Sr. National Communications Strategist and Community Architect Marcie Kinzel returns to our #StrategySession today to continue the discussion of the Majority Strategies difference and specifically today how COVID-19 has changed advocacy.
Marcie, when we last spoke with you, you spoke about the Community Architect model eliminating the uncertainty of the traditional approach to advocacy. Is that true of the uncertainty surrounding COVID-19, too? How does the Community Architect solution support successful advocacy during COVID-19?
That’s exactly right. The pandemic has thrown a massive wrench into traditional advocacy tactics like fly-ins or Hill “climbs” that require a physical presence and face-to-face interactions. Our Community Architect model resonates even more in these challenging times by giving a voice to specific communities who will advocate for the issues they care about. It works because Community Architect is grounded in quality data that identifies the specific members of the community wherever they are– at work, stuck at home, or staying with family in another town. There is no uncertainty in our approach, even during a pandemic.
Do you believe the changes we are making today, many forced by COVID-19, will be permanent? Or will there be a gradual return to “normal” and “the old way” of doing things in terms of advocacy?
The pandemic has accelerated change and that change is permanent when it comes to advocacy. Successful advocacy still depends on gathering and engaging a community of like minds. The strength and depth of our data is what allows Community Architect to help our clients thrive through this change, reaching the people they need, wherever those people may be, and then staying with those people wherever they may go.
Let’s turn to the question we should have asked you in Part 1. In your opinion, why are companies and firms still using old tactics and advertising to the whole world rather than strategically talking to the audiences that are interested and engaged in their specific issue
To be blunt, because it’s easy to do what’s always been done. “Tried and true” methods only represent what worked yesterday, not what will work tomorrow. The 2016 election is a good example of these “tried and true” methods not making the cut. As I mentioned above, the recipe for successful advocacy remains the same: can you reach a community that is constantly changing and migrating with old-style tactics? Innovation is the key, and that’s what Community Architect brings to our clients.
Continue the conversation with Marcie. Reach out today to get started.