AN UPDATE FROM MAIL MOVES AMERICA
 

Mail Moves America has been making progress the public debate against extremists determined to ban advertising mail at the expense of thousands of jobs.  Our message about the negative impact on jobs from Do Not Mail legislation has now permeated the media coverage, providing important support for our allies and a clear message to lawmakers.  What follows is a brief summary of recent activity: 

• MMA worked with its communications team from HDMK to began planning for an all-out media blitz by ForestEthics on the 1-year anniversary of its Do Not Mail campaign.  FE’s plans included the passage of a resolution in San Francisco, a USA Today ad in the San Francisco area, and a national push for DNM registries.

  MMA communications team engaged San Francisco media, supplying them with our jobs message, fact sheets, and other information.  As a result, the DNM resolution received muted if any press coverage, and a San Francisco Chronicle column about it included our main message of jobs.  A San Francisco Chronicle editorial echoed our message that DNM legislation is unnecessary given existing options for consumers like DMA Choice.

• When FE persuaded WNBC in New York City to air a story about its DNM campaign, MMA leadership and communications teams responded on two fronts:  DMA worked the consumer options messaging like DMAChoice, while MMA worked the jobs messaging and organized an on-camera response.  MMA communications staff worked with Matt Broder of MMA Member Pitney Bowes to deliver our messages and answer questions on air -- and he did a great job. 

The resulting WNBC story is not only balanced, it actually favors our side as our views occupy over half the piece and DMAChoice and MMA websites are featured prominently, including screenshots of businesses hypothetically being shuttered by DNM legislation.  Better yet, this favorable piece has been airing on NBC affiliates across the country – 175 times at last count.  To view the WNBC story, see this link:  http://www.nbcnewyork.com/news/local/How_to_Stop_Unwanted_Mail_New_York.html 

• A Chicago CBS affiliate is also preparing a story on DNM efforts for Earth Day coverage, and asked the Printing Industry of Illinois and Indiana (PII) for an interview.  PII, an MMA Member, consulted with the MMA communications team and together, they fielded the request, planned a response, and conducted a mock media interview with the chairman of PII's board in preparation for the actual interview with CBS.  While the piece has not aired, PII believes the interview went more smoothly because of this preparation.

We still face a determined opponent aided by a friendly mainstream media.  Because of this, MMA will continue to be on the lookout for opportunities to shape media coverage of advertising mail to ensure it includes our messages about jobs.  Likewise, we stand ready to support MMA members or others with these proven approaches and tactics should you be contacted by the media.

But our messages are working!  Now it is incumbent on each of us to work together on getting them out there.

San Francisco Resolution Update

San Francisco Mayor Gavin Newsom has returned the non-binding Do Not Mail resolution to the Board of Supervisors unsigned.  In practical terms, this means only that the City lobbyist in Sacramento will not be adding the resolution to the list of issues to lobby for on behalf of the City.  The Board will still forward the resolution, as indicated in the resolution, to House Speaker Pelosi, Senators Dianne Feinstein and Barbara Boxer, the San Francisco delegation in the state legislature, the Speaker of the Assembly and the president pro tem of the Senate.  While this will not be an official priority for the City, individual Supervisors could, on their own, encourage legislators in Sacramento to pick up the issue.  Mail Moves America members with resources in Sacramento are encouraged to keep an eye out for any movement.  Please let me know if you have any questions.

Ben Cooper
Executive Director
Mail Moves America
1155 21st Street NW/ Suite 300
Washington, DC 20036
office: 202-973-5977
cell: 703-615-6003

www.mailmovesamerica.org