ABSTRACT
To Mainstream the practice of Lobbying for Good (L4G) requires a systematic rethink of the role of lobbying in corporate responsibility and sustainability strategies. The pursuit of excellence and construction of a cutting edge L4G Advocacy Strategy is shaped by 'why' and 'what' a business lobbies on and 'how' it delivers on this –and the L4G Performance Excellence Framework. Issue selection might initially feel daunting given the vast array of subjects one might seek to act on. As with all major decisions a company makes on policy development or investment, the merits of L4G need to be compelling. Early ideas can be precipitated and tested via a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats). Once a compelling issue has been identified, it is important that a narrative and emotional hook be established between the opportunity/problem and the necessary legislative solution.
