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Lobbyists persuade or influence individuals and groups to act on issues or campaigns. They are employed by non-government organizations, industry groups, private industry and political parties to either directly or indirectly appeal to a certain target or demographic. Their goal may be influence votes, spending, public opinion or the passing of laws and legislation. They attempt to do this by providing persuasive arguments and reasoning, organizing advertising campaigns, drawing media attention to an issue and networking and rapport-building with those in power.

Lobbyists don't necessarily come from one specific educational background, though post-graduate qualifications particularly in the areas of law, politics and communications are common. A good knowledge of the legal and legislative systems, good business and financial knowledge and excellent communication skills are all essential for those wishing to build a career as a lobbyist.