Advocacy and Strategic Communication: An Alliance for Real Change
- Fernando Arévalo
- Aug 2
- 4 min read
When we talk about changing the world (or at least a part of it), two tools are often found in the toolbox of any purpose-driven organization: strategic communication and advocacy. While they’re sometimes confused, they are not the same. But when used together effectively… that’s when the magic happens.
What is each one—and why does the difference matter?
Advocacy, also known as political advocacy, has a clear goal: to influence public policy, government decisions, or legal frameworks. It's the art of driving concrete changes within political and institutional systems. It’s not about speaking nicely—it’s about getting something to move in Congress, ministries, or public budgets.
Strategic communication, on the other hand, is broader. It includes every planned effort to convey messages to specific audiences with different purposes: raising awareness, shifting perceptions, building reputation, mobilizing actions… and yes, also supporting advocacy efforts.
How do advocacy and communication complement each other?
A strong advocacy strategy without communication is like having a brilliant idea locked in a safe. No one sees it, supports it, or pushes it forward.
Conversely, communicating without a clear political destination often leads to campaigns that make noise but fail to change even a comma in any law.
The key is integration. The most effective organizations do this: they use communication to build strong narratives, generate public pressure, and open doors—while advocacy defines which doors to open and what to achieve once inside.
When they’re not integrated… things go wrong
“Communication without advocacy” looks like:
NGOs that make noise on social media but lack political objectives.
Awareness campaigns that don’t translate into real pressure on decision-makers.
“Advocacy without communication” looks like:
Brilliant policy briefs that no one reads.
Technical lobbying with no citizen support.
The sweet spot: successful integration
Campaigns that blend emotional storytelling with technical evidence.
Organizations that build coalitions through communication and then mobilize them to advocate.
SUCCESS CASE: #NiUnaMenos
Context: In 2015, the femicide of Chiara Páez in Argentina sparked a tweet from journalist Marcela Ojeda that ignited the #NiUnaMenos movement.
Integrated strategy:
Strategic Communication:
Memorable hashtag: #NiUnaMenos
Emotional narratives: “Vivas nos queremos” (“We want to live”)
Diverse voices: journalists, artists, activists
Continental diffusion: the same strategy spread across Latin America
Political Advocacy:
New laws against femicide were passed
Institutional monitoring of gender violence was implemented
The issue entered legislative and governmental agendas
Result: Cultural shifts + legal reforms = real transformation.
FAILURE CASE: Anti-corruption campaigns without advocacy strategy
What they did well:
Viral content
Major media coverage
Raised public awareness
What went wrong:
No clear political objectives (Which law to change? Whom to pressure?)
Ignored political timing (legislative calendars, political context)
No coalitions built
Vague messaging (“Corruption is bad”)
Result: Conversation without transformation.
Lesson learned: Without an advocacy strategy, even the best communication only raises awareness… but doesn’t move anything. (All bark and no bite, as our northern friends would say.)
Practical Recommendations for Development Organizations
When to prioritize one over the other:In politically stable times, focus on awareness and building a base. During key moments (elections, reforms), prioritize advocacy.
Design integrated messaging:Combine emotion + data + clarity, and adapt to each audience—public, media, decision-makers.
Master the power of timing:A campaign launched at the wrong time can fail. Political windows are everything.
Key tools to use:
Policy briefs and advocacy one-pagers
Visual storytelling (videos, infographics)
Social media strategies
Trained spokespeople
Translate evidence into stories:Technical data must become human-centered stories that resonate with both the public and decision-makers.
Final thought
In the complex social and political landscape of Latin America, integrating strategic communication and advocacy is not optional—it’s vital. One strengthens the other. Together, they can achieve what neither can do alone.
Communication frames. Advocacy transforms. But together… they mobilize.
💡 Use communication to:
Build broader coalitions
Translate technical evidence into emotionally resonant narratives
Segment your audience—it’s not the same to speak to a minister as to a local community
Is your organization more focused on advocacy or communication? Or are you already integrating both?Whatever your starting point, remember this: real change requires both great ideas and great stories to carry them forward.
In this document, you’ll find a checklist to help assess whether your advocacy campaign is on the right track:
Fuente | Descripción |
Guía práctica para organizaciones que buscan influir en políticas públicas. | |
Metodología participativa para campañas de incidencia en Centroamérica. | |
Enfoque metodológico para diseñar planes de comunicación política. | |
Análisis académico sobre el rol de la comunicación en la gestión pública. | |
Comunicación política – UNAM | Perspectiva histórica y conceptual sobre la comunicación política. |
Public Diplomacy Advocacy Handbook – DFAT Australia | Practical guide to advocacy and strategic communication. |
Tools and case studies for narrative change and coalition building. | |
Explores how messaging and advocacy intertwine to drive policy change. | |
Framework for strategic communication aligned with the SDGs. |
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