Advocacy.

Ad·vo·ca·cy
Pronunciation: \ˈad-və-kə-sē\
Function: noun
Date: 15th century
: The act or process of advocating or supporting a cause or proposal
(The above is from the Merriam-Webster Online Dictionary)

Immediately below is a link on the NEA web site to a famous speech on arts and culture given by President John F. Kennedy at Amherst College in 1963. I’m not sure if anyone can add to his extraordinary perceptions and I know I haven’t the imagination or intellect to try. It is perhaps one of best advocacy speeches every delivered. Read his speech, aspire to share his ideas, and engage in the creative process as often as possible.
http://arts.endow.gov/about/Kennedy.html

Michael’s thoughts on Advocacy
Michael’s Arts Advocacy Presentations
Selected Links to Advocacy Resources
Interesting Reading