What is issue advocacy?

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Course curriculum

1. Introduction to the Course: Video
  FREE PREVIEW
2. Lecture and Speaking History: Your Instructor
3. Forbes Interview with Gerry Gunster, CEO, Gunster Strategies Worldwide
1. What is Issue Advocacy?
2. Does Issue Advocacy Work?
3. Video: "Feel The Heat" Explained
4. Congressional Perspective
5. Video: Public Affairs vs. Branding/Marketing
6. Summary: Advocacy And Product Marketing Are Not The Same
7. Quiz: Advocacy and Product Marketing
8. Quiz: "Feel the Heat"
1. Video: The Birth of Modern Advocacy
2. Hillary-Care Before Obama-Care
3. The Godfather of Issue Advocacy
4. Harry and Louise: Bureaucrats
5. Harry and Louise: Yes, But
6. "Bill and Hillary" Response: Saturday Night Live
7. Quiz: The Meaning of Harry and Louise
8. Quiz: Why Harry and Louise Was Transformative?
1. Video: The Audience Explained
2. The Audience
3. Do We Listen to Opinion Leaders?
4. Quiz: Opinion Leaders
1. Video: Three Phases Explained
2. Summary Chart: The Three Phases
3. Quiz: The Phases
1. Phase I Overview
2. Video: The False Consensus Explained
3. Avoiding the False Consensus
4. Source: American Psychology Association
5. Opinion and Message Development
6. The Two Kinds of Opinion Research: Quantitative and Qualitative
7. Mapping Out Your Opinion Research Plan: Will Gudelunas
8. A Conversation with A Professional Pollster
9. More than Numbers: How Qualitative Research Can Win Elections
1. Phase II: Overview of the Elements
2. Video: The Tactics
3. Tactics Wheel
4. Importance of Coalition Building
5. How to Target Paid Media
6. Rules In Advertising
7. Quiz: Coalitions
8. Mike Kelley Targeting Expert: Running Smart Digital Campaigns
9. Watch: Advocacy Video (You Will Be Quizzed)
10. Listen: Advocacy Advertisement (You Will Be Quizzed)
11. Quiz: Identify The Core Messages
1. The Final Phase: The Launch
2. Phase III Chart
3. Quiz: The Hard Launch
4. Social and Digital Media
5. Quiz: Social and Digital Media
1. Case Study: Colorado Legalization
2. Get it Right
3. Coffee Shop
4. Police Officer Speaks
5. 2011 Quantitative Poll on Legalization
6. Quiz: Legalize Responsibly
1. Video: Drawing On The Right Side of The Brain
2. PDF Visual of Left/Right Theory
3. Last Best Chance: Example of Left and Right Brain Connection
4. CBS News: Last Best Chance to Save The World
5. NTI: Preventing Nuclear Terrorism
6. Quiz: Left Brain/Right Brain
1. Mayor Bloomberg's: 16 oz Soda Ban
2. Video Case Study: New Yorkers for Beverage Choice
3. Johnny Slurp
4. Quiz: The Messenger Matters
1. Interview: Former Sr. Vice President, International Affairs. GM and Walmart
2. Quiz: Common Cultural Mistakes
3. Quiz: False Consensus and International Advocacy
4. Quiz: How Best To Learn About A Country
5. Quiz: The Common Mistakes
1. Energy crisis: How Germany tries to shield itself from Putin's power plays | DW News
2. Germans rush to green their homes amid fears of gas shortage | FRANCE 24 English
3. Germany faces severe gas shortage as Russia further reduces supply | DW News
4. Final Exam: Tackling Germany's Gas Shortage

About this course

$65.99
76 lessons
1.5 hours of video content

What is “Issue Advocacy?”

“I’m a doctor.” “I’m a realtor.” “I’m a teacher.” But my answer—“I’m in issue advocacy”—is almost always met with either blank stares or follow-up speculation.

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Advocacy

Pricing options

$65.99

$1,250.00

Course curriculum

Introduction from Your Instructor

Lesson #1: What is Issue Advocacy?

Lesson #2: History of Modern-Day Advocacy

Lesson #3: The Audience—Opinion Leaders

Lesson #4: The Three Phased Approach

Phase I: Opinion and Message Research

Phase II: Building Coalitions and Tactical Development

Phase III: Time to Launch

Lesson #5 Case Study: Legalization of Marijuana

Lesson #6: Connecting Facts With Emotion

Lesson #7 Case Study: "Don't Drink That Soda"

International Advocacy: Don't Repeat the US Model!

Final Exam

About this course

What is “Issue Advocacy?”