‘Mobilizing Thought Leaders to Help You Achieve Issue Success ’: ‘Mobilizing Thought Leaders to Help You Achieve Issue Success ’ Allen S. Hepner Senior Vice President Issue Dynamics, Inc


ISSUE DYNAMICS, INC.: ISSUE DYNAMICS, INC. WASHINGTON, DC., BASED PA FIRM 20TH YR - CONNECT VOICES 4 ACTION MOVE ISSUES FOR CLIENT SUCCESS STRATEGIC ADVICE RELATIONSHIP BROKER STRATEGIC INTERNET SERVICES IM & RESEARCH


BUILD & PROTECT BRAND: BUILD & PROTECT BRAND


AS IN POLITICS…: AS IN POLITICS… REACTIVE: DEALING W CRISIS -HOW TO NEUTRALIZE THE NEGATIVE PROACTIVE: ‘SEED THE DEBATE’ -DEFINE TERMS BEFORE OTHERS DO


HOW ORGANIZATIONS AFFECT CHANGE: HOW ORGANIZATIONS AFFECT CHANGE


CREDIBILITY: CREDIBILITY


THINK TANK DEFINED…: THINK TANK DEFINED… From Wikipedia: A think tank is a research institute or other organization providing advice and ideas on problems of policy, commerce, and military interest, and are often associated with military laboratories, corporations, academia, or other institutions. Usually this term refers specifically to organizations which support multi-disciplinary theorists and intellectuals who endeavor to produce analysis or policy recommendations.


1500 THINK TANKS IN U.S.: 1500 THINK TANKS IN U.S.


STATE TANKS AND EXPERTS: STATE TANKS AND EXPERTS Mackinac Center for Public Policy Center of the American Experiment American Business Frank Hawkins Kenan Institute of Private Enterprise John Locke Foundation Research Triangle Institute RTI The Consensus Council, Inc. The Buckeye Institute for Public Policy Solutions Oklahoma Council of Public Affairs Cascade Policy Institute Oregon Center for Public Policy Allegheny Institute The Keystone Research Center IC2 Institute Institute for Policy Innovation National Center for Policy Analysis The Ethan Allen Institute Discovery Institute Goldwater Institute California Budget Project (CBP) Computer Professionals for Social Responsibility Electronic Frontier Foundation Global Futures Institute for Global Communications Institute for the Future (IFTF) Milken Institute Pacific Research Institute Reason Foundation Independence Institute International Research Center for Energy and Economic Development (ICEED) The Bighorn Center for Public Policy James Madison Institute The Georgia Public Policy Foundation Heartland Institute MassINC Beacon Hill Institute Pioneer Institute for Public Policy Research


THINK TANK…: THINK TANK… TO EDUCATE, INFORM, ADVOCATE


MEDIA SUCCESS – SPREADING THE MESSAGE IN NATIONAL OUTLETS: MEDIA SUCCESS – SPREADING THE MESSAGE IN NATIONAL OUTLETS


‘NEXTGEN’ THINK TANK DEFINED: ‘NEXTGEN’ THINK TANK DEFINED VIRTUAL – ONLINE, ANYWHERE, EVERYWHERE SUBJECT SPECIFIC HIGH SPEED, RAPID RESPONSE RELATIVELY LOW COST NATIONAL NETWORK OF EXPERTS PREFERENCE FOR PARTNERING FOCUS ON EARNED MEDIA


‘NEXTGEN’ THINK TANK: ‘NEXTGEN’ THINK TANK IDENTIFY EMERGING ISSUES RESPOND/PROMOTE ISSUE AFFECT KEY INFLUENTIALS INFLUENCE POLICY OUTCOME


NEXTGEN RANGE OF TACTICS: NEXTGEN RANGE OF TACTICS


Blogs: Blogs


Slide20: CASE STUDY # 1 SITUATION: REACTING TO A DISRUPTIVE FORCE ISSUE: DEC. 2003 VOIP MARKET ENTRY OBJECTIVES: - DEVELOP CLEAR NAT’L REG FRAMEWORK - SUBJECT VOIP TO CERTAIN TELEPHONY RULES - REGULATE ALL PROVIDERS EQUALLY TACTICS: - COMPENDIUM AUTHOR REPORT - TELENEWS EVENT & MEDIA PUSH - LATER NMRC & PEW INTERNET VOIP CONSUMER SURVEY The Future of Internet Phone Calling: Regulatory Imperatives to Protect the Promise of VoIP for Industry and Consumers


RESULTS: GETTING THE MESSAGE OUT TO TELECOM TRADES AND FCC: RESULTS: GETTING THE MESSAGE OUT TO TELECOM TRADES AND FCC Business Week Online - For Whom the VoIP Bell Tolls; Failure to quickly respond to Internet telephony's rising popularity -- at home and at work -- could cost incumbent telcos plenty Multichannel News - States Wrestle With VoIP Approaches; As Cable Ops and Others Jump Into New Phone Frontier, Regulators Eye Turf Defenses St. Louis Post-Dispatch – Phone Call To The Future Communications Daily – Academics Call For Clear National Regulatory Structure on VoIP PC World - Feds Consider Regulating VoIP Telephony Online - Minimal regulation crucial to VoIP success in the U.S., report says


Slide22: CASE STUDY # 2 SITUATION: CRISIS MANAGEMENT & SEEDING THE DEBATE ISSUE: WORLDCOM DECARES BANKRUPTCY, JULY 2002 OBJECTIVES: HIGHLIGHT WORLDCOM CRIMINAL ENTERPRISE CONVEY IMPACT ON TELECOM MARKET & PUBLIC SEED WORLDCOM USE OF BANKRUPTCY AS COMPETITIVE ADVANTAGE TACTICS: SEPT 2002, NPC PANEL W/ HILL STAFF, BANKRUPTCY, AND INDUSTRY EXPERTS JAN 2003, NMRC & HERITAGE FOUNDATION JOINT EVENT Retoothing the Tiger: Restoring Confidence in the Securities and Exchange Commission w Rep. Michael Oxley (R-OH), James K. Glassman, AEI and TechCentralStation, and Professor Lawrence Mitchell, George Washington University Law School.


RESULTS: CREATING “BUZZ” ON THE HILL & WALL STREET: RESULTS: CREATING “BUZZ” ON THE HILL & WALL STREET C-SPAN COVERAGE HERITAGE, AEI, TECHCENTRALSTATION FEATURE THE EVENT TO THEIR AUDIENCES WALL STREET – PRESENT NEW IDEAS TO FINANCIAL DECISIONMAKERS


SIX STEPS TO DEVELOP YOUR OWN NEXTGEN TANK: SIX STEPS TO DEVELOP YOUR OWN NEXTGEN TANK DEDICATE IM RESOURCES CREATE FORMAL OR INFORMAL ENTITY - OFFSHOOT EXISTING IM FUNCTION - 501 c 3 OR NOT DEVELOP NEW WEB DESTINATION - ADVOCACY TECHNOLOGY - POLICY BOARD - MEDIA COMPONENT


SIX STEPS CONTINUED. . .: SIX STEPS CONTINUED. . . IDENTIFY SUBJECT EXPERTS & BUILD RELATIONSHIPS STRINGER NETWORK DRIVEN BY ISSUE, NOT PERSONALITY DEVELOP ISSUE NETWORK, BRING TOGETHER EXPERTS & MEDIA INTERESTS INTEGRATE WITH CORE MEDIA FUNCTIONS


‘LESSONS LEARNED’ : ‘LESSONS LEARNED’ PROMOTE TRANSPARENCY ENCOURAGE DIVERSITY OF OPINION, BY REGION, POLITICAL PERSUASION PARTNER WITH LEADING TANKS & EXPERTS FOR ADDITIONAL REACH, CREDIBILITY PUBLISH KNOWN & UNKNOWN AUTHORS BUILD EMERGING ISSUES CAPACITY