Say and do the right things
There's more than one way to run a successful lobbying campaign - it really depends on what you want to do.
For example if you want to influence a vote in a parliament, go to your representative.
If you want to change the buying policy of a shop, go to the manager, and get as many customers on side as possible. Just remember to be personable and polite. If you wind people up it will probably not help your cause.
• Inform people, impress people, entertain people, surprise people - but don't annoy them.
• Talk on the phone or write. Be brief, clear and friendly. Explain what you want, and why they should support you.
• Arrange a meeting to put your case - take representatives of your local community and campaign group with you.
• If you get a meeting, plan who will say what. Cultivate contacts with the local media, and with local politicians and business people. If you can approach someone through their friends, so much the better.
Why should people do what you want?
To persuade people, you need to be able to demonstrate that yours isn't some marginal cause that will hijack years of their life. Instead show how it will make a big difference for people who really need their help.
• Be specific and very clear about what you expect someone to do, and what result it is likely to have.
• Show you have wide support - often people will help you if they think you've already got momentum.
• Make your campaign relevant to your area. Use any links in your community to the countries, industries or problems you are campaigning on.
Do your research
Find out about the issues you're lobbying on. Know the main arguments for - and against - what you are striving for.
• Know your stuff, but keep your lobby campaign simple and focused.
• Get your facts right, and present reasoned argument. You need credibility to get what you want.
• Enlist a friendly expert from a local university or business who will work with you. You could use their credibility and expertise.
• If your campaign succeeds, whose life will be better, and in what way? Make sure you know this, and communicate this.
Next page: thinking tactically and using publicity