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The EMA Government Affairs Handbook
The Importance of Advocacy
The U.S. Constitution gives each of us fundamental rights to speak freely about public policy issues and to "petition the Government for a redress of grievances," or lobby the government. Our system of government depends on citizens exercising these rights.
Government officials at the federal, state, and local level welcome the input of EMA and its members on issues of concern. They recognize that we know more about the workings of the home video industry than they do, and they respect our expertise. Working with government officials, EMA and its members can positively impact legislative and regulatory proposals.
It is also imperative that we do not remain silent while others, who may not share our public policy goals, communicate their views to government officials. EMA is the foremost voice for the home video industry. If we do not speak out about the issues that impact us, we cannot be sure that our perspectives will be heard.
Recognizing these facts, EMA engages in advocacy on behalf of the home video industry and facilitates individual, "grassroots" advocacy by its members.
Tips for Legislative Action
EMA conducts its advocacy in a number of ways - through direct and grassroots lobbying, testimony, visits with government officials, letters, and phone calls. The methods used depend on the issue and the timeframe for action; often multiple strategies are employed.
EMA may call on you to assist in its advocacy efforts. While advocacy may initially seem intimidating, as a businessperson, you likely already possess the communications and personal interaction skills that successful advocates use. Once you have engaged in legislative advocacy, you will realize it can be interesting, rewarding, and even fun.
You should call upon EMA if you need assistance in communicating with government officials. EMA can help you identify your elected officials and craft your messages to maximize their impact.
The following tips will help you be an effective advocate for the home entertainment industry.
Be Prepared
Your effectiveness will be enhanced if you take a little time before an issue arises to prepare yourself for action.
1. Stay informed. The most important thing you can do is stay informed about possible legislation that could impact the home entertainment industry. Make it a practice to read the newspaper in order to keep abreast of important public issues and anticipate possible legislative efforts. Check the paper for notices of upcoming municipal and state legislative meetings. Become familiar with the electronic resources and information about legislative proposals, in some cases including bill text status, available on the Internet.
2. Get to know your legislative decision-makers. Become politically active to the point of personally knowing your own elected representatives at all levels of government: town/city council; county boards; state legislature; and United States Congress. This has two advantages.
First, you will always get a better reception if you are viewed as an active constituent and not just someone who gets involved only in times of trouble. Second, elected representatives are more likely to use you as an information resources on your industry if they know you. Your friend in the legislature or on the council is likely to call you for your views on a bill that affects your business.
3. Get to know your natural allies. Work with others that share your views. For instance, in the fight against legislation to restrict First Amendment rights of free-speech, EMA members have many natural allies, such as librarians, booksellers, newspaper publishers, and the American Civil Liberties Union. In some communities, such groups have been organized into an informal "coalition" which can be a very effective way of sharing intelligence and coordinating efforts.
Writing to a Government Official
The letter is the most popular choice of communication with a legislative office. If you decide to write a letter, these rules will improve its impact:
1. Type the letter on stationery with your name and address prominently located.
2. Keep the letter to one page, if possible, and never more than two.
3. Address only one issue in each letter.
4. Address your letter to "The Honorable _____" and use the legislator's title in the salutation (i.e., "Dear Senator _____" or "Dear Representative _____"). Note: When writing to the chair of a committee or the Speaker of the House, it is proper to address them as "Dear Mr. Chairman" (or "Madam Chairwoman") and "Dear Mr. Speaker."
5. To locate your legislators' addresses, try the following resources:
6. State your purpose for writing in the first paragraph of the letter. If the letter pertains to a specific piece of legislation, identify the bill number.
7. Briefly describe yourself and your business.
8. Describe the issue in one or two sentences.
9. Explain your position and the reasons for it in a logical and positive manner. To support your position, provide personal examples of how you will be impacted.
10. Be courteous. Do not be argumentative or threatening.
11. Conclude by thanking them and requesting they support your position.
Calling Your Legislator
When legislation is moving swiftly and time is of the essence, calling your legislator may be the best way to communicate your message. Consider the following when calling legislators:
1. Make notes to guide you through the conversation before placing the call. Know the facts about your issue, including bill number and status.
2. Call the office of your legislator and ask to speak to him or her. If they are not available,
leave a message expressing your position.
3. Keep your call short and to the point, but make sure you speak clearly and slowly.
4. Briefly introduce yourself and your business.
5. State the issue about which you are calling and your position.
6. In one or two sentences, explain the reasons for your position in a logical and positive manner.
7. Ask them if you can provide them with any additional information about the issue.
8. Conclude by requesting that they support your position (unless it is clear they are opposed to your position).
9. If they state that they disagree with your position, do not engage them in an argument.
10. Thank them for listening to your concerns.
Legislative Visits
Meeting with a legislator, or legislative staff, is a very effective way to convey a message about a specific issue or legislative matter. Here are some suggestions for a visit to a legislator's office.
1. When attempting to meet with a legislator, contact the Appointment Secretary/Scheduler to make an appointment. Explain your purpose, who you represent, who will be attending, and the amount of time you need. Consider meeting with the legislator or staff in their district office, where they often are more accessible and have more time to spend with you.
2. Be on time for your meeting and be patient. It is not uncommon for a legislator to be late, or to have a meeting interrupted due to the legislator's crowded schedule. If interruptions do occur, be flexible. When the opportunity presents itself, continue your meeting with the legislator's staff.
3. Organize your presentation in advance. If your are part of a group, determine who will address the topics of your meeting. Whenever possible, bring to the meeting information and materials supporting your position.
4. Thank the legislator for their past support (if any).
5. Present your position in a logical, concise, and positive manner. Know the facts, including bill number and status.
6. Whenever possible, demonstrate the connection between what your are requesting and the interests of the legislator's constituency.
7. Try to stimulate a discussion by asking questions.
8. It is permissible, even advisable, to clearly state areas of disagreement with a legislator, but never get into an argument.
9. Ask for a commitment of support (unless it is clear they are opposed to your position).
10. Follow up the meeting with a thank-you letter that outlines the different points covered during the meeting and send along any additional information and materials requested.
Presenting Testimony
If you are testifying on behalf of EMA, the Association will generally work closely with you and the legislative committee to develop your statement and prepare you for the hearing. These are some basic rules for presenting testimony:
1. Consult with the committee staff about registering to testify and the rules for witnesses. Make sure you know where you are supposed to appear and when, check-in procedures, how many copies of your testimony are required, and the length of time you may speak.
2. Research who is on the committee and their position on your issue, if they have one.
3. Prepare a written statement that describes you and your business, outlines the issue, and details its impact on the industry and the public generally and you specifically. Depending on the issue, written statements generally run three-to-five pages. Bring extra copies of your statement to the hearing to share with allies and reporters.
4. Prepare an oral presentation, which should be a shorter version of your written statement. Make sure it includes information about you and your business, a clear statement of your position, and a summary of the reasons for your position. Personalize your oral presentation with examples of the impact of the issue on you.
5. Practice your presentation, but do not memorize it. Be prepared to summarize it in a minute or two if the committee requests because of time constraints.
6. Don't read your presentation word-for-word. Make notes beforehand on what you want to say, including key phrases, on a single sheet of paper. Referring to your notes when necessary, speak directly to the legislators, maintaining eye contact.
7. Anticipate questions you may be asked and prepare answers in advance. (In some cases, you may want to suggest questions to committee members that are friendly to your cause.)
8. Where possible, bring exhibits or visual aids to demonstrate your points.
9. Assemble a binder with all the relevant materials for the hearing, including your written statement, the bill and supporting materials, and information about the committee and its members.
10. Be courteous. While you may wish to point out areas of disagreement to a legislator or another witness, do not get into an argument.
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