David Cruz Deputy General Counsel; Legislative Counsel Florida League of Cities, Inc.
Why Messaging Matters in Advocacy
Messaging shapes perception and determines success in advocacy. Well-crafted messages resonate with policymakers and gain traction.
Poorly framed messages can cause immediate opposition.
Understanding Florida’s Political Landscape
Florida Senate (Total Seats: 40):
• Republicans: 28 seats
• Democrats: 11 seats
• Vacant: 1 seat
Florida House of Representatives (Total Seats: 120):
• Republicans: 87 seats
• Democrats: 33 seats
Crafting Public Policy Messages That Resonate
Florida Legislature is majority conservative—what does this mean for policy communication?
Avoid polarizing language: The term “Home Rule” does not resonate with all legislators.
Emphasize importance of solving local problems with local solutions.
Highlight flexibility, innovation, and partnership rather than top-down directives.
Frame issues in economic and public benefit terms: “Good planning is good business” and “Local control fosters a business-friendly climate.”
Solution-Oriented Advocacy: A More Effective Approach
Why Just Saying Vote 'No' Isn't Enough
Very rare for bills to die in committee
Simply opposing a bill without proposing alternatives is less effective
Why Solution-Oriented Advocacy Works: Demonstrates a willingness to compromise Shows practicality and reasonableness, making it harder to dismiss concerns
Reinforces credibility as a partner in policymaking
Using Data to Tell Your Story
Be concise. Use exactly the information you need to build credibility and make the case and then stop.
Be relatable. Test your messaging with friends outside of local government. If they find it confusing a good chance exits your target audience will too.
Be precise. Use current data.
Legislators are not technical experts. They rely on stakeholders to be educated on issues they will vote on.
Data is often essential to support your advocacy messaging.
Present your information so that a nontechnical audience can understand.
Avoid using technical jargon.
Effective Written Communication
Writing Guidelines
✅ Be clear about your position and what action you want.
✅ Personalize your message—explain how the issue affects your community.
✅ Use your expertise or personal experience as evidence.
✅ Be respectful—avoid threats or negativity.
✅ Stay focused—one issue per letter, referencing bill names and numbers.
✅ Follow up if you don’t receive a response.
✅ Show appreciation—send a thank-you when they vote your way.
Effective Letters/E-mails Include:
Who you are (e.g., "I am a City Commissioner for [City Name].")
What you want done (e.g., "Please support House Bill 1234 in committee.")
How the bill impacts the district (e.g., "This bill would improve local infrastructure by…")
Who supports it (e.g., "It has broad support from residents and business owners.")
Call to action (e.g., "Please vote for HB 1234.")
Your contact info for follow-up.
Key Takeaways
Messaging is as important as policy substance. If it’s not framed well, it won’t gain traction.
Speak the language of those you’re trying to persuade. Tailor your approach to your audience.
Avoid polarizing rhetoric. Focus on solutions and shared priorities.
Precision in policy language matters. One word can change the meaning— and effectiveness—of a law.
Know your audience. Research lawmakers, their priorities, and their districts.
Build relationships. Personal connections often matter more than policy memos.
Focus on economic and community benefits. This framing works across political lines.
Be proactive, not reactive. Anticipate pushback and prepare responses in advance.
Be solution oriented. Saying vote NO is not enough.
Utilize third-party messengers. Business leaders and constituents often have more influence than local government officials.