Successful advocacy starts with having a crystal-clear vision of a target audience. It is essential to have a core focus on the audience and the alignment of the communication plan with the organization's goals. While it’s tempting to follow trends because everyone else is doing it, take a pause before you jump onto every possible platform. Try to methodically assess each channel to determine its potential value and compatibility with your organization's objectives. Approach engagement with a solid database awareness of what the organization wants to accomplish. In our increasingly connected world, adopting a multi-channel strategy is integral to reaching diverse audiences across multiple platforms. Creating a persona helps clarify the tone, tool, and outcome that the organization wants to achieve because you have a specific individual to aim for rather than a general group. Following best practices for your campaigns also means respecting your contacts and authorities that monitor communications.