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Success in modern issue advocacy requires organizations to educate and inform decision
makers, community leaders, and the general public about the benefits of supporting
their position. It is no longer enough just to have a traditional Washington presence
in the form of a lobbyist.
Media coverage is critical to the success of any issue based effort. Publicity is
the most trusted means of informing and educating your target audiences.
Gaining positive publicity for your issue through television coverage, editorials,
newspaper articles, talk radio interviews, and on the Internet is no longer an option.
It is a requirement.
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