Who are you trying to influence?
One of the first questions you need to ask is who are the influencers in the community who can help you achieve your goals, or may be trying to keep you from achieving them?
Make a list of the decision makers who have influence over your organization/department or issue, both positive and negative. Some people call this an influence map or a power map. The process is about identifying your stakeholders and understanding how they relate to and influence one another.