5. Lobby politicians through your own network.
In her book, Handlin explores how to form an alliance of like-minded people from your political district. "If the nature of your issue is such that it affects others as well, amplify that with the megaphone of a coalition," says Handlin. Such a coalition needn't consist exclusively of other business owners; if you've done a good job of building a loyal customer following, enlist them in your cause. Adept use of your website and social media can help as well.
In her book, Handlin cites the example of a tiny cupcake bakery in Salt Lake City, Utah. Just before opening, the owner got notice that she'd have to install a $40,000 grease trap in a manhole on the street. "That $40,000 was more than she had in her entire bank account," says Handlin. The owner rallied help from a coalition of small businesses. They met with officials and ultimately secured an affordable solution for the owner – she was able to install a far less expensive grease trap in her kitchen that still met the city's public health obligations.
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6. Lobby politicians through the official media.
The experts recommend your first effort should be an old-fashioned letter to the editor. "I think letters to the editor are really important," says Young. "What owners may not realize is that the political staffs of every politician get and read the papers every day and a well-crafted letter can really stand out. It can start to move things around."
Telling the truth and being balanced is key. "We don't want our members to call up and pitch fits, but we do encourage letters and we will even help them with talking points, etc.," says Newton. "If there's an issue that's hot and heavy, we'll call legislators and usually be able to get you an audience pretty quickly.
If all that fails and you feel a need to amp up attention, evaluate your cause and proceed with caution. Recognize the difference between an individual issue – say, a zoning variance just for your business – and one that's compelling enough to command media attention, like a pattern of favoritism or corruption. However you lobby through the media, it should be carefully, judiciously and honestly executed.
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7. How to lobby higher-up politicians.
Usually, your easiest path to lobbying a political representative lies through local and state corridors, where most decisions affecting your business are made. But occasionally, you need to be heard at the federal level. For that, the best way to reach higher-level politicians often is through his or her trusted staff. When you call, explain your problem and learn the name of the legislative aide that handles such issues.
"Every single federal official has multiple district offices staffed by taxpayer money and staffs that are well-versed in such issues as small business," says Handlin. "They are paid to be accessible to you and they have an enormous amount of influence with their bosses. And that's a very good use of your time."
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