Advocacy, Communication & Media Relations Strategies for Early Childhood

1. Advocacy, Communication & Media Relations Strategies for Early Childhood 1 Lori McClung Advocacy & Communication Solutions, LLC May 2, 2013 www.advocacyandcommunication.org

2. Today’s Goals: 2 Learn what lobby laws you must follow as a non-profit to engage your elected officials. Learn how to be a successful advocate for early childhood and avoid the pitfalls that prevent success. Learn how to effectively deliver messages to the media on early childhood. www.advocacyandcommunication.org

3. Definition: “nonprofit” Unless otherwise noted, today the term will be used to mean:  501(c)(3) “charitable organizations” (because different rules apply to other nonprofits, like 501(c)(3) “private foundations,” 501(c)(4) “civic groups,” 501(c)(5) “labor unions,” 501(c)(6) “chambers of commerce,” etc.) www.advocacyandcommunication.org 3

4. WHAT ARE ADVOCACY AND LOBBYING? www.advocacyandcommunication.org 4

5. Definition: Advocacy & Lobbying Advocacy is the umbrella term, and involves identifying, embracing and promoting a cause. Lobbying is a specifically focused form of advocacy, with the purpose to influence legislation. Only some methods of advocacy are considered lobbying. Although the terms are often used interchangeably, you need to make sure that you record and report your lobbying activities as defined by the IRS. www.advocacyandcommunication.org 5

6. Direct vs. Grassroots Lobbying When an organization urges the general public to take action on specific legislation. Keys to grassroots lobbying: Refer to specific legislation; Reflect or state a point of view on the legislation’s merits; and Encourage the general public to contact legislators. • Direct Lobbying is when an organizationattempts to influence specificlegislation by stating its position to a legislator (or other government employee who participates in the formulation oflegislation) through its staff or members. www.advocacyandcommunication.org

7. Advocacy is easy! Lobbying is legal. Check to see if you have filed a 501(h) Election, if not you may consider filing. Keep track of your lobbying expenses, remember must be about a piece of legislation or a ballot initiative. What do you need to know? www.advocacyandcommunication.org 7

8. So… Can We? • Write and encourage people to write letters? YES! (Both members and non-members of your organization)! • Meet with/speak to public officials about legislation? YES! • Testify at a public hearing? YES! (and if requested in writing it’s not lobbying)! • Provide research, analysis and commentary? YES! (and it doesn’t count as lobbying)! • Publicly endorse or oppose specific legislation? YES! • Invite an official to visit? YES! (and it may not be lobbying)! www.advocacyandcommunication.org 8

9. So… Can We? • Raise funds for candidates? • NO! (as an individual, not as an organization) • Publicly support or oppose a candidate? • NO! • Use federal funds to lobby? • NO! Except in certain situations, federal grants cannot be used to lobby on legislative matters at the federal or state levels. • Federal contract funds cannot be used to lobby at the federal, state or local level. • Federal funds cannot be used for electioneering. www.advocacyandcommunication.org 9

10. Yes. Nonprofits may use “non-earmarked” or general purpose funds to lobby. Community foundations can earmark grants for lobbying (they are exempt under 501(c)(3) and not private foundations). May nonprofits use private foundation funds to lobby? www.advocacyandcommunication.org 10

11. DOES ADVOCACY LEAD TO SOLUTIONS? www.advocacyandcommunication.org 11

12. Challenges and Barriers to Advocacy Top barriers to participation in advocacy Lack of data Lack of capacity and staff time Lack of internal/organizational support Lack of a champion Lack of interest in the issue by the media Top tools organizations need to participate in advocacy Training and capacity building Assistance with coalition building Information (how to develop and package, etc.) An education/awareness campaign Dedicated staff www.advocacyandcommunication.org 12

13. Reasons to Get Involved Service, membership, education is not enough Government policies affect everyone Government controls funding to many nonprofit organizations Policymakers care about and need your expertise www.advocacyandcommunication.org 13

14. But why advocacy? Increased connection to mission Increased connection to community Increased connection to the “democratic” process www.advocacyandcommunication.org 14

15. 15 Lobbying isn’t a privilege; It’s your right and it’s your responsibility! www.advocacyandcommunication.org

16. IMAGINE THE POWER OF 1,000,000 VOICES www.advocacyandcommunication.org

17. EFFECTIVELY ENGAGING COMMUNITY LEADERS www.advocacyandcommunication.org

18. Follow the Rules and You’ll be Successful QUESTION: Why are some efforts more successful than others? ANSWER: Because people don’t follow Rules #1-4 www.advocacyandcommunication.org

19. Rule #1: Relationships Matter • It’s about relationships. • Staff counts. They are the conduit and travel guide. • Don’t wait until you need something to begin. • Truly understand their best interest – and be honest. • Cast your organization as a constituent resource. • Go the extra mile – supply requested information. • Remember, a burned bridge is hard to rebuild! • ALWAYS SAY THANK YOU! www.advocacyandcommunication.org

20. It’s Personal! • One-on-one contact is ideal. • It’s ok to disagree. • Think before you speak. www.advocacyandcommunication.org

21. Events - Yours and Theirs • Attend functions where legislators will be. • Attend personal fundraisers. • Legislators NEED to meet the people you serve and/or your members. • Provide media opportunities. www.advocacyandcommunication.org

22. Rule #2: ID Your Targets • Determine who the decision-makers are. • Define decision-maker broadly. • Do your homework, know their personal stories and interests. • Don’t prejudge based on previous affiliations. • Determine where the decision-maker sits on • your issue. • And the approach or angle which might make this time different. • Watch, recognize and seize momentum. www.advocacyandcommunication.org

23. Rule #3: Be Prepared • Be ready to relay your points at anytime and anywhere. • Know your opponent’s positions. • Respond and neutralize, don’t attack. • Don’t assume a level of knowledge about your issue. • Lay the ground work with freshman legislators. Someday they’ll be in charge. • YOU ARE THE EXPERT www.advocacyandcommunication.org

24. Rule #4: Deliver Your Message…. • Letters - Officials want and need to hear from you. • Phone calls - Use to initiate or follow up. • E-mails - Structure is key. • Intermediaries/allies - Who can place a call for us? • Invitation to an event - Show why you exist & bend an ear. • Drop bys & show ups - When all else fails, drop by their office. • THE FREQUENCY OF CONTACT MATTERS www.advocacyandcommunication.org

25. …but Deliver it Well… • Don’t overcomplicate it. • State the thing you most want them to remember first. • Use statistics and numbers, but not formulas. • Move people to a conclusion; never force them into it. • Prepare yourself for reactions and responses. • Present the truth, don’t stretch the truth. www.advocacyandcommunication.org

26. …and Prepare to Deliver it Quickly • Ask about their priorities. • Have a one-page leave behind. • TAKE NOTES. • Prepare for 30 minutes; expect 15. www.advocacyandcommunication.org

27. Pick What’s Most Comfortable for You • Meet in any of their offices. • Write a letter. • Do a site visit. • Give an award. • But make sure to participate! www.advocacyandcommunication.org

28. You can make a difference in 1 hour a week! • You could: • Write 1 letter. • Ask your co-workers if anyone else wants to help. • Make 1 phone call. • Invite someone to lunch. • Share what you’ve learned with others – make copies. • Tell a friend or family member 1 thing about your organization. www.advocacyandcommunication.org

29. Effectively Engaging Your Leaders: Building & Keeping Relationships • Ending the Meeting & Follow Up • Offer to be resource to them for additional information. • If they ask for follow up information, take less than 5 business days to respond. • Be sure to say THANK YOU for their time. www.advocacyandcommunication.org

30. 10 Tips for Effective Site visits • Pick the site carefully • Be specific, yet flexible • Invite staff • Confirm • Develop an agenda or talking points for the meeting  • Plan an activity • Prepare your staff and families • Give the community leader something to take home • Consider Inviting the Media • Follow-up www.advocacyandcommunication.org

31. BUILDING A STRATEGIC COMMUNICATION FRAMEWORK www.advocacyandcommunication.org

32. Strategic Communication Framework What is a Strategic Communication Framework? A way in which people think and talk about an issue and reasons why. How does it work? A framework is often established by the media and reinforced by community leaders, policymakers and the general public in the way these audiences talk about or “message” an issue. How can nonprofits help change/reinforce the frame? Establish a consistent way of messaging or talking about the issue (aka your preferred frame) and; then establish relationships with media, community leaders, and policymakers to express this preferred message on an ongoing basis. www.advocacyandcommunication.org 32

33. What is included in Strategic Communication? • Paid and earned media • Focus groups • Identifying messages • Developing the frames • Talking points Strategic communications is not exclusively about billboards, sound bites, spin, glitzy brochures, polished annual reports, and animated Web sites.  33

34. Prioritization of Strategic Communication • Most effective early childhood education efforts include a major strategic communication component. • Strategic communication must have the same prioritization as fundraising, staffing, etc. • NOT a “nice to have” it is integral to success of an effort. 34

35. 35 BUT: If the facts don’t fit the frame, the facts (regardless of accuracy) will be discarded www.advocacyandcommunication.org

36. MESSAGE DEVELOPMENT www.advocacyandcommunication.org

37. Keep it simple. Inject new elements into the debate to force people to see the issue with fresh eyes. Know your audience. Invite the audience to “fill in the blank” and reach your conclusion on its own. Present a solution. Basic Principles of Message Development www.advocacyandcommunication.org 37

38. Message Delivery: Basic Principles Stay on message. Repeat again and again. Choose a medium and messenger based on audience you’re trying to reach – and what is possible given organizational capacity. www.advocacyandcommunication.org 38

39. Keep it Simple Easy to grasp, jargon-free, and short or uncluttered. Not an elaborate argument of your position on the issue. People often need to hear a message again and again before they get it – saturation. Same message, not multiple messages. www.advocacyandcommunication.org 39

40. Mission is NOT Message! www.advocacyandcommunication.org 40

41. Core Messages One or a few brief, straightforward statements that reflect: Your analysis of the problem, its cause and impact. Your proposed solution. The arguments in support of your solution. www.advocacyandcommunication.org 41

42. Tailored Message A message created for a specific audience, based on analysis of: What will be most persuasive for that audience. What information it needs to hear. What action you want the audience to take. www.advocacyandcommunication.org 42

43. Analysis should guide the message’s: • Content = • Form = • Length = • Medium = • Messenger/Spokesperson = What, Why, Why care, Proof, Solutions Words, images, etc. Basic is basis for 30, 60, 1 hour Mass, one-on-one, rally Poised/compelling www.advocacyandcommunication.org 43

44. Campaign for Tobacco-Free Kids Goal: Neutralize Congressional opposition to new FDA regulations of tobacco. Core Message begins with a statement of what you want to have happen, e.g., FDA regulation of tobacco is needed because: Cigarette smoking is a pediatric disease. Nicotine is addictive, and tobacco companies deliberately manipulate its content. Tobacco companies have lied to the public about the hazards of smoking, the addictiveness of nicotine, and targeted advertising to young people. Big tobacco has spent millions on campaign contributions, corrupting our democracy. www.advocacyandcommunication.org 44

45. Moving the Tailored Message Using the message “America’s kids are not for sale,” the campaign called on all candidates to renounce and refuse campaign contributions from tobacco companies. Highlighted political ties between tobacco companies and Congress. Goal: politically risky to block the FDA regs – media and public would assume related to campaign contributions. www.advocacyandcommunication.org 45

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47. “Filling in the Blank” Convey more with less. Implicitly invite the audience to participate in creating the message. By activating the audience’s thought processes, such messages often lead the audience to reach the message’s intended conclusion on its own. www.advocacyandcommunication.org 47

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49. Present a Solution Research shows people more responsive to messages that present solutions rather than those that focus on a problem’s cause. www.advocacyandcommunication.org 49

50. Key Points: Message Development Based on analysis of what you think will persuade a certain audience. Simple, to the point. Repeated frequently. www.advocacyandcommunication.org 50