Planning a Successful Lobbying Event: The Importance of Effective Messaging CSAE Communications...

Planning a SuccessfulLobbying Event:

The Importance of Effective Messaging

CSAE Communications & Networking Presentation

January 8, 2008

5 Steps for a Successful Lobby Day5 Steps for a Successful Lobby Day Planning Messaging

The role of the communications manager Membership Possible Components of the Day Feedback

Liberal Leader Stéphane Dion attends the Forest Products Association of Canada’s (FPAC) Annual Parliamentary Reception.

PlanningPlanningIdentify goal of advocacy effortPick a day that worksDevelop target list of MPs and government

officials to meet withDevelop a budget for the event

MPs Ken Boshcoff and Wayne Easter attend the Canadian Health Food Association’s (CHFA) National Health Food Month Kick Off Breakfast in the Parliamentary Restaurant.

……PlanningPlanningDecide to hire specialized PR/GR firm or perform

internally

Develop a strategy for how and when tasks will be accomplished:

◦ Document creation: invitations, leave-behind materials, marketing materials, signage◦ Public Relations: media call around, press release, interviews

with media◦ Scheduling of meetings ◦ Coordination of schedules◦ Venue booking and vendor management◦ On-site coordination

MessagingMessagingThe role of the communications manager

Develop a strategic communications plan

◦What are the goals of the lobby day?

◦ What are the key messages that need to be conveyed?

◦Who is the target audience? (media, politicians, both?)

◦What kind of creative means can be used to achieve these goals as effectively as possible?

……MessagingMessagingThe role of the communications manager

Examples of lobby day goals:

“To create awareness amongst MPs of CHFA’s role and mandate as the Canadian health food industry’s national association.”

“To make the public and the media understand that booksellers are not responsible for setting the price of a book; that they are doing everything in their power to bring prices down in the wake of the strong Canadian dollar; and that booksellers need Government’s help in finding a solution to this issue.”

……MessagingMessagingThe role of the communications manager

Ensure that the key messages are:◦ understood by the membership

mock meetings good prep materials

◦ understood by government officials/ MPs, etc clear leave-behinds well chosen and well prepared delegates

◦ understood by the media well written media advisory and press release well prepared, designated spokesperson on hand

MessagingMessagingIdentify key message that must get across

Identify 1-2 secondary messages

Create bilingual, succinct 2–page leave-behind document for MPs

◦ TIAC Example: “Urge Government to implement TIAC’s proposed Privatized

Visitor Rebate Program.”

◦ MDC Example: “Urge Government to implement MDC’s proposed National

Wheelchair Strategy.”

Membership PreparationMembership PreparationDecide who will attendMarket to your membershipIdentify which MPs should meet with key

delegatesPrepare specialized kits for delegates

◦ MP Bios◦ Meeting Schedules◦ Key Messages◦ Maps◦ Debriefing sheets

Plan briefing session for delegatesManage expectations: before and during

Possible components of the dayPossible components of the dayPotential activities for the day:

◦Meetings throughout the day◦Breakfast speaker to kick off the day◦Media event: Press conference on the Hill◦Lunch with key Parliamentarian

Roch Carrier speaking at SEVEC Press Conference held on Parliament Hill during lobby day

……Possible components of the dayPossible components of the day

◦SO 31 during Question Period◦Parliamentary reception for all MPs◦Dinner with key government officials and key

delegates◦Photo opportunities with Ministers, PM, etc

Finance Minister Flaherty meets with Canadian Booksellers Association’s (CBA) Executive Board.

FeedbackFeedback

Thank you letters to all government officials that were met with

Media search to see if event got pickupCollect debriefing questionnaires and create

database with informationReschedule last-minute cancellations Maintain relationship with MPs through update

mailings; personal follow up if necessary

Prepare for…Prepare for…

Last-minute meeting cancellationsMPs running lateLost or missing delegatesReception turnout to be contingent on:

◦Number of competing events◦Location (Hill v. Off Hill)◦Votes, breaking news and other last minute

circumstances