This step-by-step guide to lobbying covers it all—from the basics for beginners to specific techniques for experienced lobbyists. Here are some of the things you'll learn to do: assess your political resources; set an agenda for action; understand whom to lobby and how to gauge their power, motivation, and ability; use evidence to make your case; work directly with policymakers; testify in a public hearing; use the mass media; and take direct action. This edition provides updated case material, expanded coverage of electronic media, and two new chapters; one focusing on direct action for fundamental change, and the other presenting a case history of a grassroots lobbying campaign.