Speaking to Diverse Audiences

NORML LOBBY DAYMay 20, 2015Eric E. Sterling

Why are you speaking?• Invited to make a presentation – solo• Panel presentation• Debate• Pitch prospective allies• Press Conference• Responding to a Reporter• Rally• Meet with Official• Town Hall Meeting• Testimony

Contexts

• Educate general audience– Rotary & Business– School– Church– Community, Parent, Neighborhood group

• Pitch prospective allies• Press Conference• Respond to news• Rally• Testimony

Preliminary Preparation- Inquiry

• KEY -- Contact the organizer• What are the host’s objectives?• What is the venue like? Speaking from podium

or at a table or desk.• What else is happening?• How large is the audience? Sitting or standing?• What is the make-up of the audience?• How much time will you have?

Speaking to a Class

What is the teacher’s goal?How does it fit in the syllabus?How entertaining should you be?How much background will students have?Can you suggest any relevant readings – articles or book chapter?

Panel• How large a panel?• Who are your allies on the panel?• Communicate with panelists to pick/assign key points to

avoid duplication.• What can you specially contribute?• How much time will you likely have?• Role of moderator.• Will audience ask questions (make speeches) or

moderator read from cards?• Decide what literature to bring.

Literature (a.k.a. collateral)

• Always bring a handout with contact information.

• You want supportive audience members to contact you and join your chapter.

• Find help to design your literature.• Don’t crowd the literature with text.• Have people proofread the literature.• Avoid typos! They confirm stoner stereotypes.

Basic Speaking Rules• Dress appropriately. You can never be overdressed. Be

sure that clothing is clean and pressed. You are a representative.

• Avoid being a stoner cliché.• Stand erect.• Breathe.• Vary your pace, volume and tone.• Don’t speak too fast.• Make sure that you are being heard!• Pause when there are distractions.

Debate

• Be respectful of opponent.• Find common ground with opponent.• Debate with U.S. Rep. Bob Barr.– Former U.S. Attorney; Clinton prosecutor in Senate

Impeachment trial.– I quoted his views on privacy.

• Like the attorney for a defendant, you want the “jury” to like you, it rubs off on your cause.

Building a Coalition

• Need a clear coalition objective.– State legislation: • Reduce penalties• Decriminalization• Medical Marijuana• Marijuana Legalization

– Municipal enforcement policy– Local zoning rules for dispensaries, grow facilities– Campus enforcement policy

Coalition Allies

• Coalition politics are often HARD.• Challenge of decision-making process.• Challenge of leadership.• Identifying spokespersons.• Let the best speakers be spokespersons.• Be willing to find workable compromises.

Recruiting Allies

• Need to brainstorm potential allies. • How are the concerns of potential allies

addressed by the objectives of the coalition?• Speak to their concerns.• Allies DO NOT have to belong to the coalition.• Don’t challenge or question the “courage” or

“good faith” of those who do not openly support you.

Press Conference

• Reserved for a news event or news makers. It has to be worthwhile. Hard to get press!

• A bill is introduced.• A report or study is issued.• An opportunity for reporters to ask questions.• Careful consideration of location – convenient to

press(!) or highly visible or symbolic.• Brief remarks! Craft & highlight one key quote.• A photo op. Think of the photos and background.

Responding to a Reporter• Recognize the reporter is probably on deadline.• Quickly, if not sooner, acknowledge call to find out what

the reporter is seeking comment on.• Ask report for the question she wants answered.• Don’t comment on the first call.• Ask if you can call back in 5 minutes.• Do you need to do a little research first?• Compose your response: What is your message?• Statement should command attention, is strong and brief,

and to the point.

Rally

• A successful rally has a significantly large audience that has come out to express a common opinion.

• What is the size audience you need to mobilize to create the sense that the rally is significant?

• A rally is NOT judged by the quality of the speeches.

• If you can’t build a large audience, then don’t have a rally – do something else.

• Rallies take a lot of time and energy. Is it worth it?

Rally Speech

• High energy. Not a lecture.• Key simple facts or stories are powerful.• Draw strong conclusions.• Make strong statements.• Engage the audience to participate by:– Applauding– Cheering– Call and Response

Alternatives to a Rally

• “Vigil” – acceptable activity for a small group.• “Teach-In” – acceptable for lower key protest.• “Phone banking” – calls to legislators.• Fund raising event• Smaller protest – picket line, chanting.• Tabling and leaf-letting.• Show a movie.

Choosing an official to target

• Relevant decision maker – right jurisdiction.• Top priority, the undecided!• Don’t put lots of time trying to convince those

who support you or strongly oppose you.• Praise those who support you.• Let those who oppose you know that you

respectfully disagree with their position – try to identify the common ground, e.g. saving tax dollars, using resources efficiently.

Meeting With Officials• Your own representatives are always a priority.• With your local officials, you are building relationships!• Plan carefully.• Be respectful of their demanding schedule.• You have very limited time: plan for 5 to 10 minutes.• Plan very focused message.• Research the official:

– Prior statements and positions– Committee assignments– Background that you can “connect” with– Research tools Politics in America, websites

• Prepare a one or two page handout to leave behind.

Planning for the Meeting

• Generally limit pitch to one issue or one ask.• Prepare a few key arguments.• If a delegation, pick members carefully for

connection to member (constituent) or to the issue (relevance).

• Have a lead spokesperson.

At the meeting

• Everyone introduces himself or herself briefly.• But only one, two or three persons actually

speaks.• Ideal person is one who is directly affected,

e.g. a patient, someone arrested, etc.• Have most articulate member of delegation be

lead speaker.• Be sure to allow time for questions.

At the meeting

• Have someone take careful notes of the questions and comments.

• If you are not certain of the answer to any question, admit you are uncertain and promise to get the answer.

• Never guess or B.S. an answer.• Don’t be disappointed or cynical if you don’t

get agreement or commitment.

After the meeting

• Follow up, thanking for meeting and answering any questions.

• Report result of meeting to national office.• If your representative, continue the

relationship:– Continue to send relevant documentation to ask.– Attend public events, but don’t be obnoxious!

• If Rep. votes right, PRAISE in LTEs, etc.

Town Hall Meeting

• Representative may speak to community.• Find out if you need to sign up to speak.• Time is often very constrained – 1 or 2 min.• If a campaign, have all your supporters wear a

common button or T-shirt.• Be respectful of all other constituents.• Don’t take up too much of the time!• Don’t have multiple speakers repeat each other.

Testimony• Congress – by invitation only, but you can submit a written

statement for the record. If submitted in advance, may be reviewed by staff and shared with Members. Have copies at table for press.

• When legislature is in session, find folks who are keeping track of schedule. Notice is often poor!

• State and local – usually anyone who comes in an hour before and signs up can speak briefly.

• If possible, prepare written statement in advance.• Minimum number of copies needs to be submitted some

time in advance (find out), plus copies for press.

Preparing Testimony

• Get advice from folks who have done it before and who know the the legislative body.

• Consult with allies (professional lobbyists, ACLU, NAACP, League of Women Voters, Progressive Democrats, engaged libertarians public health advocates) about issues that are relevant and in play.

• How can you add value? What can you can uniquely contribute?

Your 3 minutes

• Self introduction, include any special connection (e.g., you live in Chair’s district)

• Brief praise if possible: Passage of bill last year; leadership on issue, thanks for holding the hearing.

• Essence of your support or opposition that is tied to the values of those members you are trying to win over!

• Stop when your time is up! Don’t be rude.

Build a data base of supporters

• Follow up testimony with outreach to supporters.

• Encourage them to make short, respectful calls to THEIR legislator to co-sponsor, or vote yes or no.

• Write a short(!) phone script. One key point.• (Or offer a menu of points but urge to select

the favorite for the phone call)

Stay Positive

• Change takes a long time.• Stay committed.• Don’t burn out.• Take care of yourself.• Make friends.• Have fun.• Find the party in your heart.