Legislative Advocacy through the Media
October 15, 2002
By Al Rothstein
You have important bills your industry depends on. Your lobbying efforts have been successful but you have strong opposition this time. In your one-on-one dealings with lawmakers what sometimes gets lost is one of the most effective means of persuasion. News stories about your issue can make the difference between your legislative success and "wait until next year."
When lawmakers, whether in Congress or in state legislatures, see the news stories and editorials with your point of view, and that their constituents are persuaded by those media placements, your message gets through loudly, clearly and with positive results. This requires a specific media strategy. It is a strategy that takes homework, planning, media savvy, and legwork.
Identify Lawmakers
One of the first steps is to identify the particular lawmakers responsible for your legislation. The media campaign is geared to them. Then your message must be shaped to have an impact. That, too, requires a step-by-step process.
You must identify the people affected by the legislation you want (or don't want) passed. How are they affected? Those affected and your other spokespersons should be trained in the skills necessary to deliver your message effectively.
Once your message is ready, press releases and media pitches containing that message must be prepared. Before press releases are sent and pitches are made, the key media outlets must be targeted. In a legislative advocacy campaign, sending out press releases to all media outlets is a waste of time. Identify reporters in a lawmaker's district. Following-up your press releases and media pitches will make a big difference in getting your stories covered.
Measure Results
Your lobbying is greatly enhanced when you present key lawmakers with all of the stories and editorials that have been placed that express your viewpoint. If your message is shaped to persuade, your audience is properly identified, and your spokespersons are prepared, your media legislative advocacy campaign will be a remarkably effective tool in helping your lobbying efforts reach your legislative goals.
Al's advice:
- Identify lawmakers.
- Identify people affected.
- Select key media outlets.
- Follow-up press releases and pitches.
- Measure results.
Al Rothstein is a media trainer and consultant with Al Rothstein Media Services,
Inc. For information, call (800) 453-6352, mediabrain@rothsteinmedia.com.
Visit our web site at www.rothsteinmedia.com.
