What is issue advocacy?

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Course curriculum

1. Video: Introduction to the Course
  FREE PREVIEW
2. Reading: About the Instructor
1. Video: Issue Advocacy vs. Lobbying
2. Video: "Feel the Heat" Explained
3. Video: Beyond Marketing
4. Reading: What Issue Advocacy Isn't (CQ Article)
5. Video: Lesson 1 Summary
6. Quiz: What Is Issue Advocacy?
7. Assignment: Pick One of the Five Reasons
1. Video: The Birth of Modern Advocacy
2. Video: Harry and Louise, "Bureaucrats"
3. Video: Harry and Louise, "Yes, But"
4. Video: "Bill and Hillary" Response (Saturday Night Live)
5. Quiz: Where It All Started
1. Video: The Audience Explained
2. Reading: Do We Listen to Opinion Leaders? (Yale Insights)
3. Quiz: Opinion Leaders
1. Video: The Three Phases Explained
1. Video: Phase I Overview
2. Reading: Understanding the "False Consensus"
3. Video: A Qualitative Conversation with Opinion Researcher Justin Wallin
4. Training Guide: A Real-World Moderator's Guide
5. Training Guide: A Real-World Quantitative Survey
6. Quiz: Qualitative Research
7. Quiz: Quantitative Research
8. Training Guide: Reading Crosstabs
9. Quiz: Reading Crosstabs
1. Phase II: Overview of the Elements
2. Tactics Implementation
3. Dynamics of Modern Advertising and Digital Strategy
4. Importance of Coalition Building
5. Coalition building video
6. Quiz: Coalitions
7. Building a Smart Digital Strategy
8. Watch: Advocacy Video (You Will Be Quizzed)
9. Listen: Advocacy Advertisement (You Will Be Quizzed)
10. 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. Final Assignment 1: Government Regulation of AI
2. Final Assignment 2: Redo Brexit for the Remainers

About this course

$65.99
65 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-Phase Approach

Lesson 5: 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?”