ABSTRACT
Advocacy strategically seeks to educate key influencers, both internal and external, about the institutional value of an archives programme in order to create powerful allies who will act on its behalf. Advocacy is an entirely proactive process aimed at developing and nurturing an archives support base, one that is in place before it needs to be accessed in times of crisis. Likewise, outreach is also a form of archival promotion that is aimed at creating an archives support base. However, rather than targeting key influencers such as advocacy, outreach focuses primarily on building grassroots support by strategically growing the use of the archives. Combining both advocacy and outreach into a coherent programme can help justify a corporate archive's existence as well as mitigate the negative impacts on it caused by broader turmoil in the parent organisation. Advisory boards can be a powerful tool for an archivist.
