Issue Advocacy Campaigns Explained by Craig Schoenfeld

If you need to bring awareness to a cause, Craig Schoenfeld believes an issue advocacy campaign could make all the difference. 

More often than not, many opinion leaders and decision makers don’t fully understand what issue advocacy means or its importance. When people hear issue advocacy, things like advertising, marketing, or lobbying usually come to mind. Craig Schoenfeld, president of CR3 Connect, explains that issue advocacy is, in fact, an extensive campaign involving communications strategy and tactics that advocate for, against, or to neutralize a policy issue. These issues could be impacting a business, association, or individual person. 

Craig Schoenfeld describes issue advocacy as attracting the deserved attention and necessary action to a client’s cause. This cause is usually a broad political or social issue that needs more awareness. The goal here is not always to sway or change the opinion of something one way or the other, but to spread information and bring an issue to light. These issues can be from any industry. Craig Schoenfeld has successfully built issue advocacy campaigns for a multitude of clients from the energy, health care, and agriculture sectors. 

News is now available 24/7 across a multitude of platforms that range from radio to television, to social media. Since issue advocacy requires attracting public attention to an issue, Craig Schoenfeld recommends finding a professional to navigate all the different audiences, messages, and approaches available. Not only does the message need to be delivered using the right channels, but it also needs to be strategically crafted.

When working on an issue advocacy campaign, Craig Schoenfeld wants people to think about the cause or issue before captivating them to engage in and share an idea. Making the issue stand out requires giving it a unique brand or identity. Craig Schoenfeld also recommends making the cause as clear and easy to understand as possible. A clear message is a key to reaching the widest possible audience, which will, in turn, give the client the most opportunity to inspire others to take action. 

Issue advocacy campaigns are increasing in popularity as people work together to break down barriers and change societal norms. Craig Schoenfeld believes it is a useful tool that can no longer be ignored, as a well-researched campaign can make all the difference in succeeding, or watching an issue crumble. 

About Craig Schoenfeld:

With more than 20 years of experience, Craig R. Schoenfeld has worked as a lobbyist, political strategist, press spokesperson, and campaign operations manager for his clients. He has developed excellent relations with elected officials, business organizations, and activists in the Midwest. 

Craig Schoenfeld is also the president of CR3 Connect, one of Iowa’s leading strategic advisory lobby firms. CR3 Connect specializes in designing and implementing strategies that build support, inform the public and public officials, educate and mobilize key constituencies.