A few months ago, I posted a simple diagram to highlight that organisations should not overlook the importance of being able to communicate directly to their audiences. I’ve taken that diagram a little further to show how tactics to reach legislators have developed in the age of the Internet.
The two key elements that are different now are: 1) being able to reach legislators via content and search i.e. organisation X publishes on its website, blogs, posts a release on an eWire etc. and a legislator picks it up via Google; and 2) the main indirect influencer i.e. the press via media relations has now expanded to include all sorts of other influencers e.g. bloggers, while far more people can become engaged in political activism that might influence legislators (online advocacy via communities, ePetitions and so on.)
Any thoughts? Have I missed anything?
Steffen Moller 
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