by Bradley Parsons
Staff Writer
A pair of the City’s best lobbyists gave local business owners a primer Tuesday on how to make their voices heard inside City Hall.
Jacksonville’s City Council wants business to succeed, Blue Cross Blue Shield lobbyist Mike Hightower and Dalton Agency chair Michael Munz told about 30 proprietors gathered at the Jacksonville Museum of Modern Art. However, to be effective on City Hall’s fourth floor they must be prepared, they must be brief and, above all, they must be honest, said Hightower.
“If you lose your credibility over there you have nothing else,” said Hightower, gesturing toward City Hall across the street. “This is the smallest, big town in America; there are no secrets in Jacksonville. If you can’t be trusted by your representative then you might be a fun person to sit down and have a drink with, but that’s it. You place your business at risk.”
Hightower and Munz encouraged the audience to bring up competing points of view when speaking to the Council. It’s an important component of the presentation, which Munz said closely resembled the business plans that the audience was familiar with.
“Give them a strategic plan,” said Munz. “Tell them ,‘This is what I need, this is why I need it.’ Let them know who’s going to be opposed, they’re going to find out anyway.
“The more information you give them, the more they’re going to be able to make an informed decision, and that’s what you want.”
Hightower called the meeting to introduce Chamber of Commerce members to the City’s legislative process. The introduction would allow the gathered business people to have their voices heard on legislation that could either hurt or harm their businesses. He said, depending on the success of yesterday’s initial meeting, that several more could be convened. Judging by the standing room only audience, future meetings seem assured.
Munz and Hightower emphasized the Council wanted successful businesses in their districts. Successful businesses expand the City’s tax base and bring jobs to the districts. The Council wants to say yes to its businesses, said Munz. By providing them with a well thought out plan, detailing specific needs of local business, proprietors would be giving the Council a reason to go with their first instinct.
Munz recommended bringing a one–page brief to a meeting with a Council member. He said concise, bulleted points would be the most effective means of making an opinion heard.
“I see people come in to speak to the Council, carrying stacks of charts, graphs, maps and research. That’s great for the research phase, but what you don’t realize is the Council member has already met with 30 people ahead of you, and they all had charts, graphs and maps. They’re just going to take that stuff and pile it in a corner of their office.”
Instead, proprietors should boil down their presentation to the specifics. And Hightower said to be sure to include a summary of the legislation’s benefits.
“Be sure to give them a 30–second soundbite, so they can announce to the press how it will be advantageous to the City,” said Hightower.
Business owners can be every bit as effective as paid lobbyists, Munz said, provided they know a little bit about the internal politics that often drive legislation.
“People sometimes get frustrated and ask, “Why isn’t this happening?’ And I try to explain to them that it doesn’t have anything to do with the project under consideration. You have to have an understanding of the political side goings on to get legislation passed, or to kill legislation that you think will be harmful.”
In addition to a desire for business to succeed, Munz and Hightower said Council members have a healthy instinct for self–preservation. Accordingly, Munz gave them one last piece of advice.
“Make sure you’re registered to vote,” said Munz. “There are people on this Council who will ask you that question, and it would be pretty embarrassing to answer no.”