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An example of effective lobbying concerns MedicAlert, an organization that provides bracelets to millions of people in the United States and Canada with health problems. Engraved on the bracelet is a description of the person's medical problem, along with MedicAlert's 24-hour emergency response phone number. The emergency response center is located in a region of California that considered changing the telephone area code. MedicAlert anticipated a lot of confusion—and many possible medical disasters—if the area code was changed from that which is engraved on the millions of bracelets. MedicAlert called on doctors, nurses, and the media to get word out about the danger to lives. Through this lobbying, the public and the state's policymakers became aware of an important aspect of the area code change they may not have otherwise known.
The MedicAlert Foundation, like the thousands of associations, unions, and corporations in the United States, benefited from using lobbyists with an understanding of state politics and influence. The ASAE & Center for Association Leadership estimates that there are more than 1.3 million trade, professional, and charitable associations in the United States. With more than 5,000 associations based in Washington, D.C., associations are the third-largest industry in the city, behind government and tourism. Lobbyists may work for one of these associations as a director of government relations, or they may work for an industry, company, or other organization to act on its behalf in government concerns. Lobbyists also work for lobbying firms that work with many different clients on a contractual basis.
Lobbyists have years of experience working with the government, learning about federal and state politics, and meeting career politicians and their staffs. Their job is to make members of Congress aware of the issues of concern to their clients and the effect that legislation and regulations will have on them. They provide the members of Congress with research and analysis to help them make the most informed decisions possible. Lobbyists also keep their clients informed with updates and reports.
After learning about a client's problem, a lobbyist researches the issue, then develops a plan and a proposal to solve the problem. Some of the questions he or she must ask when seeking a solution are: What are our assets? Who can we talk to who has the necessary influence? Do we need the media? Do we need to talk to congressional staff members?
Lobbying techniques are generally broken down into two broad categories: direct lobbying and indirect, or "grassroots," lobbying. Direct lobbying techniques include making personal contacts with members of Congress and appointed officials. It is important for lobbyists to know who the key people are in drafting legislation that is significant to their clientele. They hire technical experts to develop reports, charts, graphs, or schematic drawings that may help in the legislative decision-making process that determines the passage, amendment, or defeat of a measure. Sometimes a lobbyist with expertise on a particular issue works directly with a member of Congress in the drafting of a bill. Lobbyists also keep members of Congress tuned in to the voices of their constituents.
Indirect, or grassroots, lobbying involves persuading voters to support a client's view. If the Congress member knows that a majority of voters favor a particular point of view, he or she will support or fight legislation according to the voters' wishes. Probably the most widely used method of indirect lobbying is the letter-writing campaign. Lobbyists use direct mail, newsletters, e-mails, social networking Web sites, blogs, tweets, media advertising, and other methods of communication to reach the constituents and convince them to contact their member of Congress with their supporting views. Lobbyists also use phone campaigns, encouraging the constituents to call their Congress member's office. Aides usually tally the calls that come in and communicate the volume to the legislator.
Indirect lobbying is also done through the media. Lobbyists try to persuade newspaper and magazine editors and radio and television news managers to write or air editorials that reflect the point of view of their clientele. They write op-ed pieces that are submitted to the media for publication. They arrange for experts to speak in favor of a particular position on talk shows or to make statements that are picked up by the media. As a persuasive measure, lobbyists may send a legislator a collection of news clippings indicating public opinion on a forthcoming measure, or provide recordings of aired editorials and news features covering a relevant subject.
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