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Media attention often
causes lawmakers to act
By MARK G. SCHROEDER
Ideas for public policy come from a variety of sources, including interest groups, business, academia, government and citizens. But when the bright lights of the media shine upon an issue, a legislative initiative addressing that issue often follows. Politicians recognizing the attention associated with the issue are quick to respond with a legislative solution.
It has often been said that the key to success in passing any legislation is finding the right sponsor.
Organizations can lobby year in and year out on an issue without result. For example, Common Cause, the government watchdog group, attempted for years to institute stricter laws on lobbying registration in Illinois but had little success. However, last year, after the Chicago Tribune and the Springfield State Journal-Register completed a series of articles reporting unfavorably on current lobbying regulations and charges of influence peddling, Secy. of State George Ryan was quick to pick up on the issue and lead the charge for reform of lobbyist registration. With the media informing and influencing public opinion, the legislation was signed into law by the governor. I expect that if it were not for the reporting of the Tribune and State Journal-Register, the Illinois legislature would not have addressed the issue. For years special interest groups tried to get the legislature and the governor to change policies related to child abuse. It had been the policy of the state and the Department of Children and Family Services, through its Families First program, to keep children and their families united whenever possible and appropriate. This policy received intense media scrutiny, based on documented cases of children being returned to their families only to be abused again and, in one well-reported case, killed. The media's ongoing attention helped change the law to ensure that the best interests and safety of the child be considered above all else.
Last fall the entire country learned of an Illinois high school football coach who staged a mock shooting to motivate his team prior to a big game. As an offshoot of that story the public also learned that the coach was also a driver education teacher making $65,000 a year. Talk radio filled the air with discussion on whether or not a driver eduction teacher should receive the same compensation as other teachers, or even if driver education should be contracted out to a private entity. The Arlington Daily Herald suggested in an editorial that the Illinois General Assembly look into the possibility of contracting out driver education to save money. Will a legislative proposal be offered to address this issue? It is something to look for in the upcoming legislative session.
How much media attention does it take to move lawmakers? In general, the more attention an issue receives, the greater is the likelihood that lawmakers will respond. This is due in large part to the importance lawmakers place on their ability to gauge public opinion.
Is one medium more influential than another? Because all politics is local, legislators are very sensitive to their local papers and media outlets. After all it's their constituents who are reading, hearing or seeing these reports.
For the most part, state public policy issues do not receive much media attention because the media have found little interest in the marketplace for many of the nearly 4,000 pieces of legislation introduced each session. Once the media do cover an issue, however, the public has a heightened sense of awareness. Thus lawmakers have a ready-made platform, created by media attention and public interest, to offer a legislative solution.
What's wrong with the media's taking part in shaping public policy? Absolutely nothing. In fact, isn't that part of their role in American society? Policymakers and the media need each other. The media respond to policy makers' initiatives , and the policymakers in turn respond to media reports by initiating policies that have been brought to the public's attention.
Abraham Lincoln said, "He who molds public opinion is more powerful than those that make the laws." And media reports play a powerful role in shaping public opinion. So when any issue flares up like a comet blazing across the newspapers or burning up the airwaves, watch for the legislative initiatives to follow quickly .
Mark Schroeder lives in Lake Zurich and is a consultant on public affairs and government relations.
10/March 1994/Illinois Issues
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