Beyond the Backroom

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• Beyond the Backroom
• Integrated Public Policy Campaigns

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Public 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

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The 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

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Lobbying 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

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Principles in Action
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Obesity Trends Among U.S. Adults 1985
Source Mokdad A H, et al. J Am Med Assoc
199928216, 200128610.
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Obesity Trends Among U.S. Adults 1991
Source Mokdad A H, et al. J Am Med Assoc
199928216, 200128610.
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Obesity Trends Among U.S. Adults 1997
Source Mokdad A H, et al. J Am Med Assoc
199928216, 200128610.
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Obesity Trends Among U.S. Adults 2001
Source Mokdad A H, et al. J Am Med Assoc
199928216, 200128610.
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ChallengesAttention to Obesity Issues
Intensifying
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Challenges 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

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Objectives

• 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

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Strategy

• 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

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Identify 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

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Results (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

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Putting Your Skills to the Test
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Whats 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?

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Exercise

• 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.

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Facts 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!