state chapter advocacy strategies for influencing policymakers and achieving your goals

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?


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


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


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


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


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)


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)


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


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


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


COMMUNICATING WITH THE HILLFrom the Congressional Management Foundation…


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


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


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


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


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


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


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: [email protected] Email: [email protected]

state chapter advocacy strategies for influencing policymakers and achieving your goals

Documents

business objectives

media strategy

business writerscreative

specific business

national news

news hookbuild

news announcement

seasonal news