Advocacy is not the same as communications. The goal of communications is to convey a message or information in an effective manner, whereas the goal of advocacy is to create a specific action or change.

Which one to use?

• Advocacy can help to focus greater attention on specific food security needs of affected populations, and on humanitarian principles in general. Through advocacy, all stakeholders (including the highest levels of government, the RC/HC, HCT, UN Representatives, NGO Directors and potential donors) are made aware of the situation or specific issue, as well as the risks, unmet needs, and opportunities in relation to food security. 
• Communications aims to increase visibility and awareness, in this case of the FSC. This is achieved by sharing the most recent publications (e.g. factsheets, newsletters, bulletins, situation reports -see 7.2.2) and media products such as videos and graphics, project highlights and key messages, online and via email, cross-linking to partners’ websites where appropriate. 

Who is responsible? The FSC Coordinator (with IMO support) is responsible for ensuring that this material is shared through the most relevant channels, which can range from formal to informal, and from structured to unstructured. It is important that the Coordinator maintains the neutrality of their position in representing the interests of the Cluster through advocacy and communications.

Why do either? Having a strong advocacy and/or communications strategy (7.2.1) can help achieve the Cluster’s goals through coordinated, flexible, strategic and targeted outreach to mobilise support and raise awareness of the FSC’s activities. This foresees a range of products and initiatives (see details in 7.2.2 and 7.5), the amount and frequency of which will depend on the human and financial resources available, as well as the perceived relevance of each product suggested.

These products can be used to: 1) advocate on behalf of the FSC, and 2) advise partners and donors on what a given food security situation is and what needs to be done to save lives, improve food security and ensure accountability to affected populations (see 7.4 and 8.2.2 on advocacy with Donors).