[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
How to inspire people to action<\/span><\/h2>\nAlthough social movements are nothing new, the theory behind grassroots organizing started, like so many other practices related to influence management, in the United States, with two researchers from Harvard University: Marshall Ganz and Ruth Wageman. They observed how volunteer programs were organized top-down and by individual objective, with no room for interaction, initiative or leadership. Volunteers would leave organizations because of this solitary and demotivating process, frustrated by a lack of major successes and not feeling involved in the project. The model developed by Ganz and Wageman suggests team members create relationships, take on leadership roles and be inspired by and leverage outside experiences as a motivating and driving force for change.<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”Quote 1″ background_layout=”light” text_orientation=”left” background_color=”#e6eef4″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px”]<\/p>\n
\u201cIt is about\u00a0inspiring people\u00a0until action is taken\u201d<\/em><\/span><\/h2>\n[\/et_pb_text][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
The 2008 Obama campaign experimented with the Ganz-Wageman system during the primaries in Iowa and South Carolina, organizing, empowering and mobilizing Obama\u2019s supporters through common goals. He won in both states, while he lost in states like New Hampshire, where he ran a more traditional marketing campaign.<\/p>\n
During its second term, he promoted Organizing for Action as a tool to promote Grassroots campaigns that reinforced his legislative priorities.<\/p>\n
[\/et_pb_text][et_pb_video admin_label=”Video” src=”https:\/\/youtu.be\/XQ_YxH8mH9k” image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/video_Obama_Hexagonos.jpg”] [\/et_pb_video][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
If we combine the phases of a grassroots campaign with community motivation, it becomes clear that the goal of a campaign is to move citizens away from lack of knowledge and organization toward the satisfaction of a victory, no matter how small. It is about inspiring people to act.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#00847d” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Grassroots phases” background_layout=”light” text_orientation=”left” text_text_color=”#ffffff” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”15px|15px|15px|15px”]<\/p>\n
PHASES OF A GRASSROOTS CAMPAIGN<\/strong><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#eaf1e0″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Row” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Number 1″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_1.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”3_4″][et_pb_text admin_label=”Planning” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
PLANNING<\/strong><\/span><\/h2>\nIn this phase, communities are unorganized, divided and lack the tools to act.<\/p>\n
It is the way a campaign is explained\u2014including how it can be won\u2014that engages people in the process. For this reason, thorough knowledge of the communities is necessary, as it is key to understand what motivates them.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Calendario.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 2″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_2.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Captacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”3_4″][et_pb_text admin_label=”Recruitment” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
RECRUITMENT<\/strong><\/span><\/h2>\nIt is at this stage that our campaign initiative reaches the community and begins to generate interest, using messages with a strong emotional component and activities that foster interaction between communities.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Infographic” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Imagen_Infografia1500x500.jpg” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”on” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” url=”https:\/\/extranewsfeed.com\/grassroots-diplomacy-how-to-make-dissent-stick-faeea80451bb”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 3″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_3.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”3_4″][et_pb_text admin_label=”Organization” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
ORGANIZATION<\/strong><\/span><\/h2>\nAt this stage, the unorganized starts to become organized. Frequent communication with the community to find out what they think and listening to what they have to say, then acting on that information, is essential. Teamwork systems are established, training opportunities offered and work conceptualized as part of the development of a community, rather than as a traditional list of associates and volunteers.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Organizacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 4″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_4.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Activacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”3_4″][et_pb_text admin_label=”Take Action” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
TAKE ACTION<\/span><\/h2>\nThis is when action is taken, as communities now have tools, training, an understanding of the objective and the ability to work independently, as leaders.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 5″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_5.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”3_4″][et_pb_text admin_label=”Celebration and evaluation” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
CELEBRATION AND EVALUATION<\/strong><\/span><\/h2>\nThe celebratory stage, even for small victories, is necessary to help communities feel involved in the project and satisfied with its results, generating positivity that can be fed back into the community.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Evaluacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Grassroots as lobbying” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Grassroots as lobbying<\/span><\/h2>\nThere is a growing number of active political stakeholders, influencers and interest groups. Since many have access to decision-makers, the media and networks, it comes as no surprise that messages are diluted, lost and forgotten. Consequently, the mobilization of third parties is a common practice in lobbying to increase a project\u2019s representation and legitimacy, bringing certain issues to the forefront of the political and media agenda.<\/p>\n
Traditionally, alliances have been developed through industrial associations between corporate or institutional members who have not managed to mobilize their supporters or, if they have, have done so under a unidirectional communications system in which they work via stagnant and hierarchical groups.<\/p>\n
Grassroots campaigns are also a form of third-party mobilization, but are based on an open organizational model in which activists assume responsibility, information is shared and absolute control is relinquished in exchange for collaboration.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Quote 2″ background_layout=”light” text_orientation=”left” background_color=”#e6eef4″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”35px|35px|35px|35px”]<\/p>\n
“The goal of a grassroots campaign should be concise, clear, shared by all members and measurable in the long run”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Leadership means creating the right conditions so communities interested in advocating for a project have the tools to meet, unite, organize and act. Once such conditions are met, leadership is shared with the activists, fostering the collective power of community members to bring about progressive change.<\/p>\n
The goal of a grassroots campaign should be concise, clear, shared by all members and measurable in the long run. We cannot approach it as a temporary initiative, because it implies a deep social change with a strong motivational component.<\/strong><\/p>\nThe Irish Wind Energy Association (IWEA), Wind Energy, developed a campaign to drive energy use provided by the readily-available wind in a country that, despite its many natural resources, imports over 85 percent of its energy.<\/p>\n
Just like in any traditional campaign, they built rational messages based on the employment, safety and eco-friendliness of this type of energy, but it only achieved virality through a highly emotional video:<\/p>\n
[\/et_pb_text][et_pb_video admin_label=”Video” src=”https:\/\/www.youtube.com\/watch?v=eqKZkcxeKR8″ image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Video_Manos_Hexagonos.jpg”] [\/et_pb_video][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
It was Roosevelt who would end meetings by saying \u201cYou have convinced me. Now go out and make me do it.\u201d It is true social mobilization can raise certain issues in the political and media agenda, but its technical and social implications mean that we must be aware of when a grassroots campaign fits into an influence management project and when it does not.<\/p>\n
It is all about developing projects that place their trust in the collective power of community members to use their life experiences, wisdom, competence and judgment to bring about a progressive change.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#d3d3d3″ show_divider=”on” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_3″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Joan_Navarro-2.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Joan Navarro is Partner and Vice-President of the Public Affairs Area at LLORENTE & CUENCA.<\/strong> Graduate in Sociology by the UNED and the General Management Program (Programa de Direcci\u00f3n General, PDG) by the IESE-University of Navarra. Expert in political communication and public affairs, from 2004 to 2007 Director of the Cabinet of the Minister of Public Administration, and in 2010 recognized as one of the 100 most influential people by the magazine El Pa\u00eds Semanal<\/em>. He is founder of the forum +Democracia, entity that promotes institutional changes for the improvement of democratic functioning. He is a member of the Spanish chapter of the Strategic and Competitive Intelligence Professional (SCIP) and contributor to the newspaper El Pa\u00eds<\/em>.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
![\"email\"](\"https:\/\/llyc.global\/wp-content\/uploads\/2023\/10\/email-1.png\")
<\/a>\u00a0 jnavarro@llorenteycuenca.com<\/span><\/p>\n![\"linkedin\"](\"https:\/\/llyc.global\/wp-content\/uploads\/2023\/10\/linkedin-2.png\")
\u00a0 Joan Navarro<\/span><\/a><\/p>\n[\/et_pb_text][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_3″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Laura_Martinez.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Laura Mart\u00ednez, is Senior Consultant of the Public Affairs Area at LLORENTE & CUENCA.<\/strong> Graduate in Publicity and Public Relations by the University of Valladolid and with a Master in Management of Institutional Communication and Public Opinion by the URJC. She joined LLORENTE & CUENCA in 2010, since then has worked in the design and development of institutional relations and influence management programs for clients such as the Asociaci\u00f3n de Empresas Tabacaleras, UTECA, Cellnex Telecom or Coca-Cola, and corporate reputation projects for UBS or Heineken Spain. She has also worked for audiovisual multinationals such as Discovery Communications and Bertelsmann.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
<\/a>\u00a0\u00a0lmartinez@llorenteycuenca.com<\/span><\/p>\n
[\/et_pb_text][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
The 2008 Obama campaign experimented with the Ganz-Wageman system during the primaries in Iowa and South Carolina, organizing, empowering and mobilizing Obama\u2019s supporters through common goals. He won in both states, while he lost in states like New Hampshire, where he ran a more traditional marketing campaign.<\/p>\n
During its second term, he promoted Organizing for Action as a tool to promote Grassroots campaigns that reinforced his legislative priorities.<\/p>\n
[\/et_pb_text][et_pb_video admin_label=”Video” src=”https:\/\/youtu.be\/XQ_YxH8mH9k” image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/video_Obama_Hexagonos.jpg”] [\/et_pb_video][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
If we combine the phases of a grassroots campaign with community motivation, it becomes clear that the goal of a campaign is to move citizens away from lack of knowledge and organization toward the satisfaction of a victory, no matter how small. It is about inspiring people to act.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#00847d” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Grassroots phases” background_layout=”light” text_orientation=”left” text_text_color=”#ffffff” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”15px|15px|15px|15px”]<\/p>\n
PHASES OF A GRASSROOTS CAMPAIGN<\/strong><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#eaf1e0″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Row” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Number 1″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_1.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”3_4″][et_pb_text admin_label=”Planning” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
PLANNING<\/strong><\/span><\/h2>\nIn this phase, communities are unorganized, divided and lack the tools to act.<\/p>\n
It is the way a campaign is explained\u2014including how it can be won\u2014that engages people in the process. For this reason, thorough knowledge of the communities is necessary, as it is key to understand what motivates them.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Calendario.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 2″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_2.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Captacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”3_4″][et_pb_text admin_label=”Recruitment” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
RECRUITMENT<\/strong><\/span><\/h2>\nIt is at this stage that our campaign initiative reaches the community and begins to generate interest, using messages with a strong emotional component and activities that foster interaction between communities.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Infographic” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Imagen_Infografia1500x500.jpg” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”on” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” url=”https:\/\/extranewsfeed.com\/grassroots-diplomacy-how-to-make-dissent-stick-faeea80451bb”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 3″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_3.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”3_4″][et_pb_text admin_label=”Organization” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
ORGANIZATION<\/strong><\/span><\/h2>\nAt this stage, the unorganized starts to become organized. Frequent communication with the community to find out what they think and listening to what they have to say, then acting on that information, is essential. Teamwork systems are established, training opportunities offered and work conceptualized as part of the development of a community, rather than as a traditional list of associates and volunteers.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Organizacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 4″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_4.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Activacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”3_4″][et_pb_text admin_label=”Take Action” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
TAKE ACTION<\/span><\/h2>\nThis is when action is taken, as communities now have tools, training, an understanding of the objective and the ability to work independently, as leaders.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 5″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_5.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”3_4″][et_pb_text admin_label=”Celebration and evaluation” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
CELEBRATION AND EVALUATION<\/strong><\/span><\/h2>\nThe celebratory stage, even for small victories, is necessary to help communities feel involved in the project and satisfied with its results, generating positivity that can be fed back into the community.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Evaluacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Grassroots as lobbying” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Grassroots as lobbying<\/span><\/h2>\nThere is a growing number of active political stakeholders, influencers and interest groups. Since many have access to decision-makers, the media and networks, it comes as no surprise that messages are diluted, lost and forgotten. Consequently, the mobilization of third parties is a common practice in lobbying to increase a project\u2019s representation and legitimacy, bringing certain issues to the forefront of the political and media agenda.<\/p>\n
Traditionally, alliances have been developed through industrial associations between corporate or institutional members who have not managed to mobilize their supporters or, if they have, have done so under a unidirectional communications system in which they work via stagnant and hierarchical groups.<\/p>\n
Grassroots campaigns are also a form of third-party mobilization, but are based on an open organizational model in which activists assume responsibility, information is shared and absolute control is relinquished in exchange for collaboration.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Quote 2″ background_layout=”light” text_orientation=”left” background_color=”#e6eef4″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”35px|35px|35px|35px”]<\/p>\n
“The goal of a grassroots campaign should be concise, clear, shared by all members and measurable in the long run”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Leadership means creating the right conditions so communities interested in advocating for a project have the tools to meet, unite, organize and act. Once such conditions are met, leadership is shared with the activists, fostering the collective power of community members to bring about progressive change.<\/p>\n
The goal of a grassroots campaign should be concise, clear, shared by all members and measurable in the long run. We cannot approach it as a temporary initiative, because it implies a deep social change with a strong motivational component.<\/strong><\/p>\nThe Irish Wind Energy Association (IWEA), Wind Energy, developed a campaign to drive energy use provided by the readily-available wind in a country that, despite its many natural resources, imports over 85 percent of its energy.<\/p>\n
Just like in any traditional campaign, they built rational messages based on the employment, safety and eco-friendliness of this type of energy, but it only achieved virality through a highly emotional video:<\/p>\n
[\/et_pb_text][et_pb_video admin_label=”Video” src=”https:\/\/www.youtube.com\/watch?v=eqKZkcxeKR8″ image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Video_Manos_Hexagonos.jpg”] [\/et_pb_video][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
It was Roosevelt who would end meetings by saying \u201cYou have convinced me. Now go out and make me do it.\u201d It is true social mobilization can raise certain issues in the political and media agenda, but its technical and social implications mean that we must be aware of when a grassroots campaign fits into an influence management project and when it does not.<\/p>\n
It is all about developing projects that place their trust in the collective power of community members to use their life experiences, wisdom, competence and judgment to bring about a progressive change.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#d3d3d3″ show_divider=”on” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_3″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Joan_Navarro-2.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Joan Navarro is Partner and Vice-President of the Public Affairs Area at LLORENTE & CUENCA.<\/strong> Graduate in Sociology by the UNED and the General Management Program (Programa de Direcci\u00f3n General, PDG) by the IESE-University of Navarra. Expert in political communication and public affairs, from 2004 to 2007 Director of the Cabinet of the Minister of Public Administration, and in 2010 recognized as one of the 100 most influential people by the magazine El Pa\u00eds Semanal<\/em>. He is founder of the forum +Democracia, entity that promotes institutional changes for the improvement of democratic functioning. He is a member of the Spanish chapter of the Strategic and Competitive Intelligence Professional (SCIP) and contributor to the newspaper El Pa\u00eds<\/em>.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
<\/a>\u00a0 jnavarro@llorenteycuenca.com<\/span><\/p>\n\u00a0 Joan Navarro<\/span><\/a><\/p>\n[\/et_pb_text][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_3″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Laura_Martinez.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Laura Mart\u00ednez, is Senior Consultant of the Public Affairs Area at LLORENTE & CUENCA.<\/strong> Graduate in Publicity and Public Relations by the University of Valladolid and with a Master in Management of Institutional Communication and Public Opinion by the URJC. She joined LLORENTE & CUENCA in 2010, since then has worked in the design and development of institutional relations and influence management programs for clients such as the Asociaci\u00f3n de Empresas Tabacaleras, UTECA, Cellnex Telecom or Coca-Cola, and corporate reputation projects for UBS or Heineken Spain. She has also worked for audiovisual multinationals such as Discovery Communications and Bertelsmann.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
<\/a>\u00a0\u00a0lmartinez@llorenteycuenca.com<\/span><\/p>\n
In this phase, communities are unorganized, divided and lack the tools to act.<\/p>\n
It is the way a campaign is explained\u2014including how it can be won\u2014that engages people in the process. For this reason, thorough knowledge of the communities is necessary, as it is key to understand what motivates them.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Calendario.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 2″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_2.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Captacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”3_4″][et_pb_text admin_label=”Recruitment” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
RECRUITMENT<\/strong><\/span><\/h2>\nIt is at this stage that our campaign initiative reaches the community and begins to generate interest, using messages with a strong emotional component and activities that foster interaction between communities.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Infographic” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Imagen_Infografia1500x500.jpg” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”on” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” url=”https:\/\/extranewsfeed.com\/grassroots-diplomacy-how-to-make-dissent-stick-faeea80451bb”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 3″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_3.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”3_4″][et_pb_text admin_label=”Organization” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
ORGANIZATION<\/strong><\/span><\/h2>\nAt this stage, the unorganized starts to become organized. Frequent communication with the community to find out what they think and listening to what they have to say, then acting on that information, is essential. Teamwork systems are established, training opportunities offered and work conceptualized as part of the development of a community, rather than as a traditional list of associates and volunteers.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Organizacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 4″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_4.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Activacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”3_4″][et_pb_text admin_label=”Take Action” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
TAKE ACTION<\/span><\/h2>\nThis is when action is taken, as communities now have tools, training, an understanding of the objective and the ability to work independently, as leaders.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 5″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_5.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”3_4″][et_pb_text admin_label=”Celebration and evaluation” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
CELEBRATION AND EVALUATION<\/strong><\/span><\/h2>\nThe celebratory stage, even for small victories, is necessary to help communities feel involved in the project and satisfied with its results, generating positivity that can be fed back into the community.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Evaluacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Grassroots as lobbying” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Grassroots as lobbying<\/span><\/h2>\nThere is a growing number of active political stakeholders, influencers and interest groups. Since many have access to decision-makers, the media and networks, it comes as no surprise that messages are diluted, lost and forgotten. Consequently, the mobilization of third parties is a common practice in lobbying to increase a project\u2019s representation and legitimacy, bringing certain issues to the forefront of the political and media agenda.<\/p>\n
Traditionally, alliances have been developed through industrial associations between corporate or institutional members who have not managed to mobilize their supporters or, if they have, have done so under a unidirectional communications system in which they work via stagnant and hierarchical groups.<\/p>\n
Grassroots campaigns are also a form of third-party mobilization, but are based on an open organizational model in which activists assume responsibility, information is shared and absolute control is relinquished in exchange for collaboration.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Quote 2″ background_layout=”light” text_orientation=”left” background_color=”#e6eef4″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”35px|35px|35px|35px”]<\/p>\n
“The goal of a grassroots campaign should be concise, clear, shared by all members and measurable in the long run”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Leadership means creating the right conditions so communities interested in advocating for a project have the tools to meet, unite, organize and act. Once such conditions are met, leadership is shared with the activists, fostering the collective power of community members to bring about progressive change.<\/p>\n
The goal of a grassroots campaign should be concise, clear, shared by all members and measurable in the long run. We cannot approach it as a temporary initiative, because it implies a deep social change with a strong motivational component.<\/strong><\/p>\nThe Irish Wind Energy Association (IWEA), Wind Energy, developed a campaign to drive energy use provided by the readily-available wind in a country that, despite its many natural resources, imports over 85 percent of its energy.<\/p>\n
Just like in any traditional campaign, they built rational messages based on the employment, safety and eco-friendliness of this type of energy, but it only achieved virality through a highly emotional video:<\/p>\n
[\/et_pb_text][et_pb_video admin_label=”Video” src=”https:\/\/www.youtube.com\/watch?v=eqKZkcxeKR8″ image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Video_Manos_Hexagonos.jpg”] [\/et_pb_video][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
It was Roosevelt who would end meetings by saying \u201cYou have convinced me. Now go out and make me do it.\u201d It is true social mobilization can raise certain issues in the political and media agenda, but its technical and social implications mean that we must be aware of when a grassroots campaign fits into an influence management project and when it does not.<\/p>\n
It is all about developing projects that place their trust in the collective power of community members to use their life experiences, wisdom, competence and judgment to bring about a progressive change.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#d3d3d3″ show_divider=”on” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_3″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Joan_Navarro-2.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Joan Navarro is Partner and Vice-President of the Public Affairs Area at LLORENTE & CUENCA.<\/strong> Graduate in Sociology by the UNED and the General Management Program (Programa de Direcci\u00f3n General, PDG) by the IESE-University of Navarra. Expert in political communication and public affairs, from 2004 to 2007 Director of the Cabinet of the Minister of Public Administration, and in 2010 recognized as one of the 100 most influential people by the magazine El Pa\u00eds Semanal<\/em>. He is founder of the forum +Democracia, entity that promotes institutional changes for the improvement of democratic functioning. He is a member of the Spanish chapter of the Strategic and Competitive Intelligence Professional (SCIP) and contributor to the newspaper El Pa\u00eds<\/em>.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
<\/a>\u00a0 jnavarro@llorenteycuenca.com<\/span><\/p>\n\u00a0 Joan Navarro<\/span><\/a><\/p>\n[\/et_pb_text][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_3″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Laura_Martinez.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Laura Mart\u00ednez, is Senior Consultant of the Public Affairs Area at LLORENTE & CUENCA.<\/strong> Graduate in Publicity and Public Relations by the University of Valladolid and with a Master in Management of Institutional Communication and Public Opinion by the URJC. She joined LLORENTE & CUENCA in 2010, since then has worked in the design and development of institutional relations and influence management programs for clients such as the Asociaci\u00f3n de Empresas Tabacaleras, UTECA, Cellnex Telecom or Coca-Cola, and corporate reputation projects for UBS or Heineken Spain. She has also worked for audiovisual multinationals such as Discovery Communications and Bertelsmann.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
<\/a>\u00a0\u00a0lmartinez@llorenteycuenca.com<\/span><\/p>\n
At this stage, the unorganized starts to become organized. Frequent communication with the community to find out what they think and listening to what they have to say, then acting on that information, is essential. Teamwork systems are established, training opportunities offered and work conceptualized as part of the development of a community, rather than as a traditional list of associates and volunteers.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Organizacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 4″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_4.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Activacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”3_4″][et_pb_text admin_label=”Take Action” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
TAKE ACTION<\/span><\/h2>\nThis is when action is taken, as communities now have tools, training, an understanding of the objective and the ability to work independently, as leaders.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_image admin_label=”Number 5″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Linea_5.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”3_4″][et_pb_text admin_label=”Celebration and evaluation” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
CELEBRATION AND EVALUATION<\/strong><\/span><\/h2>\nThe celebratory stage, even for small victories, is necessary to help communities feel involved in the project and satisfied with its results, generating positivity that can be fed back into the community.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Evaluacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Grassroots as lobbying” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Grassroots as lobbying<\/span><\/h2>\nThere is a growing number of active political stakeholders, influencers and interest groups. Since many have access to decision-makers, the media and networks, it comes as no surprise that messages are diluted, lost and forgotten. Consequently, the mobilization of third parties is a common practice in lobbying to increase a project\u2019s representation and legitimacy, bringing certain issues to the forefront of the political and media agenda.<\/p>\n
Traditionally, alliances have been developed through industrial associations between corporate or institutional members who have not managed to mobilize their supporters or, if they have, have done so under a unidirectional communications system in which they work via stagnant and hierarchical groups.<\/p>\n
Grassroots campaigns are also a form of third-party mobilization, but are based on an open organizational model in which activists assume responsibility, information is shared and absolute control is relinquished in exchange for collaboration.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Quote 2″ background_layout=”light” text_orientation=”left” background_color=”#e6eef4″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”35px|35px|35px|35px”]<\/p>\n
“The goal of a grassroots campaign should be concise, clear, shared by all members and measurable in the long run”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Leadership means creating the right conditions so communities interested in advocating for a project have the tools to meet, unite, organize and act. Once such conditions are met, leadership is shared with the activists, fostering the collective power of community members to bring about progressive change.<\/p>\n
The goal of a grassroots campaign should be concise, clear, shared by all members and measurable in the long run. We cannot approach it as a temporary initiative, because it implies a deep social change with a strong motivational component.<\/strong><\/p>\nThe Irish Wind Energy Association (IWEA), Wind Energy, developed a campaign to drive energy use provided by the readily-available wind in a country that, despite its many natural resources, imports over 85 percent of its energy.<\/p>\n
Just like in any traditional campaign, they built rational messages based on the employment, safety and eco-friendliness of this type of energy, but it only achieved virality through a highly emotional video:<\/p>\n
[\/et_pb_text][et_pb_video admin_label=”Video” src=”https:\/\/www.youtube.com\/watch?v=eqKZkcxeKR8″ image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Video_Manos_Hexagonos.jpg”] [\/et_pb_video][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
It was Roosevelt who would end meetings by saying \u201cYou have convinced me. Now go out and make me do it.\u201d It is true social mobilization can raise certain issues in the political and media agenda, but its technical and social implications mean that we must be aware of when a grassroots campaign fits into an influence management project and when it does not.<\/p>\n
It is all about developing projects that place their trust in the collective power of community members to use their life experiences, wisdom, competence and judgment to bring about a progressive change.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#d3d3d3″ show_divider=”on” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_3″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Joan_Navarro-2.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Joan Navarro is Partner and Vice-President of the Public Affairs Area at LLORENTE & CUENCA.<\/strong> Graduate in Sociology by the UNED and the General Management Program (Programa de Direcci\u00f3n General, PDG) by the IESE-University of Navarra. Expert in political communication and public affairs, from 2004 to 2007 Director of the Cabinet of the Minister of Public Administration, and in 2010 recognized as one of the 100 most influential people by the magazine El Pa\u00eds Semanal<\/em>. He is founder of the forum +Democracia, entity that promotes institutional changes for the improvement of democratic functioning. He is a member of the Spanish chapter of the Strategic and Competitive Intelligence Professional (SCIP) and contributor to the newspaper El Pa\u00eds<\/em>.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
<\/a>\u00a0 jnavarro@llorenteycuenca.com<\/span><\/p>\n\u00a0 Joan Navarro<\/span><\/a><\/p>\n[\/et_pb_text][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_3″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Laura_Martinez.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Laura Mart\u00ednez, is Senior Consultant of the Public Affairs Area at LLORENTE & CUENCA.<\/strong> Graduate in Publicity and Public Relations by the University of Valladolid and with a Master in Management of Institutional Communication and Public Opinion by the URJC. She joined LLORENTE & CUENCA in 2010, since then has worked in the design and development of institutional relations and influence management programs for clients such as the Asociaci\u00f3n de Empresas Tabacaleras, UTECA, Cellnex Telecom or Coca-Cola, and corporate reputation projects for UBS or Heineken Spain. She has also worked for audiovisual multinationals such as Discovery Communications and Bertelsmann.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
<\/a>\u00a0\u00a0lmartinez@llorenteycuenca.com<\/span><\/p>\n
The celebratory stage, even for small victories, is necessary to help communities feel involved in the project and satisfied with its results, generating positivity that can be fed back into the community.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Icono_Evaluacion.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Grassroots as lobbying” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Grassroots as lobbying<\/span><\/h2>\nThere is a growing number of active political stakeholders, influencers and interest groups. Since many have access to decision-makers, the media and networks, it comes as no surprise that messages are diluted, lost and forgotten. Consequently, the mobilization of third parties is a common practice in lobbying to increase a project\u2019s representation and legitimacy, bringing certain issues to the forefront of the political and media agenda.<\/p>\n
Traditionally, alliances have been developed through industrial associations between corporate or institutional members who have not managed to mobilize their supporters or, if they have, have done so under a unidirectional communications system in which they work via stagnant and hierarchical groups.<\/p>\n
Grassroots campaigns are also a form of third-party mobilization, but are based on an open organizational model in which activists assume responsibility, information is shared and absolute control is relinquished in exchange for collaboration.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Quote 2″ background_layout=”light” text_orientation=”left” background_color=”#e6eef4″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”35px|35px|35px|35px”]<\/p>\n
“The goal of a grassroots campaign should be concise, clear, shared by all members and measurable in the long run”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Leadership means creating the right conditions so communities interested in advocating for a project have the tools to meet, unite, organize and act. Once such conditions are met, leadership is shared with the activists, fostering the collective power of community members to bring about progressive change.<\/p>\n
The goal of a grassroots campaign should be concise, clear, shared by all members and measurable in the long run. We cannot approach it as a temporary initiative, because it implies a deep social change with a strong motivational component.<\/strong><\/p>\nThe Irish Wind Energy Association (IWEA), Wind Energy, developed a campaign to drive energy use provided by the readily-available wind in a country that, despite its many natural resources, imports over 85 percent of its energy.<\/p>\n
Just like in any traditional campaign, they built rational messages based on the employment, safety and eco-friendliness of this type of energy, but it only achieved virality through a highly emotional video:<\/p>\n
[\/et_pb_text][et_pb_video admin_label=”Video” src=”https:\/\/www.youtube.com\/watch?v=eqKZkcxeKR8″ image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Video_Manos_Hexagonos.jpg”] [\/et_pb_video][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
It was Roosevelt who would end meetings by saying \u201cYou have convinced me. Now go out and make me do it.\u201d It is true social mobilization can raise certain issues in the political and media agenda, but its technical and social implications mean that we must be aware of when a grassroots campaign fits into an influence management project and when it does not.<\/p>\n
It is all about developing projects that place their trust in the collective power of community members to use their life experiences, wisdom, competence and judgment to bring about a progressive change.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#d3d3d3″ show_divider=”on” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_3″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Joan_Navarro-2.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Joan Navarro is Partner and Vice-President of the Public Affairs Area at LLORENTE & CUENCA.<\/strong> Graduate in Sociology by the UNED and the General Management Program (Programa de Direcci\u00f3n General, PDG) by the IESE-University of Navarra. Expert in political communication and public affairs, from 2004 to 2007 Director of the Cabinet of the Minister of Public Administration, and in 2010 recognized as one of the 100 most influential people by the magazine El Pa\u00eds Semanal<\/em>. He is founder of the forum +Democracia, entity that promotes institutional changes for the improvement of democratic functioning. He is a member of the Spanish chapter of the Strategic and Competitive Intelligence Professional (SCIP) and contributor to the newspaper El Pa\u00eds<\/em>.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
<\/a>\u00a0 jnavarro@llorenteycuenca.com<\/span><\/p>\n\u00a0 Joan Navarro<\/span><\/a><\/p>\n[\/et_pb_text][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_3″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Laura_Martinez.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Laura Mart\u00ednez, is Senior Consultant of the Public Affairs Area at LLORENTE & CUENCA.<\/strong> Graduate in Publicity and Public Relations by the University of Valladolid and with a Master in Management of Institutional Communication and Public Opinion by the URJC. She joined LLORENTE & CUENCA in 2010, since then has worked in the design and development of institutional relations and influence management programs for clients such as the Asociaci\u00f3n de Empresas Tabacaleras, UTECA, Cellnex Telecom or Coca-Cola, and corporate reputation projects for UBS or Heineken Spain. She has also worked for audiovisual multinationals such as Discovery Communications and Bertelsmann.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
<\/a>\u00a0\u00a0lmartinez@llorenteycuenca.com<\/span><\/p>\n
[\/et_pb_text][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Leadership means creating the right conditions so communities interested in advocating for a project have the tools to meet, unite, organize and act. Once such conditions are met, leadership is shared with the activists, fostering the collective power of community members to bring about progressive change.<\/p>\n
The goal of a grassroots campaign should be concise, clear, shared by all members and measurable in the long run. We cannot approach it as a temporary initiative, because it implies a deep social change with a strong motivational component.<\/strong><\/p>\n The Irish Wind Energy Association (IWEA), Wind Energy, developed a campaign to drive energy use provided by the readily-available wind in a country that, despite its many natural resources, imports over 85 percent of its energy.<\/p>\n Just like in any traditional campaign, they built rational messages based on the employment, safety and eco-friendliness of this type of energy, but it only achieved virality through a highly emotional video:<\/p>\n [\/et_pb_text][et_pb_video admin_label=”Video” src=”https:\/\/www.youtube.com\/watch?v=eqKZkcxeKR8″ image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Video_Manos_Hexagonos.jpg”] [\/et_pb_video][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n It was Roosevelt who would end meetings by saying \u201cYou have convinced me. Now go out and make me do it.\u201d It is true social mobilization can raise certain issues in the political and media agenda, but its technical and social implications mean that we must be aware of when a grassroots campaign fits into an influence management project and when it does not.<\/p>\n It is all about developing projects that place their trust in the collective power of community members to use their life experiences, wisdom, competence and judgment to bring about a progressive change.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#d3d3d3″ show_divider=”on” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_3″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Joan_Navarro-2.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n Joan Navarro is Partner and Vice-President of the Public Affairs Area at LLORENTE & CUENCA.<\/strong> Graduate in Sociology by the UNED and the General Management Program (Programa de Direcci\u00f3n General, PDG) by the IESE-University of Navarra. Expert in political communication and public affairs, from 2004 to 2007 Director of the Cabinet of the Minister of Public Administration, and in 2010 recognized as one of the 100 most influential people by the magazine El Pa\u00eds Semanal<\/em>. He is founder of the forum +Democracia, entity that promotes institutional changes for the improvement of democratic functioning. He is a member of the Spanish chapter of the Strategic and Competitive Intelligence Professional (SCIP) and contributor to the newspaper El Pa\u00eds<\/em>.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n [\/et_pb_text][et_pb_divider admin_label=”Divider” color=”#ffffff” show_divider=”off” divider_style=”solid” divider_position=”top” hide_on_mobile=”on”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”1_3″][et_pb_image admin_label=”Image” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/05\/Laura_Martinez.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n Laura Mart\u00ednez, is Senior Consultant of the Public Affairs Area at LLORENTE & CUENCA.<\/strong> Graduate in Publicity and Public Relations by the University of Valladolid and with a Master in Management of Institutional Communication and Public Opinion by the URJC. She joined LLORENTE & CUENCA in 2010, since then has worked in the design and development of institutional relations and influence management programs for clients such as the Asociaci\u00f3n de Empresas Tabacaleras, UTECA, Cellnex Telecom or Coca-Cola, and corporate reputation projects for UBS or Heineken Spain. She has also worked for audiovisual multinationals such as Discovery Communications and Bertelsmann.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n<\/a>\u00a0 jnavarro@llorenteycuenca.com<\/span><\/p>\n\u00a0 Joan Navarro<\/span><\/a><\/p>\n<\/a>\u00a0\u00a0lmartinez@llorenteycuenca.com<\/span><\/p>\n