Alan Rubin, director of Federal Government Relations at Buchanan Ingersoll & Rooney's Miami, Washington, D.C., and New York offices, was quoted in a June 8, 2010, article published by Medill News Service. The article, titled "A bill's name is part of the game," discussed the importance of a good title when it comes to pieces of legislation.

As noted, "[O]ne line has the ability to shape a bill's reception and chance of passage: the title."

Rubin weighed in saying, "The title of the legislation is more important than what the legislation actually says. It's really unfortunate, but that's how it works."

The article went on to discuss how naming a piece of legislation works. Lobbyists and interest groups will suggest names on slips of paper, Rubin said. They may not be adopted word-for-word, but pieces will be used.

"Your client or your group provides you with input from focus groups and information," Rubin said. "You actually go in there and jokingly about it, but say, 'You ought to name it this,' and you throw it out there."

As for who the name targets, the article explains that, "Regardless of how a title plays with the general public, it's the elected officials who vote to turn bills into laws."

One industry expert explained that there are three target audiences you want to connect with if you're naming a bill: fellow legislators, the media and the public.

Rubin agreed, saying the public are the ones who will be voting for your reelection. Therefore, for their purposes, make a good first impression.

"You need to have signed onto something that your electorate will understand in 10 minutes," Rubin said.