Lobbying firms are hiring PR professionals or merging with PR firms. Lobbyists have learned to appreciate the benefits of PR and public opinion. They understand that PR can improve their direct lobbying efforts by reaching large groups of people.
The trend has blurred the lines between PR and lobbying.
Ivan Adler, a principal at the headhunting firm McCormick Group, said more lobbying firms are asking him to find PR professionals. “They’re looking to reach other audiences besides lawmakers, and that’s what public affairs is about,” Adler told The Hill.
“Clients want and deserve a broader view on how to win,” Stewart Verdery, the founder of Monument Policy Group, a bipartisan lobbying firm, told The Hill. “Obviously lobbying is essential, but it’s not sufficient without shaping the environment to your client’s advantage.”
One-Stop Shops
Rather than referring clients to PR firms, lobbyists are bringing PR capabilities in-house to deliver a “one-stop shopping” experience.
The GOP lobbying firm, S-3 Group is merging with Bryan Row and rebranding itself as S-3 Public Affairs and will offer integrated PR and lobbying services. Integrating PR into the firm and working closely with communications experts improves the firm’s lobbying, said Steve Elmendorf, one of firm’s founders.
“Lobbyists are essentially in the communications business. We’re communicating sometimes one-on-one or in a small group,” he told The Hill. “The more you know about how a person gets information and makes decisions, the better you’re going to be at doing your job.”
Trade Groups Turn to PR
When large trade organizations want to lobby, they often pay more for PR and advertising than direct lobbying, according to the Center for Public Integrity. The center examined $3.4 billion in contracts reported by 144 trade groups from 2008 through 2012. It found that more than $1.2 billion, or 37%, was spent on advertising, PR and marketing services, more than any other category, Time reports. The second-highest total, $682.2 million, or 20% of the total, went to legal, lobbying and government affairs.
One trade group, the American Petroleum Institute spent more than $7 million for lobbying in 2012, and $85.5 million to PR and advertising firms.
While the PR industry in Washington is booming, the number of federally registered lobbyists is actually shrinking, according to Time magazine. PR can help associations’ direct lobbying efforts by reaching large groups of constituents. In addition, PR is not subject to the same disclosure rules. Some commentators say some unscrupulous lobbyists call themselves PR firms in order to evade those regulations.
A New York State commission recently prompted uproar among PR and media companies when it voted to expand the definition of lobbying to include communications between PR firms and the media. PR firms hired to influence public policy will be required to register as lobbyists and file reports with the state on their media outreach efforts. Both PR organizations and media editorials called the proposal interference in the freedom of the press and a drastic over-reach that has nothing to do with combatting political corruption.
Bottom Line: Recognizing the benefits of public relations, lobbying firms are hiring more PR experts. PR can sway lawmakers by influencing their political constituencies. However, some fear that lobbyists are learning to love PR largely to skirt disclosure rules.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
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