Communication Tools

Grassroots and political campaigns are full orchestrations of all the elements of media relations – with the ultimate goal to dramatize a momentous wave of public support. In grassroots and political campaigns, the messages are corralled, the spokespersons deployed, and each new relevant event marshaled to further support the corporate or ideological purpose.

When a financial firm found its interests threatened by a large-scale bank merger in the Middle East, it didn’t simply pitch stories. It optimized a Web site and kicked off a grassroots and political campaign that directly reached regulators as well as reporters. Tobacco companies spend many millions, not just on philanthropy, but on then promoting their philanthropy. Such grassroots and political campaigns target lawmakers, regulators, investors, and consumers.

Grassroots and political campaigns identify and create interest groups that disseminate critical messages. They identify third-party supporters, be they think tanks or national celebrities. They pick up the drumbeat and carry it forward.

Grassroots and political campaigns don’t just promulgate opinion. Grassroots and political campaigns create opinion.