FRESH FACES ARMED WITH NEW PRIORITIES ARE
SETTLING INTO FEDERAL AGENCY OFFICES IN WASHINGTON, D.C., TO SUPPORT THE NEW ADMINISTRATION. STRATEGIC CORPORATE AND ASSOCIATION
LEADERS RECOGNIZE THE OPPORTUNITIES THAT
ACCOMPANY THIS SHIFT IN POWER AND ARE PLANNING AND ACTING TO ENSURE THAT THEY ARE AT
THE TABLE. CARPEDIEM IS TODAY’S MANTRA FOR
THOSE WHO WILL BE SHAPING POLICY AND LEADING
NEW INITIATIVES FOR MONTHS AND YEARS TO COME.
your association to these priorities, connecting what you do
to the members you serve.
Examine the programs and services your association provides.
Helping workers find new jobs in high-need industries and
acquire new skills for new technologies is central to Obama’s
economic stimulus package, energy plan and education initiatives. Billions of dollars are expected to be allocated to
address these needs. It is more effective and expedient to
channel resources to existing training and career development
programs in targeted areas than to create brand new programs. The challenge for federal policy makers is finding
these programs and understanding their potential. An association’s programs that are valued by members, best practices or processes worthy of duplicating, or local and state
success stories, need to be packaged and presented. Flip
on the neon switch of what your association does best.
• Identify federal leaders and policy makers within one degree
of separation to your association. The majority of new faces
in the new administration are not new at all. There is a
proverbial revolving door in public policy circles among political appointments, congressional staff, association leadership
and corporate public and government affairs. A “trading
places” of sorts is common in a presidential transition, producing a high likelihood of a direct connection to association
staff, board of directors or key members. These connections
are your connectors.
Build partnerships and coalitions with members, other asso-
ciations, the education pipeline and community organizations
Many associations already have engaged with our new leaders,
but most are standing at this intersection of preparation and
opportunity waiting for a green light. •
President Obama has made his priorities clear — economy,
energy and ducation. Add to this the Middle East conflict,
and it is clear that Obama’s team needs the guidance and wisdom of industry leaders in his first 100 days. The question is
not if this guidance will be sought, but who will be there to
offer it.
CAPTURING OPPORTUNITIES TO SHAPE POLICY
Association executives spend their days talking to industry leaders, understanding industry challenges, researching and developing solutions, and providing a platform for the exchange of
ideas throughout their respective industries. Most have firsthand
experience with what is wrong, yet every day they touch what
is right and what is working on a national, state or local level.
Their perspective is critical to ensure that what is working shines
brightly and is visible to our leaders and our nation. We know
there are no quick fixes for the challenges facing our nation
that can be highlighted in a 30-second sound bite. But together,
guided by those with innovative ideas and strong experience,
solutions can be offered and federal resources allocated, to
tackle these challenges for both today and the future.
Proven leadership, respect within and connections throughout the industry, and depth of experience are needed today more
than ever at the tables shaping public policy and federal initia- •
tives in Washington. Capturing this opportunity is on the mind
of every association executive regardless of the industry he or
she serves. Since Election Day, I have had conversations with an
array of associations looking for guidance to navigate the Washington “system,” understand and recognize opportunities, and
incorporate their programs and services into federal solutions —
impacting policy, gaining visibility and financial support. Here
are a few recommendations:
• Explore the industry you serve through the new priorities —
economy, energy, education. Where does the industry fit on
the spectrum? Is the connection obvious? The services most,
if not all, associations provide clearly connect to these priorities as they relate to professional development, research
and advocacy. Communicating with, organizing activities for
and gathering recommendations from industry leaders is
most easily done through an association that is valued and
supported by its industry. Craft a message that directly ties
