PRWeek, a leading industry publication, interviewed Managing Partner Jeff Mascott about the increased use of non-traditional lobbying strategies to reach lawmakers. An excerpt of Mascott's placement is below. To read the full article, go to PRWeek (subscription required).
April 1, 2012
Many major lobbying groups reported flat or negative revenues in 2011, a far cry from the double-digit growth they experienced in the mid-2000s.
Reasons given range from the economy to congressional deadlock, but PR pros contend there is an increased utilization of public affairs services over lobbying to reach out to lawmakers.
It's not the economy
Jeff Mascott, managing partner of Adfero Group, is in this camp. He doubts the economy played a part in the decreased use of lobbying services because the market has been in a relative upswing. If funding was going to drop, he adds, it would have happened in 2008 or 2009, not now. In fact, he noticed his firm's revenue rose 29% between 2010 and 2011.
"We do a lot of public affairs," explains Mascott, "and that suggests an essential shift of resources from lobbying to non-traditional ways of doing advocacy."
The change coincides with the public's increased social media use. "It's no longer the case that you need a well-heeled lobbyist to get a message to policy- makers," he notes. "There are many more avenues to reach Congress than there used to be."