Rulemaking - how good laws go bad

Even when you've done your job to the best of your ability, gotten support, consensus and then passage, you still have one more spot where it can all go wrong - rulemaking.

Whether its regulatory, internal staff, or just the implementation procedures, you can still see your hard work disappear without your knowledge if you dont have a hand in the rulemaking process.

Your last ask in the process of getting your issue passed is to offer your assistance to work with staff to help them make the rules.

This is especially important the smaller and more localized the government entity is.

Why? Simply put part time elected officials rely on full time staff to carry out their "vision."

If this "vision" isn't theirs, because it's YOURS, then you need to stay on top of that effort

Leaders who branch out

One of the keys of leadership that most organizations miss is that leadership is intended to grow new leaders.

The problem with growing that new leadership is that the existing leaders need to let go and let the new leaders lead.

But what does that mean for the current leadership? It means they need to give their experience to other organizations. However more often than not they have no plan to do so.

Take a look around your community. Ask yourself -

- Are there other business organizations for my members to succeed in?
- Are there community organizations or fraternal organizations to succeed in?
- Are there appointments or elective positions that my members are ready to take on?

Growing leadership means building a network of advocates. A strong advocacy program revolves around how others view your organization, and leadership is key to positive interaction throughout the community.

Who Speaks for You?

One of the biggest barriers to success when working with the public, is how are your spokespeople received?

Most organizations make their president the spokesperson. While this is a great leadership opportunity, it neglects a few very key components of communication -

- Presidents change constantly, a lack of continuity creates confusion
- Not all presidents are great speakers, work to their strengths not their desires
- Not all presidents translate well in the public eye, don't put them in a bad light

When you look for a spokesperson, you need them to be -

- credible on the issue
- personable to the community
- deferential to the organization

Spokespersons can change based on issues, direction of the organization, or with time. However make sure the person speaking for your organization knows how to put the organization in the best light

Know What You're Talking About

While the idea of manufacturing an issue can be rather appealing, the one caveat to it is you had better know what you are talking about. That point was amazingly illustrated during this year's Super Bowl.

It came out that the faith-based Non Profit Organization "Focus On The Family" had bought an ad during the Super Bowl. The commercial was to feature Heisman Trophy Winner Tim Tebow and his mother.

Tebow is a strong Christian, his mother considered an abortion but didn't have one. Focus on the Family is against abortion.

Those facts are all it took for pro-choice advocates to protest the ad placement. News stations had segments all attacking CBS for allowing the ad.
Fox News addressed it HERE
MSNBC addressed it HERE

The New York Times to the San Francisco Chronicle, and even the USA Today had opinions on the matter... Long before anyone had ever seen the ad.

The issue of whether or not CBS should air the commercial gained so much air time before the super bowl that Focus On The Family got well more than their money's worth buying the $2.5 million ad.

They had a FABULOUS publicist who leaked the "concept" that sent the media into a flurry of hype...then they did a "PC" commercial that wouldn't create a stir. The message was already out there before the ad aired. They didn't need to do a controversial ad; they had accomplished their press mission and got more air time than the spot!

Stated public relations specialist Melanie Porpiglia

Then the ad came out. This was it -

Not exactly something to explode over. But the statements had already been made.

And the response? Perhaps the entertainment industry blog TMZ summed it up best -

Tim Tebow's Super Bowl Ad -- That Was It?

Posted Feb 8th 2010 5:00AM by TMZ Staff

After weeks of hype and outrage, the Super Bowl commercial with Heisman Trophy winner Tim Tebow finally aired Sunday night -- so what was all the fuss about?

Read more: http://www.tmz.com/2010/02/08/tim-tebow-super-bowl-commercial/#ixzz0ey2Eo2ZM

And now, those pro-choice advocates will have to re-frame their objection to the ad.

Regardless of your position on abortion, Focus on the Family, the National Organization for Women or the Super Bowl, this episode in media history made one thing clear -

Make sure you know what you are saying before you say it.

Re-Evaluate - The Mirror of your program

When was the last time you took a look at your Government Relations Program?

It is easy to sit back and allow it to just go on auto pilot, but when you do that, what changes in the community are you missing?

Simply put take a quick scan -

What policies are you standing for - and what policies are currently being discussed that affect YOUR policies?

Who are the community leaders - and do they know what your issues are and why they are important?

Where does the public stand on your organization - and is it possible to sway them?

Occasionally it makes sense to do a quick checklist and make sure you are hitting your marks.

Let us know if we can help

Changing perspectives

You can't change minds overnight. But over time you can shift perspectives to your side.

Don't be discouraged if your first effort isn't as successful as you'd like. These things take time & you'll get better at it the longer you stick to it.

A Chorus of Voices

You've tried writing letters to staff, elected officials and consultants on issues, but why should you be sending letters that are only read by a few people?

Take a lesson from "Ellie Light",defending President Obama's policies. Regardless of what you think about Obama's policies, this individual got their opinions published in nearly every newspaper in the country.

What if instead you took 2 paragraphs to explain your issues, and brought that message to the general public by bombarding the local paper with similar letters?

Free publicity for your issue, and the paper may do an opinion piece on your issue if you manage to raise awareness and attention on this issue.

Make a difference by puting a little effort into getting your message out there.

Make Waves

Do you worry that you dont have an issue that will get you the notariety you need to make the issues you want?

Make one up.

Edward Segal, CEO of the Marin County Association of REALTORS, found that by developing an advocacy tool he was able to pre-empt some major issues in his communities.

"point of sale is a way that elected officials like to pass policies without having any skin in the game, but can act like they did something positive. The problem is it takes a long time to implement, and unfairly burdens home sellers."

Explained Segal.

"So we developed the 'housingturnover index' and the councilmembers realized that what they were doing would take decades to implement... so that ended that discussion!"

You probably have an issue that comes up frequently in your neighborhoods as well. Tell your story before its an issue and you too will pre-empt these types of problems.