GR Symposium

Updated: 8/8/2014
GR Symposium
The 2014 Government Relations Symposium (GRS)
Thursday, October 30, 2014
Walter E. Washington Convention Center, Washington, DC
The 2014 Government Relations Symposium (GRS) is the premier event for government relation specialists – and
has been for more than two decades. This annual conference shares the latest trends and most pressing issues
in the field; attendees will learn how to maximize their association’s influence and relationships with
governmental institutions. Come with your most difficult challenges, best congressional member impressions
and your wonkiest questions.
WHO should attend this program?
This program is designed for seasoned* GR professionals; whether you call it government relations,
grassroots advocacy, public policy or political affairs, this program has something for you.
WHY should you attend this program?
The Government Relations Symposium has been designed to offer high level presentations, and
opportunities for advanced discussion and information sharing. Come explore eight educational
sessions that will help foster, navigate and cultivate areas such as relationship building, advocacy and
coalitions, PACs, and global considerations for public policy efforts. This “can’t miss” program of the
year will showcase topics that take a more creative approach to your organizational obligations and your
career.
You will hear from representatives of national associations, advocacy experts and people who know Capitol Hill
and the halls of state legislatures. Take advantage of this opportunity to survey your toolbox and network with
other GR professionals. Bring the wonk!
*This is generally considered to be government relations professionals
with 10 or more years of experience working in the area of public policy.
Time
7:30 – 8:00 a.m.
8:00 – 9:00 a.m.
Activity
Registration/Continental Breakfast
Opening General Session
Welcoming Remarks
Planning Committee Chairs
 Maury Baskin, shareholder, Littler Mendelson P.C.(Legal)
 Rhonda Lees, VP, legal affairs, American Diabetes Association(Legal)
 Thomas Rosenfield, president, HillStaffer(GR)
Elections 2014
Charlie Cook is editor and publisher of the Cook Political Report and a political
analyst for National Journal magazine. Considered one of the nation’s leading
authorities on American politics and U.S. elections, he has been called “one of the
best political handicappers in the nation" by The New York Times. With the 2014
midterm elections only days away, Charlie shares his insights on the key contests
that could shape the political and legislative landscape in the near future.
Content Leader:
 Charles E. Cook, Jr., editor and publisher, The Cook Political Report
9:00 – 9:10 a.m.
Break
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9:10 – 10:25 a.m.
Education Breakouts – Relationship Building:
These panel discussions are designed to focus on relationship building with the people who can make or
break your GR efforts. Whether it is the media, congressional representatives, state or local contacts, or
your organization’s stakeholders, making connections is critical to success.
Relationship Building 360: Improving Outcomes and Achieving Success
Whether you’re working with folks on a local, state or federal level, the relationships you’re building and
maintaining are crucial to the success of your efforts. Join us as we explore both the external and internal
relationships that make government relations possible. Understand forces that shape the views and actions
of legislators, staff, and other players in the system, with special attention to the importance of reading
emotions, understanding differing perspectives and taking an active interest in what people care about. But
lobbying is only successful if you are making progress in your ultimate goals. In addition to the actual building
and maintenance, discuss how to benchmark whether or not the connections you make actually further your
efforts. Attendees will leave this session with the ability to:
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Prioritize the focus of relationship building efforts.
Identify the interests and concerns of legislators, congressional staff and stakeholders.
How to frame arguments or information to take advantage of what is known about the other person.
How to translate your efforts into benchmarking and goal attainment.
Content Leaders:
 Kevin J. Kraushaar, Esq., CAE, president, J. Warren Strategies (facilitator)
 John Gay, VP, government affairs, Consumer Healthcare Products Association
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Meet the Press: Getting the Media to Pay Attention to Your Public Policy Campaign
Meet the Press! Representatives of some of DC’s top-tier political outlets will share information on what
makes a great public policy story for their outlet. Learn what each outlet looks for in a strong public policy
story, why your story may or may not be news, how newsrooms have changed and how they work now, and
the how/what/why/when to pitch these journalists.
In addition to hearing from the reporters, you’ll learn the purpose of creating a media strategy and hear case
studies of how several associations have created winning GR/PR campaigns to achieve different policy
objectives. This session also will ask the attendees to share their public policy campaign successes and
challenges and why you feel your association’s GR story deserves to be told.
Content Leaders*:
 Bob Cusack, managing editor, The Hill
 Michael Melia, senior broadcast producer, PBS NewsHour
 Gerald Seib, bureau chief and Capital Journal columnist—Wall Street Journal, DC
 Sheri Singer, principal, Singer Communications (facilitator)
*Please note: due to the nature of the media, the speakers may cancel at the last minute. The speakers have been confirmed and will
do their best to attend.
10:25 – 10:35 a.m.
Break
10:35 – 11:50 a.m.
Education Breakouts – Your GR Toolbox:
These informational sessions are designed to increase the proficiency of some of a GR professional’s most
important skill sets. Through story-telling and brainstorming, these sessions are designed for the sharing of
ideas on what has worked for some and how you can take it to the next level!
Put Out the Welcome Mat: When Inclusive Advocacy Is Your Best Option
All nonprofits should be engaged in advocacy, and getting your voice – and those of your members – heard is
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job one for a GR professional, but sometimes going it alone is not the best tactic for achieving that goal. This
session is designed to help you determine when banding with other organizations will get you to the finish
line faster and stronger than on your own. If you determine joining up is the way you should go, you need to
know the right way to go about doing it and who to do it with. Hearing from organizations that have done it
successfully, you’ll explore the challenges and pitfalls, and get tips and techniques for making it work, such as:
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Incorporating coalitions or other inclusive behaviors in long-term advocacy goals
When and where a pilot program might be necessary
Involving and training volunteers to bear the standard
Expanding an advocacy initiative beyond your association to the greater industry
Content Leaders:
 Nan Marchand Beauvois, Senior Director National Councils & General Manager ESTO, US Travel
Association
 Kristin Hellquist, MS, CAE, Director of Federal Advocacy & Practice Support, American Society for
Dermatologic Surgery Association (ASDSA)
 Kimberly A. Jones, Esq., Vice President for Public Policy, Council for Opportunity in Education
 Neil Snyder, Director Federal Advocacy, American Speech-Language-Hearing Association
(facilitator)
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Opportunities Not to Be Missed! Alternative Ways to Grow PAC Support
So you’ve got a handle on your existing PAC program – you know all the attributes and challenges – but what
else is out there? What activities have other organizations found to be successful, what’s new and unusual in
the world of PACs and where should you be headed into the future? PAC fundraising is essential, but many
aspects have become mundane. By taking a step back, this session will help you identify several new ways to
make your fundraising even more effective by exploring such ideas as new membership drives, prior approval
efforts, non-PAC association events, using data effectively, utilizing member messaging and industry leader
engagement.
There are common elements of PAC programs that we can all share and build upon – and while everyone has
something they do well, it is always helpful to learn from one another new ways to engage in the process.
Additionally, there are opportunities to get creative and think outside the PAC box – through case studies and
“war stories”, we can showcase simple, intermediate, and advanced ways to break through the “typical” to
reach new heights of success. By identifying ways in which the PAC experience has stagnated and what the
causes are, we can learn what to do to break the mold. Leave this session being able to:
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Understand new strategies and opportunities to utilize PACs to drive membership, outreach, and
public policy goals.
Connect member thinking to PAC success, and structure your efforts for better support.
Shift your thinking from “repeat” to “re-frame.”
Create opportunities for future interaction between attendees on their experiences.
Return to your organization with at least one idea you can try to implement.
Content Leaders:
 Chip Ahlswede, RCE, partner, Government Affairs Strategies, LLC
 Meredith R. Weisel, Esq., partner, Government Affairs Strategies, LLC
11:50 a.m. – 1:20 pm
11:50 a.m. – 12:20 p.m.
Lunch!
Grab some lunch at the buffet and settle in with some old friends and new colleagues to swap stories and
listen to our lunchtime session.
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12:20 – 1:20 p.m.
A Legal Look Back to the Future
With a focus on developments and trends in the areas of association law and
public policy, you’ll hear explanations and interpretations of the big “need to
know” changes affecting legal and government relations professionals who
assist nonprofit membership organizations. A perennial crowd pleaser, Jerry’s
session provides the information you need with the entertainment you want!
Content Leader:
 Jerald A Jacobs, Esq., partner, Pillsbury Winthrop Shaw Pittman LLP
1:20 – 1:30 p.m.
1:30 – 2:45 p.m.
Break
Education Breakouts – Expanding Horizons:
In the world of government relations, there is always an immediate issue that deserves your attention, but
as with any high-level position, we must make time for creativity and strategy. In these sessions, we invite
you to explore areas, whether it is moving your association into a more global arena or finding new and
creative ways to approach standard policy goals or advocacy efforts.
Global Issues and US Government Relations
US policy and regulatory developments, as well as standards, education and training, are increasingly
influenced by global issues. At present, the US is engaged in trade negotiations with Europe (TTIP) and Pacific
countries (TPP) plus the Trade in Services Alliance (TISA). With so many associations becoming
“international”, it is critical they have an essential understanding of global developments. Join us for an
overview of laws and regulations that govern international expansion, developments on the international
scene, and case studies for discussion. This session will assist you in anticipating the changes which will affect
your industry, association and your own professional development in the coming years.
Leave with tips to identify possible next steps, background articles and resources to make better and
decisions that will inform your organization’s strategic decisions and goals for the future…get all your
international questions answered!
Content Leaders:
 Michelle Sara King, Vice President, Policy and External Relations, FairWinds Partners
 Trevor Mitchell, CAE, Executive Director Membership Technology, ARMA International and
current Vice Chair of ASAE’s International Section Council
 Alfons Westgeest, FASAE, Group VP, Kellen Company (facilitator)
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This is not your father’s advocacy…
Advocacy has been around since the dawn of associations…it is our raison d’etre. But how can we breathe
new life into one the world’s oldest (and legal!) professions? Join us for this session where we’ll explore
advocacy tactics that take us outside the usual policy box, for example:
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Instead of a white paper, think about commissioning a study.
Forget the same old Hill meeting…hold a focus group instead!
How can you use social media and technology in new ways to get your point across?
Brainstorm with your colleagues about what metrics you can bring to your CEO or board to help
evaluate and showcase all your good works.
In this facilitated brainstorming and sharing session, you’ll discover new ways of approaching old issues, have
your colleagues as sounding boards for things you’d like to try, be able to help others solve tricky issues and
just investigate new possibilities in the world of public policy!
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Content Leaders:
 Bradford Fitch, President & CEO, Congressional Management Foundation
 Stefanie Reeves, MA, CAE, Senior Legislative and Federal Affairs Officer, Public Interest
Directorate Government Relations Office, American Psychological Association
2:45 – 3:00 p.m.
3:00 – 4:15 p.m.
Break
Education Breakouts – Professional Development:
You do a great job taking care of your organization and all its stakeholders…it is just as important to take
care of yourself. Make sure that as you make a name for yourself with your deeds, your presence is noted.
Or find out just what “it” takes to make it from the halls of public policy to the top job. Either way, your
career needs a path and these sessions will help you lay one out.
Follow the Leader: Executive Presence and Your GR Career Path
The GR profession is changing and facing more challenges than ever before and practionners must have
broad knowledge of their industry, an understanding of stakeholder business models, technical expertise, and
a detailed picture of the public policies that impact their decisions and drive their strategies. Being a longterm player in what is often a series of short-term skirmishes requires big picture thinking and a strategic
approach that is comprehensive, thorough and serious.
Not only do GR professionals need a varied set of skills to excel in their work and in their organizations, but
they must also project a clear, strong presence in order to fully leverage these skills. For many, getting to the
next career level requires the ability to project confidence, poise under pressure and decisiveness. Part of
this presence is having a plan to foster their own professional development, reduce frustration and ensure
recognition for achieving important objectives. Drawing on the creativity, experience and resourcefulness of
the attendees, you will leave with:
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The ability to create a compelling value proposition which is in alignment with key stakeholders and
deliver positive action with measurable results.
A framework for identifying your strongest presence and ensuring that your words and deeds both
sync with your plan.
A way to showcase your leadership, influence others and project confidence.
This session is a strategic discussion of the attributes needed to be a successful, senior GR professional; we
will address some very important, but easily overlooked, aspects of government relations such as how to
grow professionally, how to navigate one’s own organization to be successful and how to communicate the
value of GR to your members and the value of your job to your organization. If being a GR professional is
your chosen career path, this session is not to be missed!
Content Leaders:
 Vincent Randazzo, principal, Capitol Knowledge, LLC

Carol Vernon, principal, Communication Matters Coaching & Training
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From the Mouths of CEOs: What Does the Boss Say?
Public policy isn’t one of those areas that lends itself to a lot of hard data, benchmarks or bottom line metrics.
It is an area where a lot of organizational resources are spent and someone has to be held responsible and
show results. Government relations professionals can struggle with quantifying their efforts, illustrating their
value and meeting performance metrics. In this session, we’ll explore how CEOs view the profession of
government relations from an internal, supervisory perspective. In a lightning round format, we’ll find out
the answers to such questions as:
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What makes your programs strong? Is it human capital or financial capital?
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What role does collaboration play in the management of their GR staff?
How do you define success?
What do you look for when you want to advance, promote or reward your GR staff?
What role does your board play in determining your public policy strategy and how much do you
defer to your GR experts?
How do you help your political/advocacy board committees identify benchmarks for
progress/achievement/success?
What are the top professional development moves someone can make to move from public policy
duties to a CEO position?
In order to help you understand what your CEO feels is important to their success and what you can do to
ensure your CEO thinks you are doing a good job, you can’t afford to miss this session.
Content Leaders:
 Cal Dooley, President & CEO, American Chemistry Council and former member of Congress
(invited)
 Mark Golden, CAE, FASAE, Executive Director, National Society of Professional Engineers
(invited)
 Dave McCurdy, President & CEO, American Gas Association and former member of Congress
(confirmed)
 Jim Potter, CEO of the American Chiropractic Association (facilitator)
 Leslie Sarasin, President & CEO, Food Marketing Institute (invited)
4:15 – 4:25 p.m.
4:25 – 5:25 p.m.
Break
Closing Remarks and General Session
Planning Committee Chairs
 Maury Baskin, shareholder, Littler Mendelson P.C. (Legal)
 Rhonda Lees, VP, legal affairs, American Diabetes Association (Legal)
 Thomas Rosenfield, president, HillStaffer (GR)
Nexus: The Confluence of Law, Policy, Politics and Media
In a career that has taken him from practicing and teaching law to serving in the
Justice Department, Robert Raben has been involved in issues ranging from civil
rights policy to patent reform, database protection standards, WIPO
implementation, and copyright liability. His nuanced understanding of how law,
policy, politics and media intersect will be evident as he addresses the importance of
building relationships between public policy and legal professionals when
determining an overall advocacy strategy or specific policy goals; integrating public
policy and legal issues in overall strategic planning; and for-profit trends that
associations should be aware of and should respond to in their industries and
professions.
Content Leader:
Robert Raben, Esq., President and Founder, The Raben Group
5:25 – 6:00 p.m.
Networking Reception
It has been a long day…stay for a little bit longer to share nuggets of knowledge you’ve acquired throughout
the day, catch up with some old friends and maybe even make a new one.
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The 2014 Government Relations Symposium (GRS)
Additional Information
Registration: Visit www.asaecenter.org/GRSymposium to register online, or call 888-950-ASAE (2723) or 202-371-0940 to
register by phone. You can also get details and information regarding Circle Club, CAE credit hours, transportation and
more!
Tuition: $795 for ASAE members // $995 for nonmembers (Nonmember rate includes a one-year ASAE membership.)
Bring Your Team and Save: When one person from your organization registers, all subsequent colleagues from the same
organization may register for $695 (or $895 for nonmembers)––a $100 savings! To take advantage of this offer, please
contact Member Services at 1-888-950-2723 (in Washington, DC, 202-371-0940) and use campaign code ‘GR Symposium’.
Peer-Created Education: ASAE staff has developed this learning experience with input and guidance from senior-level
government relations professionals. Thank you to ASAE’s GR Section for contributing their expertise and ideas to shape this
learning opportunity!
Bonus Education! This program is being co-located with the Annual Association Law Symposium (“DC Law”) – we will be
sharing our opening, lunchtime and closing speakers. While we hope that you’ll find the GR Symposium content most
compelling, the program is open and we encourage you to attend whatever program you feel will be the most helpful in
your professional development.
Earn CAE Hours: Earn eight (8) Certified Association Executive (CAE) hours toward certification or re-certification of your
designation.
Program Hours: Registration and continental breakfast will begin at 7:30 a.m. The education programming will run from
8:00 a.m. – 5:00 p.m.
Accommodations: While there isn’t a hotel room block for this program, there are several hotels in the area, some of
which offer a special rate for ASAE members. For information, please visit: www.asaecenter.org/dchotels
Cancellation Policy: If received in writing at least five business days before the program begins, you will be refunded your
registration fee after a $75 administrative charge. Cancellations not received in writing by the date required will not be
eligible for a refund. No-shows will not be refunded.
Nonmembers: If you are not an ASAE member and would like to join, please pay the nonmember rate and you will receive
a complimentary one-year ASAE membership in addition to your conference registration. For information about becoming a
member, please contact our Member Relations Team at [email protected] or call 202.626.2727.
Circle Club Members: Please contact your organization’s Circle Club representative to register. Interested in Circle Club
membership? Call the Circle Club Concierge at 202-326-9518 for more information.
Money Back Guarantee: Our goal is to provide truly exceptional offerings and service, and we won't be happy until you
are. If any programs, products, or services of ASAE do not fulfill our promise, we will make the situation right or refund
your money.
Confirmation: You will receive an electronic confirmation of your registration from ASAE upon completion of your order,
and an additional confirmation reminder within several days prior to the start of the program.
Location
Walter E. Washington Convention Center
801 Mt. Vernon Place, NW
Washington, DC 20001
202.249.3000
Register Today: www.asaecenter.org/GRSymposium // 888.950.2723 // 202.371.0940 in Washington, DC
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