Title: Beyond the Backroom
1- Beyond the Backroom
- Integrated Public Policy Campaigns
2Public Affairs
- Influence public policy outcomes, educate (but
not advocate) issues before Members of Congress - Utilize tools such as grassroots, coalition
building and the media to advance our position - Work hand-in-hand with lobbyists to achieve
public policy objectives
3The Evolving Terrain
- More than 300 new Members of Congress since 1990
- New faces, new agendas, less issue knowledge
- Congressional reforms term limited committee
chairs, campaign finance and gift reform has
shifted focus to generating alternative pressure
points (constituents, third parties and the
media) - Technology has enabled the general public to
follow Congress more closely than ever before
4Lobbying in Todays World
- Lobbying today is highly specialized (D, R,
House, Senate, tax, trade, or subset such as
Senate Democrat tax lobbyist) - Traditional back room maneuvering and deal making
no longer achieve the same results - Experience and relationships are key, but often
times not enough - Well-integrated advocacy campaigns prove greater
results in an ever changing legislature
5Principles in Action
6Obesity Trends Among U.S. Adults 1985
Source Mokdad A H, et al. J Am Med Assoc
199928216, 200128610.
7Obesity Trends Among U.S. Adults 1991
Source Mokdad A H, et al. J Am Med Assoc
199928216, 200128610.
8Obesity Trends Among U.S. Adults 1997
Source Mokdad A H, et al. J Am Med Assoc
199928216, 200128610.
9Obesity Trends Among U.S. Adults 2001
Source Mokdad A H, et al. J Am Med Assoc
199928216, 200128610.
10ChallengesAttention to Obesity Issues
Intensifying
11Challenges 2003 Food Health Activity in the
States
NH
VT
WA
ME
MT
MA
ND
MN
OR
MI
WI
NY
ID
SD
RI
WY
PA
IA
CT
NE
IN
OH
CA
NV
IL
NJ
UT
WV
CO
VA
MO
DE
KS
KY
TN
MD
OK
SC
AK
AZ
NM
AR
NC
GA
MS
AL
TX
LA
FL
Selective Taxes
School Food Beverage Marketing/Advertising
Restrictions
HI
Study/Task Force
12Objectives
- Stem the tide of state and federal legislative
restrictions on advertising/marketing and food
and soft drink bans - Educate legislators and the media on the need for
a balance between fitness and nutrition
13Strategy
- Utilize grassroots and third parties to give the
industry a respected and effective voice in state
legislatures and the media - Move from defense to offense and be part of the
solution - Target primarily decision makers and influencers
in Washington and in other key states
14Identify Advocates
- Identify more than 4,500 media, medical/health
groups, parents and teachers, advocacy
organizations, academics involved in the issues
surrounding fitness and nutrition - Target legislators and staff, regulators with
regular contact via mail, mailings, events
15Results (ongoing)
- Moderate the national debate (and actually shift
the debate from food to finding the balance
between calories in/calories out.) within
Congress, legislatures and the media - Continuing to defeat (or moderate) legislation in
the states
16Putting Your Skills to the Test
17Whats in a Campaign
- What is my definition of success? And will it
evolve overtime? - Whos best to advocate on your behalf? Your
organization? Other third parties? - What will your opposition say? How will you
counter their argument? - How public of an issue do I want this to become?
Will it impact my brand in positive light?
18Exercise
- U.S. Rep. John Smith (D-MA) introduced HR 2168, a
bill to tax owners of light trucks and SUVs to
assist the EPA in meeting new clean air
standards.
19Facts to Remember
- Washington is intrinsically a small town
--todays enemies may be tomorrows friends - When faced with a challenge look to your enemys
enemy (they may be your friend) - No issue is black or white
- No substitute for experience
- Lobbying is hard workits not all about
fundraisers and dinners with legislators - Lose the arrogancetodays staff assistant may be
tomorrows leg director - Follow the rules! Unlike other industries, if
you dont you can go to jail!