So you want to hang out your shingle and become a lobbyist? I suppose lobbying is perceived as an exciting and sexy profession albeit in a slightly sinister way. But it is only a little exciting and not really at all sexy, despite its appearance. It is a lot of grunt work with heavy preparation and a lot a waiting around. Right time, right place is frequently the name of the game.
There are several different types of lobbyists who ply their trade at the Capitol.
The loyalists are the lobbyists who represent large corporate entities as full time employees. They are dedicated to lobbying the interests of the owners, employees and customers of the corporation. It is likely that these lobbyists also have other corporate responsibilities and frequently take the role of consumer relations representatives of their organization.
The association lobbyists are usually full time employees of a trade or special interest association and, depending on the size of the association, they have other responsibilities. In some cases they double as the association executive director or public relations manager. These lobbyists represent the interest of the association and its members.
The public sector lobbyists are a combination of loyalist and association lobbyists. They represent public sector entities from cities and counties to state agencies. Their representation is of the interests of the government agency they speak for. And frequently that means they are lobbying for money, especially when it comes to state agencies. They are promoting their budget requests, which is probably the toughest test of lobbyist acumen.
Lastly are the “hired guns.” This maligned group of professionals represents the interests of all of the above types of organizations — but they do so as contract representatives and they frequently have a diversified portfolio of clients. Hired guns have to be true renaissance people. Given the plethora of client interests, their learning curve and issues they juggle require concentration as well as agility.
Most lobbyists start their careers in some aspect of government work. Many have been legislative analysts. Some have apprenticed in city or county governments. But very few walk out of school and declare that they are ‘going to be lobbyists.’ I started my career as a page (I was the reader in the House in 1971), was a public sector lobbyist for a few years, migrated into a 20-year loyalist position (with two leaves of absence to serve as a gubernatorial representative) before winding up as a hired gun.
In my 35-plus years as a lobbyist I have networked with a lot of people who have wanted to enter the field. Starting out I tell them that the most important talents they need are outstanding verbal communications skills, expertise in researching detailed information, command of precise writing, lots of patience and a controlled demeanor.
Directing people to entry level lobbying is difficult. Right time and right place frequently dictates an initial entry into the lobbying field. The best place to start is usually as a legislative staffer or as an assistant to an established loyalist, association or public sector lobbyist. And since there is a lot of movement in the lobbying world, these positions will show up with regularity.
But the world of lobbying is more often than not whom you know rather than what you know. So cataloging your list of contacts and aggressively pursuing these acquaintances is the most logical way to proceed. With a lot of shoe leather, loads of persistence and a little bit of luck you’ll be down at the capitol pitching your issues.
Barry M. Aarons is the owner of The Aarons Company, a public policy consulting firm in Phoenix.