The Art of Advocacy

Abstract

If practitioners of international affairs aim to influence policy, it is increasingly necessary for them to hone and utilize their advocacy skills. A somewhat amorphous term, advocacy encompasses a wide range of ideas and activities. For the purpose of this article, it is defined as the art of building relationships-often with elected officials-in order to shape public policy. Advocacy requires building a constituency that is articulate and willing to act. Whether the goal is to influence budgets, regulations, or other policies, advocacy is a fundamental tool of the most influential organizations.As John H. Graham IV, president and CEO of the American Society of Association Executives, stated in his remarks at the Association TRENDS Salute to Excellence luncheon earlier this year, advocacy is one of several major challenges facing associations. He observed, "[a]s vital as they are to advancing America's industries and professions and blending the interests of the government and the private sector, associations are too often outsiders in the policy-making equation." Or, as senior reporter Caroline Preston wrote in a recent Chronicle of Philanthropy article, "[p] hilanthropy needs to step up its efforts to influence policy if it expects to produce big changes."Early in his tenure as Secretary of State, John Kerry also emphasized the importance of advocacy. In February, during his first major speech as Secretary, he urged international affairs advocates to make their best case. He asked: "How do we, together, make clear...that if we do the right things, the good things, the smart things over there, it will strengthen us here at home?" He went on to say, "I believe we do this in two ways. First, it's about telling the story of how we stand up for American jobs and businesses-pretty practical, pretty straightforward, and pretty real on a day-to-day basis. And second, it's about how we stand up for our American values, something that has always distinguished America."Secretary Kerry highlighted international exchange programs as a primary way to project U.S. values. He reminisced about testifying as a young Vietnam veteran in hearings conducted by Senator Fulbright, then chair of the Senate Foreign Relations Committee. In his speech, Kerry noted that Senator Fulbright was keenly aware of the importance of sharing American values, and quoted the Senator as saying, "[h]aving people understand your thoughts is much greater security than another submarine."Drawing from the research methods used in the Jim Collins "From Good to Great" model, Heather Grant and Leslie Crutchfield wrote a book titled Forces for Good: The Six Practices of High-Impact Nonprofits. Advocacy is one of the six practices they identify as essential to the success of organizations that make a difference. Delivering excellent services is not enough; to be truly effective, an organization must shape the public policy arena in which those services are delivered.Grant and Crutchfield assert that high-impact organizations may start out by providing great programs, but they eventually realize that they cannot achieve systemic change through service delivery alone. Consequently, they begin using policy advocacy to access government resources or to challenge legislation, thus expanding their impact.NCIV AS A CASE STUDYTheir conclusion about the imperative of advocacy certainly matches my own experience during almost sixteen years as CEO of the National Council for International Visitors (NCIV). Shortly into my tenure, it became clear that to really be effective, NCIV must be an active domestic constituency for U.S. State Department exchanges, particularly the International Visitor Leadership Program.NCIV is the private sector partner of the U.S. Department of State and is responsible for the day-to-day implementation of the International Visitor Leadership Program (IVLP). U.S. Embassy and Consulate staffaround the world invite foreign leaders to participate in the IVLP, including members of parliaments, journalists, and others who make daily decisions affecting U. …