A lobbyist wears many different hats, but the job entails working the three Ps of lobbying — politicians, press and public. Get all three of them on your side on an issue, and you’re a sure winner. Any controversial bill will usually require that at least two of the three be aligned — most often the two aligned are legislators and the folks back home.
The easiest way to get an alignment is to make sure your bill matches the values of society. The press, beyond reporting, must spray its own scent on what it perceives as right for society. So, a well-rounded lobbying effort will target all three Ps.
Which P is the most important? That depends on a long list of variables, such as the level of emotions the issue arouses, the resources available to the backers of the bill, and, as always, timing.
Having the prejudices of the community on your side is arguably the bedrock, more important even than having the politicians on your side. However, every special interest claims its bill is for society's sake, and thus begins the debate over what helps or hurts the public welfare.
Inform the public
When the opponents of your bill exercise their liberty to petition government, there’s nothing that compels them to be accurate or honest with the facts.
“It is easier to be critical than to be correct,” recognized British statesman Benjamin Disraeli. You can only hope your opponents will act responsibly. ...
Even so, being right for society and correct with the facts may not be quite enough. The season may not be right for your bill. Are legislators in a mood to focus on it? Is your bill being crowded out or placed on the back burner due to more pressing demands?
Timing
With all things, there is a season. In lobbying, while timing (choosing when to move or hold your bill) is always important, being in season (matching the mood of the legislature, and to the extent possible the sentiments of the people) is also important. But what‚s on the minds of lawmakers and citizens is always in transition.
[More in the book.]
