US CHAMBER OF COMMERCE, Building Community Support for Controversial Policies, [Public Relations], CHALLENGE: Public support for international trade has plummeted with the struggling economy as more and more voters view globalization as a threat to their family’s economic well-being. When the U.S. Chamber of Commerce needed to build public support for passage of the Peru Trade Promotion Agreement they turned to a partner at Quinn Thomas to develop a plan. SOLUTION: We began by identifying dozens of Members of Congress key to the agreement’s passage, creating background and message materials, and identifying through research 91 influential newspaper editorial boards in 35 states that were key influencers of those Members of Congress. We then executed an outreach plan to those editorial board editors to encourage them to support the Peru agreement through their editorial page. SUCCESS: Over a quarter of those editorial boards in some of the most important media markets in the country weighed in on behalf of the agreement with many using statistics provided through our outreach.
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