In January, nearly 100 new senators and more than 430 freshman congressional representatives will flock to Capitol Hill with new press secretaries in tow. Time for public
affairs counselors to polish their elbow-rubbing skills. How can you get in good graces with the 2001crowd? The faces may be changing, but the rules surrounding press secretary
courtship are the same. Some tips from the experts at Vocus, a provider of Web-based relationship management tools for public affairs pros:
Know your rank in the pecking order. "Anyone calling a member of Congress needs to realize first and foremost that [an organization] from that member's district is
going to get preferential treatment and thus greater consideration," says one former congressional press secretary.
Be succinct upon first contact. Keep your questions to three or fewer and back up each inquiry with some form of documentation. "Ask a question that will allow the
press secretary to follow up with you via fax, letter or email." Don't expect quick, detailed answers to intricate questions.
Schmooze...within reason. Press secretaries are the "least stroked staffers in Congress," bemoans one former press secretary. Invite your contact for coffee or lunch so
he or she can match your name and face. Keep the bill under $10 in the House and under $50 in the Senate to fall within congressional gift reporting requirements.
Lend your expertise. If a lawmaker is supporting or sponsoring legislation favorable to your organization, volunteer assistance. "Offer to send press releases with
photos to the weekly papers in the [congressman's] district," advises one expert. "This will add more weight to the release."
Expect nothing back. Conversely, never ask a press secretary to send
out a release on behalf of your organization, even though the legislator may
support your position. This is a sure-fire way to alienate yourself, as you'll
only be adding to the press secretary's burdensome workload.
(Shane Tessimond, PAC Compliance Specialist, Vocus, 800/345-5572)