Know your subject matter and what you want to say well enough that you don't need to rely on reading your slides.

#4.Don't be so disorganized with your presentation you lose the audience - The session was billed as an introduction to the topic. Some members of the audience knew a little about the topic while others were completely new to the subject matter. The slides may have had some cute graphics, but there was no organization to the overall presentation. Key concepts were missed. Slides were confusing. The presenter backtracked. I felt compelled on two occasions to ask a question of clarification as I could tell I was not the only one in the room who was having trouble understanding the point being made.

DO:  Create an outline for your presentation and review it critically. Make sure you are capturing all the key points. Tell the audience what you are going to tell them, tell them and then tell them what you told them. Have a logical flow to your presentation and build upon ideas. Try to create a common frame of reference for those new to a topic, especially for an introductory session.

#5. Don't restart your presentation for the latecomers- The presenter started shortly after the advertised time for the session, which was great. However, for the next five minutes, whenever a new person joined the audience, the presenter paused until they sat. Then at the five or six minute mark, about 5 slides in, the presenter rewound to the first slide and began the presentation again to accommodate the latecomers. This was an insult to those that were on time. 

DO: Start your presentation as much on time as possible. It is often not necessary to acknowledge latecomers, but if it is, invite them to be seated and continue. 

Regardless, I did manage to mine a few nuggets of information on social media from the presenter and I thank them for the presentation. Getting up in front of a crowd can be difficult if you have not presented often, but with planning, practice and forethought you can increase your success factors.  

A new forum for collected musings

I have been posting tips and ideas on Facebook at facebook.mlmacdonald.ca, but sometimes you can't make your point in 240 characters. So, for those topics that need more space, I am creating this forum to collect ideas and thoughts. 

My plan is to post three or four times a month on topics related to my work as a writer, public speaker, trainer and consultant.  Stay tuned for tips, tactics and tools related to advocacy, public speaking, developing public policy and creating change.