8.1 Advocacy, lobbying and campaigning - some definitions

In politics, and therefore in discussions concerning PRS, a range of techniques can be used to initiate and promote change, such as advocacy, lobbying or campaigning.

1. Advocacy means to “give a voice to people”. Advocacy is a system of actions aimed at changing attitudes, policies and practices through four key types of activity:
   - Awareness-raising
   - Capacity development (internal and external to own organisation)
   - Networking with relevant government and non-governmental partners
   - Lobbying key decision-makers. 
   Advocacy can be directed at different audiences: the general public, NGOs, politicians, governments, other decision-makers, and your own organisation.
2. Lobbying is the practice of advocacy with the goal of influencing a governing body, in order to ensure that an individual's or organisation’s point of view is represented in the government, and that legislation is drafted and implemented accordingly. In many countries, lobbying is regulated in an attempt to prevent political manipulation and corruption. People are paid to be lobbyists.
3. Campaigning is the sum of actions and activities that an organisation plans or executes in order to influence policy and to raise awareness on a specific issue. The aim is not only to influence policies, but also to raise public support. A successful campaign should have a simple and strong message that appeals to people’s emotions. Celebrities can be very useful in conveying the messages of a campaign to as wide an audience as possible. Typical campaigning activities include public events such as marches or vigils, the setting up of an exhibition, or the distribution of pamphlets and posters.

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