AMA Alliance “Legislative Advocacy”

AMA Alliance AMA Alliance “Legislative Advocacy”“Legislative Advocacy”

Persuasive Letters, Faxes,

E-Mails, Legislative Meetings, and Media Connections.

The AMA Alliance Supports medical families through advocacy and education and serves as the volunteer voice of healthy families in our communities.

Ten Steps to Composing Ten Steps to Composing Persuasive Letters and FaxesPersuasive Letters and Faxes

1.1. Identify Yourself as a Constituent.Identify Yourself as a Constituent.• List name and address on both the envelope and List name and address on both the envelope and

the letter. the letter. • Establish immediately that you live in the districtEstablish immediately that you live in the district. .

2.2. Use Proper Forms of Address.Use Proper Forms of Address.• Address your lawmaker as "The Honorable" in the Address your lawmaker as "The Honorable" in the

address and the office title in the salutation (Dear address and the office title in the salutation (Dear Senator Smith).Senator Smith).


3.3. Be Brief and Simple.Be Brief and Simple.• Letter should be 1-2 pages total.Letter should be 1-2 pages total.• In the first paragraph, state your purpose and what you In the first paragraph, state your purpose and what you

want. want.

4.4. State (and Repeat) Your Position.State (and Repeat) Your Position.• Be specific.Be specific.• State what action you want. State what action you want. • Opening and closing paragraphs are most important.Opening and closing paragraphs are most important.


5.5. Personalize Your Message.Personalize Your Message.• A personal letter is more effective than a form A personal letter is more effective than a form

letter. letter. • If you use a form letter, incorporate your own If you use a form letter, incorporate your own

words and personal perspective into the textwords and personal perspective into the text..

6.6. Be Polite and Avoid Ultimatums or Rudeness.Be Polite and Avoid Ultimatums or Rudeness.• Everyone responds better to praise than Everyone responds better to praise than

criticism. criticism. • Threats and ultimatums do little to convince a Threats and ultimatums do little to convince a

legislator to adopt your position. legislator to adopt your position.


7.7. Do Not Enclose Additional Material.Do Not Enclose Additional Material.• Additional reports or newspaper articles are Additional reports or newspaper articles are

rarely read or filed.rarely read or filed.• Offer to provide a copy upon request if you have Offer to provide a copy upon request if you have

a particularly useful resource.a particularly useful resource.

8. Do Not Exaggerate or Lie.Do Not Exaggerate or Lie.• Stick to your facts and experiences. Stick to your facts and experiences. • You don’t want to undermine your credibility.You don’t want to undermine your credibility.


9.9. Make Your Message Timely.Make Your Message Timely.• Don't procrastinate. Don't procrastinate. • Time your letter accordingly. Time your letter accordingly. • Faxes can allow you to get your letter to a Faxes can allow you to get your letter to a

legislator at critical junctures in the process.legislator at critical junctures in the process.

10.10. Send a Copy of Your Letter to AMA Alliance or Your Send a Copy of Your Letter to AMA Alliance or Your State Legislative Chair.State Legislative Chair.

• Your national and state staff can then coordinate Your national and state staff can then coordinate legislative strategy and additional lobbying.legislative strategy and additional lobbying.

Tips for Sending Effective Tips for Sending Effective E-mail to Elected OfficialsE-mail to Elected Officials

1.1. Put Your Name and Address at the Top of Message.Put Your Name and Address at the Top of Message.

2.2. Humanize Your Message.Humanize Your Message.• One of the most important things you can do to One of the most important things you can do to

ensure your e-mail makes an impact. ensure your e-mail makes an impact. 3.3. Be Brief.Be Brief.

• Respect your elected official’s time.Respect your elected official’s time.• Try to tell them only what they need to know. Try to tell them only what they need to know. • Two or three paragraphs should be sufficient. Two or three paragraphs should be sufficient.


4.4. Be Clear About Your Position.Be Clear About Your Position.• Your request should be stated as a concrete, Your request should be stated as a concrete,

actionable item.actionable item."I would like you to support H.R. "I would like you to support H.R.

100."100."

5.5. Make Your Message Timely.Make Your Message Timely.• Send your message when the legislation is being Send your message when the legislation is being

considered. considered. • Your message is worthless if it arrives after a critical Your message is worthless if it arrives after a critical

vote.vote.


6. Don't "Flame."Don't "Flame."• You are allowed to disagree with your member of You are allowed to disagree with your member of

Congress, but you will not be effective if you Congress, but you will not be effective if you abuse or threaten them. abuse or threaten them.

7.7. Avoid Attachments.Avoid Attachments.• Congressional offices rarely print or read Congressional offices rarely print or read

attachments to e-mail. attachments to e-mail. • Offer to provide supporting documents on requestOffer to provide supporting documents on request..


8.8. Don't Send "Spam."Don't Send "Spam."• Do not send Congress a message every single Do not send Congress a message every single

day about every issue.day about every issue.• Choose wisely which issues are most important to Choose wisely which issues are most important to

you.you.

9.9. Establish Your Credibility.Establish Your Credibility.• Explain if you are an expert in some area. Explain if you are an expert in some area. • It is fine to say you are a personal supporter or a It is fine to say you are a personal supporter or a

party supporter party supporter • Never imply that because you voted for somebody Never imply that because you voted for somebody

or contributed money to their campaign that they or contributed money to their campaign that they need to vote your way. need to vote your way.


10. Don’t Lie

11.11. Don't cc Everybody.Don't cc Everybody.• Resist the urge to send a copy of your message Resist the urge to send a copy of your message

to every member of Congress. to every member of Congress.

• You will persuade no one and annoy everyone.You will persuade no one and annoy everyone.


12.12. Proofread Your E-mail.Proofread Your E-mail.• Too often the speed and ease of sending e-Too often the speed and ease of sending e-

mail is reflected in poor grammar and sloppy mail is reflected in poor grammar and sloppy spelling. spelling.

• Grammatical errors reflect badly on your Grammatical errors reflect badly on your overall argument.overall argument.

Tips for Successful Legislative Tips for Successful Legislative MeetingsMeetings

Meeting in person with elected officials and/or legislative

staff is the most effective means of political advocacy.

Here are some important do’s and don’ts to ensure your

lobbying meeting is successful and effective.

DODO make an appointment in make an appointment in advanceadvance

• Time is always at a premium in legislative offices. Time is always at a premium in legislative offices.

• Contact the legislator's scheduler in advance. Contact the legislator's scheduler in advance.

• Legislative schedules are unpredictable so don't be put Legislative schedules are unpredictable so don't be put off if your meeting is rescheduled.off if your meeting is rescheduled.

DO DO your homeworkyour homework

• Prepare carefully and thoroughly for your meeting.Prepare carefully and thoroughly for your meeting.• Take the time to "know" your legislator by reviewing past Take the time to "know" your legislator by reviewing past

votes or statements on the issue, his/her party's votes or statements on the issue, his/her party's position, and committee assignments.position, and committee assignments.

• Develop an agenda that all your participants clearly Develop an agenda that all your participants clearly understand. understand.

• Know your talking points in advance and be prepared to Know your talking points in advance and be prepared to make your case.make your case.

• Research the opposition's arguments against your Research the opposition's arguments against your position and, if possible, acknowledge and rebut those position and, if possible, acknowledge and rebut those arguments in your presentation arguments in your presentation

DO DO stay on messagestay on message

• Effective legislative meetings should be narrow in Effective legislative meetings should be narrow in scope. scope.

• Stick to a single issue, state only a few key points in Stick to a single issue, state only a few key points in support of your position and make a definite request for support of your position and make a definite request for action. action.

DODO go local go local

• Your effectiveness is based on geography. Your effectiveness is based on geography.

• Legislators want to hear your thoughts and opinions Legislators want to hear your thoughts and opinions

because you are a constituent.because you are a constituent.

DODO make a clear, actionable make a clear, actionable requestrequest

• Many people are afraid that it's impolite to make a direct Many people are afraid that it's impolite to make a direct request. request.

• The purpose of your meeting is to secure support for The purpose of your meeting is to secure support for your issue. your issue.

• The key is to make sure that your request is clearly The key is to make sure that your request is clearly articulated and actionable by the legislator. articulated and actionable by the legislator.

• Making a specific request gives you the opportunity to Making a specific request gives you the opportunity to evaluate the legislator's response.evaluate the legislator's response.

DODO cultivate a relationship with cultivate a relationship with staffstaff

• A supportive staff person can often make the difference A supportive staff person can often make the difference between success and failure. between success and failure.

• Staff plays an invaluable role in shaping a legislator's Staff plays an invaluable role in shaping a legislator's agenda and position on issues.agenda and position on issues.

DODO follow- up follow- up

Sending a Sending a thank youthank you letter after the meeting that not only letter after the meeting that not only

expresses appreciation but reinforces your messageexpresses appreciation but reinforces your message

and any verbal commitment of support made by theand any verbal commitment of support made by the

legislator or staff.legislator or staff.

DON’T DON’T go off message or go off message or discuss unrelated issuesdiscuss unrelated issues

• Deliver a unified message during your meeting. Deliver a unified message during your meeting.

• Limit your advocacy to a single issue. Limit your advocacy to a single issue.

DON’T DON’T engage in partisan engage in partisan critiquescritiques

It is best to keep the discussion based on the merits of theIt is best to keep the discussion based on the merits of the

policy or issue.policy or issue.

DON’TDON’T get too comfortable get too comfortable

• As a constituent you will be accorded respect by the As a constituent you will be accorded respect by the legislator and staff. Don't mistake this respect for legislator and staff. Don't mistake this respect for agreement. agreement.

• Don't let the comfortable nature of the exchange deter Don't let the comfortable nature of the exchange deter

you from making your request.you from making your request.

DON’TDON’T forget to follow-up forget to follow-up

• Immediately Immediately send a thank you letter. send a thank you letter.

• Stay informed on your issue and track Stay informed on your issue and track how your legislator responds.how your legislator responds.

Tips for Connecting With Your Tips for Connecting With Your Local MediaLocal Media

Define your message firstDefine your message first

• Spend some time developing your main point.Spend some time developing your main point.

• Choose a goal, and craft your message so that it Choose a goal, and craft your message so that it supports that goal. supports that goal.

• Your message should be focused, timely, and relevant Your message should be focused, timely, and relevant and you must stick to it. If you stay on message, you're and you must stick to it. If you stay on message, you're winning half the battle.winning half the battle.

Stay informedStay informed

Familiarize yourself with local controversies, keep tabs onFamiliarize yourself with local controversies, keep tabs on

which journalists are the ones writing about your issues,which journalists are the ones writing about your issues,

and follow closely the nature of the coverage your issuesand follow closely the nature of the coverage your issues

are receiving.are receiving.

Gather dataGather data

• It's not enough to read newspapers and watch It's not enough to read newspapers and watch television; you should take an active role in shaping the television; you should take an active role in shaping the news. news.

• Subscribe to all of your local papers and begin clipping Subscribe to all of your local papers and begin clipping stories that pertain to your issues. stories that pertain to your issues.

• Start a database that contains the names and contact Start a database that contains the names and contact information of the journalists covering your issues.information of the journalists covering your issues.

Think locally - pitch wiselyThink locally - pitch wisely

• Journalists have very little spare time and are Journalists have very little spare time and are bombarded with pitches on a constant basis.bombarded with pitches on a constant basis.

• It is more important that the information you send to It is more important that the information you send to

them is timely and relevant them is timely and relevant

• Reporters are always looking for the local angle.Reporters are always looking for the local angle.

• Package your message or information in the context of a Package your message or information in the context of a local story.local story.

Try different tacticsTry different tactics• Press releases are only one of many useful ways to Press releases are only one of many useful ways to

pitch journalists. pitch journalists.

• Be creative in your attempts to reach the public. Be creative in your attempts to reach the public.

• Tailor the frame to the audience you seek. Tailor the frame to the audience you seek.

• If you have large budget, perhaps you'd like to hold a If you have large budget, perhaps you'd like to hold a special event in a unique setting. special event in a unique setting.

• On a smaller budget, be selective about the publications On a smaller budget, be selective about the publications you think your target audience reads regularly and you think your target audience reads regularly and devote more time to pitching those outlets.devote more time to pitching those outlets.

Choose the right toolChoose the right tool

• Each tool has its own benefits and drawbacks. Each tool has its own benefits and drawbacks.

• Part of making the successful pitch is choosing the right Part of making the successful pitch is choosing the right tool. tool.

• You should consider the nature of your message, the You should consider the nature of your message, the level of urgency expressed, the "news" value, your level of urgency expressed, the "news" value, your budgetary constraints (if any), and your target audience budgetary constraints (if any), and your target audience when selecting your communications tool to ensure a when selecting your communications tool to ensure a good fit.good fit.

Provide extrasProvide extras• Journalists love it when you make it easy for them to Journalists love it when you make it easy for them to

enhance a story. The less research that they have to enhance a story. The less research that they have to complete on their own time, the more likely it is that they complete on their own time, the more likely it is that they will use your material as the basis for their piece. will use your material as the basis for their piece.

• You can assist print journalists by providing You can assist print journalists by providing accompaniments such as photos, anecdotes, fact accompaniments such as photos, anecdotes, fact sheets, handy lists or rankings of relevance.sheets, handy lists or rankings of relevance.

• Try to make all of your information available online, and Try to make all of your information available online, and include collateral research info.include collateral research info.

• For pitches to TV news media, it is helpful to provide B-For pitches to TV news media, it is helpful to provide B-roll footage in addition to these resources.roll footage in addition to these resources.

Locate the mediaLocate the media• Information on where to send op-eds or letters to the Information on where to send op-eds or letters to the

editor can usually be found on the editorial page of your editor can usually be found on the editorial page of your local paper. local paper.

• If you are tracking journalists who cover your area of If you are tracking journalists who cover your area of interest, be sure to pay attention to newspaper bylines.interest, be sure to pay attention to newspaper bylines.

• Most newspapers and television stations maintain Most newspapers and television stations maintain websites. Many newspapers even allow you to submit websites. Many newspapers even allow you to submit letters and op-eds online. Websites will usually give you letters and op-eds online. Websites will usually give you the information you need when determining where to the information you need when determining where to send a press release.send a press release.

Play by the rulesPlay by the rules

• Always double-space the front page of your press Always double-space the front page of your press release. release.

• Be sure to indicate whether the information contained in Be sure to indicate whether the information contained in the release is free for use "immediately" or if it is the release is free for use "immediately" or if it is "embargoed," for a later date and time."embargoed," for a later date and time.

• If you include a quote, obtain permission from your If you include a quote, obtain permission from your source before releasing. source before releasing.

• Media advisories should include only the most basic Media advisories should include only the most basic details (who, what, where, when, why and how.)details (who, what, where, when, why and how.)

Keep playing by the rulesKeep playing by the rules

• Keep letters to the editor short and sweet. Keep letters to the editor short and sweet.

• Return media calls promptly. Don't promise an exclusive Return media calls promptly. Don't promise an exclusive to anyone unless you intend to give one. to anyone unless you intend to give one.

• Never attack a journalist — if you need to disagree, do it Never attack a journalist — if you need to disagree, do it firmly and with professional conviction, but avoid firmly and with professional conviction, but avoid rudeness under any circumstance. rudeness under any circumstance.

• Tell the truth; if you are unable to do so for any reason, Tell the truth; if you are unable to do so for any reason, then say nothing.then say nothing.

Talk F-A-S-TTalk F-A-S-T• FF is for framing. The big-picture rationale for why people is for framing. The big-picture rationale for why people

should listen. A good frame drives home the overall should listen. A good frame drives home the overall importance and value of your message.importance and value of your message.

• AA is for analogies. Analogies do two things: 1) allow the is for analogies. Analogies do two things: 1) allow the listener / reader to explore an idea with more familiar listener / reader to explore an idea with more familiar concepts and 2) force the listener / reader to actively concepts and 2) force the listener / reader to actively engage your idea.engage your idea.

• SS is for sound bite. Incorporate a few short, pithy, is for sound bite. Incorporate a few short, pithy, memorable phrases. These prompt recall of your message memorable phrases. These prompt recall of your message and make good copy for a journalist who looks to capture a and make good copy for a journalist who looks to capture a complex message in a compact, engaging manner.complex message in a compact, engaging manner.

• TT is for tale. It all comes back to simple storytelling. Stories is for tale. It all comes back to simple storytelling. Stories make a lasting impression and humanize your message. make a lasting impression and humanize your message. Stories are also useful ways to relate a complex idea to the Stories are also useful ways to relate a complex idea to the local context. local context.

AMA Alliance Advocacy Support and Contact InformationAMA Alliance Advocacy Support and Contact Information

2012-2013 AMA Alliance legislative committee:

Chair: Beth Irish (Ed), 10057 SW Morrison St. Portland, OR 97225(503)720-4532 / email: [email protected], FL, IL, IN, ND, OK, OR, UT, WI Kim Moser (Neal), 3216 High Ridge Dr. Taylor Mill, KY 41015(859)393-0625 / email: [email protected], KY, MA, MI, NY, SD, TN, TX, VACami Pond (Bill), 5730 Autumn Woods Trail Fort Wayne, IN 46835(260)602-5168 / email: [email protected] GA, LA, MD, MS, MO, NC, NJ, OH, WVDonna Baver Rovito (Peter), 3449 Huckleberry Rd Allentown, PA 18104(610)390-4001 / email: [email protected] CA, CO, KS, MN, NE, NV, NM, PA, SC

AMA Alliance Advocacy AMA Alliance Advocacy Support and Contact Support and Contact

InformationInformationAMA Alliance www.amaalliance.org

AMA www.ama-assn.org

AMA Grassroots Hotline (800)833-6354

AMA Political Action Committee (AMPAC)

www.ampaconline.org/

House of Representatives www.house.gov

Senate www.senate.gov

White House www.whitehouse.gov

Library of Congress-Thomas www.thomas.loc.gov

Nonpartisan News & Info Site www.congress.org

The Affordable Care Act (ACA)

www.ama-assn.org/ama/pub/advocacy/

topics/affordable-care-act.page?

AMA Alliance “Legislative Advocacy”

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