Below are some simple tips for how to build and manage an effective coalition.  For more advice on this topic please contact Peter Loge, Senior Vice President and head of M+R's Media Relations division at ploge@mrss.com or (202) 478-6176.

1.  Make sure a coalition is the right approach.

If you choose to form a coalition, it should be in the service of a campaign, not the reverse.  Before deciding to build a coalition you should first answer two key "litmus test" questions.

• Are those who I am trying to persuade going to be persuaded by a coalition?

Persuasion is about those whose action you need.  You should learn what will convince them to act – is it broad public pressure?  Local press?  Direct conversations with trusted allies?  You should only spend the time and effort to construct a coalition if the person or people you need to reach will be persuaded either by a coalition or what a coalition can best deliver.

• If so, is creating and managing a coalition the best use of limited resources?

Let’s face it, coalitions are a pain.  People never turn things around as fast as you want them to, fuss about strategy and tactics, and drink your coffee and eat your cookies - and those are your friends.  Before constructing a coalition you should figure out not only if it is a good idea, but also if it is the best use of limited time, money, and energy.

If you pass the litmus test and decide to move forward with forming a coalition, the next big question is who should be in it?  Most importantly, your coalition should reinforce your message to decision makers.  A good coalition should also bring something to the campaign you don’t have such as money, skills, access to decision makers, visibility, and so forth. 

2. Focus on adding members that will be the best extension of your message.

The list of members of your coalition should reinforce your message.  The list of members helps define the issue for decision-makers and are evidence of your position.  As such, before calling either your friends (the usual suspects) your enemies (the un-usual suspects) or groups no one would ever think of (the "hunh?" suspects) think about what group of groups would best prove or echo your main point. 

3. Figure out what you need from coalition partners.

Having decided what kinds of groups will best support your message you need to choose those members who will bring the tools you need.  Make a list what you need before asking folks to join you and carefully add to your coalition based on that list.

4. Manage your coalition well -- this is the key to success!

If you decide a coalition is the best approach, you need to carefully construct and manage it.  Tips for good coalition management include:

• If you’re building a coalition of unusual suspects call them first
• Set clear expectations, roles, and responsibilities for coalition members at the outset
• Over-communicate and over-thank
• Celebrate victories with, and give credit to, coalition members
• Never forget the coalition is a means to the end of the campaign goal, it is not an end in itself.

To view the full-length hand out that Peter uses when lecturing on this topic please click here to download the PDF.