‘Logic doesn’t work in Washington or any legislative environment. You need to understand why your audience would want what you want.’ – Stephanie Vance / Photo: Katerina Lorenzatos Makris

Want to influence influential people on behalf of animals? While covering The Humane Society of the United States Taking Action for Animals (TAFA) conference recently, Animal Issues Reporter.org’s correspondent Catherine Cowan picked up the following tips.

By Catherine Cowan

You don’t have to spend a lot of money to ethically influence policymakers.  But you do need a message that resonates with your audience.

That was one of the key takeaway tips from Stephanie Vance, closing plenary speaker at Taking Action for Animals, a conference organized by the Humane Society of the United States (HSUS).

Vance is a veteran Washington lobbyist, author of The Influence Game: 50 Insider Tactics from the Washington D.C. Lobbying World that Will Get You to Yes and founder of the website Advocacy Guru.

How can you find out what messages will resonate with your legislators?  Vance had two suggestions:

•Look up the bills they have introduced.  Those are the issues closest to their hearts.

•Like them on Facebook, follow them on Twitter, and watch them on YouTube to get a sense of what they are like.

“You are trying to answer the question, ‘Why will this person want to agree with me?’” Vance said. “Unfortunately it’s not because you are right.  Logic does not work in Washington, DC, or any legislative environment.  You need to understand why your audience would want what you want.”

If your legislator is a fiscal conservative, for example, you can show him how your proposal saves tax dollars.  If she is concerned with health care, you can discuss food safety or antibiotic-resistant bacteria related to overuse of drugs in farm animals.

Strategies for influence

Vance provided conference-goers with five strategies for successfully influencing policymakers.

1. Set SMART goals, or goals that are:

• Specific.  Decide exactly what you want, by when, and who can do it.

• Measurable.  Establish benchmarks for success; for example, did your legislator co-sponsor the bill or visit your shelter?

• Attainable.  Can your goal be attained given conditions in the external environment?

• Realistic.  Are you willing or able to put in the work needed to reach the goal?

• Timely.  Know external deadlines such as dates for a vote, and act accordingly.

2. Translate passion into something practical.  Be able to tell a legislator what concrete steps they can take to help you on an issue.

3. Partner with polar opposites.  Although this often requires compromise, it will reduce controversy and make it more likely your issue will make it through the process.

4. Keep the pack together.  Although different people may come to an issue from different perspectives, your group will be much more powerful if everyone is communicating the same message.

5. Be persistent.  It takes an average of seven years for a piece of legislation to move through Congress.

Before Vance spoke, HSUS chief operating officer Mike Markarian presented the Outstanding Service for Wildlife Award to retired communications professor E. Joseph Lamp for his 14 years on the Maryland Wildlife Services Commission.

As the only non-hunter on the nine-member board, Lamp was often the lone voice representing the interests of animals and came under heavy fire from hunting and trapping interests, Markarian said.

Want more fresh AIR from the TAFA conference?

Check out these articles from AIReporter Catherine Cowan:

‘Never give up’: Tips for animal advocates working with law enforcement

‘Not everyone is a villain’: Tips for animal advocates working with law enforcement

Who’s in control? Tips on working with law enforcement

Top 13 tips for animal advocates working with law enforcement

Catherine Cowan has 18 years of experience in writing, editing, and communications.  Starting as a reporter at a small-town newspaper in Indiana, she worked her way up to nation and world news editor at a top newspaper in Kentucky before moving into an editing role at a magazine on issues facing state governments. She has also done communications for a non-profit health care company and a state university research center. She is owned by four rescued and adopted cats and has a long-standing interest in animal issues and human-animal interactions.

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