Beltway experience validates the increasing importance of strategic comms.
After leaving the White House as counselor to President George W. Bush at the end of his term this past January, many were surprised I didn't return to lobbying, but instead opened a new strategic planning and communications firm. Given the rapid changes in public affairs, they shouldn't have been.
Lobbying remains a vital means of conveying information to a target audience of policy-makers. However, other ways of shaping the broader environment in which policy decisions are made have mushroomed and gained in both importance and influence.
I've lobbied and been lobbied. I have advocated policies and participated in the policy-making process at various levels of Congress, as well as at the White House. As such, I understand what has an impact from all perspectives.
Former House Majority Leader Dick Armey, my old boss, has a saying that on the floor of the House of Representatives, “Votes beat money every time.” Helping to shape the public perceptions surrounding an issue has a much greater impact than individual lobbying and endless fundraisers.
