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Funding "Grassroots" Efforts

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The "grassroots" program received a facelift in 1990,-- the much-heralded 20th anniversary of Earth Day, when the Association dedicated $410,000 and one CMA professional "issue impact specialist" in order to expand and improve the coordination of the industry's "grassroots" efforts. There was a major push to get more CMA member companies to develop a program of their own, since only 37 percent of the members reported having a "grassroots" program according to the Grassroots Task Group survey conducted in 1989. An outreach program was designed in order to provide members with a model for building their own "corporate grassroots program." (view entire document)

However, a number of CMA companies preferred not to trouble themselves with even creating the appearance of a "grassroots" program. They hired experts, paying millions to public relations firms to cultivate the grassroots - that is, to roll out the Astroturf.

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last updated: march.27.2009

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