PASSIA Training Program - on
Advocacy, Communication and Planning Skills
Course Outline
Training Program on Advocacy, Communication and Planning Skills
Building on its longstanding work in and on Jerusalem, PASSIA organized this training seminar to enhance the capacity and effectiveness of young Palestinians to successfully engage in advocacy, media and public awareness activities against the background of their threatened historic and religious heritage and culture in Jerusalem. Based on the notion that local stakeholders and the community play a vital role in protecting national heritage and identity, the course will provide participants with the knowledge, tools and skills to develop advocacy goals, strategies and campaigns for use at local and international levels. This training is part of the "Protecting Islamic and Christian Culture in Jerusalem" project which is jointly implemented by Palestinian Vision Organization, PASSIA and ACT, and funded by the EU.
Course Outline
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Preparation. Selected participants will be provided with preparatory material and are required to complete a brief writing assignment on a subject related to the seminar.
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Intensive Seminar.
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During the four-day seminar, key issues, concepts and practices of advocacy & lobbying, planning, and communication will be introduced, focusing on the need to protect Palestinian culture and heritage in Jerusalem. The program includes:
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Islamic & Christian Cultural Heritage in Jerusalem
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Effective Communication Skills
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Analyzing the Context for Advocacy
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Identifying Target Audiences & Messages
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Advocacy Methods & Skills
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Digital Advocacy (social media, new technologies)
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Planning Campaigns
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Case studies & field visit
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Conclusion. Certificates will be awarded to participants who successfully completed the program.
Procedure
Candidates interested in the training seminar had to complete and return PASSIA’s application forms by the given deadline. Upon selection, participants had to confirm their commitment to full-time participation in writing.
The PASSIA Training Program itself took place from 13-16 September 2020 at the Legacy Hotel in Jerusalem. Due to the situation caused by the Coronavirus pandemic, the course was partly conducted online, i.e., those participants, who could not make it to Jerusalem in person, joined via Zoom. There were no costs involved for the participants.
Speakers
Lecture Program
Introduction
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Activity: Issues Reviewing - each participant raises a community issue to work on in the training, voting is made to select 3 issues to work on in groups
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Break
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Information message papers
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Activity: Preparing an information message paper
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Break
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Creative brief for planning a media campaign
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Beginning of preparing the brief
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Lunch Break
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Completing brief preparation, presentation and discussion of templates
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Review of the first day
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The digital world and important figures in Palestine and the world
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Break
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Social media platforms in Palestine and important figures
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How to choose the right platform for campaigns
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Break
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Activity: Choosing the appropriate target groups and platforms
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Content writing strategies
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Lunch Break
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Activity: Content writing for each campaign
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Review of the second day
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How to apply the content in different social media platforms
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Break
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Introduction to Facebook and advertising tips
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Introduction to Instagram and advertising tips
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Break
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Designing content without a designer
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Activity: applying content with design
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Lunch Break
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Activity: Creating a complete campaign strategy
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Review of the third day
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Field Visit “places of Palestinian Heritage in Need of Protection”, Old City, Jerusalem (Guided Tour)
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Lunch Break
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