Full Frontal PR Report

The following was written by RLM’s CEO, Richard Laermer, and VP, Michael Prichinello. It was intended as a sidebar in their book Full Frontal PR Getting People Talking About You, Your Business, or Your Product, but the vagaries of editing and layout kept it from publication. They have updated it, and look forward to watching PR folk change the world in 2004.

In honor of an especially crucial time, the running jump to 2004, we are looking ahead to how marketing folk can work with grassroots politics to promote…good. Since many people in our industry seem to be uncomfortable “doing nothing” about politics here are offer some timely suggestions on how to get involved. Now.

First, imagine this: Bush politics might be doing something good for all—including liberal—Americans. Yes, you did not read that wrong.

Political activism—thanks to Bushisms—is growing and growing up. People are finding it easy to get involved; they’re realizing how personally fulfilling involvement is (yes, it’s a great place to meet dates too). Maybe the recent war has something to do with it; perhaps it woke us up. Or maybe term limits are so pervasive that we are running out of “political types” to run and regular folks have got to get involved. (We vote for the latter.)

Marketing people are the loudest mouths around, and many of us are becoming involved in a new driving force called the New Century Grassroots movement…and why not? It’s not as if we are all being run ragged by those tech firms to keep us busy with hourly marketing needs (worries). It’s time to think inward, or so some psychologists are saying. Thinking inward makes us think about (ahem) the greater good. And the best way is to do that is to volunteer—get out and conduct some conversation with people who believe like you do. The finest way to be a volunteer is to get involved in our nascent political scene. Yep. It’s all new and it’s taking place now. You need look no further than the overwhelming volume of support and volunteerism that emerged after the Trade Center disaster.

People—all types and persuasions—want to be heard and want to have influence. And just who, then, are the most influential people you know? Surely, anyone who has a message to get out, and is doing so passionately.

Grassroots politics is about building relationships with elected officials. (Can you say “good for business too”?) We all have the ability and the resources to build upon these relationships. If we begin with these fundamentals, our success at influencing what laws are passed or defeated—or basely, what programs are created or eliminated—will increase in proportion to the number of times we work at it.

Lots of terrific bedfellows actively seeking movement in the decade we call the Zip’s: Ex-White House press secretary Mike McCurry is using the available technology to push activism. His amazing site Grassroots.com makes it fun and simple for people to connect with elected officials and others who are active in various political movements. The destination offers software specifically designed to keep activist groups organized and efficient. Speakout.com and Votermarch.org are two other sites among hundreds that are reaching out to people who want to help make some sort of change (that’s change, not coins!). The Internet, which turns out is still alive and kicking, has helped grassroots movements reach more actively-seeking grassroots type people and decrease the movements’ operating costs and help them get the important work done fast.

As it becomes evident that our citizens have a voice and the ability to force change grassroots movements will grow in size and enable people in our businesses to get involved on—cue Stevie Wonder—a higher ground.

Yeah: power to the people…right on!