11/8/2016
Active Advocacy:
A Powerful PR Tool
What is Advocacy
at FPA?
What is Advocacy
at FPA?
Government
Relations
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11/8/2016
What is Advocacy
at FPA?
Government
Relations
Advancing the Profession
What is Advocacy
at FPA?
Government
Relations
Advancing the Profession
Growing FPA
Awareness
What is Advocacy
at FPA?
Government
Relations
Advancing the Profession
Growing FPA
Awareness
Building Relationships
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11/8/2016
Yes.
FPA D.C. Advocacy Day
How to Conduct a meeting:
Getting to know your State Officials and Regulators.
The Magic State of Michigan…
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Meetings have a specific rhythm
The constituent leads off
Each person has a role
We keep it positive
Be concrete and memorable
Bring it back home
FPA of Michigan
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11/8/2016
During the Meeting:
FPA, You, and the Issue
Always Start at the Top
Your legislators and staff probably aren’t experts on these issues like you
are. Consider this to be an opportunity to educate someone about your
profession. Avoid jargon and be concrete. Imagine you are talking with a
new client who doesn’t know about financial planners. If there is a
constituent in the room he/she always leads off. No acronyms today!
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TIP: Make the talk snappy and concrete.
Intro yourself (30 seconds),
FPA of Michigan 534 members, 52,0240 households, $23B economic
base (1 minute),
What is a financial planner? They may not know (2 minutes)
Fiduciary, Oppose Taxation of Financial Planning Services (be concrete,
persuasive and use examples (3 minutes )
Pro Bono work done in Michigan (someone who does it)
Wrap Up How can we help you and be a resource? (1 minute)
Thank you and Photo!
Let’s Go!
FPA of Wisconsin
Get into small groups of 5-7 people
Assign Roles:
• Constituent (opener)
• FPA Intro
• FPA Values
• Issue
• Bro Bono
• Closer/Photo
Roll-play a five-minute meeting
Generating awareness
of your chapter’s
advocacy work.
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11/8/2016
Advocacy in FPA is…
Government relations
Advancing the profession
Growing FPA awareness
Building relationships
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Public and media relations
Community outreach
Pro bono activities
Marketing and social media
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ADVOCACY
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To be effective in advocacy, you
need to understand what it
means to be an advocate.
ad·vo·cate
noun
/ˈadvəkət/
1. a person who publicly supports or recommends a
particular cause or policy.
”she was an untiring advocate of financial planning”
Synonyms: champion, upholder, supporter, backer,
promoter, proponent, exponent, spokesman,
spokeswoman, spokesperson, campaigner, fighter,
crusader
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11/8/2016
As FPA leaders, members and staff
we are ALL champions for…
• Our community (FPA and our chapters)
• The profession of financial planning
• The important role financial planners
play in the lives of their clients
• The public
• Legislative and policy measures
• The CFP® marks
What it takes to be an advocate
(champion)
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An understanding of central messages
Ability to have a conversation
Persistence and patience
Passion and conviction
Willingness to drive awareness!
Driving Awareness
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Public relations and media outreach
Social media
Chapter communications
Digital communications
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11/8/2016
Driving Awareness
(State Advocacy Day)
• Pre-event release
• Post event release
• Social media throughout event
– Hashtag
– Encourage participation
• Leverage chapter communications
– Before, during and after
• Photos and videos
Driving Awareness
Putting it ALL Together
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11/8/2016
Community Impact Report
• Place a completed version on the chapter
website
• Press release highlighting successes
• Leverage in partner meetings (companies
and media)
• Social media
• Member and nonmember communications
• Imagine a national CIR effort by all chapters
(national campaign)
In the closing minutes…
In small groups, consider the Community
Impact Report and brainstorm ways you
think your chapter could put it into action
and leverage it.
What additional support from FPA would
you need to maximize the potential of a
Community Impact Report?
A parting thought.
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