Make An Impact In Governmental Affairs


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Now that marketers are learning that policy matters, this panel of political insiders will discuss what they need to do to have an impact?

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  • Make An Impact In Governmental Affairs

    1. 1. Make an Impact in Governmental Affairs Wright Andrews Bennet Kelley
    2. 2. Wright Andrews <ul><li>Founder – Butera & Andrews </li></ul><ul><li>Chief Legislative Asst. Sen. Sam Nunn </li></ul><ul><li>President of Amer. League of Lobbyists </li></ul><ul><li>Top 50 Lobbyists Washingtonian Magazine </li></ul>
    3. 3. Bennet Kelley <ul><li>Founder – Internet Law Center </li></ul><ul><li>AGC, Director of Gov’t Affairs -- ValueClick </li></ul><ul><li>Nat’l Co-Chair -- DNC’s Saxophone Club </li></ul><ul><li>Co-Vice Chair -- Cal. Bar Cyberspace Comm. </li></ul><ul><li>LA Press Club Awards for Commentary </li></ul>Began career with one of Washington’s top lobbyist
    4. 4. Clippings
    5. 5. Getting Past the “L” Word
    6. 6. Lobbyist
    7. 7. Spot the Lobbyist
    8. 8. Two Cautionary Tales What happens in Washington stays near Vegas. The tale of the cookie that was a spy.
    9. 9. Coming Attractions <ul><li>Behavioral Targeting </li></ul><ul><li>Privacy </li></ul><ul><li>Email Legislation </li></ul><ul><li>Amazon Tax </li></ul><ul><li>Download Tax </li></ul><ul><li>Utah </li></ul>
    10. 11. Internet Industry Assn Warning <ul><li>The inability of the industry to engage in policy issues with anything more than loose coalitions and ad hoc committees has left the industry vulnerable to stronger and well-organized competitors who are better able to work together to achieve policy goals . </li></ul><ul><li>Results: </li></ul><ul><ul><li>The lack of any educational programs or outreach to policy makers, “leaving a disastrous gap in their ability to understand the industry and its issues.” </li></ul></ul><ul><ul><li>The lack of early warning capabilities, so that industry is frequently caught off guard. </li></ul></ul><ul><ul><li>The inability to quickly commit resources to respond to threats. </li></ul></ul>
    11. 12. Measuring Internet Players’ DC Clout
    12. 13. 50 Company Sample <ul><li>American Airlines </li></ul><ul><li>Boeing </li></ul><ul><li>Fed Ex </li></ul><ul><li>United Airlines </li></ul><ul><li>Ford </li></ul><ul><li>GM </li></ul><ul><li>Apple </li></ul><ul><li>Intel </li></ul><ul><li>Microsoft </li></ul><ul><li>Oracle </li></ul><ul><li>RedHat </li></ul><ul><li>Verisign </li></ul><ul><li>Lockheed Martin </li></ul><ul><li>Northrop Grumman </li></ul><ul><li>PG&E </li></ul><ul><li>Southern Co. </li></ul><ul><li>Charles Schwab </li></ul><ul><li>Tenet Healthcare </li></ul>Qwest Sirius/XM Tmobile Verizon Altria IAC Amazon Drugstore EarthLink eBay Etrade Google United Online Yahoo Allstate Blue Cross GE Xerox Exxon/Mobil Eli Lilly Glaxo Smith Klein Johnson & Johnson Pfizer Proctor & Gamble Cox Enterprises AT&T Clear Channel Comcast Motorola Qualcomm
    13. 14. Lobby/PAC Expenditures 2003-2008 AT&T - $80MM Microsoft - $18MM Amazon, eBay Google Yahoo Combined $10.6MM Average $9.2MM
    14. 15. Total Lobbying/PACs 2003-2008 <ul><li>Over $100MM: </li></ul><ul><li>US Chamber of Commerce </li></ul><ul><li>AARP </li></ul><ul><li>AMA </li></ul><ul><li>Over $50MM </li></ul><ul><li>AT&T </li></ul><ul><li>National Assn of Realtors </li></ul><ul><li>Microsoft </li></ul><ul><li>Over $20MM </li></ul><ul><li>Ford </li></ul><ul><li>Comcast </li></ul><ul><li>Cellular & Telecomm Internet Assn </li></ul><ul><li>National Fed of Independent Businesses </li></ul><ul><li>Over $1MM </li></ul><ul><li>Outdoor Advertising Assn </li></ul><ul><li>Direct Marketing Assn </li></ul><ul><li>Digital Media Assn </li></ul><ul><li>American Assn of Adv. Agencies </li></ul><ul><li>New Entrants </li></ul><ul><li>Interactive Advertising Bureau </li></ul><ul><li>Internet Commerce Assn </li></ul>Google, Yahoo, Amazon and eBay – 6 Yr Total: $14.1MM
    15. 16. War is Politics by Other Means – Carl von Clausewitz Lobbying is Business by Other Means – Bennet Kelley
    16. 17. Political Actions, Business Consequences
    17. 18. Many Davids > Goliath <ul><li>Fortune Power 25 (2001) </li></ul><ul><li>1.  Nat'l Rifle Ass'n 2.  AARP 3.  Nat'l Fed of Independent Business 4.  American Israel For Affairs Comm.  5.  Ass'n of Trial Lawyers of America 6.  AFL-CIO 9.  Nat'l Ass'n of Realtors </li></ul><ul><li>Also includes American Medical Ass’n, National Education Ass’n, American Farm Bureau, National Right to Life Committee, Nat’l Restaurant Ass’n. </li></ul>
    18. 19. Key Factors Influencing Legislative Decisions <ul><li>Policy </li></ul><ul><ul><li>Policy Arguments/Solutions </li></ul></ul><ul><ul><li>Level of Congressional Understanding of Issues </li></ul></ul><ul><ul><li>Costs, Jobs & Competitiveness </li></ul></ul><ul><li>Players </li></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Grassroots </li></ul></ul><ul><ul><li>Committee and/or Subcommittee </li></ul></ul><ul><ul><li>Congressional Leadership) </li></ul></ul><ul><ul><li>Administration </li></ul></ul><ul><ul><li>Industry </li></ul></ul>
    19. 20. Key Variables <ul><li>Political Strength & Level of Commitment of Sponsors </li></ul><ul><li>Nature & Strength of Opposition </li></ul><ul><li>Campaign Contributions </li></ul><ul><li>Timing </li></ul><ul><li>Key Player Involvement </li></ul><ul><li>Coalition Lobbying </li></ul>
    20. 21. Ten Tips for Effective Lobbying <ul><li>Be Informed About Them </li></ul><ul><li>Be Prepared </li></ul><ul><li>Be on Time </li></ul><ul><li>Be Brief and Focused </li></ul><ul><li>Be Factual </li></ul><ul><li>Ask Questions </li></ul><ul><li>Be Courteous </li></ul><ul><li>Be a Constituent </li></ul><ul><li>Request Something </li></ul><ul><li>Follow Up </li></ul>10 TIPS
    21. 22. #11: Don’t Assume They Understand Your Business What do you think of Affiliate Marketing?
    22. 23. Remember Uncle Ted <ul><li>I just the other day got, an internet was sent by my staff at 10 o'clock in the morning on Friday and I just got it yesterday. Why? Because it got tangled up with all these things going on the internet ... </li></ul><ul><li>They want to deliver vast amounts of information over the internet. And again, the internet is not something you just dump something on. It's not a truck. It's a series of tubes . . </li></ul>
    23. 24. Make it Simple
    24. 25. Make It Relevant <ul><li>Economic Benefits/Consequences </li></ul><ul><ul><li>Jobs (within district) </li></ul></ul><ul><ul><li>Consumer Benefit/Loss </li></ul></ul><ul><li>Survey Data </li></ul><ul><li>White Hats On Your Side </li></ul>
    25. 26. Associations <ul><li>Many assume monitoring role </li></ul><ul><li>Beyond that requires commitment </li></ul><ul><ul><li>Washington Presence </li></ul></ul><ul><ul><li>Staffing </li></ul></ul><ul><ul><li>Key companies participating </li></ul></ul><ul><ul><li>PAC </li></ul></ul><ul><li>Establishing & Maintaining Clout </li></ul><ul><ul><li>Relationship Building </li></ul></ul><ul><ul><li>Grassroots Network </li></ul></ul><ul><ul><li>Lobbying </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Maintaining Presence </li></ul></ul>
    26. 28. Questions?
    27. 29. Wright Andrews Butera & Andrews 1301 Pennsylvania Ave., NW, Suite 500 Washington, DC 20004 Phone:  202-347-6875 Fax:  202-347-6876 [email_address] Bennet Kelley Internet Law Center 100 Wilshire Blvd, Suite 950 Santa Monica, CA 90401   Phone: 310-452-0401 Fax:  702-924-8740 [email_address] Santa Monica Washington South Carolina