1. Copyright © 2014 by The University of Kansas Studying the Opposition

2. Copyright © 2014 by The University of Kansas What does it mean to study your opponents? Not every community issue will have opponents. Opponents may be at least as powerful as you. Gathering information about your opponents can help determine your strategy and tactics.

3. Copyright © 2014 by The University of Kansas What will you gain from studying your opponents? Studying your opponents can give you the following benefits: Up-to-date knowledge of the opponent's positions on the issue. What he, she, they, or it gains from taking the line. Strategies and tactics they have used in the past. Where your opponents are vulnerable and where you’re vulnerable to them. The fuel to refine your arguments, your message, and your strategy. It will help to identify the moral and ethical high ground, if there is one.

4. Copyright © 2014 by The University of Kansas How can you use this knowledge? To identify potential problems early on. To find a common ground as the basis for negotiations. To develop more effective counter-arguments as well as more successful strategies and tactics.

5. Copyright © 2014 by The University of Kansas When should you study your opponents? Studying your opponents is not a one-time deal, it's an ongoing process. Your opponents, and the nature of their opposition, are likely to change over time. Your response may need to change as well.

6. Copyright © 2014 by The University of Kansas How should you study your opponents? Develop an investigation plan. Gathering the information. Published sources of information. Think like your opponents. Use the information.

7. Copyright © 2014 by The University of Kansas How far should you go? Ethical issues can arise when you are studying your opponents. What are the boundaries of what is permissible, and how do you judge?

8. Copyright © 2014 by The University of Kansas In Summary If you're running an advocacy campaign, you need every edge you can get. By doing a little bit of digging, you can uncover information about your opponent that will help you meet their strengths, exploit their vulnerabilities, understand their position, and possibly even negotiate with them. The end result for you is a stronger, more focused advocacy campaign.