Answer my quick quiz…
Who are the two US Senators from your state?
Who is the US Representative of the District you live in?
Who are the US Representatives from each of the Districts your stations reach (aka the communities you serve)?
While you are working hard to keep the station on the air everyday (financially and otherwise), it’s not likely that you give “politics” a lot of thought. But, it’s very likely that the decisions you make are guided by legislation and regulation. Given that the broadcast industry is one of the most highly regulated businesses in the US, it’s time to think about “politics.”
It’s especially important that you know which, if any, of your Congressmen/women sit on committees which have oversight of telecommunications issues. Those people are being bombarded on a daily basis by all the other “players” in this same space. Frequently, cable companies launch letter writing campaigns in your service area to your Representatives. Constituents’ letters complain that it’s the broadcasters’ fault their cable bill just went up. I know this because at the ABA, we hear from those Congressional offices.
When was the last time you, as a station operator, spoke to one of your elected officials? Was he/she at the Rotary club? Maybe church on Sunday morning? Any chance you spoke to them the last time they were at the station for an interview? It’s incredibly important that you spend time with these elected officials when they are at your station and invite them to visit often.
When you do speak with them, make sure you understand and can articulate the issues that could prove harmful to your business and the jobs you provide. That’s not as difficult as it sounds. There are two great resources available to every broadcaster – your state broadcasters association and the National Association of Broadcasters. Both groups are constantly working to educate your elected officials. Either of these organizations can help you with all the materials and information you need to review.
I personally believe the idiom, “It’s easier to catch flies with honey.” Let’s assume you’ve studied the issues and are now prepared to address them the next time you see your Congressman/woman. Your goal is to persuade him/her that an issue needs attention. It’s much easier to get their attention if you are polite, persistent and persuasive. Believe it or not, they want to hear from you. Not only are you a constituent, you are the expert on your business. Also, you should stick to the legislation affecting your stations. Don’t air your own unrelated grievances or issues with the Representative and staff.
The next best thing to having a relationship with your Representative is to know their staff members. In a Congressional office, one of those staffers is considered the “expert” on your business. You really need to know that person. Get into the habit of emailing them articles about the issues impacting your stations. It’s better for you to educate them than the “other side.” And, the “other side” of any issue is always hard at work.
When you reach out to your Representative or a staff member, always include your name, station call letters, frequencies/channel, physical address, email address and phone number. Tell them you are a member of your state broadcasters association and/or the NAB. Quickly, get to the issue you are concerned with and any applicable bill numbers. Next, use your expertise to educate the Congressional staff on the impact this bill will have on your business and all those like you across your state/the country. Be brief by only citing the highpoints and be very clear. And last, the part you should be best at… make the “ask.” In very clear terms, ask your elected officials to take specific action… add their name as a co-sponsor to the Local Radio Freedom Act, for example. Or, ask them to vote a specific way in a committee meeting or on the floor. And, just like closing a sale, try to get a commitment. Politely.
Remember, “all politics is local.” Even a small number of constituents calling or writing about the same issue can influence a decision. So, do your part to protect your business, the jobs you provide and the industry we all love. Contact your Representatives and Senators on a regular basis.
–Sharon M. Tinsley, President, Alabama Broadcasters Association
205-982-5001
800-211-5189
www.al-ba.com
