The purpose of the stakeholder or political communications campaign or ‘lobbying campaign’ - is to raise awareness of a particular issue by mobilising political, media and public opinion. All campaigns are different but the outcome of a successful campaign would normally be to change minds and influence decisions. What makes for a successful campaign?
The over-riding objective is to ensure that the case is presented in the most effective way, to the right people, at the right time.
After having clarified the campaign objectives, it is necessary to combine a series of imaginative, well-executed and appropriately timed activities. These are all crucial to its success.
Key stages in devising a successful campaign
Agree desired outcome
Thorough audit of opinion
Establish political and policy background
Identify supporters and objectors
Prepare credible case
Working with you
Prepare verbal or written briefing and reinforce the importance of all involved to stay on message
Organise meetings with politicians and officials to develop relationships and increase your influence
Arrange presentations, visits, seminars and other opportunities as appropriate Advise on government and parliamentary procedures to ensure that the message is communicated at the right time and in the right way.