WASHINGTON: The US Chamber of Commerce has launched a multi-faceted campaign called This Way To Jobs, which aims to show how restrictive new and existing regulations are for business owners.
The campaign includes a dedicated website, online video, targeted op-eds, and a board game. It also includes executive-level speeches and earned media outreach.
“The Chamber already has a positive campaign to highlight the benefits of free enterprise, but we also wanted to launch a complementary campaign that focuses on the enormity of regulations holding our economy back from stimulating job growth,” said Tita Freeman, VP of communications for the Chamber.
Tom Donohue, president of the US Chamber of Commerce, officially launched the new campaign while giving a speech at a Des Moines Rotary Club in Iowa October 6.
Freeman said one of the most innovative elements of the communications plan is a board game, called This Way To Jobs. “The game is like a Candy Land of the regulatory world for businesses,” Freeman told PRWeek. “Each player represents a business and must navigate through all these different and sometimes obscure regulations through to the path of what we call Prosperity Park, which is the finish line.”
The game will be sent to every member of Congress in November, as well as heads of trade associations, business owners, and state local chambers. An online version of the game is also being developed, said Freeman.
Media relations for the campaign is being handled internally by the Chamber's 30-person PR team.
The Chamber has been on the defensive in recent weeks, as the Obama administration and some liberal groups have accused the business lobby group of using foreign funds to influence American voters.
“For the Chamber communications team, the key has really been remaining disciplined, and not letting a blog post that is opinion and not fact drive mainstream news stories,” Freeman said. “We've been very effective at inserting our message into the dialogue.”