Part 4 - Communication Executing Your Legislative Agenda

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In Part 4:

•	Legislative Coalitions
•	Organizing a Coalition
•	Working With a Coalition
•	Grass-roots Lobbying
•	Mobilizing CCIM Members
•	Public & Community Relations
•	Using Public Service to Create an Image

Legislative Coalitions

Major legislation is enacted most often through the combined efforts of a number of groups working in coalitions, rather than through the efforts of a single organization. With rare exceptions, only a coalition can produce contacts varied and influential enough to achieve success on a major public policy issue. Coalitions focus and coordinate the resources of many groups that have a common interest in a legislative issue. Coalition efforts may take several months or may continue for years, depending on the significance of the change being sought. While coalitions have the potential to garner tremendous legislative strength, they are always subject to the danger that some members may become dissatisfied with the direction being taken and attempt to arrange a legislative compromise not supported by the majority. Despite that inherent weakness, the risk is worth taking to gain the strength that comes from a broad base. One must realize that with the use of a coalition, compromise is the key word and, therefore, your chapter may not always find support on all the positions it has taken.

Organizing a Coalition

First it must be determined whether there is interest among other groups in joining a coalition to work on a legislative issue. Describe the problem, as your chapter sees it, in a memorandum and distribute it to other organizations seeking their input and asking them to state their position. Request a meeting among all those groups who express interest in your position and form an agreement on the specific goals of the coalition.

Every coalition must have one organization that serves as a clearinghouse. That organization attends to all the important mechanical details that go into the effective running of any meeting. The clearinghouse organization also takes responsibility for receiving information for the coalition and passing that information on to coalition members.

The strength of any coalition rests with its members. The coalition leaders must recognize that their principal role is to serve the members by working hard at the unexciting but critically important details required for effective coordination with the clearinghouse organization.

Working With a Coalition

It is very important to get the message across early that the success or failure of the coalition depends on the action of all its members. Get members involved immediately. Give them specific tasks and hold them accountable by asking them to report regularly at coalition meetings. It is essential that at least some members of the coalition view the coalition's issue as the top priority for their own organization. Otherwise, it is impossible to generate the steam needed for a successful effort on a major legislative initiative. The less passion held by coalition members for your issue, the more your effort will appear to legislators as simply another special interest exercise. As a result, the coalition's efforts will be largely discounted.

The lobbying techniques coalitions use are essentially the same as those individual organizations use. It is especially important to provide coalition members with accurate, timely, brief and clear information on which to take action because, in many instances, the goals of the coalition may differ somewhat from an organization's individual, long-range agenda. Coalition members must be consistent in their presentations to legislators. Their message must be focused.

However, coalition members should use the names of their individual organizations when lobbying a legislator. Chances are that the legislator will be more familiar with their organization than with the name of the coalition. For example, a CCIM member should identify himself as a member of the CCIM Institute and as a commercial investment real estate practitioner with ABC Company who works in the legislator's district. Once the legislator has identified you as a constituent and professional with ties to his district, the argument for your coalition should be made. Be sure to mention the name of other coalition member organizations to bolster your position.

If publicized appropriately, a coalition's legislative success can be helpful in attracting even more members and funding. Coalition members should always be given credit for legislative victories. The more coalition members feel that they have played an important role in the effort, the more they will want to stay involved and participate in new efforts that the coalition wants to make. Once a specific legislative effort has concluded, attempt to keep the coalition alive for future legislative battles. This can be done through the publication of a coalition newsletter or informal phone conversations to keep in contact with members and to prepare them for the next legislative challenge.

At the national level, the institute has been involved in legislative coalitions with groups such as the Institute of Real Estate Management (IREM), and of course the National Association of REALTORS®. State and local affiliates of these and other groups are potential allies of local CCIM chapters in legislative efforts in state capitols and city halls throughout the U.S.

CCIM Chapter Legislative Chairpersons should consider requesting an appointment as liaison to the local Board of REALTORS® or state association's legislative committee to serve commercial investment real estate interests. If your chapter has a CCIM member who served as an officer of the Board of REALTORS®, ask him/her to request an invitation through the board's administrator.

If not, the chapter president should make this request. The regional vice president might be able to assist in this procedure as well.

Grass-Roots Lobbying

In 1976, Congress passed landmark legislation that clarified and greatly expanded the extent to which non-profit organizations can lobby the U.S. Congress. Many states used the federal model to formulate lobbying regulations of their own. Lobbying laws and regulations vary greatly from state to state and Chapter Legislative Chairpersons should become familiar with their state's regulations before embarking on any lobbying effort. Lobbying guidelines can usually be obtained from the office of the Secretary of State or State Attorney General. Currently, lobbying reform legislation is being considered at the federal level. Any changes in the law will undoubtedly affect state regulations as well.

At the federal level, the 1976 lobbying law defines two kinds of lobbying: direct and grass-roots lobbying. The term direct lobbying means to communicate your organization's message (1) with legislators or government officials who participate in the formulation of legislation and (2) with its own members. Direct lobbying would include visiting a legislator about a bill, as well as simply being in touch with your members and urging them to contact legislators. The term grassroots lobbying refers to any attempt to influence legislation through an attempt to affect the opinion of the general public. Sometimes groups confuse urging their members to lobby with grass-roots lobbying of the general public. Most lobbying at the chapter level will be of the direct lobbying type, whether it is contacting your legislator or urging members to do the same. Most grass-roots lobbying is conducted by non-profit public interest organizations like Common Cause.

Mobilizing CCIM Members

Your chapter's lobbying power will come from well-informed members who recognize the value of encouraging legislators to support your legislative agenda. CCIM members constitute an important force by virtue of both their quality and quantity. The key question is how you can communicate with your members so that they will be motivated to contact their legislators on behalf of the chapter's concerns. One method to effectively accomplish this is via the legislative alert (your explanation of the issue and the action needed) or "Call-To-Action." (See "Call-To-Action" in the Appendix.)

As you are aware, the CCIM Institute and NAR use the "Call-To-Action" at the federal level to alert members that the time has come to personally contact a member of Congress or a regulatory agency, urging them to support a particular legislative position or influence the writing of certain regulations. The institute maintains a data bank of members who have expressed their willingness to assist in this process. "Calls-To-Action" issued by CCIM can be duplicated at the chapter level to involve even more members and strengthen our effectiveness. The same model "Call-To-Action" can be effectively utilized by chapters to mobilize members for legislative initiatives at the state and local level.

It is difficult, but important, to keep your legislative alert brief, but precise. One page in length is ideal, but often proves to be impossible. If you must provide more material, attach supplemental briefing papers. Be certain that your first paragraph tells your member what the issue is and what action you are requesting. Avoid using legislative jargon in your alert. However, if you refer to the mark-up of a bill, for example, make sure your members know that you are referring to final changes a committee is making to a bill. Providing your members with a list of legislative jargon is helpful.

Your alert should contain the necessary background material. Members will probably have discarded earlier correspondence on the issue at hand. Do not make assumptions on what the reader knows from past communications with them. Mail your alert soon enough for your members to contact their legislators. If you have any doubt about how quickly the alert will reach your members, use the telephone, fax, or send a telegram.

Legislative alerts or "Calls-To-Action" should be sent out as often as necessary. Request that members always provide you with copies of any correspondence they send to legislators or responses they receive. In addition, please provide the institute's Legislative Affairs staff with copies of your "Calls-To-Action."

Major legislative changes often take several years to achieve, and sometimes it is difficult to keep members motivated for that long. It is important to be candid from the start about the time that may be required. It should also be emphasized that persistence ranks close to the top, if not at the top, of any list of attributes essential to a successful legislative effort. There is no magic formula for success, just perseverance and hard work.

Public & Community Relations

An indirect form of lobbying that receives little attention is lobbying through the media. Legislators pay particular attention to the media and, therefore, it plays an important role in shaping public policy. Legislators take note of organizations and individuals featured in the media. Legislative staff rank very high the influence of both news articles and editorials in major daily newspapers as forces that influence legislators. Effective public and media relations can be an important means of building support for your legislative issue.

Letters to the editor of a newspaper written by influential members of the community will usually be published. In dealing with the media, send them information only if it is truly newsworthy. You will be quickly and permanently dismissed if your so-called news is unimportant, inaccurate, or untimely.

Your chapter can present information to the media in a number of different ways that will draw more attention to your issue and increase the interest of the legislature. The following media types should be considered:

Press Releases

A press release can be used to promote a legislative initiative or take a stand on action by the legislature. The information contained in the press release should be both important and new. The press release should answer the five "w"s -- who, What, where, when, and why. You will probably want to add how as well.

Press Conferences

Unless your issue is particularly timely and important, it may be difficult to get good attendance at your press conference. Have a well-written press statement and background materials available as handouts. Keep the press conference short and leave time for a question-and-answer session.

Letters to the Editor

Letters to the editor can significantly increase awareness of your issue. Sometimes letters are used to respond to negative editorials. Your letter should be tightly composed and should use short, clear sentences. Use strong, active verbs. Use specific examples to make your points. Address only one issue per letter. Always sign your name and include your address and telephone number.

Using Public Service to Create an Image

Contributing time and skills to needy populations, disseminating public information to alter harmful behavior, working for the good of the many -- all are images of public service. Although the connection between public service and legislative success is not a direct one, public service can enhance your chapter's image and create goodwill which can affect your legislative activity.

Public service involves the contribution of skills, time, money, information and services by the chapter and its members in order to further a charity, civic organization, cause or event.

Politics

Due to our affiliate status, the institute and individual chapters are not allowed to form political action committees (PACs) separate from RPAC -- the official PAC of the National Association of REALTORS®. CCIM members are encouraged to become involved with RPAC or the political action committee of their state Board of REALTORS®. RPAC funds are used for direct contributions to federal candidates' campaigns and for independent expenditures for activities such as advertising or polling in support of candidates.

CCIM members are eligible for membership on state Board of REALTORS® political affairs’ committees. Involvement in this committee is advantageous, as a CCIM member can promote support of issues unique to the commercial investment real estate industry. For information about how you can become involved in politics through NAR at the state level, contact the Political Affairs Division of your state Board of REALTORS®.

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