Caldeira, Durbin, Emerson share perspectives on forming bonds across the aisle and via the media at CEO Update Live

In a time of gridlock, big money politics and a change in party control, associations must use an all-of-the-above advocacy strategy—from Capitol Hill visits to broadcasts and social media—and take the time to build relationships with all elected officials, even those on the other side of issues.

"You can't side with one party over the other," Jo Ann Emerson, CEO of the $194 million-revenue National Rural Electric Cooperative Association, told association leaders at the CEO Update Live: Influence and Advocacy Forum Wednesday morning at U.S. Chamber of Commerce headquarters in Washington, D.C.

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"You need to build relationships from the ground up with both parties whether it's using grassroots or complementing it with your team here," said Emerson, a former Republican congresswoman from Missouri.

Marty Durbin, CEO of the $57 million-revenue America's Natural Gas Alliance is in an unusual position as a Democrat representing an industry that gets most of its support from Republicans. But he noted that the GOP Senate majority of 54 seats is shy of the 60 votes needed to get most things done in the chamber.

"There's no question, we had a change in control (of Congress) and you do have to pivot to that and make sure you're taking advantage of the new chairmen and where you need to focus your attention.

"But you still have to do the basics of promoting yourself as a credible source of information. You've got to have relationships on both sides. The majority leader in the Senate is still going to be looking for six votes on almost everything that comes up.

"From an association standpoint, where we can play a role to help bring those other votes along, that's going to be critical to seeing our agenda move forward," Durbin said.

Steve Caldeira, CEO of the $14 million-revenue International Franchise Association, said taking his small-business members to the Hill is just part of his strategy.

"You need to be aggressive and proactive, you need to hire great media and communications people, which we have done, to go out there and get the earned media. It's got to be an integrated strategy. It's not just advertising, it's earned media, it's social media, it's growing your PAC, it's grassroots mobilization.

"Even if you're a small association, there are ways for you to leverage that if you hire the right people and you're aggressive and you're willing to take some chances and get out there and get on TV and get your message out, or online and in print as well," Caldeira said.