Unseen battle for influence

People are working in Washington, D.C., to influence policies that affect Tennessee, but chances are you don't know who they are or what they want.

The fact that they're lobbyists is nothing knew, but an emerging strategy could bring about lasting changes in how government operates, going beyond votes on individual bills.

Media campaigns are being waged in Washington that will affect attitudes not only among legislators, but among those who continue to work and make decisions in government agencies regardless of what party is in power.

One of the most recent campaigns saw $3 million spent in the Washington area by the Iron and Steel Institute to change how people perceive the industry. The Washington Post reports that the effort resulted in "a 14 percentage point jump in the number of 'elite' Washingtonians who had once seen the steel industry as old, dirty and outdated and now see it as modern, high-tech and clean."

The danger in this is that companies will realize they don't need to spend lots of money to build national support for their efforts, but can focus their message on a smaller, easier to reach constituency. What's more, that message will stick in the minds of those making decisions on the lower levels of government. Those decision makers are also more likely to find that the views will be shared by their friends and neighbors, leading them to believe that "America" holds the same opinions.

Lobbying has been around a long time, as has targeted marketing. What's dangerous is that those who represent are being subjected to marketing efforts about which we are unaware back in the districts and don't have the opportunity to refute. These are also efforts that may take place weeks or months before legislation is introduced.

We can't expect those who represent us to live in a vacuum, but perhaps we should require those who run public issue campaigns in the Washington area to follow the same rules as lobbyists who work the halls of Congress and register and report their activities.

    - Jim Grinstead