This document provides a matrix for planning which publishing channels to use for different types of content. It lists various milestones and activities along with the tone, voice, and frequency that would be appropriate for publishing them on different channels like the website, email newsletter, Facebook, Twitter, blogs, and others. The goal is to facilitate discussion on using the right channels for each content type and then use an advocacy calendar to conduct more detailed planning.

1. Publishing Matrix
(This document is used for facilitating organizational discussion regarding which publishing channels you should use for different types of content. Once you’ve
placed checkmarks in each “Publishing Channel” column for the type of content you produce, you can use the eAdvocacy Messaging Calendar to conduct more
detailed planning for each channel.)
Milestone Publishing Channel
Activity Website Email Email List Facebook Status Blog Post Twitter List- Change.org
(e.g. events, activities, Newsletter Blast Update Servs
documents) Tone: Formal Tone: Formal Tone: Formal Tone: Informal Tone: Informal Tone: Tone: Tone: Informal
Voice: Voice: Voice: Voice: Voice: Informal Informal Voice:
Organizational Organizational Organizational Organizational/Individual Organizational/Individual Voice: Voice: Individual/Organizational
Frequency: bi- Frequency: bi- Frequency: bi- Frequency: 2-3 times a Frequency: 4-5 times a Individual Individual Frequency: 2-3 times a
weekly/monthly weekly/monthly weekly/monthly week week Frequency: Frequency: week
daily variable
Staff Lead (who
generates the copy
and posts)
Review Sign-Off (who
needs to sign off?)
Press Release
Public Appearance
Rally
Public Service Event
Canvass
House Party
Fundraiser
News Coverage
These materials are distributed under a Creative Commons License. Attribute ShareAlike 3.0 courtesy of Aspiration and A.L. Chandler Consulting, Inc.

2. Publishing Matrix
(This document is used for facilitating organizational discussion regarding which publishing channels you should use for different types of content. Once you’ve
placed checkmarks in each “Publishing Channel” column for the type of content you produce, you can use the eAdvocacy Messaging Calendar to conduct more
detailed planning for each channel.)
Milestone Publishing Channel
Activity Website Email Email List Facebook Status Blog Post Twitter List- Change.org
(e.g. events, activities, Newsletter Blast Update Servs
documents) Tone: Formal Tone: Formal Tone: Formal Tone: Informal Tone: Informal Tone: Tone: Tone: Informal
Voice: Voice: Voice: Voice: Voice: Informal Informal Voice:
Organizational Organizational Organizational Organizational/Individual Organizational/Individual Voice: Voice: Individual/Organizational
Frequency: bi- Frequency: bi- Frequency: bi- Frequency: 2-3 times a Frequency: 4-5 times a Individual Individual Frequency: 2-3 times a
weekly/monthly weekly/monthly weekly/monthly week week Frequency: Frequency: week
daily variable
Endorsements
Key Campaign
Milestone (e.g.
dollars raised, )
New Video
Voter Information
These materials are distributed under a Creative Commons License. Attribute ShareAlike 3.0 courtesy of Aspiration and A.L. Chandler Consulting, Inc.

3. Publishing Matrix
(This document is used for facilitating organizational discussion regarding which publishing channels you should use for different types of content. Once you’ve
placed checkmarks in each “Publishing Channel” column for the type of content you produce, you can use the eAdvocacy Messaging Calendar to conduct more
detailed planning for each channel.)
Milestone Publishing Channel
Activity Website Email Email List Facebook Status Blog Post Twitter List- Change.org
(e.g. events, activities, Newsletter Blast Update Servs
documents) Tone: Formal Tone: Formal Tone: Formal Tone: Informal Tone: Informal Tone: Tone: Tone: Informal
Voice: Voice: Voice: Voice: Voice: Informal Informal Voice:
Organizational Organizational Organizational Organizational/Individual Organizational/Individual Voice: Voice: Individual/Organizational
Frequency: bi- Frequency: bi- Frequency: bi- Frequency: 2-3 times a Frequency: 4-5 times a Individual Individual Frequency: 2-3 times a
weekly/monthly weekly/monthly weekly/monthly week week Frequency: Frequency: week
daily variable
These materials are distributed under a Creative Commons License. Attribute ShareAlike 3.0 courtesy of Aspiration and A.L. Chandler Consulting, Inc.