The start of the legislative session for the vast majority of state legislatures in the U.S. happens each January. For PR and communications professionals who do work in the public policy arena, a new legislative session is the beginning of a new season of messaging and advocacy in a legislative context and another opportunity to work with our counterparts in the lobby corps.
While PR and communications work relating to public policy is done outside of state capitol buildings and done in coordination with a legislative team, sometimes clients (and sometimes we ourselves) want to convey a position, thought, or opinion directly to a legislator or other policymaker. Like all PR and comms messaging, it should be crafted for its intended audience.
In most cases, legislators are not experts on everything. On many topics, they are regular people trying to quickly gather information and make decisions on complex issues. They are counting on getting relevant information from their staff, their fellow legislators, lobbyists, and from the constituents like you and your organization who will be affected by their decisions.
With this in mind, here are some basic tips that can help you maximize the credibility and persuasiveness of your messaging from the start:
Say Thank You
Start with thanks. If at all possible, recognize something that the legislator has done that was beneficial and express your appreciation. If nothing else, be sure to thank them for taking the time to hear you.
Brevity
If you cannot explain your problem, concern, or opinion in less than five minutes, that is a problem. If you are testifying in committee, you could be limited to three minutes or less! A professional lobbyist will have shorter and longer pitches and adjust them depending on whether they have an appointment with a sympathetic legislator or just happen to get 30 seconds in the elevator with a committee member. It helps a lot to have thought about what you will say if you only get ten seconds, as well as in three minutes or in a longer one-on-one meeting.
Clarity
Know the bill number and your position and be clear about what you are asking for: a yes vote, a no vote, an amendment, etc. Legislators will always ultimately be asked to make a yes or no decision on a bill or amendment. They may also be able to offer their own amendment. If you know the lobbyist working for your position, they can often give insight into the most effective arguments to make. And it should go without saying that it is very helpful if you have read a bill, or at least the provision you are concerned with, before meeting with a legislator to talk about it.
Sincerity/Authenticity
As noted above, legislators want to represent you, their constituent. Don’t try to sound like a lawyer if you are not one – be who you are, speak from your own personal experience about what you know. Let the lawyers and lobbyists make the legal arguments and your legislator exercise their expertise in managing the often-confusing legislative process. If you have data and statistics have them ready and make sure the legislator knows.
Have a Story
Unless you are the one who collected research data and statistics, your most valuable contribution may be your own story. Policymakers invariably try to formulate policy that will address the most situations and it is important for them to be cognizant of the individual stories that are representative of the group, as well as the exceptions that may help them define important nuances and make persuasive arguments.
Timing
Legislatures work on arcane and obtuse legislative time, which is constrained by law and rule and by the fact that there are many agendas in operation at the same time. Being ready to make calls, send emails, or provide live testimony at the right time requires paying close attention to the legislative calendar. It is a bit of a lobbyist’s trick, and it is tough to do without help but, especially if you have professional assistance, making your outreach when action is imminent can be useful in keeping your position fresh in someone’s mind.
Create Relationships
Lawmaking can impact people’s lives and elicit strong passions and emotions. Approach conversations with respect and a commitment to the relationship itself. Reasonable people disagree. You want to be remembered for your clarity and story, not for being combative or disrespectful.
Follow-up
If there is time, ask Legislators if there is additional information they need from you? Is there a counter point they are hearing that they could use help responding to? Perhaps the legislator is hosting a town hall and would like you to share your perspective/expertise with a broader group. Or maybe their weekly newsletter profiles different perspectives and they would like you to write a guest column. Legislators are constantly asked for their support/opposition/amendments. They rarely receive offers to help. And, obviously, if you make such an offer, be sure to follow up and follow through.
In almost all cases, your legislator is going to be thrilled that you have taken enough of an interest in the work that they are doing to reach out and talk to them about it. It can be a thankless job and filled with individuals ready to lay heavy criticism on public officials facing challenging decisions. But if you acknowledge the importance of the work that they do, thank them for their efforts, and present your perspectives constructively, you will find that they are human too.
