Sparking the debate: The new role of PR pros in government relations
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Transcript of Sparking the debate: The new role of PR pros in government relations
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Sparking the debate: The new role of PR pros in government relations
PRSA North East Region Conference
Sept. 19, 2014
by Mike Kennerknecht
@Kennerknecht
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Agenda & 3 key takeaways
Trends & News
– There is a blurring of the lines between public relations and government & public policy.
Relationships & Influence
– Building relationships with elected officials is similar to building relationships with the media.
Engage & Involve
– Remember the Platinum Rule.
Q&A
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Is PR the new lobbying?
“To address diminishing revenues, lobbying firms have created their own public relations operations, subsidiaries with the same goals as the lobbying arm, that charge similarly high fees, but which do not have to be publicly reported... Many of the activities most people would call lobbying now fall outside of its legal definition. They have become a large but almost invisible part of special interest influence on public policy.”
-The Shadow Lobbyist by Thomas B. Edsall, Apr. 25, 2013
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Government impacts so much of our lives
Daily activity
Wake up to the radio
Check email
Have a cup of coffee
Drop kids off at day care
Drive to work
Government involvement
FCC regulates air waves
FCC approved device
Tariffs on coffee beans
State licensed facility
Road and bridge construction
4
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Voicing their opinion
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RELATIONSHIPS & INFLUENCE
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2 types of opportunities for PR pros
Policy-related
Support/opposition for new legislation
Support /opposition for funding cuts/increases
Support /oppose a change to existing policy
Relationship building
Newsletter or byline article
Special event: site visit, grand opening, groundbreaking, etc.
Public statement
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Building relationships
“All politics is local.”
-Tip O’Neill, fmr. Speaker of the U.S. House of Representatives
“All politics is personal.”
-Mike Kennerknecht, fmr. speaker at PRSA conference
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Get to know your elected officials
Personal history
– Hometown, family, education, career
Significant accomplishments
– Laws passed, funding secured
Record (statements, votes, bill sponsorship)
– Votes, statements, bills sponsored and authored
Supporters
– Institutional support, campaign contributors
Political philosophy
– Go beyond party enrollment
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Influencing elected officials
What influences politicians?
Their own personal beliefs
Issues in their district
Constituents
What doesn’t always work?
Logic
Polls
Money
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Serving up advocacy
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You need 3 things for a good steak
Money
Beef
Heat
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The simplicity of salad
Relies on many varying ingredients
Can grow in your backyard
Little cost
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Elected officials are like the media
Establish relationships early
– The best time to start is when you don’t need anything
You must be timely, interesting, and to the point
– Be aware of schedules, such as budget and legislative calendars
Strong relationships yield more attention and greater accessibility
– Get them to come to you as a resource too
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Getting them to come to you
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Senator Chuck Schumer, 58 flavors
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Don’t wait until it’s too late
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Meeting with staff isn’t a bad thing
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Tips for dealing with staff
Be punctual
Be pliable
Be prepared
Be precise
Be polite
Be personal
Be persistent
Be patient
Other P’s?
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ENGAGE & INVOLVE
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Prepare them
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The Platinum Rule
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Make it easy and organized
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Don’t be surprised
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Discuss media in advance
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Other examples
Roundtables or conferences
Volunteer
Charity
Proclamations
Resolutions
Newsletters
And more!
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Let them hear your ROAR!
generate Results by shaping Opinion,
raising Awareness and building Relationships
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Let’s keep in touch
Mike Kennerknecht, PR Supervisor
Tipping Point Communications
1349 University Ave
Rochester, NY 14607
585-340-1119, ext. 124
www.tippingpointcomm.com
@Kennerknecht