Sparking the debate: The new role of PR pros in government relations

PRSA North East Region Conference

Sept. 19, 2014

by Mike Kennerknecht

@Kennerknecht

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

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

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

Voicing their opinion

RELATIONSHIPS & INFLUENCE

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

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

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

Influencing elected officials

What influences politicians?

Their own personal beliefs

Issues in their district

Constituents

What doesn’t always work?

Logic

Polls

Money

Serving up advocacy

You need 3 things for a good steak

Money

Beef

Heat

The simplicity of salad

Relies on many varying ingredients

Can grow in your backyard

Little cost

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

Getting them to come to you

Senator Chuck Schumer, 58 flavors

Don’t wait until it’s too late

Meeting with staff isn’t a bad thing

Tips for dealing with staff

Be punctual

Be pliable

Be prepared

Be precise

Be polite

Be personal

Be persistent

Be patient

Other P’s?

ENGAGE & INVOLVE

Prepare them

The Platinum Rule

Make it easy and organized

Don’t be surprised

Discuss media in advance

Other examples

Roundtables or conferences

Volunteer

Charity

Proclamations

Resolutions

Newsletters

And more!

Let them hear your ROAR!

generate Results by shaping Opinion,

raising Awareness and building Relationships

Let’s keep in touch

Mike Kennerknecht, PR Supervisor

Tipping Point Communications

1349 University Ave

Rochester, NY 14607

585-340-1119, ext. 124

mike@tippingpointcomm.com

www.tippingpointcomm.com

@Kennerknecht