The advent of advocacy

Recently, Weber Shandwick announced the results of the survey, “New Wave of Advocacy” which demonstrated that decision-making and speed-to-response are shifting radically. I thought that the study – which looked at behaviors in nine countries – might be a good way to introduce this site and this thinking to the New England communications community. Let me share with you some of the findings:

Decision-making among global consumers has accelerated in recent years. Nearly two-thirds of global consumers reported they are deciding more quickly to support or reject issues, causes, companies, products and services than they did two to three years ago.

The democratization of Advocacy. Nearly one out of two global consumers is identified as an Advocate. Advocates take action to support or detract from issues, causes, companies and products, such as making purchase recommendations, sending a letter to a company or elected official, or standing up against something in which they don’t believe.

High-intensity Advocates are critical to reach. The most vital Advocates, individuals in this group represent a small nine percent of global consumers. They more actively influence others’ decisions, make decisions faster and demonstrate their support zealously.

Badvocates waste no time. This important segment represents 20 percent of global consumers surveyed. Badvocates actively make their dissatisfaction known more quickly today than two or three years ago.

Advocacy is more common in Europe and Asia than in the United States. This finding reveals that there are both opportunities as well as challenges for multinational marketers who want to communicate their messages more broadly to global audiences.

Both traditional and new media play critical roles in forming Advocates’ opinions. Advocates’ opinions about issues, causes, companies, brands and products are more strongly influenced by the media than non-Advocates’ opinions. Following broadcast and print, online media ranks third in importance of opinion influence among all global consumers.

So how does all of this play out here in New England? There are at least a couple of things to consider. The first is that New England is a very relationship/word-of-mouth driven region. Just looking at the PR industry, it has been historically difficult for agencies without roots in New England to arrive and thrive here. New Englanders have a reputation – deserved or not – of being reserved when it comes to outsiders. On the other hand, there is a strong sense of loyalty and solidarity among people in the region that leads them to look to one another for ideas, advice and counsel. (The historical causes for this are debatable but it remains a fact of life for many here.)

Another connection between the idea of advocacy and New England is the work being done in the region to understand how and why the changes outlined in the survey findings matter. No where on earth are more serious minds turned to consider the issues of communication, technology and their shared impact than here. The Berkman Center at Harvard looks heavily and closely at the connection of the Internet to society. At MIT, there is important work being done around New Media Literacy which aims to help people deconstruct, understand and recreate content for themselves and their communities. Developing this skill – and the ability to communicate clearly – are roles for the advocate.

We’re proud to be a part of the New England community; to be active participants in the discussions around the changing nature of communication and to be advancing the idea and cause of advocacy as an important change in how public relations operates.

Micho Spring