Group Uses Blog Outreach to Aid Lobbying Campaign

Consumers Union created a web-based ad spoofing prescription drug warnings in an effort to convince people to contact Congress and lobby for a law requiring more disclosure of drug trial test results.  An article describes how they promoted it.

Schneider and Kathy Mitchell, who directs Internet advocacy at Consumer Union's Austin, Texas, office, decided early on to promote the cartoon by sending e-mail to prominent bloggers.

That strategy was crafted in part by Michael Ward, vice president at M&R Strategic Services in New York City, a firm that gives nonprofits advice on how to engage the public.

Ward said organizations such as Consumers Union are realizing the Internet is a cheap way to get the word out.

Comments

[Nan Dawkins]

We've found that Blog MOR (monitoring, outreach, response) is a killer tactic for our nonprofit clients. Nonprofits, especially advocacy organizations, often have rich content that bloggers are more than happy to "cover". The viral effect can be pretty stunning.