Define your goals. You can’t measure success without first defining your goals. Define what policies and/or business interests you must protect or advance.

Develop your advocacy campaign.  A comprehensive, well-thought out plan is the next critical step to success.  You must understand the key stakeholders, what drives them, and the complex web of relationships between the stakeholders.  Additionally, you must understand the levers and tools that they have to help advance your policy and/or business goals.  Key stakeholders should go beyond the key players on the Hill to include those in the Agencies and the advocacy groups, along with groups such as GAO and OMB, as needed.  Another critical component of the planning stage is the development of customized messaging and communications materials, such as white papers and briefing materials, which are the necessary tools for executing your advocacy campaign.

Execute your advocacy campaign.  An advocacy campaign should not be executed in a vacuum. There must be an understanding of the ever-changing landscape that may drive or hinder your campaign.  This may include active monitoring and tracking of legislation, regulations, and program and policy changes within the Agencies.