Describe the role of advocacy and the upstream role for public relations practitioners in a nonprofit organization

What will be an ideal response?

• Focus on changing the social and institutional structure surrounding social problems, not focus just on changing the behavior symptomatic of the problem
• Target legislators, regulators, media executives, allies and the general public
• Use appropriate tools at appropriate times:
o Reframe the issues
o Public education campaigns
o Media advocacy
o Pseudo-events
o Influential books and op-eds
o Use the entertainment media and celebrities
o Lobby
o Work with schools
o Use print, phone, fax and Web for grassroots efforts