LOBBYING AND TECHNIQUES

Lobby means to influence or persuade public officials to take a desired action, usually to pass (or defeat) legislation. An effective lobbyist is convincing and persuasive at selling an idea. Originally, the word suggested someone who waited in the halls or lobbies to talk with legislators. A lobbyist's effectiveness today still depends on being at the right place at the right time. Timing and knowledge are both critical to an effective lobbyist. Most professional lobbyists do not really sell “influence” but rather “access”. Because they know the system, are familiar with the individuals involved in the process, and are located in Washington or state capitols, they can get their issues heard.

However, access to the political system is available to everyone. It is an important part of the public relations function. An intimate knowledge of the issues and governmental procedures and the ability to communicate the organization’s view point effectively are important qualities for lobbying. Lobbying is the effort by individuals or groups to influence the legislators and government administrators while they are making decision.

Direct mail campaign has become an important tactic in lobbying by all types of organizations. Hundreds of thousands of letters are posted by the concerned publics to the policy makers arguing their respective interests. These letters may be written to the members of the parliament, ministers, bureaucrats etc. Issuing press releases, holding press conferences and publishing news letters are the different shapes of lobbying.

Lobbying can also take the form of a public information campaign that attempts to change public perceptions and results in more favourable policies. The lobbyist as a valuable source of information is best described by an international expert of public relations Mr. David W. Evens as follows:

Prime lobbying function is to be credible and reliable source of information. Regardless of criticism by newspaper and television editorialists as well as the politicians sitting on opposition benches, both politicians and bureaucrats depend heavily on lobbyists for information. Most legislators are concerned with doing a good job. They want balanced legislation that serves the interests of the people they represent as well as the citizens of the entire state. In order to frame and enact intelligent balanced, effective legislation, every legislator needs information. If an industry is going to be adversely affected by some impending legislation, legislators in most cases want to know about those effects and their extent. The steel industry for example, is subjected to about 5000 regulations and dozens of federal agency bureaucracies. The tools of the trade for today’s effective lobbying are information and a through knowledge of the legislative process. Today’s legislative system is not confined to those who debate on the floor of a state Senate or House of Representatives. Any number of administrative rule making agencies, budget offices, and legislative research groups provide legislative input. The effective lobbyist must know who they all are, what their information requirements are and be prepared to meet those requirements.

 LOBBYING TECHNIQUES

ü    The most important lobbying is done in the lawmakers' home district through arranging meetings on issues, making calls to the legislators about issues. Effective lobbying requires contacts on a continuing basis.

ü    Be well informed about the issues. Knowledge of the legislator and past positions on similar issues is very helpful.

ü    Know your facts and provide data and rationale to support your position.

ü    Persuasion is the key, but please use common sense and courtesy.

ü    Be concise and to the point. Do not overkill!

ü    If you disagree with a legislator, don’t argue. Express reasonably and calmly your well-prepared rationale for your position to the legislator.

ü    If you are asked a question you cannot answer, say you don’t know but you will find the answer. Then get back to them as soon as possible. Do not make up an answer or give wrong information.

ü    Get to know each legislator’s staff. The legislative assistant usually spends more time studying the issues and is more knowledgeable about specific details of a pending bill.

ü    Remember that you do not have to be an expert on every legislative issue. You are the expert within the community the legislator represents!

ü    Follow up with a thank you note and keep in touch with your legislator.