Understanding the political culture of your environment is important here. Your stake- holder analysis should have shown how politi- cal decisions are made, who is likely to make or influence them, and how to get access to the decision process. If the prevailing political culture puts a premium on public meetings, then a "knock-out" public presentation may be in order. If a crucial decision maker establishes a position on an issue by studying it herself, then you need time to talk with her. If she relies on staff to gather and assess information, then you need to find the person who plays this role and sell him on the issue. Here are some practical tips that will help you schedule your presentation with these other stakeholders.

Elected officials and policy staff

The schedule keeper is your key resource for setting up a meeting with an elected official or key policy advisor. Call to set up a meeting a week or two in advance. Be prepared for questions about what you'd like to talk about, the group you represent, and who would be attending the meeting with you. Once your meeting is set up, you may want to fax or e-mail a brief fact sheet and a list of people who will be attending.

While most constituents want to meet person- ally with the elected official, it's often just as important to meet with the policy advisor or budget staff member who works in your par- ticular issue area. These individuals have the expertise and necessary access to advise the elected official on the best course of action. Often the appointed staff influences a policy maker's opinion on any given matter. Thus, your ability to shape the staff's views on a subject may matter much more than a brief face-to-face meeting with the elected official.

Professional staff

The support of other professionals who will interact with or be affected by a system is also needed. Their understanding and support for it is therefore essential. One way to formally present your case is at professional organization or union meetings. Sometimes staff meetings present a good opportunity. Many staff also receive publications from the various organizations to which they belong and these may be good outlets for presenting your case. This group is often overlooked or underappreciated and the consequences can be very severe. Be sure to cultivate and listen to their concerns.

Community organizations

When a new or changed system affects people at the community level, you should identify representative organizations and reach out to them. Contact the presidents or one of the leaders of the community organizations you wish to speak to, give them a brief overview of what your business case is about, and tell them you'd like to speak at one of their meetings. These groups can help you market your business case in the community by participating in events and building the grassroots network. Involve these groups on an ongoing basis - their support and encouragement will be needed throughout the project.

The news media

The most effective way to deliver your message to the widest possible public audience is through the news media. Generally, your agency's public information office is the conduit for this kind of communication. You can assist in this effort by helping to prepare press releases, op-ed articles, letters to the editor, and press conferences. In working with the press, anticipate the questions and problems they will raise. For example, "Why did you let this problem develop?" or "With all the things government should be doing, why should money be spent on this project?" Be ready to provide answers or solutions for each one.