The Kinetics of Pharmaco-Politics: Absorption – Effectively Communicating Your Message to Your Legislator

by Susanna Joy, MA candidate, Health and Risk Communication, Michigan State University, and advocacy intern, Michigan Pharmacists Association

Our members are active, concerned citizens. We know you care about the role that politics plays in your practice settings; but we also know that sometimes it feels like there’s little you can do personally to affect that process. Additionally, we know that some members are interested in advocacy but are unsure of what to say or how to say it. With this in mind, let’s discuss the first and most foundational consideration: the basics of crafting messages to influence your legislator.

We will examine three primary considerations when communicating with your legislator for maximum impact: the source, the message and the intended audience. Since the last is arguably the most important, we will begin there.

Audience: Considering the legislative audience when crafting messages should be the first thing we do. It may be somewhat counterintuitive because what is likely in the forefront of our minds is the issue, bill or political action we want to address. Don’t worry, we’ll get to that! If we want to craft a message that our legislator responds to, however, we should consider his or her position before getting started. While each legislator is obviously unique, there are aspects of their position that can tell us a lot about their needs and hopes for our message.

•  Your legislator wants to hear from you. Politicians gauge their success, in part, by how they are representing and engaging their constituency. This is why they have in-district days and hours, even when the Legislature is in session. Your visit, call or letter is not an inconvenience to your legislator. Quite the opposite: legislators have open doors for that very reason. So don’t be shy about communicating what you think is best for pharmacy.
• Your legislator is an expert in policy. This may seem unnecessary to mention, but it is important to keep in mind. If you come to talk about a bill the legislator has introduced, rest assured that he or she is aware of what is in it. However, this may not be true for other legislators who did not introduce the bill. Include a summary of the bill or have it ready when you contact them as well as your talking points. Respect your legislator’s knowledge and expertise, and do not waste your time by going over the content of the bill in detail, which leads us to our next point.
• Your legislator is busy. If you meet with him or her face to face, there is no need to fill up a half-hour time slot talking about the issue you care about. Simply informing the legislator or legislative staff of the basics — who you are, your opinion and your reasoning — is not simply adequate. They appreciate this kind of succinct approach.

Sender: When considering the sender — yourself— we want to ensure that a few things come across in your message. In fact, if they do not come across, your message may very well fall on deaf ears.

• Credibility: Establish that you are a credible source of information—an expert. This can be as simple as sharing your job or title. Please realize that calling yourself by your earned credential is not bragging; and this may be one of the quickest ways to establish that you are a trustworthy source.
• Constituency: Establish from the outset that the legislator represents you. If you call over the phone or visit in person, a staff member may ask you your address to ensure that you are in the correct office. If you are writing an e-mail or letter, however, make it clear at the outset, and make sure that your return address is easily found.
• Investment: There are several ways to make clear to your legislator that you are concerned and invested in the outcome of a particular political action. You have contacted him or her, so that is a start! Still, the more you personalize a message to him or her, the more he or she will perceive that you are acting out of concern. In a letter, for instance, if you type and print it, make sure it has a real, pen-and-ink signature and post script. Little things like this show that you care.

Message: When it’s all said and done, this can be the trickiest part. We want to be thorough, without being wordy.

•  Who: Introduce yourself, and establish your credibility and constituency in one sentence. Maintain your credibility by being respectful and polite, even if you disagree with the legislator.
• What: State briefly the issue you are communicating about, and your position on the issue.
• Why/How: Think of a two-sentence explanation or reasoning for the position you have taken. 
• Be assertive: Speak clearly that you are for or against something. Leave nothing up to interpretation.
• Provide a personal example. If possible, think of an individual case where the current issue is/was/could have been relevant. You do not need to share this over the phone with a staff member, but in a face-to-face setting or through written communication, it would be appropriate. It is valuable for legislators to know that the issues they discuss in an abstract way have real ramifications for individuals.

These guiding principles apply to whatever form of contact you choose to use when reaching out to your legislator. If you decide to call or visit the office in person, consider having a one-page summary of the concerns you have to either guide your conversation should the legislator or staff member ask for more information, or to leave behind for the legislator to review at his or her convenience.

Legislative Communication Methods and Benefits

Channel	Benefit
Phone Call	Quick  Easy way to inform staff of your position
E-mail	Quick Opportunity for a well-crafted message Provides quickest way to get a response if one is requested
Letter	Formal Provides opportunity for a well-crafted message Can provide a personal touch and reflect investment
Drop-in Visit	Personal way to share your position with legislative staff A one-page position paper can be left for the legislator
Appointment	Most personal Opportunity to establish a personal relationship A one-page position paper can be left for the legislator

Below is a sample letter or e-mail communication that includes all of the audience, source and message considerations we discussed.

Another short paragraph could highlight additional benefits/concerns, but it is important to keep the communication tight and concise. If you add a second full paragraph, try keeping it to three sentences. Your legislators and their staff will be grateful that you respected their limited resource of time.

Next week, we will continue to build on this with “The Kinetics of Pharmaco-Politics: Distribution – Doing Your PART to Get the Message Out!” In the meantime, know that MPA is here to help you adjust to the realm of advocacy. If you have any questions about legislative outreach, policies or you are interested in MPA’s position on a particular bill, please don’t hesitate to call us. If you decide that advocacy communication interests you, we would be thrilled for your to join the Pharmacy Advocacy Response Team (PART)! If you are interested in becoming a PART of our advocacy efforts, please call Amanda Lick, manager of advocacy, governmental and regulatory affairs at (517) 377-0254 or Amanda@MichiganPharmacists.org.