Legislative advocacy 101: suggestions from the field on effective advocacy.

Newport (R.I.) Parks, Recreation and Tourism Director Susan Cooper started a relationship with Rhode Island Sen. Lincoln D. Chafee after he took over the unexpired term of his father, the late Sen. John H. Chafee in November 1999. Through regular contact with his staff in both the Washington, D.C., and home offices, Cooper portrayed parks and recreation as a major public benefit. Chafee was informed whenever Cooper's department had a ribbon-cutting ceremony for a new park, or a facility grand opening that was due primarily to funds from the Land and Water Conservation Fund. And when NRPA awarded Sen. Chafee in 2003 for his efforts to transform the industrial brownfields of Rhode Island into lush, verdant park land, Cooper made sure she was present to shake hands with him. "So he could tie me with the national award, not as a local official, but as one of his constituents," she says.

Cooper realized she had an excellent opportunity to sustain Sen. Chafee's interests in the environment on National Trails Day, when she invited him to a local celebration of one of Rhode Island's beloved trails. The June event focused on the National Recreation Trail, Cliff Walk--a 3.5-mile trail along the Atlantic seashore that overlooks historic landscapes and buildings. The trail had been damaged due to several storms and was in need of restoration. Sen. Chafee not only attended the event, he walked the entire trail with Cooper's staff. He listened to their tales of the trail and what needed to be fixed. "My staff understand the importance of walking the extra mile," she says.

By fiscal year 2004, Newport received a $1 million grant toward refurbishing the trail through a combination of federal, state and locally matched funds. Sen. Chafee support helped secure the state's allocation of the federal funds.

Cooper's experience is one that can occur in any community, with any agency. Attending the annual NRPA National Legislative and Policy Forum is not the only time a park and recreation executive should come in contact with his or her congressmen, but it's a significant part of a continuum of important actions, observes NRPA Executive Director John Thorner.

Andrew Sansom, former executive director of the Texas Parks and Wildlife Department in Austin, believes that a critical part of the director's duties is to advocate and educate legislators on policy issues that affect his or her department. "Lots of times, there are roles of legislative activities that are circumscribed," Sansom says. "It depends on how each department is set up, but for me, it's absolutely crucial."

Sansom says he benefits everyday from his more than 25-year relationship with Sen. Kay Bailey Hutchison. The two initially [net when she was a state representative and he was with The Nature Conservancy. They were both members of an organization for young, moderate republicans. "We first really got to know each other as friends, and she has been aware since long before she ever went to the Senate of my interests," Sansom says.

Hutchison is now in her third term as a U.S. senator, and member of powerful committees including Appropriations and Commerce, Science and Transportation, each of which can be positive forces for public parks and recreation. "She's just always been very accessible and interested in these issues, and it has been a pleasure to work with her and her staff as well," Sansom says.

Sansom advises park and recreation agency directors to extend their knowledge and service to their congressional representatives, rather than just extend their hands when funding is needed. The more these legislators understand what parks and recreation can do for their state, the more they will act in Congress for the protection and longevity of parks and recreation, Sansom says. "You look for every opportunity that if you know that a legislator has an interest in a particular type of outdoor situation, than you do everything possible to get them there--even if it's recreational. Take them on a canoe trip, take them on a hunting trip, take them to see some kids playing tennis, take them into the field," Sansom encourages. "[Parks and recreation issues] just don't appear to be on anyone's short list of important things, so you overcome it by having a good relationship with a member [who is] willing to go to bat for you, like Kay Hutchison."

Being of service to your senator and representative should be an ongoing activity. Rhode Island's senior senator, Jack Reed, was interested in attending an Earth Day event, so his staff contacted Cooper. She suggested several possibilities including a morning beach clean-up and a walk for parks later that day. Cooper had photos taken of herself, Reed and volunteer park supporters. Before the next NRPA legislative forum, Cooper had the picture framed and brought it to Washington, D.C., when she met with the senator again. "Since I gave him that, anytime I'm at a big event, he makes a point of leaving the group and coming over to see me," Cooper says.

Cooper may be able to talk to legislators personally on issues pertaining to Rhode Island's parks and recreation, but she stresses the importance of establishing relationships with congressional aides as well. "It's important to get to know the aides," she says, adding that they regularly brief their bosses on issues and make recommendations.

When she worked as director of a recreation department in Connecticut, Cooper maintained a good relationship with the staff of a particular senator. Anytime there was a park event or issue that she thought they would be interested ira, she sent them information. One day, she received a call from one of his aides asking her to testify on the Land and Water Conservation Fund during a committee hearing.

The park and recreation field is in a strong position to get noticed on Capitol Hill. Because the nature of parks and recreation is celebratory, special events such as grand openings and ribbon-cutting ceremonies should be priorities to your state's senators and the appropriate representative.

"They all have kind of a soft spot for them [parks and recreation facilities]," says Sandra Whitmore, former director of the Alexandria's Recreation, Parks and Cultural Activities in Virginia. "Of course they have people screaming and hollering at them day after day on all kinds of issues, but if [the voice of parks and recreation is] not heard ... or makes them aware of what's going on in their jurisdiction, then I think shame on us."

Sen. Reed once observed to Cooper that senators and representatives often don't know if the federal dollars they are allocating from the Land and Water Conservation Fund actually have an impact on their" communities. Cooper's regular invitations to park openings and special events always keep him informed, he commented. "They hear complaints from everybody--there's not enough money for this," Cooper says. "What we can do is show what a little amount can do to impact a lot of people/voters in a positive way."

In Whitmore's case, her relationship with her representative allowed her park and recreation department to receive much-needed funds for a variety of protects every year. In fact, in the four years she was in Alexandria, Va., her agency received three grants to fund bike trails, and regularly received federal dollars toward projects she educated legislators about throughout the year.

Sansom's relationship with Texas Sen. Hutchison has made it so much easier to explain the public benefit and conservation value of protecting open space or acquiring park land. Creating and maintaining personal relationships is the key to successful advocacy.

"It's a two-way street," says Whitmore. "You just can't come always asking them for something, give them an opportunity ... to meet their voters in an informal setting," Whitmore advises. When parks and recreation facilities play host to legislators, they become the highlight of events where these legislators can meet their constituents. And when that happens, it benefits everyone.

For more information NRPA advocacy, contact NRPA's Public Policy Division at [e-mail].

Lasting Impressions

Introducing yourself to senators or representatives can seem intimidating, but it shouldn't be. Here are some helpful hints toward establishing good personal relationships to foster advocacy for parks and recreation.

1. Team Up for a Unified Approach: Your local and state department, citizens, policy makers, friends and other knowledgeable constituents can provide multiple perspectives when meeting with legislators at home or on Capitol Hill.

2. It's Net About You: Offer your knowledge and expertise to the legislator and his staff. Make them realize your knowledge is an asset, not just another voice asking for money.

3. Always Acknowledge the Aide: Overlooking staff at home and in Washington, D.C., is a major shortfall. Always contact the home office scheduler first when inviting a senator or representative to an event.

4. Rejection is not an Excuse for Apathy: Just because you might not be successful in your initial advocacy efforts, does not mean you should give up hope. No matter how small a department you serve, your senator and representative wants to hear from you.

5. Know Their Interests: A key to establishing a relationship with your elected officials is to discover what their interests are, and cater your events to meet their needs. As soon as you get their attention on a regular basis, they will soon ask you questions about your needs.

6. Invitations of Utmost Importance: No matter how large or small the event, always send information to your senator and representative. Their staff should be kept abreast of anything going on in their districts. Park openings, ribbon-cutting ceremonies, panel discussions--they're all important. Especially notify them of events that open with federal appropriations or funds.

7. Stand Up and Be Counted: Attend your legislators' events whenever they have an open forum or town meeting. Don't be hesitant to introduce yourself and speak to them. Even the brief encounter has value.

8. Be in it for the Long Haul: Make friends with freshman representatives and senators. Remember, building long-term personal relationships is the key to successful advocacy.

9. Regular Mail Sent the Right Way: Don't just send announcements to Washington, D. C. Announcements of events are sometimes better handled through the local office, or via e-mail. Follow up with a phone call once the event nears.

10. Picture Perfect: Whenever possible, bring a photo from a previous event that involves your legislator and your department with you next time you see them. They will always remember your face thereafter.

11. Keep it Short end Sweet: Anytime you speak with an aide or the legislator, don't ramble. Maintain your focus so your message is clear and concise. Keep notes about each contact.

12. Constant Contact: This isn't your distant relative, where a call on his or her birthday is sufficient to maintaining a relationship. Don't be a stranger, but don't be a pest.