Consensus Among Players,Long-Range Strategies Are Key To New PR Efforts

Managing public affairs requires a kind of intensity that's typically not found in other PR disciplines. Generally, when you're trying to tackle a public-affairs issue, you won't be targeting just the public and the press. You'll also be devoting your resources to woo politicians and solicit support from those in the business sector. But long before that happens, it's crucial that you have business alliances and a brand in place before you begin the laborious task of lobbying legislators. In this piece, PR NEWS looks at how the Internet Content Coalition, which most recently grappled with the issue of online content providers rating their sites, is building the foundation for its public affairs efforts. (ICC is a growing and robust network of online content providers directing a national campaign to support large and small companies producing and distributing original content on the Web.)