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THE PROBLEM
For several years, the Regional Bell Operating Companies had sought-unsuccessfully-to have Congress deregulate telecommunications markets to allow widespread competition. Long distance companies benefited from a status quo that enabled them to encroach on the local Bell company telephone markets while barring the "Baby Bells" from providing long distance services-a classic "heads I win, tails you lose" situation.
THE CONTEXT
The "Baby Bells" knew they had to build political support for their position in order to persuade Congress to act. Their coalition, the Alliance for Competitive Communications, retained Smith & Harroff to assist with message development and to create advertising to influence the policy debate.
THE SOLUTION
"The media lobbying strategy the Baby Bells employed is a case study of how to reach the right people; it’s also a reinforcement of a new trend, whereby industry groups enlist pollsters and media consultants to wage political campaigns over legislative issues."
--Campaigns and Elections, (Oct/Nov 1995) |
Smith & Harroff’s action plan was based on the premise that consumers want choice in telephone service. We developed a plan that would keep this message front and center, expressed simply in print, radio and television advertising. Opinion research confirmed that "consumer choice" – augmented by competition – should be the core message, one the Alliance maintained throughout the debate. Our advertising created awareness by featuring telephone message slips urging Congress to "let consumers choose." And the plan was deliberately conducted like a political campaign, targeting members of Congress.
THE RESULTS
In 1996, Congress Passed – and the President signed – legislation favored by the "Baby Bells" to create competition in telecommunications.
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