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Interest group strategies 363

at all, possibly because they lack sufficient funds, because they want to avoid making

enemies based on whom they support or don’t support, or because other strategies

are more promising given the resources that are available to them. Many groups opt

for quiet lobbying efforts that use their expertise, or they undertake grassroots efforts

to build public support for their policy goals. Massive electioneering operations by

interest groups are relatively rare.

Cultivating Media Contacts Media coverage helps a group publicize its concerns

without spending any money. Thus, most interest group leaders talk often with

journalists to pursue favorable coverage of news stories that pertain to the group’s

issues. Such attention may mobilize public opinion indirectly, by getting people to

join the group, contribute money, or demand that elected officials support the group’s

agenda. Favorable media coverage also helps a group’s leaders assure members that

they are actively working on members’ concerns.

Journalists listen when interest groups call if they feel that the group’s story will

catch their readers’ attention or address their concerns. Smart interest group leaders

make it easy for journalists to cover their cause, holding events that produce intriguing

news stories. These stories may not change anyone’s mind, but the media coverage

provides free publicity for the groups’ policy agendas.

Bypassing Government: The Initiative Process A final outside strategy for

interest groups bypasses government entirely: a group can work to get its proposed

policy change voted on by the public in a general election through an initiative or a

referendum. Referenda and initiatives allow citizens to vote on specific proposed

changes in policy. The difference between these procedures lies in the source of the

proposal. In a referendum the legislature or another government body proposes the

question that is put to a vote, whereas in an initiative citizens put questions on the

ballot, typically after gathering signatures of registered voters on a petition.

Initiatives can occur only in states and municipalities that have the appropriate

procedures in place; there is no mechanism for a nationwide vote on an interest group’s

proposal. So if a group wants to use this process to effect national change, it has to get its

referendum

A direct vote by citizens on a policy

change proposed by a legislature or

another government body. Referenda

are common in state and local

elections, but there is no mechanism

for a national-level referendum.

initiative

A direct vote by citizens on a policy

change proposed by fellow citizens

or organized groups outside

government. Getting a question on

the ballot typically requires collecting

a set number of signatures from

registered voters in support of the

proposal. There is no mechanism for a

national-level initiative.

Conservative Super PACs, such as

the Conservative Political Action

Committee (CPAC), hold conventions

that give candidates a venue to

present themselves to conservative

activists and donors.

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