Lobbying 101: How to Get Involved

1. Lobbying 101: How to Get Involved

2. Why we need your help • There are hundreds of registered lobbyists in Wisconsin. While WCA’s government affairs team serves as the “front line” for county interests, it is imperative we have an engaged county family. Legislators recognize that county officials are local leaders. Hearing directly from county officials is important. No legislator wants their county leaders saying they are unresponsive to local government or constituent needs.

3. Why we need your help • Many competing interests in the state budget • State government has limited financial resources • WCA does not engage in elections or contribute to campaigns. WCA’s leverage in the Capitol is our thousands of members! • Without an engaged county family, legislators forget the partnership between counties and the state

4. Advocacy Basics Lobbying: to solicit or try to influence the votes of members of a legislative body. Things to Remember . . .

5. What motivates elected officials? • People run for office to make a difference – they desire to make the world a better place • They enter office with the best of intentions • They wish to be liked • They want to be respected

6. Who are elected officials? • They are a product of their life experiences • They may bring bias with them to office • They are a cross-section of the state • Variety of personalities and skills • Introverts and extroverts • Detail people and big picture people • Leaders and followers • There is no typical elected official

7. What is their job like? • It involves a lot of conflict (resolution) • Long hours during session • Time away from home and family • They are expected to be knowledgeable about a variety of issues • Elections in particular can be a humbling experience – people are candid

8. Elected officials face demands from many directions • Local activists and supporters • Political leadership/caucus • Constituents • Family • Personal goals and aspirations • Lobbyists

9. How do you break through the clutter of competing interests? By building relationships!

10. Ideas for building relationships • The Golden Rule • Treat your legislator the way you like to be treated • With respect and courtesy • Always introduce yourself • They may not always remember your name • Treat their time as valuable • Many people place demands on their time

11. Ideas for building relationships • Make a point of talking with them at least four times a year • During election cycle • Parades, fundraisers, etc. • After they win • Congratulate them • Note, e-mail, phone call, office visit

12. Ideas for building relationships • Make a point of talking with them at least four times a year • In the district • Invite them to your event • Attend an event they are attending • State-County Outreach Effort (SCORE) • At the Capitol • Join the County Ambassador Program (CAP) • County Lobbying Days • Any time (be prepared to walk and talk)

13. Ideas for building relationships • When discussing an issue (lobbying) • Be pleasant • Be clear • Be concise • Be accurate • Be firm but not argumentative • Ask for a commitment (when appropriate)

14. Ideas for building relationships • Be reasonable • If your legislator agrees with you 80% of the time, you have a good advocate; don’t beat them up over the 20% • They don’t even agree with their own staff 100% of the time

15. Ideas for building relationships • Treat staff respectfully • They are the gatekeepers • They often can influence the decision of their boss • Some go to work for agencies and can be helpful • Some choose to run for future public office

16. Ideas for building relationships • Reward “good” behavior • Thank them for listening to our views • Thank them for voting our way • Acknowledge them in public • Public forums • Newsletters • Plaques/Awards • Local Newspaper Editorials • Social Media (e.g., Facebook, Twitter, Etc.)

17. Advocacy Exercise

18. Child Welfare Funding • Children and Family Aids • Funding provided by the Department of Children and Families (DCF) to counties for services related to child abuse and neglect and to unborn child abuse, including prevention, investigation, and treatment • Base funding is $68,787,492

19. Child Welfare Trends • Uptick in cases is alarming • 30% increase in child welfare referrals from 2007-2015 • 9% increase in screened-in child protective services (CPS) reports from 2011 – 2015 [Note: excludes Milwaukee County] • An 8% increase in the number of children entering out-of-home care from 2011-2015 [Note: excludes Milwaukee County] • An increasing number of Child in Need of Protection or Services (CHIPS) petitions filed statewide – from 4,392 in 2012 to 4,942 in 2015

20. Child Welfare Trends • Why such an alarming trend? • Heroin • Opiates • Methamphetamines

21. Child Welfare Trends • The Children and Family Aids allocation has not kept pace with increased caseloads • $67.9 million in 2009 • $68.8 million in 2016

22. Child Welfare • Requested Action • Provide a 10% increase in the Children and Family Aids allocation beginning in CY 18 • This equates to an annual increase of $6,878,749 annually

23. Child Welfare • Talking Points • Excluding increases for the payment of increased foster care rates, counties have not received an increase in the Children and Family Aids allocation since 2009 • The number of child welfare referrals has increased by 30% from 2007-2014 • Counties have seen a 9% increase in screened-in CPS reports from 2011-2015 • There was an 8% increase in the number of children entering out-of-home care from 2011-2014 • Increasing number of CHIPS petitions statewide • Stress is taking its toll on child welfare workers; counties are losing highly-trained staff • Cases are more complex if drug addiction is a factor

24. PRACTICE SESSION

25. Getting Your Message Out Michelle Gormican Thompson Thompson Communications michelle@thompson-communications.com

26. Goal: Raise Awareness on Key Human Services Issues Using the Media • Identify platforms to raise awareness on key human services issues, such as funding, needs, human interest stories • Platforms include: • Outreach meetings i.e. editorial boards with local papers, town hall meetings • News releases, media relations • Social media like Facebook or Twitter

27. The Changing Face of Media Relations The Pew Research Center’s Project for Excellence in Journalism “The State of the News Media 2013,” an Annual Report on American Journalism” stated that since 2012, newspaper newsroom cutbacks have put the industry down 30 percent since 2000 and below 40,000 full time professional employees since 1978.  “In local tv, the report reveals sports, weather and traffic reports now account for on average 40 percent of the content produced on the newscasts studied, while story lengths shrink. Across the three cable channels, coverage of live events and live reports, which require a crew and correspondent, fell 30 percent from 2007 to 2012 while interview segments, which tend to take fewer resources and can be scheduled in advance, were up 31 percent. At the same time, newsmakers (you) and others with information they want to put into the public arena have become more adept at using digital technology and social media to do so on their own, without any filter from traditional media. They are also seeing more success in getting their message into the traditional media.”

28. What Does this Mean for YOU? • More power into the hand of the newsmakers like yourselves. • More opportunities now to share your county story with your local media outlets. • Bigger opportunities to become a trusted source for your local print, radio or tv reporter. How will you do this?Reporters that used to cover one area, like the county board, may also cover multiple beats. • They need an expert and you can be their source.

29. Media 101: Build Your Lists • Determine which media outlets will be most effective. Identify the media representatives that you plan to contact most often and keep it up to date. Don't forget online publications. • Your media list should include information about the beats for which the representatives are responsible. Include all contact information and if possible, find out and note which contact method(s) the representatives prefer. • Tip: Be aware that many newsrooms will not open emailed attachments. Instead, incorporate your news release into the body of the email or provide a Web link to it online if you have that capability.

30. Media 101: Write a News Release • When you have something newsworthy to share, craft a brief (no more than two pages) news release to announce it. • Your spokesperson's name, affiliation and contact information should appear at the top, along with the date of release. • Write a short headline that succinctly summarizes your news. The lead paragraph should grab the attention of the readers so they continue reading the release. The body of the release will build on the lead with additional details of your news. End the release with a brief description of your organization, known as the "boilerplate.”

31. Media 101: Develop Talking Points • Develop talking points and STICK to them. • Determine the three to five main messages you want to convey on each topic and prepare talking points for them. • These are very brief, affirmative sentences that are intended to persuade your audiences to understand your point of view. Keep your talking points free of jargon.

32. Media 101: Stay on Message • Make sure everyone involved in your media relations campaign has the talking points you prepare and understands the importance of consistency. • For instance: County Ambassador Program; Capitol Days.

33. Be a Resource • Sometimes it is useful to provide the media with fact sheets. • Unlike a news release, these are not used to announce news. They provide information and data, which saves research time for the media representatives. By providing these facts, you also help ensure that the media has accurate information. • Call when you don’t need something, check in, give them updates.

34. To Learn More… • If you’d like assistance with your media efforts or have questions, contact Michelle Gormican Thompson of WCA at • michelle@thompson-communications.com • www.thompson-communications.com • 608.577.9405