Grassroots lobbying: The modern-day tactics

In comparison to several years ago, there’s no doubt that grassroots lobbying really 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 on numerous occasions through the course of the year.

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

Lobbying through the media

It won’t come as a surprise to read that the media are commonly used in this approach. Suffice to say, it’s one of the easiest ways for a group to expand their 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 will naturally be able to use large-scale campaigns involving television and big websites. On the other hand, a smaller organization isn’t going to have the resources to plough into such lobbying and will instead concentrate on local television and radio, and any other smaller mediums that don’t require big budgets.

In fact, there are even instances where some groups don’t have any budget whatsoever to throw towards their lobbying. Due to the power of the media, 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 – which is why 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, the way in which social media has exploded over recent times means that it’s worthy of its own 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 lobbying, it should also be said that grassroots groups can form organically (in the form of communities) and this can create an immensely power free method of lobbying.

Additionally, the mainstream media often take notice of social media, which can provide it with yet more power.

Lobbying by large companies

This is probably the least-common tactic, but it’s one that can still be successful.

Large companies have the ability to impact change of legislation all through their own accord. It involves a three prong approach; firstly devising a legislative action program which gets everyone in the firm involved in the cause. Officials at Congress will then be contacted to start communication, before the third and most difficult step involves attempting to convince the general public that they are impacted by this legislation and need to back it.

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