The more diverse the alliance of varied interests, the more credibility it will have with the public and lawmakers and the greater its ability to show that the public interest is at stake on the issue. Once a list of potential participants has been developed, personal invitations to become involved should be sent, pointing out the stake the group has. Since stakes, aims, and priorities will differ, discussions about these matters should be candid and worked out in cooperative, amicable negotiations. In the case of formal coalitions, questions of formal leadership, spokespeople, and financing need to be worked out. In most cases, the university involved should be prepared to fund some costs and to make sure that everything that needs to be done is in fact accomplished, even if you have to do it yourselves.
Good planning is essential.
Public spokespeople should be chosen carefully. Credibility can be strengthened considerably if these individuals are not affiliated with the Land Grant University. The various non-academic participants are usually in the best position to discuss how their members and constituents will be affected by the issue. It is important to bear in mind that people care about what affects them and their livelihoods, not necessarily the economics of the University. Develop a strategy to win, but know what your basic needs are and be prepared to bargain on the issue.