Ein survey shows PR ahead of ads for political clout

WASHINGTON DC: Lobbying and PR command more attention than advertising when it comes to influencing policy decisions on Capitol Hill.

WASHINGTON DC: Lobbying and PR command more attention than advertising when it comes to influencing policy decisions on Capitol Hill.

Ein Communications of Washington DC surveyed 264 congressional offices.

The Chiefs of Staff who were interviewed ranked lobbying and PR first, by a ratio of 3:1. Marina Ein explained that most Chiefs of Staff have personal interaction with lobbyists and PR people. 'Having a face-to-face with someone who can present an intelligent, articulate argument is just more effective,' she told PRWeek.

Chiefs of Staffs' most frequently read publications for Hill coverage were Roll Call, The Hill, Congressional Quarterly, and National Journal.

'It's a clear indication that the publications the decision-makers are reading are the ones PR people want their stories to be in,' explained Ein.

Of the Chiefs of Staff surveyed, 54% believe issue advertising is effective; 36% percent rate it as 'neutral'; and 9% see it as 'ineffective.' The survey was conducted during this summer and fall.

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