FROM MESSAGE TO MEANING
MAKE YOUR ADVOCACY RELEVANT TO THE PEOPLE YOU’RE TRYING TO REACH The most effective advocacy doesn’t begin with what your organization wants to say. It begins with what your audience needs to understand. Whether communicating with elected officials, residents, business leaders or community partners, the goal is to connect destination promotion to their priorities and demonstrate the value it creates.
Start With Their Priorities Identify the issues, challenges or opportunities that matter most to your audience. Make the Connection Explain how destination promotion contributes to those priorities and why your organization’s work matters. Demonstrate the Value Use local data, real-world examples, community partnerships or measurable outcomes to support your message. Make It Actionable Give your audience a clear next step, whether that’s learning more, sharing information, joining a conversation or supporting an initiative.
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THE BOTTOM LINE Don’t just tell people what your organization does. Help them understand why it matters to them and to the community.
DESTINATIONS INTERNATIONAL ADVOCACY MESSAGING GUIDE
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