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Forum Insights: Is Your Grassroots Advocacy Program Authentic or Astroturf?
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This summer’s controversial healthcare town hall meetings triggered an age old debate: Is there a genuine grassroots rebellion underway or is the turnout artificially generated “Astroturf?” A recent USA Today/Gallup poll indicated that a majority of Americans felt that “Individuals making angry attacks against a health care bill and what it might do” was “Democracy in action.” The same poll showed that Americans were more likely to agree that the protests reflected existing concerns about the health care bills, versus efforts by political activists to create organized opposition to the bills.
While antagonists often label their opponent’s campaign as orchestrated or “astroturf,” mere organization often matters less than the fact that people care enough about an issue to voluntarily take time out of their busy days to show up and make their voices heard. Gone are the days when lobbyists could bring bags of pre-written postcards up to Capitol Hill that were signed by “arm chair activists” and expect to have an impact.
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While quantity still matters, the more time and effort a constituent takes to express their views, the more likely they are to be heard.So what can you do to help avoid the “astroturf” label and ensure your grassroots advocacy efforts are effective?
Here are a few tips:
- Educate your activists. A website and social network tools are great for communicating information, but make sure that the information provided is easy to understand, well organized, and includes third party and objective points of view.
- Help demystify the policymaking process. Helping people understand what to expect at a town hall meeting or when they call their elected official will help instill confidence to take action.
- Encourage activists to “show up.” Politicians are driven by what their voting constituents act upon. If your activists feel passionately about your issue, help channel those passions into visible actions.
- Don’t try to (overly) control the message. Remember – the value in grassroots activism is that it enables policymakers to hear from their constituents about how an issue will personally impact them. Encourage your activists to tell their story. The more genuine and sincere they are, the more impactful they will be.
- Encourage civil behavior. While a majority of Americans saw debating the issue as Democracy in action, most also thought that booing members of Congress or shouting down supporters was an “abuse of democracy.” Encourage your activists to be firm but respectful.
For more information on how to launch a successful grassroots advocacy campaign, contact FSC. |
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Issue Spotlight: Paying for Health Care Reform -- Obesity Taxes
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Perhaps the biggest hurdle facing any health care reform legislation is how to pay for it, given the soaring cost of health care. Recent studies and reports have pointed to obesity as one cause of these growing costs, putting the price tag at an estimated $147 billion annually – or 9.1 percent of US health care expenditures, according to one study. Whether or not that is in fact the case, there continues to be a growing trend to push policymakers to “do something” to address obesity. |
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Whether or not Congress enacts any health care reform bill, the debate over certain food taxes and menu labeling could receive added attention in the months ahead. And as state budget crises continue into the year ahead, watch for more proposals at all levels of government to tax and regulate certain foods, beverages, and lifestyle choices, all under the mantle of health care reform, prevention, and just plain-old revenue–raising. |
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FSC Tip of the Month: Remember Your Audience When Using Social Media
More and more companies are using social media, which includes tools like Facebook, Twitter and blogs, as a way to effectively monitor brand reputation, drive visitors to their websites and increase product sales by increasing brand awareness. It is important to remember, however, that the primary reason to use social media tools is to get information and feedback by engaging in a two-way conversation – not to just push out the latest corporate press release and ignore comments that come your way in response. Show you are listening, be responsive, and people will be more willing to follow or “friend” you. If you are interested in learning more about effective ways to create your company profile and establish your presence in social media, please contact Forum Media President Jeffrey Sindone. |
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According to a Forrester Research study, more than 80% of online Americans access social media content at least once each month. ( Advertising Age)
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A majority – 56% - of adults nationwide say that if they had to choose just one source for their news information, they would choose the internet. Television was a distant second place, with 21% indicating they would prefer that medium over online sources. ( Zogby International)
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Forum Strategies & Communications and Carpenter Hawkins Sievers, LLC have launched Benchmark Public Policy Solutions, LLC, a new public affairs campaign management firm with offices in Washington, DC, New York City and Sacramento, CA. Benchmark Public Policy Solutions is based in Washington, DC and develops and executes advocacy, outreach and communications strategies to manage legislative and regulatory proposals, reputational issues and ballot measures in the states and nationally. The firm’s goal is to get results through innovative, integrated public affairs campaigns, proactive strategies, and targeted and compelling communications. For more information or to contact us, go to: www.benchmarkpps.com. Forum Strategies and Carpenter Hawkins Sievers will also each continue to operate as separate firms.
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Forum Strategies and Communications (FSC) wins Communicator Awards. DRINKiQ.com, Diageo’s cutting edge responsible drinking web site, was presented with The Communicator Award as the Most Outstanding Health and Wellness web site by the International Academy of the Visual Arts. The site was also named runner-up in the Education Category.
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Forum Media President Jeffrey Sindone will be a featured speaker at PR News' Digital PR Next Practices Summit on October 22 in New York City. Jeff will address how to shape public opinion in the digital age. Click here for more information.
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