There is more to a successful lobbying campaign than simply “lobbying”. Elements of public relations, grassroots advocacy and social media, as well as traditional lobbying must all come together for a successful campaign. Here are 10 ways your organization can influence the Federal government.
1. Monitor Legislation and Regulations That Affect Your Organization. In order to successfully influence the Federal government, you must first know what legislation and regulations Congress and the Federal agencies have introduced. Perhaps, they already are considering your issues. If that’s the case, it’s easier to join the debate. If not, you have an opportunity to draft legislation and regulations that fit your issue; and then you can work that legislation or regulation through the proper channels.
2. Meet With and Lobby Members of Congress on Committees That Will Debate Your Issues. Once your issue is on the Congressional radar, either as a proposed piece of legislation or a proposed regulation, the next step is to meet with Members of Congress and their staff who are on Committees that will debate your issue. These meetings will give you an opportunity to lobby for your position. Explain your side of the issue, but also mention the other side and why there may be opposition to your position. No Member of Congress likes to be surprised by unknown circumstances of an issue. If you know there is opposition, get it out in the open immediately — and explain how your position is better than the opposition.
3. Have a Congressional Staff Briefing on Your Issues. Another way to influence Congress is to host staff briefings on your issue. These briefings involve gathering a number of Congressional staff, from both sides of the aisle, who are familiar with your issue and work either on the Committee debating your issue or for Members on that Committee and speaking with them about your issue. This is a great time to distribute issue papers and other documentation.
4. Draft and Distribute Issue Papers and Talking Points. It is very important to put your issue into writing in an easy to understand and straightforward way. Don’t use industry lingo because Congressional staff won’t get it. Issue papers and talking points can also be used as ‘leave behinds’ at your meetings and can be distributed to the media.
5. Write Op-Eds and Letters to the Editor. After you get your issue all over Congress, the next step is to get it out nationally. This is where an effective public relations campaign comes in. A well written and strategically placed op-ed or letter to the editor can work wonders for your issue. A good place to start would be to place the op-ed or letter to the editor in the hometown newspaper of a key Member of Congress. Also, if a Member of Congress strongly supports your issue, you may want to ask them to personally write an op-ed about the issue on your behalf.
6. Get on Talk Radio and C-SPAN. Another way to get your issue to the national forefront is to get on talk radio and C-SPAN and talk about your issue. As with any other public relations activity, it’s important to pitch your story in a way that makes it relevant to a wide audience. It’s also important to not waste your opportunity once you actually get on the air. You’ve got anywhere from 30 seconds to 5 minutes to state your case and tell the world why it’s important. Don’t blow your opportunity.
7. Use Grassroots Effectively. Every organization has a grassroots constituency. For associations, the members of the association are its grassroots. For businesses, its customers are in grassroots. In both cases, it is important to get them to help you get your message to Congress and federal agencies. Effective grassroots campaigns involve phone calls, e-mails, faxes and meetings between constituents and the Representatives and Senators working on your issue. Your grassroots army should be well armed with your issue paper and well versed in your talking points. It doesn’t make sense to have your grassroots talking with Members of Congress and not fully understanding the issue.
8. Hold a Lobby Day. A Lobby Day involves bringing your grassroots to Capitol Hill to meet with their Members of Congress on issues important to the organization. Traditionally, a Lobby Day consisted only of meetings with Members of Congress; these days, however, it makes sense to include meetings with Federal agency officials as part of your Lobby Day. As your grassroots descend on Capitol Hill and the Federal agencies, make sure they are armed with your issue papers and talking points and they know all of the ins and outs of your issue.
9. Use Social Media, Twitter, Facebook and YouTube. The newest addition to a successful lobbying campaign is the use of social media to get your message heard. The creative use of Twitter, FaceBook and YouTube can help you personally connect with Members of Congress and can help you gain support for your issue from unexpected sources. The key to the successful use of social media is to stick to the issue, not post in a partisan way and use it as a compliment to your other lobbying activity. Social media, by itself, will not accomplish your lobbying and influence goals. But if it’s used in conjunction with direct lobbying, public relations and grassroots, it can strengthen the other components and your ultimate legislative goals.
10. Hire Professionals With Capitol Hill Relationships. The influence game is all about relationships. Many organizations are at a disadvantage because the Executive Director or President of the organization has no relationship with any key Member of Congress. In cases like that, it is a good idea to hire a professional with good Capitol Hill relationships. Someone like that can open doors that would otherwise remain shut. Also, an experienced professional can steer your lobbying campaign in the right direction and make suggestions that can help you succeed. In a tough legislative campaign, the goal is winning. An experienced professional can help you reach that goal.