Lobby Like a Pro

LOBBY

“ T h e r e a s o n g r o u p s h i r e p r o f e s s i o n a l lobbyists is that the federal government is huge and it's a big job to stay informed on an issue.

LIKE A PRO

BY MARTY RUSSO, FORMER CONGRESSMAN

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I FIRST BECAME AWARE OF THE WIDE-RANGING IMPACT OF SLEEP DISORDERS WHILE BEING TREATED WITH ORAL APPLIANCE THERAPY BY DR. ELLIOTT ALPHER OF THE ALPHER CENTER IN WASHINGTON, D.C. WHILE I WAS BEING FITTED FOR THIS NEW TECHNOLOGY FOR SLEEP APNEA, DR. ALPHER GAVE ME A RUNDOWN OF ALL THE WAYS THE FEDERAL GOVERNMENT WAS GETTING INVOLVED IN REGULATING SLEEP DISORDERS. THE U.S. DEPARTMENT OF TRANSPORTATION WAS LOOKING AT THE TRUCKING INDUSTRY AND HOW SLEEP IMPACTS SAFETY ON OUR ROADS. THE NATIONAL TRANSPORTATION SAFETY BOARD WAS INVESTIGATING AIRLINE AND TRAIN ACCIDENTS TO DETERMINE IF FATIGUE DUE TO LACK OF SLEEP PLAYED A ROLE.

DR. ALPHER HAD A MISSION TO GET THE LATEST SCIENCE ON TREATING SLEEP DISORDERS INTO THE HANDS OF FEDERAL POLICYMAKERS SO THAT THEIR DECISIONS COULD BE MADE BASED ON FACTS AND NEW CUTTING EDGE TECHNOLOGY.

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C O N T I N U E D H

LOBBY LIKE A PRO

I spent 18 years of my career in Congress and the past 22 years as a lobbyist, and I had no idea that sleep issues were so hot at the federal level. I dug a little deeper and discovered that the Veterans Administration is very concerned about sleep for returning veterans who experience PTSD. The Center for Medicare Services is looking closely at how to reduce the high cost of treating health issues that result from sleep disorders and fatigue. In fact, throughout the federal government there are many agencies that are waking up to sleep disorders.

What does this mean for sleep specialists? I can tell you from years in Washington, D.C., that when the federal government starts investigating an issue, the people who care about that issue need to be ready. A famous saying is, "If you ' re not at the table, you ' re on the menu. " This means that the sleep community needs to get active and take its seat at the table so that federal actions will help the cause, not hurt it.

As a Democrat, I think the government has a role in helping people. But as a lobbyist I know that federal policymakers often do not have the information they need to make good decisions. As a lobbyist, I was frequently hired to help a business dig out of a hole created by the unintended consequences of a federal action.

Whether you are a sleep expert or just a person who has learned first-hand the dangers of sleep disorders, my message is, "Get involved. You can make a diference. "

HERE ARE SOME FOOTBALL ANALOGIES TO INSPIRE YOU TO RUN OUT ONTO THE FIELD AND MOVE THE BALL FORWARD ON SLEEP DISORDER AWARENESS:

Marty Russo, Former Congressman

A native of Chicago, Former Congressman Marty Russo has spent a career navigating the maze of federal institutions in Washington, D.C. First elected to Congress at the age of 30, Marty served his constituents for nine terms alongside legendary Congressional leaders and Presidents from both political parties. Marty believes in taking an active role to make our government and country a better place. As part of a capstone to a successful career as a top lobbyist, he speaks to audiences about how to have more influence so your voice can be heard to make a difference in Washington.

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Scout. Research what is happening in the federal agencies and who in the sleep community is already involved. Who agrees with you? Who is opposed? Where are good sources of information?

Team up. Professional lobbyists don 't go it

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alone. They build up a groundswell of support from stakeholders. Talk to colleagues, professional medical and dental academies, trade associations, local officials, healthcare leaders, and people who care. Tell them your mission and ask for help in getting your message out.

Train. Develop your message points in a clear,

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easy to digest format, and keep your team informed. Meet with your member of Congress. Send your materials ahead of time (one-page summary with technical documentation as needed). Educate the Congressman on sleep disorders in a brief, focused meeting. Let him or her know that you are available as a resource. Send updates on scientific advances and federal activity. I tell people that developing an ongoing relationship with your Congressman and Congressional staff before you ask for help is the single best action you can take.

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Play Defense. Educate regulators before they act. Comment on a proposed policy. Write a letter. Make sure there is an abundance of good information in the right hands so that when someone puts the regulatory ball in play, your message is already ingrained in the system.

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Play Offense. Sometimes agencies get it wrong. When the Federal Aviation Administration issued a policy on pilot fatigue that caught the sleep community off guard, there was so much uproar that the policy was reversed within a week. When you hear of movement taking place, deploy your team, get your message out, contact your Congressman and have your voice heard.

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Stay in the game. Most important, stay involved. It takes time and effort to move the ball up the field. Don ’t expect a score every time you touch the ball. The reason groups hire professional lobbyists is that the federal government is huge and it' s a big job to stay informed on an issue and then know when, where, and how to make your move.

The advantage you have is that you care about sleep and want the government to make smart decisions when making policy. That’s worth all your efort. You may save a life. S&W