Advocacy (external and internal)

Faculty/Professorship: Professur für Kommunikationswissenschaft, insbesondere Organisationskommunikation und Öffentlichkeitsarbeit
Author(s): Hoffjann, Olaf  
Title of the compilation: The International Encyclopedia of Strategic Communication
Editors: Heath, Robert; Johansen, Winni
Publisher Information: Hoboken : Wiley
Year of publication: 2018
Pages: 20
ISBN: 978-1-119-01072-2
Language(s): English
DOI: 10.1002/9781119010722.iesc0003
In general terms, advocacy means publicly providing support for some interest, organization, or issue position. External advocacy, meanwhile, can generally be understood as the act of publicly representing an individual, organization, or idea with the object of persuading targeted audiences to look favorably on the individual, organization, or idea. Thus, the goal of external advocacy is to give an organization a voice in the marketplace of ideas, facts, and viewpoints. Internal advocacy, on the other hand, represents the views of external stakeholders in the organization and thus brings external views into the organization. In so doing, internal advocacy allows the organization to respond to and adjust to meet the demands of societal changes. External advocacy in particular has long been criticized as manipulation and propaganda. As a result, for several years now, there has been intense debate surrounding the question of how ethical and responsible advocacy might look
Keywords: Advocacy
International Distribution: Ja
Type: Contribution to an Articlecollection
Year of publication: 16. July 2019