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PR Surpasses Lobbying
BATC’s Strategic Plan and Budget continue to allocate greater emphasis towards strategic and dynamic communications, and a recent study by the Center for Public Integrity confirms that we are on the right track.
Lobbying is so ‘the 90s?’
Perhaps that’s overstating it a bit, but there is no question that public relations, advertising, industry marketing, and dynamic communications have overtaken traditional lobbying in modern advocacy plans. Our lobbyists still play a vital role in our industry affairs efforts, of course, but the days of hiring a lobbyist as the primary means of a public policy strategy are in the rear view mirror.
Why the Change?
It’s pretty simple, influencing and engaging the public via PR campaigns, advertising, etc has become the most effective way to successfully manage issue advocacy efforts. Elected and appointed officials are accountable to the public and when the public is educated and engaged on an issue it becomes more powerful than any traditional lobbying effort. The creation of social media and the ability to connect people and groups in new ways has accelerated this trend.
What does this Mean for BATC?
BATC sensed this trend occurring over the past three years and has integrated this deeply into our strategic plans for all segments of BATC operations. With our Parade of Homes brand we already have a unique relationship with the homebuying public, but beyond that we’ve hired our first Press Secretary, and retained a Public Affairs firm and a consumer Public Relations firm to assist us in these efforts.