Why charity comms needs advocacy alongside it (and why it matters)

Communications and Advocacy Manager at Barnardos, Elodie Berthe

In many charities, communications and advocacy sit in different corners - one focused on awareness and storytelling, the other on influence and change. But for Elodie Berthe, Communications and Advocacy Manager at Barnardos Aotearoa, the two can’t be separated.

“You can’t do good advocacy without good communications, and vice versa,” she says.

Elodie’s work cuts across ministers’ offices, newsrooms, frontline services and donor networks. She writes key messages, briefs spokespeople, pitches story ideas to journalists and develops strategy to help shift systems for tamariki across Aotearoa.

Her message to us? Charity comms is advocacy. And if we want our communications work to drive change - not just attention - we need to bring more advocacy thinking into everything we do.

In this blog, Elodie shares lessons on how charity communicators can integrate advocacy into their work, and how small shifts in how we tell stories, build media relationships and shape narratives can help turn awareness into action.

Lesson 1: Advocacy gives communications direction

When Elodie joined Barnardos as Communications Manager in 2022, she didn’t expect to end up leading advocacy. But working alongside the organisation’s former Advocacy Manager opened her eyes to how policy and systems affect children and whānau and how comms could help drive change, not just describe it.

“I’ve always believed in the power of comms to make a difference, but advocacy gives that work real direction. It’s what turns awareness into action.”

The takeaway: as comms people, we’re always choosing what to spotlight and how. Advocacy can help us frame issues in a way that connects the dots - between the need, the cause and the change that’s possible.

And while systemic issues can feel overwhelming, Elodie believes communications gives us the tools to bring it to life.

“Advocacy can feel like a whole new world… I try to bring my own approach to it: strategic, and grounded in relationships, storytelling, and lived experiences.”

Lesson 2: Communications and advocacy are inseparable

Elodie describes them as distinct disciplines, but says they’re most powerful when done together.

“A story or media pitch is always more powerful when it carries a clear advocacy message. And advocacy work often relies on communications to amplify that message and reach the right people.”

Her strength-based, solutions-centred writing is one expression of this in her daily work. When she develops key messages or submissions, the same ideas often show up in Barnardos’ media releases or opinion pieces.

For communicators, it’s a reminder that every channel - from a press release to a fundraising appeal - can advance the advocacy agenda if we’re intentional about embedding it.

Lesson 3: Stories are the bridge between awareness and action

Advocacy can be complex. Systems, policies, legislation - these are not easy to explain or humanise. That’s where communications comes in.

“Storytelling is incredibly powerful in advocacy. It helps people connect with complex issues on a human level,” Elodie says.

A good story does more than tug at the heartstrings. It informs, shifts perspectives, and when rooted in solutions, moves people toward change. That’s especially true when those stories are co-created with the people experiencing the issues.

“It taught me the importance of telling stories with people, not about them - something that’s become central to how I work, always.”

If there’s one shift comms professionals can make straight away, it’s this: use lived experience not just as illustration, but as authority.

Lesson 4: Strategy and timing are everything

Elodie’s first major advocacy success came when Barnardos’ What’s Up helpline, New Zealand’s only counselling line for children aged 5–19, faced funding cuts. She proposed an emergency appeal that combined media engagement, donor communication, and careful government liaison.

“Very early, multiple media started announcing the loss of funding and risk to our helpline. By late morning that same day, the Government reversed the decision. What’s Up retained its funding.”

The lesson for communicators: advocacy works best when paired with disciplined communications strategy. Preparation, framing, clear messaging, and timing - combined with strong relationships with media and decision-makers - can turn urgency into results.

“Our preparation, the transparent heads-up to Government… and clear framing of the problem with a solution all came together,” she says.

This demonstrates how communications skills - audience targeting, story framing, relationship management - are critical to advocacy outcomes.

Lesson 5: Not everything lands — and that’s okay

Sometimes, even the most important issues don’t break through immediately.

“I tried pitching concerns about the social sector being at crisis point… It didn’t get picked up. The feedback was audience fatigue or timing.”

But persistence matters. When the Equal Pay Act was amended weeks later, Elodie moved quickly and placed a CEO op-ed linking it back to the same issue.

“If it doesn’t land now, find the right hook, the right timing, and be ready to act quickly at another time.”

A key lesson for comms teams: a “no” doesn’t mean the story isn’t worth telling - just that it wasn’t the right moment.

Lesson 6: Bringing advocacy into your comms

Elodie’s advice is practical:

• Get close to frontline workers – they know what’s affecting those your charity serves and where your stories really are.

• Stay focused – pick the issues that align with your mission and can lead to meaningful influence.

• Anchor your stories in lived experience – it’s what makes your work authentic and persuasive.

• Build relationships – with journalists, with decision-makers, with other sector voices.

“New Zealand is a small place… connections really help getting you in front of the people you want to talk to,” Elodie says.

Closing thoughts

Communicators in charities don’t just share stories, raise funds or protect reputation. We’re also uniquely placed to influence the systems that define the lives of the people we serve. Elodie’s work reminds us that when comms and advocacy sit side by side - grounded in people, solutions and strategy - every message has the potential to drive real change.

“You can’t do good advocacy without good communications, and you can’t do good communications without good advocacy.”

That’s the opportunity, and responsibility, for charity communicators today.