Guidance & Toolkits
Increasing the Value of the Arts - A Guide to Advocacy
March, 2024
Page Contents
- How we advocate for the arts
- Arts Council advocacy bulletin
- Arts Council advocacy cards
- Key facts about the arts
- Case Studies and Key Reports
- "HOW TO" guide to Advocacy
How we advocate for the arts
The Arts Council provides trusted research and evidence, demonstrating the beneficial social, cultural and economic outcomes associated with investing in the arts. We promote the achievements of our artists and arts organisations through the media and online via our social media channels.
As an artist, freelancer, arts organisation or cultural agency, your work provides the most compelling case for the arts. Your unique voice, insight and passion for what you do makes you the best possible ambassador.
Engaging a politician or opinion former in an individual story or experience can make a strong and lasting impression. It helps drive home the contribution that the arts make to their constituents and to the delivery of wider government agendas.
The following guide will help you to advocate on behalf of your own work or organisation and, by raising the profile of your work, to make the wider case for greater government investment in the arts.
Arts Council Advocacy Cards
Keep up to date with the Arts Council's 'at a glance' key messages:
Gary Lightbody calls for increased public investment in the arts
Key facts about the arts to help you with your advocacy
- The arts bring people and communities closer together in shared experiences
- They help NI to promote our distinctive cultures in positive & inclusive ways
- The arts improve our sense of wellbeing and mental health. Arts Council funding is invested in many tailored projects where artists are helping improve outcomes for young people, marginalised communities and our older citizens
- The arts raise NI’s global reputation as a creative & progressive place; one that’s ready to compete and do business
- The Creative Industries are an exciting growing sector of the economy. Artists are their lifeblood and provide a creative pipeline to the Creative Industries
- The arts support the tourism industry by providing attractions and entertainment for visitors
- The arts are major contributors to the night-time economy, eg., with theatre and concert-goers also spending in surrounding restaurants, cafes and bars.
The arts need government to increase its investment in order to:
- Enable all people and all communities to enjoy the benefits of accessing and participating in arts and creativity.
- Reverse the decline and restore stability in this important sector. The 2022-23 General Population Survey in NI found that 79% of people agreed that there should be public investment in arts and cultural organisations
- Provide a basic level of support and opportunities available to artists in the rest of the UK and RoI
- Ensure that everyone in NI enjoys their universal human right to participate in all forms of cultural life (Article 27 UDHR)
- Stimulate growth, development and innovation. The NI arts sector creates jobs, generates income, brings visitors to NI, contributes to bringing people and communities together
- Release Lottery funds for their original intended purpose (including: developing new audiences and engaging with marginalised groups.)
- Improve regional distribution of funding through shared initiatives with local authorities
- NI is losing the artists and the creative skills needed to keep our arts and culture growing.
- There is a significant talent drain from NI in terms of artists and skills. Creative people are leaving the sector altogether or looking elsewhere to make a living in arts and culture.
- None of the many national and international successes enjoyed by NI artists and arts organisations happens by accident. It is the result of years of painstaking development, of careful and thoughtful investment by the Arts Council in the talent pipeline. Continuing structural underinvestment risks undoing years of work.
- 79% of people agreed it is right that there should be public investment in arts and culture organisations.
- 70% said they believed it is right that there should be public investment in individual artists.
- 58% would vote for a political candidate who advocated increased spending on arts and culture
- 87% said the arts play a significant role/ play a role in educational attainment.
- 86% agreed that the arts create jobs in Northern Ireland.
- 86% strongly agreed that the arts bring tourists to Northern Ireland.
Source: General Population Survey 2022-23 | Arts Council NI (artscouncil-ni.org)
Case Studies and Key Reports
"HOW TO" GUIDE TO ADVOCACY
Top Tips
- Be positive! Try to be upbeat and optimistic in your approach to politicians and adapt your arguments to show how your work contributes to government policy, rather than criticising it. Showing the value of your work is the best way to highlight that so much more could be achieved, and great opportunities are being missed, as a consequence of structural underinvestment in the arts
- Advocacy should be a year-round activity. Cultivating strong relationships with key influencers, including the media and local political representatives, raises the profile of the arts and will pay off in the longer-term when you most need to have your voice heard.
- Modify and target your messages to the individuals who you want to influence.
- Combine your advocacy with other artists/arts organisations to add weight to your message.
The Arts Council logo provides the clearest indication to the public and to local politicians that your organisation or project has been endorsed by the award of public money or National Lottery funds. Acknowledging that public money funds the arts and serves a public purpose is important. Your work is the best advertisement that such funding is being put to good use – ie., that public funding is an investment.
As part of your ongoing advocacy work to raise public and political awareness of the many benefits of funding for the arts, you should always display the appropriate logos/acknowledgements on your promotional materials.
Arts Council of Northern Ireland Logos | Arts Council NI (artscouncil-ni.org)
Working with politicians
All politicians have influence that they can use in government. If you don’t already have a relationship with your local councillors / MLAs / MPs, cultivate their support as soon as possible. Bear in mind that they receive a great many appeals for support and have a limited amount of time, so be concise.
A little research goes a long way! It will help you if you know who your local politicians are and what their interests are. You can research their memberships of relevant committees at Stormont or at Westminster and find out if they have asked relevant questions.
NI Assembly: The Northern Ireland Assembly (niassembly.gov.uk)
Houses of Parliament: UK Parliament
Local Government: District Councils
It will strengthen your case if you can link your work to the stated priorities of Government.
The NI Assembly publishes a ‘Programme for Government’, which sets out the Assembly’s priorities. The draft Programme for Government 2024-27, 'Our Plan: Doing What Matters Most', lists three key missions:
- People: Working to support everyone at all stages of their life to ensure they have the chance to succeed by improving life opportunities.
- Planet: Harnessing the potential of a green growth economy while ensuring we provide an equitable transition to a sustainable and affordable society as we take responsibility for decarbonising our economy and society.
- Prosperity: Improving our economic productivity while making sure that we have an economy that works for everyone and our story continues to be an inspiration to others.
(February 2025)
THE NORTHERN IRELAND EXECUTIVE
First Minister: Michelle O’Neill MLA, Sinn Féin, Mid Ulster
Deputy First Minister: Emma Little-Pengelly MLA, DUP, Lagan Valley
Junior Minister: Aisling Reilly MLA, Sinn Féin, West Belfast
Junior Minister: Pam Cameron MLA, DUP, South Antrim
Speaker of the House: Edwin Poots MLA, DUP South Belfast
Deputy Speaker: John Blair MLA, Alliance,
Deputy Speaker: Steve Aiken MLA, UUP, South Antrim
Deputy Speaker: Carál Ní Chuilín MLA, Sinn Féin, North Belfast
Minister for Communities: Gordon Lyons MLA, DUP East Antrim
Justice Minister: Naomi Long MLA, AP East Belfast
Economy Minister: Dr Caoimhe Archibald MLA, SF East Londonderry
Finance Minister: John O'Dowd MLA, SF Upper Bann
Education Minister: Paul Givan MLA, DUP Lagan Valley
Health Minister: Mike Nesbitt MLA, UU Strangford
Agriculture, Environment and Rural Affairs Minister: Andrew Muir MLA, AP North Down
Infrastructure Minister: Liz Kimmins MLA, SF Newry & Armagh
Leader of the Opposition: Matthew O’Toole MLA, SDLP, South Belfast
Communities Committee
Chairperson: Mr Colm Gildernew MLA, Sinn Féin, Fermanagh & South Tryone
Deputy Chairperson: Nicola Brogan MLA, Sinn Féin, West Tyrone
Andy Allen MLA, UUP, East Belfast
Kellie Armstrong MLA, AP, Strangford
Maurice Bradley MLA, DUP, East Londonderry
Brian Kingston MLA, DUP, North Belfast
Daniel McCrossan MLA, SDLP, West Tyrone
Maoliosa McHugh MLA, SF, West Tyrone
Sian Mulholland MLA, AP, North Antrim
Committee Clerk: Emer Boyle
All Party Group on the Arts
The purpose of the All Party Group on the Arts is to provide a forum for All Party discussion and debate on the arts, to increase the understanding, visibility of arts in government and raise profile of relevant issues
Sian Mulholland MLA, Alliance, North Antrim (Chair)
Claire Sugden MLA, Independent, East Londonderry (Vice Chair)
Kellie Armstrong MLA, Alliance, Strangford
Danny Donnelly MLA, Alliance, East Antrim
Maoliosa McHugh MLA, Sinn Féin, West Tyrone
Carál Ní Chuilín MLA, Sinn Féin, North Belfast
Paula Bradshaw MLA, Alliance, South Belfast
Nuala McAllister MLA Alliance, North Belfast
John Blair MLA, Alliance, South Antrim
Matthew O’Toole MLA, SDLP, South Belfast
Mark Durkan MLA, SDLP, Foyle
Diane Forsythe MLA, DUP, South Down
Paul Frew MLA, DUP, North Antrim
Kate Nicholl MLA, Alliance, South Belfast
For the full list of MLAs visit Members of the Legislative Assembly | Northern Ireland Assembly (niassembly.gov.uk). This website provides contact details for each MLA, including their constituency offices. It is generally best to contact MLAs via their constituency office. There are 18 constituencies across Northern Ireland and each constituency has 5 MLAs - it is normally advisable to contact all 5.
You can find a list of MPs at Find MPs - MPs and Lords - UK Parliament. You can also find their contact details via their party websites.
You can send a message to the Councillors, MLAs, MPs and Members of the House of Lords who represent your Ward via https://writetothem.com
In presenting your case to an MLA, where possible include the following:
- Stick to one issue per letter/email
- Explain clearly why you are writing and outline your concerns or your support
- Ensure you are factual and accurate
- Keep the letter to one side of an A4 page or two pages maximum
- Relate your points to the MLA’s / MP’s constituency
- Ask for a reply and/or an action from your MLA / MP, eg. to meet with you, raise your issue of concern at the NI Assembly (when sitting), attend your event.
Tailor your messages so that they are relevant to your organisation by considering such
factors as, eg.:
- your contribution to your local community / their constituents
- your main contribution to one of the broad government priorities, including improving health and wellbeing, growing the economy, improving education, growing jobs.
- the number of people you employ
- the number of people attending your performances, exhibitions or workshops
- the secondary spend your organisation generates
- your connection to the creative industries
It may be appropriate to invite your local MLAs / MP to an event or to see your organisation’s work. In your email/letter of invitation, include:
- an itinerary (a draft running order)
- some background information about what you do
- the main reasons why you think the politician would be interested in attending
- your contact details
- make it clear if you want the politician to say a few words
- try to offer an opportunity to meet some of your staff and some of the people who benefit from what you do.
If your invitation is accepted, suggest that you set up a photo call with the local media.
- If a politician has accepted your invitation to visit your organisation, follow up your contact and thank them for attending.
- Continue to invite them to opening nights, launches, events.
- Provide short regular updates on what your organisation is doing, for example through press releases and your social networking channels. Include your key advocacy messages in these updates.
- Encourage people who have benefited from your work to write to their MLAs / MP or other key stakeholders expressing support for the work that you do.
- Over the longer-term, this approach can help politicians to see with their own eyes the value of the arts to their constituents and the local community.
Working with the media
Getting a relevant story into the media can help to communicate messages about arts funding to MLAs / MPs, local authorities and other stakeholders. A few key points should be considered when working with the media:
- Developing relationships with journalists can help you to get your stories into the news. If a journalist knows you, and knows you can deliver good content, it makes their job much easier.
- Positioning leaders or artists from your organisation as spokespeople strengthens your message regionally and nationally. A good spokesperson helps to get your story into the news. Regional radio stations often feature discussion shows on issues that affect local people. Volunteer your spokesperson to take part and highlight why the arts are of value in your community.
- The Arts Council may be able to provide your news release with a quote endorsing your work.
- Working with other arts organisations could strengthen your message and make the story more newsworthy.
- Letters from audience members, friends and volunteers can keep your story in the news and show newspaper editors where readers’ interests lie.
- A good photo or filming opportunity often helps to get coverage for your story. This might also be an opportunity to invite your local MLAs / MP along.
Tips for contacting local media
• Identify which media to target: It may sound obvious, but local newspapers and radio stations will only cover stories that fall within the exact area they cover. The newspapers you should contact are the ones that are available to buy or are given out for free in the area in which your project is based. If you are unsure, you can always ring and ask what area they cover. With radio stations, think about your local BBC station, as well as any commercial stations in your area.
• Find the best contact: Most newspapers and radio stations will have an email address for the newsdesk on their website. This will receive a lot of emails, so it is worth calling the newsdesk to tell them about your story and ask if there is anyone in particular you should send it to.
• Drafting your press release: We have included a template, below, that you can use to draft your press release. When filling this in, think about the impact of your work – explain how your work will make a real difference to the people you engage with. Does it mean you will be able to work with more people, or open up to new groups for the first time? How will it improve their lives?
• Sending your press release: Think about the subject line of your email as this is the first thing the journalist will see, and if it doesn’t catch their eye, they may not even open your message. It’s a good idea to reference your local area in the subject so the journalist can see it’s relevant. It’s best to paste the press release into the body of the email rather than attach it and, if you are sending to multiple contacts at different outlets, use the email option BCC not CC. Always include your contact details in your email.
• Attach an image: Attaching a high-quality photo to your email can really improve your chance of gaining publicity. Think about what you want the photo to say about your project – think about the setting and who you want to include in the photo; this could be staff or perhaps some of the people who benefit from your work. Make sure you provide the names of everyone in the photo and make clear who is who by labelling the photo – this will be used as a caption.
• Follow up with a phone call: Journalists receive lots of press releases each day and it will help if you give them a quick phone call to highlight your news. If time is an issue, select one or two key newspapers or radio stations to make sure they have received your press release.
• Broadcast Media: If you are asked to do an interview on radio or television, prepare some notes in advance. Think about what questions you might be asked and prepare three points that YOU wish to get across. Avoid jargon and abbreviations.
• Contact your local politicians: Tell your local representatives about your project. They often have large social media followings and will be happy to share your good news. Email them a copy of your news release and ask them to help you share your story. If you have an event coming up, consider inviting them along.
• Template News Release:
Date/Month/Year
For immediate publication (if you want the media to use the story as soon as they receive it)
OR Embargoed until Time/Date (this is a good way of giving journalists time to prepare, set up interviews if necessary, and to ensure they don’t use the story until a specified time)
Headline (should summarise the key point of your story in a few words)
(PARAGRAPH ONE): Who, What, Why, Where, When. One to two sentences outlining the key facts of your story.
(PARAGRAPH TWO): Brief overview of what your organisation does.
(PARAGRAPH THREE): Add a short quote from someone senior in your organisation, with more detail about your project, highlights and outcomes. E.g. NAME, JOB TITLE from NAME OF ORGANISATION, said: “….”.
(PARAGRAPH FOUR): Add a short support quote if possible from another relevant organisation or person who will add weight to your story.
(PARAGRAPH FIVE): Add any final relevant information e.g. dates or future projects in development.
ENDS
Notes to Editors: If you want to add any supplementary information that you think would help the journalist with a fuller understanding of your story, you can add brief details here.
Remember to include your contact details so that the journalist knows who to contact.
- Consider how to use your social networking channels as an active part of making the case for the arts. These can be powerful tools and can help you to engage in a dialogue and generate an immediate response from your followers.
- Think about how you can use the various Social Media platforms to bring to life key messages about why the arts matter.
- Give examples of how your organisation or work contributes to the economy or society.
- Using audience responses can help demonstrate the public value of your work.
- Tag relevant people into your posts.
- Tag the Arts Council and we can help share your message @ArtsCouncilNI
- Include the hashtag #InvestInTheArts.
- Consider how you can use your e-newsletters or e-marketing to make the case for the arts.
- Make sure that your local MLAs / MP, key local councillors, chairs of arts committees and other influencers that you’ve identified are all included in your newsletter mailing lists.
Advocacy Campaigns
Key factors to ensure a campaign is a success include:
- Keep it simple: ensure that the campaign message is highly visible and encapsulated in a clear and simple statement
- Keep your message consistent across all channels
- Avoid multiple messages and themes
- Identify your target audience
- Ensure key messages are relevant and tailored to your target audience
- Provide reliable and quantifiable support evidence where possible
- Engage with the media
- Develop a media plan for broadcast, print and online media channels
- Utilise other partners’ websites and social networks
- Seek out coalitions, collaborations and partnerships to pool expertise and resources and to multiply your campaign’s impact
- Ensure there is common messaging across campaign partners.
OUR IMPACT - findings from the Northern Ireland General Population Survey 2023
79% surveyed
support investment in the arts
86% surveyed
agree the arts create jobs
87% surveyed
agree arts important to education
86% surveyed
agree arts bring tourists to NI
Useful contacts at the Arts Council
Please contact a member of the Communications Team for further advice on advocacy issues.