Engaging in online community outreach is more than just putting up a Web site; it involves planning and acting strategically, finding and posting to appropriate Internet discussion groups, sending e-mails directly to current and potential customers, perhaps even starting your agency's own online community of volunteers, supporters and others. Online outreach must be proactive, interactive and ongoing. It needs to be nutured and fully supported, just as with all your offline interactions (direct mail, phone support, onsite presentations, etc.). And it MUST be MISSION-BASED.

Human Rights ought to become the common language of humanity and all organs of society have a duty to get the message out. It is when people are aware of their rights that they can best defend them and respect the rights of others. Advocacy is about changing peoples minds and actualizing human rights values that are dear to society; it has the power to bring out voices, aspirations, thoughts and realities that otherwise would have no space in the prevailing public agenda. Human rights situation in the Commonwealth countries is appalling. [...] The sad reality is that human rights are normally taken and not given and for one to take her rights unless she needs the power. Advocacy is a source of power.