by Edward J. Barks

This article originally appeared in the March 1998 edition of Public Relations Tactics

You just got the call from Capitol Hill. A hearing has been scheduled on a critical bill and your organization has the opportunity to testify.

What a great occasion to spread your message to policymakers and the public. Yet all too often organizations squander legislative and regulatory testimony opportunities by using the kitchen sink approach. That is, every scrap of paper they have ever written on the subject is tossed into a 50-page tome that would make even the most ardent scholar's eyes glaze over.

PR professionals need to drive the testimony train. I've learned, while preparing for many a Congressional testimony , that it takes the expertise of a PR pro to put the facts into context and develop a coherent message. Make no mistake, testifying is not a battle of facts, but a battle of message.

Whether you are testifying before Congress, a state legislature, a federal or state regulatory agency, or your local zoning board, you need to do more than issue a collection of facts. Rest assured, your lawyers and technical staff will have more facts than you will ever be able to use effectively.

As a PR practitioner, you are the individual in your organization with the unique ability and knowledge to plan and organize a message-driven testimony effort. Research and planning capabilities are a must. Moreover, training is absolutely vital for the leader chosen to deliver your testimony.

When considering training, you basically have two options:

• Organize it in-house if you have the experience.
• Retain an outside consultant with expertise in developing message-oriented testimony, if needed.

Regardless of which route you follow, involvement from your public relations staff is an absolute must from the beginning. You must have the discipline, and organizational skills to see to it that your organization develops and executes a plan using the proper message tools. Here is a checklist of items you need to consider when preparing to testify:

• A message-oriented opening statement.
  You need to draft a punchy, five-minute oral statement in which you set the tone for the hearing. Let the lawyers and technicians write the weighty volume that will be submitted for the record.
• Witness selection.
  The PR pro must be an integral part of the decision-making process that determines who will testify. As chief message architect, you realize that whoever presents your testimony must have a clear understanding of how to deliver a message and stick to it through the process of sometimes intimidating questioning by members of Congress.
• Witness preparation.
  You cannot pay too much attention to this area. Thorough preparation culminating in a mock hearing featuring a tough, no-holds- barred question and answer session is mandatory.
• Media outreach.
  Any materials you issue to the media, such as news releases or fact sheets, must contain a message that is consistent with that of your testimony. You also need to assure consistency in your oral communications with reporters. Everyone in your organization must be on the same page when you conduct reporter and editor briefings and talk to the press on-site during the testimony.
• Direct public outreach.
  Don't neglect to communicate with various publics that need to hear what you have to say. Newsletters, speeches, and your Web site are great ways to spread your message to the public in an unfiltered manner.
• Strategic alliances. You likely have allies who can rally support for your position. Coordinate with them to bolster your message.

Another reason why to involve PR pros when preparing for legislative or regulatory testimony is the need for research. Research is key to the public relations function. It is also crucial to creating a winning testimony. In this instance, I do not mean legal or technical research. Rather, I am talking about the research that will tell you which opinion leaders your organization needs to target, such as: Which members of Congress will attend the hearing? What are their views toward your organization's position? How can you craft a message to which they will be receptive? What other opinion leaders hold influence with these members?

Also consider how you can organize a grassroots campaign if it makes sense for your organization. What key contacts in targeted Congressional districts can be activated? How can your local plant manager or the head of your local chapter serve to help spread your position to opinion leaders?

PR pros are uniquely qualified to perform the research that answers such questions. Furthermore, they know how to use it persuasively on their organization's behalf.

Think of all you have to contribute in the area of legislative and regulatory testimony as well as message development, witness selection and training, media and public outreach and research. If your organization wants to win when it testifies, it is essential that PR pros be involved every step of the way.

Edward J. Barks, President of Barks Communications, is an expert in media, presentation skills, and testimony training. The firm also operates Barkscomm.com, the Internet's Communications Training Resource, at http://www.barkscomm.com/.

Ed invites you to subscribe to his free e-zine, Personal Trainer, at http://www.barkscomm.com/. He can be reached at (540) 955-0600 or by e-mail.

© Barks Communications 2003