Shifting Local & National Media Coverage To Reauthorize The
Export-Import Bank
CASE STUDIES: ADVOCACY
Manufacturers across multiple industries nationwide faced an
uphill battle to reauthorize the U.S. Export-Import Bank, a
little-known trade financing tool that helps preserve an important
financing option for overseas buyers of U.S. exports. The Coalition
needed to secure Congressional support for reauthorization. The
overarching view of the Bank was negative.
HPS amplified the Coalitions lobbying strategy to influence
Members opinions about the Bank through earned media placement:1.
Rebut critics with robust
analysis and irrefutable fact-base.
Creation & distribution of charts and materials
Earned media generated with new arguments and local voices
2. Reveal the local policy impact through surrogate voices.
Identified and cultivated 90 SME voices
Created materials for Hill distribution, including pocket cards
explaining local jobs impact
Members perceptions shifted, and Ex-Im was reauthorized. The
following supported this effort:
Media engagement resulted in a reduction of negative coverage to
an average of 20 percent through October, down to zero negative
coverage in November. The Coalition placed more than 80 opeds and
LTEs and facilitated stories with local surrogates in more than 15
media markets.
Surrogate engagement at four events in Washington and four
events outside the beltway.
Content development and distribution to Capitol Hill, reporters,
and local stakeholders and thought leaders, including infographics
and white papers.
ImpactOur ApproachSituation
Shifting Local & National Media Coverage To Reauthorize The
Export-Import Bank
