ASE

1. Make an Impact in
GovernmentalBennet Kelley
Wright Andrews
Affairs

2. Wright Andrews
Founder – Butera & Andrews
ü Chief Legislative Asst. Sen. Sam Nunn
ü President of Amer. League of Lobbyists
ü Top 50 Lobbyists
Washingtonian Magazine

3. Bennet Kelley
Founder – Internet Law Center
ü AGC, Director of Gov’t Affairs -- ValueClick
ü Nat’l Co-Chair -- DNC’s Saxophone Club
ü Co-Vice Chair -- Cal. Bar Cyberspace Comm.
ü LA Press Club Awards for Commentary
Began career with one of Washington’s top lobbyist

4. Clippings

5. Getting Past the “L” Word

7. Spot the Lobbyist

8. Two Cautionary Tales
The tale of What
the cookie happens in
that was a
spy. Washington
stays near
Vegas.

9. Coming Attractions
ü Behavioral Targeting
ü Privacy
ü Email Legislation
ü Amazon Tax
ü Download Tax
ü Utah

11. Internet Industry Assn
Warning
ü The inability of the industry to engage in policy
issues with anything more than loose coalitions
and ad hoc committees has left the industry
vulnerable to stronger and well-organized
competitors who are better able to work
together to achieve policy goals.
ü Results:
ü The lack of any educational programs or outreach
to policy makers, “leaving a disastrous gap in
their ability to understand the industry and its
issues.”
ü The lack of early warning capabilities, so that
industry is frequently caught off guard.
ü The inability to quickly commit resources to
respond to threats.

12. Measuring Internet Players’
DC Clout

13. 50 Company Sample
American Airlines Allstate Qwest
Boeing Blue Cross Sirius/XM
Fed Ex GE Tmobile
United Airlines Xerox Verizon
Ford
Exxon/Mobil Altria
GM
Eli Lilly IAC
Apple
Intel Glaxo Smith Klein Amazon
Microsoft Johnson & Johnson Drugstore
Oracle Pfizer EarthLink
RedHat Proctor & Gamble eBay
Verisign Cox Enterprises Etrade
Lockheed Martin AT&T
Northrop Grumman
Google
Clear Channel
PG&E Monster.com
Comcast
Southern Co. Overstock.com
Motorola
Charles Schwab United Online
Tenet Healthcare Qualcomm Yahoo

14. Lobby/PAC Expenditures 2003-2008
AT&T - $80MM
Microsoft - $18MM
Amazon, eBay Google
Yahoo Combined Average $9.2MM
$10.6MM

15. Total Lobbying/PACs
2003-2008
Over $100MM: Google, Yahoo, Amazon and eBay
§ US Chamber of Commerce – 6 Yr Total: $14.1MM
§ AARP
§ AMA
Over $1MM
Over $50MM § Outdoor Advertising Assn
§ AT&T § Direct Marketing Assn
§ National Assn of Realtors § Digital Media Assn
§ Microsoft § American Assn of Adv.
Over $20MM Agencies
§ Ford
New Entrants
§ Comcast § Interactive Advertising
§ Cellular & Telecomm Internet Assn Bureau
§ National Fed of Independent Businesses § Internet Commerce Assn

16. War is Politics by Lobbying is Business
Other Means – by Other Means –
Carl von Clausewitz Bennet Kelley

17. Political Actions, Business
Consequences

18. Many Davids > Goliath
Fortune Power 25 (2001)
1. Nat'l Rifle Ass'n
2. AARP
3. Nat'l Fed of Independent Business
4. American Israel For Affairs Comm.
5. Ass'n of Trial Lawyers of America
6. AFL-CIO
9. Nat'l Ass'n of Realtors
Also includes American Medical Ass’n, National Education Ass’n, American
Farm Bureau, National Right to Life Committee, Nat’l Restaurant Ass’n.

19. Key Factors Influencing Legislative
Decisions
l Policy
ü Policy Arguments/Solutions
ü Level of Congressional
Understanding of Issues
ü Costs, Jobs & Competitiveness
l Players
ü Media
ü Grassroots
ü Committee and/or Subcommittee
ü Congressional Leadership)
ü Administration
ü Industry

20. Key Variables
ü Political Strength & Level of
Commitment of Sponsors
ü Nature & Strength of
Opposition
ü Campaign Contributions
ü Timing
ü Key Player Involvement
ü Coalition Lobbying

21. Ten Tips for Effective Lobbying
1. Be Informed About Them
2. Be Prepared
3. Be on Time
4. Be Brief and Focused
5. Be Factual
6. Ask Questions
7. Be Courteous
8. Be a Constituent
9. Request Something
10. Follow Up

22. #11: Don’t Assume They Understand
Your Business
What do you
think of
Affiliate
Marketing?

23. Remember Uncle Ted
I just the other day got, an
internet was sent by my staff at
10 o'clock in the morning on
Friday and I just got it
yesterday. Why? Because it got
tangled up with all these things
going on the internet ...
They want to deliver vast
amounts of information over the
internet. And again, the internet
is not something you just dump
something on. It's not a truck.
It's a series of tubes. .

25. Make It Relevant
ü Economic Benefits/
Consequences
ü Jobs (within district)
ü Consumer Benefit/Loss
ü Survey Data
ü White Hats On Your Side

26. Associations
ü Many assume ü Establishing &
monitoring role Maintaining Clout
ü Beyond that requires ü Relationship Building
commitment ü Grassroots Network
ü Washington Presence ü Lobbying
ü Staffing ü Media
ü Key companies ü Maintaining Presence
participating
ü PAC

28. Questions?

29. Wright Andrews
Butera & Andrews
1301 Pennsylvania Ave., NW, Suite 500
Washington, DC 20004
Phone: 202-347-6875 Fax: 202-347-6876
wandrews@butera-andrews.com
www.butera-andrews.com
Bennet Kelley
Internet Law Center
100 Wilshire Blvd, Suite 950
Santa Monica, CA 90401
Phone: 310-452-0401 Fax: 702-924-8740
bkelley@internetlawcenter.net
www.internetlawcenter.net
Santa Monica Washington South Carolina