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Today:
Millions online
Tomorrow:
Billions online
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Information wants to be free.
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Volume 1, Number 5
September 28, 2001
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The Blurring Line Between GR and PR
One of the best words used to describe the impact of the Internet
on society is "convergence." From a technical perspective, telecommunication
and computer technology have become increasingly inseparable. Behaviorally,
nearly every sector has been altered as we have integrated Internet into our
daily routine. This convergence is also having an impact on the business of
government relations. Where traditionally, government relations professionals
have focused their attention on direct communication with policy-makers and
public relations professionals have focused on reaching out to the public at
large, this time-honored distinction is fast becoming a blur.
In the early 1900's, Sir Charles Sherrington conducted several
experiments on the behavior of dogs. Specifically, he measured the amount of
stimulation required on various pressure points to elicit an automatic scratching
motion by his canine subjects. He was able to determine the minimum stimulation
necessary to produce this response. He then stimulated two separate pressure
points, each below the determined threshold. These simultaneous, sub-threshold
stimuli still produced the auto-response.
Now, I do not mean to imply that legislators are dogs, but they
are responsive to many various stimuli. In addition to the influence of lobbyists,
elected policy-makers are necessarily responsive to the influence of the electorate.
Traditionally, this influence was felt mostly on election day, but also as the
result of public opinion polls and constituent communication. Now, with the
arrival of email and other online tools that greatly facilitate the opportunity
for constituent communication with policy-makers, we are witnessing a steady
growth in the public's influence on the policy process.
Because the public has been so empowered, many grassroots and
consumer advocacy organizations have stepped up their programs to activate the
masses to influence the policy process, often to great success. Using a two-pronged
strategy of direct lobbying and activating the public, these advocacy groups
are benefiting from the additive effect of two influences on policy-makers,
where one alone may be insufficient.
The implication of this convergence of strategies is that government
relations efforts must now include a public relations component if they are
to continue to achieve success in the policy arena. Educating the public while
lobbying policy-makers is essential. Activating the public to support lobbying
efforts is quickly becoming a necessity for effective government relations.
Issue advocacy Web sites provide an ideal platform for coordinating
this merged GR and PR strategy. They can be used to provide extensive documentation
to support direct lobbying efforts AND they provide a public expression of your
policy message. This expression is not only available to voters, but also to
any policy-maker using the Internet to research a bill before them. In addition
to the policy message, these sites should include tools that help voters viewing
the site to send a message to their representatives. Coordinating your efforts
in order to stimulate both of these key pressure points will increase your chances
for influencing public policy.
Online Advocacy Tips:
Merging GR and PR
1. Coordinate your Government Relations and Public Relations strategy.
2. Build an issue advocacy Web site that reaches out to both voters and policy-makers.
3. Provide voters with the tools necessary to act on your policy message.
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