Post on 03-Jan-2016
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State Chapter AdvocacyStrategies for Influencing Policymakers
and Achieving Your GoalsMay 20, 2012
Paul Feenstra – Senior Vice President
www.keystonepublicaffairs.com
Every business is different, but... Whether you are growing or struggling to survive, an
effective advocacy/outreach strategy is critical for achieving your goals. This can include outreach to: Customers Media Congress Federal, State and Local Officials Opinion/Thought Leaders Stakeholders Skeptics General Public
WHY ADVOCACY?
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DEFINING YOUR OBJECTIVES AND AUDIENCE
What are you trying to accomplish? Product Sales
State and local agencies Federal Clients Direct to Consumer
Secure grants/contracts Adjust funding formulas Pursue tax incentives/protections Reduce regulatory burdens Develop business partnerships
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Strategies differ based on business objectives, but… Regardless or your specific business, chances are you
could do a better job telling your story
Develop an Effective Message Know your audience and speak to them
Identify a problem they are facing, show how your product/solution will help address their problem
Speak in language they will relate to This is especially critical with Congress and the media who aren’t
as well versed in the land of ITS acronyms
Define yourself before your competition defines you
DEFINING YOUR STRATEGIES
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Media is an expanding world Local Print, TV and Radio, National News, Op/Ed
Pages, Blogs, Social Media We live in a world of sound bites…have a concise, compelling
story and be able to tell it in 15 seconds Develop materials: PR Newswire does not = media coverage
Media Advisories, Press Releases, Editorial Board Meetings, Events, Op-Eds/Letters, Talk Radio, Paid Advertising, Social Media
Relationships are critical Get to know key reporters, learn the issues they care about, give them
exclusives, send information in advance of announcements, make personal phone calls before and after to pitch your story
Get media training to give good interviews on camera and off Use clients/surrogates to lend credibility and help tell your story
DEVELOPING A MEDIA STRATEGY
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1) Follow the News Story angles, seasonal news, special interest, crises/“hot” topics
2) Figure out Who Cares Identify key reporters, producers and opinion writers who cover your issues
Traditional: Transportation, technology, business writers Creative: Education, environment, safety, public policy, science,
bloggers, columnists, editorial page writers, radio hosts
3) Identify your News Hook Build your news announcement around relevant topic
4) Choose the best Medium to Make Your News News conference/media event Industry trade show Press release Online rollout All of the above
10 QUICK MEDIA TIPS
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5) Know What to say and Who should say it Be Prepared: Concise talking points, solutions-oriented message addressing
a relevant topic, good facts and data, experienced spokesperson(s) and effective surrogates
Don’t be afraid to mix it up: Reporters get bored hearing the same people say the same predictable things
Pictures are worth 1,000 words: No visuals = no TV coverage If your technology reduces congestion, unveil the system in front of a busy
intersection where motorists will benefit from the technology
6) Use your Tools Media advisories News releases Fact sheets Op-eds/Letters to the editor Talk radio and TV Online and social media Industry newsletters
10 QUICK TIPS (CONTINUED)
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When dealing with reporters…
7) Give a Clear Pitch Explain why their readers/listeners will care Get to the point without sounding rude Set expectations: Who, what, when, where, who’s on the record vs. background Availability: Make sure you have at least one spokesperson who can talk about
the topic and who is available for rapid response Always follow-up
8) Know When and How they want Information Be respectful of time and schedules: if a reporter or editor is on deadline offer to
call them back at a more convenient time Find out best method of contact – office or cell, email, fax
9) Stay on Schedule and alert the media ASAP if anything changes
10) Be Patient Not every contact with a reporter will result in a story, but a successful contact
goes a long way in building relationships
10 QUICK TIPS (CONTINUED)
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Get to know your local Members of Congress, state legislators and their staff – they should be your biggest champions!
Your elected officials want your business to grow, create jobs, and help address local challenges Let them know who you are and how your business/state chapter is
working to benefit their constituents and community Don’t wait until there’s a problem to reach out
Personal relationships and ongoing dialogue is critical Help them help you, and find ways to help them in return
Elected officials have to get elected – that requires goodwill, good publicity and greenbacks Help them get credit for good things in their district (even if they didn’t do
anything to deserve it) Don’t be afraid of donations – campaigns are expensive and financial
support is critical for keeping good people in office Political support opens doors and gets calls returned
CONGRESSIONAL OUTREACH
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BELTWAY RELATIONSHIPS
Important to know your Members of Congress… …but even more important to know their staff
In D.C. Chief of Staff Legislative Staff
LD LAs
Comm. Director
In the District District Director District Scheduler Field Reps
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Meet in the local district as well as in DC Know your audience
Learn about the Congressman, their district, committees, politics, and any issues they care about that might be relevant to your meeting
Do your homework Are they knowledgeable on the subject? Find out the hard questions before they ask them Be aware of your window of opportunity
Understand your role Overview, detailed explanation, meet & greet
Don’t assume they already know Members of Congress are not technical experts…that’s why they are meeting with
you. Educate but be respectful (body language, tone, word choice)…it’s all in the delivery
Avoid information overload Know your “ask” and don’t forget to ask!
STRATEGIES FOR SUCCESSFUL HILL MEETINGS
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COMMUNICATING WITH THE HILLFrom the Congressional Management Foundation…
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Organize a site visit of your factory/facility Follow up with Members and staff if they ask questions
you didn’t anticipate Stay in touch and communicate even when you aren’t
asking for something Look for opportunities to draft supportive statements Invite them to participate in media events and
announcements (in person or via press release) Participate in fundraisers and other events they
organize in your district or for your industry Be a resource and become their “go to” for information
FOLLOWING UP ON HILL MEETINGS
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KEEPING THE HILL INFORMED
The Good…• Keep Congress engaged and informed and they will help you
The Bad…No Surprises: Don’t make them readit in the paper or watch it on the news
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ENGAGING KEY COMMITTEES
Look for opportunities to meet with House and Senate Committee Members and staff with jurisdiction House Transportation & Infrastructure, Science & Technology,
Energy & Commerce, Ways & Means, Appropriations Committees Senate Environment and Public Works, Commerce, Banking,
Finance, and Appropriations CommitteesThey write the laws that spend money, enact regulations,
tell Federal agencies what to do If they don’t know you, they can make
or break you without even knowing itCongress wants to be on your side but is
faced with competing interests If you aren’t at the table, you aren’t on their mind
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Identify agencies with jurisdiction over your business Funding, regulations, standards
Set up meetings with senior officials from relevant agencies, both political and career
Build relationships with program and technical staff who make day-to-day decisions and manage contracts
Learn about key agency priorities and adjust products, services and message accordingly Example: Smart phone apps to reduce distracted driving
Position your business to take advantage of RFPs and other opportunities before they are announced
Follow the news and know the political ramifications
ENGAGING FEDERAL, STATE AND LOCAL OFFICIALS
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What do people care about? Primary information from personal contacts More knowledgeable than you think Strong acceptance of infrastructure ‘crisis’ Public more favorable toward innovation and modernization, less
excited about maintenance Message must be local; have personal relevance
Don’t assume just because we have all the answers means they know and/or agree Gas tax, VMT fees, privacy, data security, return on investment
The best laid plans can be derailed by public dissent, which can drive knee-jerk political opposition
KNOW THE PUBLIC
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Campaign for Intelligent Transportation Solutions ITS America-led campaign to champion high-tech solutions for
transportation and secure funding in reauthorization debate Four-prong approach:
Legislative remedy – Smart Technologies for Communities Act, performance measures, include ITS in statewide and metropolitan planning process, expand ITS eligibility in core programs
Stakeholder support – 100+ organizational endorsements spanning transportation, environmental, public safety, business communities
Congressional outreach – ITS Caucus, key Committee Members and staff, Capitol Hill Tech Showcase, Congressional Roundtables, individual outreach to Members of Congress who could benefit
Media – News conference with ITS Caucus, Smart Solution Spotlight events, one-on-one media outreach, web page, social media
Has raised visibility of ITS solutions, 80+ references to ITS in the reauthorization bill including nearly all of our “asks”
ONE EXAMPLE
BUILD RELATIONSHIPS WITH CONGRESS, KEY
POLICYMAKERS
DEVELOP AN EFFECTIVE
LEGISLATIVE STRATEGY
MEDIA OUTREACH: TELL YOUR STORY
MORE EFFECTIVELY
STAKEHOLDER AND PUBLIC SUPPORT
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WE’RE HERE TO HELP…
Paul Feenstra Quentin Kelly
Senior Vice President Campaign Director
Keystone Public Affairs ITS America
Office: 202-507-5700 Office: 202-721-4212
Email: paul@kpa-llc.com Email: qkelly@itsa.org