Campaigners put a lot into their communications. But even strong campaigns can struggle to cut through. Sometimes it’s not the issue or the effort, it’s how the message is landing.
Here are some common mistakes campaigners make when communicating their campaigns, and suggestions on how to do things a little differently.
1. Talking to ‘everyone’ instead of someone
It’s tempting to aim your message at the general public. After all, you want as many people as possible to care. But when you try to speak to everyone, your message often becomes too broad.
Effective communications start with a clear audience in mind. Who are you trying to reach? Loyal supporters? People who are open to persuasion? Decision-makers? Each group needs something different.
Be specific. Define your audience using their interests, values and behaviours – not just demographics. Focus your energy where it matters most, mobilising your base and persuading the middle, rather than trying to win over those firmly opposed.
Top tip: If possible, meet people where they already are, whether that’s particular platforms, messengers or formats.
2. Repeating opponents’ language or relying on facts alone
Campaigners often spend time myth-busting or repeating harmful narratives to argue against them. The problem? Repeating a message – even to challenge it – can actually reinforce it.
Facts alone don’t always change minds either, people tend to view information through their existing beliefs and values.
The Joseph Rowntree Foundation’s Talking About Poverty project found that many still saw poverty as a result of personal choices. Rather than just sharing statistics, the project guided organisations to reframe the conversation, using imagery and metaphors to show how the economy can trap people and how support like benefits can help them stay afloat.
Lead with shared values like fairness, dignity and care. Explain what’s happening, why it matters and what can change. Use your own framing, not your opponents.
Top tip: Take time to think about the images and metaphors that bring your message to life.
3. Crafting careful messages but playing it too safe
Many organisations spend ages refining the perfect wording, only for it to sit quietly on a website or get lost in crowded feeds.
Careful messaging matters, but so does delivery. Today’s media space is noisy and competitive. Safe, polished communications rarely grab attention or inspire action.
Put as much energy into delivery as development. Use a mix of channels – media coverage, social content, events, partnerships – to get your message out. Be bold, creative and visual. Prioritise storytelling, emotion and human connection over corporate polish.
Top tip: If you’re short on time, spend it getting your message seen, not endlessly polishing the wording
If you want to explore these topics in more depth then book onto SMK’s Communication for Change workshop, which is designed for campaigners who want their messages to cut through and connect. The session explores practical tools for understanding audiences, framing issues effectively, and delivering communications that mobilise support and shift opinion.
The workshop is led by SMK Associate Niamh Ni Mhaoileoin, a communications specialist who has held senior press and digital roles at the Trades Union Congress, Shelter and Save the Children UK, and previously edited the progressive blog Left Foot Forward. She’s passionate about clear, bold messaging and has led communications work on issues from workers’ rights and child poverty to housing, LGBTQ+ rights and climate justice.
The workshop takes place on the following dates:
Wed 6th May 2026, 10am-1pm; Tues 29th Sept 2026, 2-5pm; and Tues 2nd Feb 2027, 10am-1pm.