MOUNT KENYA UNIVERSITY

SCHOOL OF SOCIAL SCIENCES

DEPARTMENT OF JOURNALISM AND MASS COMMUNICATION
NAME: ROTICH JEMUTAI STELLA

REG NO: BMMC/2019/50340

UNIT TITLE: LOBBYING AND ADVOCACY

UNIT CODE: BJL 3208
1a.Lobbying is a process that comprises several discrete activities. Discuss citing
examples.

6 marks
Lobbying is the attempt to influence legislators in setting policy by taking a more active and
wide-ranging approach than simply submitting a proposal or set of proposals. It generally
requires the involvement of the media, politicians, and key people from your organization in
an integrated strategy designed to ensure a positive response to your proposal and increase
the chances of achieving your objectives.
Determining what is possible and achievable- When beginning a campaign on any issue, you
must look at what is possible and achievable. Determine the level of knowledge and
awareness of hemophilia and the support you have among politicians. If this is the first issue
you have ever campaigned on, and the level of public and political knowledge and
awareness is very low, then you have to educate politicians, the media, and the public.
Alternatively, if your organization has a strong and successful lobbying record, and there is a
relatively high degree of understanding of the issues for which you are lobbying among
politicians, you can assume a greater level of knowledge and proceed accordingly. Any
organization starting on a campaign must be aware of its own political strength,
infrastructure, priorities, and key health issues. You should also look at current changes in
the healthcare system, changes which you can use to support your case.
Example: In Ireland, a report on centralization of major services in regional centers was
implemented as a government priority. This was used by the Irish Hemophilia Society to
gain support among politicians for comprehensive regional hemophilia treatment centers.
Defining expected outcomes- The board should agree on both the objectives of the
campaign and the political lobbying efforts necessary to achieve these objectives. In any
campaign, it is important for the board to first define: what the submission will ask for, the
minimum result which is acceptable, the desired outcome, what total success would be. If
 board members have different views on an issue, it is important that, once consensus has
been reached, they stand behind the agreed upon objectives. It is damaging to the
campaign if individual board members who do not agree with the campaign speak to
politicians, media, Developing and Sustaining an Effective Lobbying Campaign or the public
in opposition to the agreed objectives. Write down what the board agrees to, so you can
return to it later in the campaign when you wish to review your objectives, or if there is
disagreement regarding the objectives.
Example: On issues such as compensation for HIV or hepatitis C, it is important to write
down agreed objectives at the beginning of the campaign. As the campaign progresses,
realities change, perceptions differ, expectations shift. At a later stage, if there is
disagreement about the objectives, you can refer back to the written notes from the
meeting when the objectives
Consulting with members- Once you have defined your objectives, the next step is to
inform your members of the campaign. This may be in writing initially, but, for maximum
support by members, meetings should be held where you set out: what you are doing, what
you hope to achieve, what members can do to help, how you will keep them informed as
the campaign develops. This gives the members an opportunity to comment, hopefully
constructively, on the campaign, and to agree to the objectives.
Example: A group of faculty conduct a research project collecting information on the
dangers of the use of pesticides. They produce and publish a report that presents the
advantages, disadvantages, and economic costs of current patterns of pesticide use and
significantly reduced levels of pesticides. The report concludes that the costs outweigh the
benefits and recommends that legislation should be adopted to control the use of
pesticides.

2. Success in Lobbying is all about effective communication. Discuss

More outlets, more room for error- There’s never been an easier time to engage in the political
process. Whether it’s through political advertising on social media outlets or holding town halls
in libraries to field questions and concerns, candidates have many ways to relay their message.
The breadth of options, however, makes it more difficult to master all of them, which increases
room for error. For example, the rise in social media use on networks like Twitter, Facebook
and Instagram make it more accessible for lawmakers and candidates to connect with
constituencies directly rather than through the mass media. However, according to polling
conducted by the Pew Research Center, nearly 46% of regular social media users describe
themselves as “worn out” by the volume of political posts and debates they see on their
timelines. Political campaigns must then walk a fine line between advocacy and maintain an
online presence to gain a foothold into target demographics. Such strategies are discussed in
greater length in Maximizing Social Media
Enhances perspective- It’s impossible to please everyone at all times. Politicians on all sides of
the ideological spectrum typically recognize as much. What is possible is providing clarity on a
particular issue. In doing so, voters have more of an understanding of where political campaigns
stand on the issues, which can help them form their own opinion.
Helps with building a coalition- There is strength in numbers. Just ask anyone who is involved in
grassroots lobbying. To gain influence and get others behind a cause, bill or program, crystal
clear communication is key.
Greater competitiveness for businesses and therefore for the country, while harmonizing the
relations between the State and enterprises as it defines programs more clearly, especially in
being a champion in transparency. Better understanding and better management in order to
anticipate better. 6 marks
3 a) Examine factors to consider before promoting media interest in your lobbying campaign
8 marks
Budget- This is essential, especially if it is going to be a relatively long campaign. For a short
campaign, a well-resourced organization may be able to absorb the costs into their general
budget. For a longer or more complex campaign, or for a campaign being undertaken by an
organization with very limited resources, it is important to estimate the budget required before
the campaign starts. Setting a budget will prevent a situation where other important programs
or activities are hurt by having their funding re-allocated to the campaign. It will also avoid a
situation where the campaign has to be halted or delayed because of lack of funds. Delay can
cause a loss of crucial momentum and increase the possibility of failure.
Human resource needed- Look at staff available and re-assignment of existing staff with
required skills from less important areas of work for the duration of the campaign. Determine
what volunteers are needed and who is available. Volunteers may be needed to help with
logistics, write to and meet local politicians, and attend campaign events. Involvement of
clinicians may be required if the campaign focus is a medical resource or treatment issue. Look
at the time available and maximize its use.
Duration of campaign- It is important to discuss the duration of a campaign before you start.
For instance, your campaign may be time limited. You may be trying to ensure that it will be
completed by the time an election takes place. The duration of a campaign will depend not only
on general factors such as when the next government election may be called. It will also
depend on how vital the issue is to your organization and where the issue lies in relation to your
priorities and the time period.
Political and electoral system in your country- Different political systems mean that decisions
are made at different levels. In many countries, the national government and parliament are
the decision-making bodies. The role of local or regional government also varies and the
dynamics must be understood by any hemophilia organization. National Member Organizations
undertaking a lobbying campaign should consider the following factors, especially if the
campaign is planned in the period leading up to an election: frequency of, the number of
constituencies or electoral districts, the strength of the various political parties, potential swing
constituencies which could have an undue effect on the outcome of an election.
b) In the event you decide to involve the media, examine how you will prepare the following
media relations tools used by the journalist for the successful exposure of issue you are
lobbying;
i. The press release- Before any press release, journalists generally carry out information
research to become familiar with the subject that will be discussed. This work is an
opportunity for the lobbyist who may at this moment refine the journalist’s research in
rendering the sense of the message he needs to give. Make sure, however, that the
information you give is perfectly correct. The journalist will not fail to check what you
are saying. If the given information happens to be modified, please contact the
journalist to inform him of these changes. This is a good way to attract the confidence of
your interlocutor.
ii. The press briefing document- is a document provide information quickly and effectively
about an issue. It is often used to influence decisions or offer solutions. Since journalists
do not have all the time in the world to go through the document make sure it is straight
to the point and gives an overview of your objectives.
iii. The press statement- a press statement is longer and more detailed, written in a newsy
style and usually published in order to announce an event: a store opening, a product
launch, or an award. The issuer of the press release wants to make news. A statement is
more likely to be widely published because it is exactly what a reporter wants. Don't get
long-winded, but make sure your statement includes the vital information that people
will want to know. Remember that your statement is public record, so select your words
carefully. If you're unsure about something, consult with legal counsel before you make
a public relations announcement to the world.
iv. Questions and answers- just like any press conference questions will be asked and you
will be required to answer them. To avoid stammering and blubbering when asked
questions about the topic you are to discuss you have to have done extensive research
concerning the topic. This will build confidence in not only yourself but the audience you
will be addressing. Also have yourself composed for any question that may be asked by
the media that you have no proper knowledge on. A suitable response to a tough or
misguided question might be, "That's a good question, but it is not within the scope of
this press conference. Our focus today is on...” If the question is legitimate but you do
not know the answer to it, call on someone else from your group, or check out the
answer and get back to that reporter later.
 v. The press conference- Start planning several weeks before the press conference is to
take place.
Define the message- Your message should be summarized in 3-5 key points. If a date, a time, an
address or phone number, or other specific information is part of the message, state it more
than once, and display it prominently in your press kit. Double- or triple-check any such
information.
Schedule the date and time- Ensure the date and time for the press conference does not
conflict with other press events or media deadlines. Check with the local media and the wire
services about such deadlines/events. Also, find out what the ‘slower’ news days in a week
might be, then try to have your press conference on a “slower” day.
Pick the site- Choose a location for the press conference that is easy to reach and not too far
for reporters to travel. Ideally, the site should offer visual interest and relationship to the topic
– e.g. a government building, a courthouse, or a local clinic. Choose a place with little
background noise (e.g. from traffic, telephones, aircraft), and which has adequate electrical
outlets and extension cords for lighting and other purposes.
Select and train participants- Speakers must be knowledgeable and articulate. They should be
able to handle press questioning and scrutiny as well. People with high credibility, such as local
politicians, the director of a well-known organization, a physician or a judge may make effective
spokespeople.
each 2 marks
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