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State Chapter Advocacy Strategies for Influencing Policymakers and Achieving Your Goals May 20, 2012 Paul Feenstra Senior Vice President

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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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www.keystonepublicaffairs.com 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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www.keystonepublicaffairs.com 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 arent as well versed in the land of ITS acronyms Define yourself before your competition defines you DEFINING YOUR STRATEGIES

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www.keystonepublicaffairs.com 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 biteshave 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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www.keystonepublicaffairs.com 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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www.keystonepublicaffairs.com 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 Dont 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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www.keystonepublicaffairs.com 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, whos 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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www.keystonepublicaffairs.com 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 Dont wait until theres 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 didnt do anything to deserve it) Dont 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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www.keystonepublicaffairs.com 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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www.keystonepublicaffairs.com 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 Dont assume they already know Members of Congress are not technical expertsthats why they are meeting with you. Educate but be respectful (body language, tone, word choice)its all in the delivery Avoid information overload Know your ask and dont forget to ask! STRATEGIES FOR SUCCESSFUL HILL MEETINGS

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www.keystonepublicaffairs.com COMMUNICATING WITH THE HILL From the Congressional Management Foundation

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www.keystonepublicaffairs.com Organize a site visit of your factory/facility Follow up with Members and staff if they ask questions you didnt anticipate Stay in touch and communicate even when you arent 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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www.keystonepublicaffairs.com KEEPING THE HILL INFORMED The Good Keep Congress engaged and informed and they will help you The Bad No Surprises: Dont make them read it in the paper or watch it on the news

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www.keystonepublicaffairs.com 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 Committees They write the laws that spend money, enact regulations, tell Federal agencies what to do If they dont know you, they can make or break you without even knowing it Congress wants to be on your side but is faced with competing interests If you arent at the table, you arent on their mind

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www.keystonepublicaffairs.com 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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www.keystonepublicaffairs.com 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 Dont 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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www.keystonepublicaffairs.com 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

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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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www.keystonepublicaffairs.com WERE HERE TO HELP Paul FeenstraQuentin Kelly Senior Vice PresidentCampaign Director Keystone Public AffairsITS America Office: 202-507-5700Office: 202-721-4212 Email: paul@kpa-llc.comEmail: qkelly@itsa.org