Planning a Successful Lobbying Event: The Importance of Effective Messaging CSAE Communications & Networking Presentation January 8, 2008

5 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 Canadas (FPAC) Annual Parliamentary Reception.

Planning Identify goal of advocacy effort Pick a day that works Develop target list of MPs and government officials to meet with Develop a budget for the event MPs Ken Boshcoff and Wayne Easter attend the Canadian Health Food Associations (CHFA) National Health Food Month Kick Off Breakfast in the Parliamentary Restaurant.

…Planning Decide 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

Messaging The 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?

…Messaging The role of the communications manager Examples of lobby day goals: To create awareness amongst MPs of CHFAs role and mandate as the Canadian health food industrys 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 Governments help in finding a solution to this issue.

…Messaging The 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

Messaging Identify 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 TIACs proposed Privatized Visitor Rebate Program. MDC Example: Urge Government to implement MDCs proposed National Wheelchair Strategy.

Membership Preparation Decide who will attend Market to your membership Identify which MPs should meet with key delegates Prepare specialized kits for delegates MP Bios Meeting Schedules Key Messages Maps Debriefing sheets Plan briefing session for delegates Manage expectations: before and during

Possible components of the day Potential 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 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 Associations (CBA) Executive Board.

Feedback Thank you letters to all government officials that were met with Media search to see if event got pickup Collect debriefing questionnaires and create database with information Reschedule last-minute cancellations Maintain relationship with MPs through update mailings; personal follow up if necessary

Prepare for… Last-minute meeting cancellations MPs running late Lost or missing delegates Reception turnout to be contingent on: Number of competing events Location (Hill v. Off Hill) Votes, breaking news and other last minute circumstances