One of the best ways to affect decision-making is to identify the individuals and groups that have the greatest influence on your target audience. Building strong coalitions, whether they are comprised of local officials, trade groups or consumer advocates, is critical because they can effectively carry your message to the media and key decision makers to help achieve the desired outcome. These coalitions can also give the issue a human face with which audiences can relate.
These individuals and groups can be informed and activated through personal connections, social networks, e-mail blasts or direct mail pieces that ask members to take specific actions and reach out to their circle of influence to educate and recruit new supporters. Doing that effectively takes the right partners, and finding the right partners takes time and preparation.