Grassroots lobbying: The modern-day tactics

Compared to several years ago, there’s no doubt that grassroots lobbying is coming into its own. The practice of harnessing the voice of the masses is proving extremely fruitful, and we’ve seen it become a success over the course of the year.

Jack Bonner’s video highlighted the various methods used in this approach, and suffice it to say, it’s become a hugely talked-about point. Particularly with so many changes on the horizon in worldwide politics, it’s interesting to look at some of the different methods used in grassroots lobbying and how they can work to change legislation.

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Lobbying through the media

It won’t come as a surprise to read that the media are commonly used in this approach. Suffice it to say that it’s one of the easiest ways for a group to expand its reach.

Of course, a lot of this lobbying isn’t exactly organic. In other words, budgets are required, and it’s for this reason that media lobbying varies substantially based on who is attempting to initiate the change. For example, a large company can use large-scale campaigns involving television and big websites. On the other hand, a smaller organization isn’t going to have the resources to plow into such lobbying. Instead, it will concentrate on local television, radio, and other smaller mediums that don’t require big budgets.

There are even instances where some groups don’t have any budget to throw toward lobbying. Due to the media’s power, it’s still essential to use this channel, but it will instead be utilized with slightly riskier campaigns involving protesting, demonstrations, or even boycotting. Of course, there’s a chance that such stunts might not be picked up by the media, so it’s only reserved for campaigns with very little or no budget.


Lobbying through social media

While this next method could have been incorporated in the previous section, how social media has exploded recently means it’s worthy of its write-up.

The fact that millions of people can be targeted within a click means that social media is a sure-fire winner with grassroots lobbying. While some groups will have the ability to invest significant sums of money into this form of the rally, it should also be said that grassroots groups can form organically (in the state of communities), and this can create an immensely power-free method of lobbying.

Additionally, the mainstream media often notice social media, which can give it more power.

Lobbying by large companies

This is probably the least common tactic, but it can still be successful.

Large companies can impact a change of legislation on their own accord. It involves a three-pronged approach: firstly, devising a legislative action program that gets everyone in the firm involved in the cause. Officials at Congress will then be contacted to start communication before the third. The most difficult step is to convince the general public that this legislation impacts them and that they need to back it.

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