Examples of ‘marketising’ in campaigning
Some examples of this ‘marketising’ happening are:
An internal pressure for headlines for the organisation irrespective of whether this is helpful for the advocacy campaign. There can be stages of an advocacy campaign where profile is not helpful if the ultimate goal is policy or practice change.
An internal pressure for public credit for the organisation irrespective of whether this is helpful for the advocacy campaign. Very often when you are dealing with a sensitive subject, or a reticent target or a wider group of allies, seeking public recognition for your impact, while desirable to be able to tell supporters, can be detrimental to the overall campaign where your own self interest is being seen to take precedence.
A desire to show impact so that it can be reported back to supporters irrespective of whether this is real impact. So maybe a commitment from governments at an international conference is lauded to supporters but without any real tangible change.
Ok – so how can you deal with this ‘marketising’?