Did you know that 30 percent of the U.S. population can tell you the name of the Three Stooges, but only 10 percent can identify the three branches of government?

For the already overloaded business owner, having multiple root canals sounds better than adding yet one more thing to their “to do” lists. Larry, Moe and Curly, after all, sound a heck of a lot more fun than President Obama, Speaker Boehner and Chief Justice Roberts.

The importance of proactive advocacy, however, has never been more important than it is today. Organizations slow to come to the political table can face the results of detrimental legislation as well as burdensome and often repetitive regulations.

A quote I came across a number of years ago succinctly—and most accurately—sums up the critical importance of advocacy:

“Many of us get wrapped up in big campaigns and significant marketing activities to try to move half a point of market share, but the fact is one veto of Congress can take away more money than we ever hope to make through a marketing success.  So that relationship with Congress and other levels of government is critically important to our success.”    - Healthcare Marketing Report Nov. 2001

Today’s business owner must have a general understanding of local, state and national issues, and the policymakers impacting them. Crafting key messages, engaging internal supporters and maintaining relationships with decision makers are critical for all businesses.

The power of an organization aligned strategically and politically is awesome. It can mean the difference between expanding your business and closing your doors.

Business owners have to accept the fact that government relations isn’t an option, it’s a necessity. Staying connected to state leaders is part of doing business.

So how does one begin to engage in government advocacy? Here are few basic steps to get you and your organization started:

Step 1 – Identify the key players both internally and externally

An effective internal team includes, at a minimum, a point person (a communications or marketing manager is great) and someone from the finance team who has a firm grasp on the monetary impact of legislative and regulatory actions. From there, the team can (and should) grow to include managers, planners, staff and others interested in serving as a voice for your organization.

Externally, identify the major players at the local (city council, mayor), state (legislators, executive/regulatory) and federal (member of Congress, senator, agency) levels. Start a relationship with them by taking them on a tour of your business, meeting them at the state Capitol and keeping them abreast of what is happening at your facility.

Step 2 – Develop an advocacy strategy

Map out a course for your advocacy efforts that includes priorities, targeted audiences, key messages and the tactics for effectively addressing your organization’s needs. Much like other moving targets, however, you will still need to be on the lookout for unanticipated actions by any and all of the groups in government decision-making roles. Beware not to react to every issue impacting business—that’s the job of statewide organizations like the Small Business Association and Michigan Chamber of Commerce. Pick the ones that matter most to you, which are likely to have the greatest financial impact.

Step 3 – Engage the team

The impact of many unified voices far outweighs the sound of a solitary person. From board members and volunteers to community leaders and appreciative customers, the power of a collective voice has the potential to move mountains. Setting the team into action can take the form of a simple request to sign onto a letter or a virtual campaign launched by an electronic advocacy alert.

Step 4 – Track your efforts

Today, every resource expended requires a demonstrated return on investment. To demonstrate ROI, make sure to identify advocacy goals and measurements for success. One word of caution: be realistic. A goal of getting millions for your industry may not be realized immediately (or ever), but getting approval from the city council to expand your facility is a far better possibility.

By following these initial steps, today’s business owners can be well on their way to serving as effective advocates. Be it at city hall, the state Legislature or the nation’s Capitol, you can have confidence in your understanding of how government really works and be more effective in getting positive results.

		Lorri Rishar Jandron, MBA is president and CEO of Edge Partnerships, a full-service agency specializing in marketing, public relations, branding, advertising and advocacy. Rishar Jandron formerly served as director of marketing and government relations for Sparrow Health System in Lansing, chief of staff to the Michigan Speaker of the House, and director of communications for the Michigan House of Representatives.