Key Benefits

The most basic meaning of advocacy is to represent, promote, or defend some person(s), interest, or opinion. Such a broad idea encompasses many types of activities such as rights’ representation and social marketing, but the focus of this aspect is on the approaches adopted by organizations and coalitions in trying to change or preserve specific government programs, that is, approaches focused on influencing decisions of public policy. In order to distinguish this from other types of advocacy activities, it is often referred to as “policy advocacy.” This is also the term we use to make this distinction clear.

There are many definitions of policy advocacy available from multiple authors and perspectives. At their core are a number of ideas that continually come up, characterizing policy advocacy as follows:

• a strategy to affect policy change or action — an advocacy effort or campaign is a structured and sequenced plan of action with the purpose to start, direct, or prevent a specific policy change.
• a primary audience of decision makers — the ultimate target of any advocacy effort is to influence those who hold decision-making power. In some cases, advocates can speak directly to these people in their advocacy efforts; in other cases, they need to put pressure on these people by addressing secondary audiences (for example, their advisors, the media, the public).
• a deliberate process of persuasive communication — in all activities and communication tools, advocates are trying to get the target audiences to understand, be convinced, and take ownership of the ideas presented. Ultimately, they should feel the urgency to take action based on the arguments presented.
• a process that normally requires the building of momentum and support behind the proposed policy idea or recommendation. Trying to make a change in public policy is usually a relatively slow process as changing attitudes and positions requires ongoing engagement, discussion, argument, and negotiation.
• Conducted by groups of organised citizens—normally advocacy efforts are carried out by organizations, associations, or coalitions represent the interests or positions of certain populations, but an individual may, of course, spearhead the effort.

However, taking these basic elements outlined above a little further and emphasizing the specific challenge that we develop in this definition, our definition is as follows:

Policy advocacy is the process of negotiating and mediating a dialogue through which influential networks, opinion leaders, and ultimately, decision makers take ownership of your ideas, evidence, and proposals, and subsequently act upon them.

A key role for an industry association such as IFIBCA is to work with the government at all times and support policy making to enable the industry to meet its growth aspirations and address concerns if any. Building an enabling policy framework for the growth of the FIBC industry is a key function for IFIBCA. IFIBCA provides Policy advocacy and Recommendations to Govt. of India and State Governments on all issues impacting the FIBC Industry.